SMEs and VSEs: 3 brand content distribution methods you may not have thought of

In digital communications, the essential thing is to be present and active. You need to stand out from the competition, build and nurture a community, and maintain a strong brand image in order to sell your products or services.
This is not always easy, at a time when every brand is pulling out all the stops to win over users.

You are already producing brand content (website pages, blog articles, infographics, videos, etc.) but struggling to distribute it satisfactorily? You want to reach a wider audience and optimise your traffic? Here are 3 simple, low-cost methods that could well make all the difference…

1. The email signature

This method is among the simplest. And yet it is barely used!

Whether you are a freelancer or the manager of a small or medium-sized business, you inevitably communicate by email, with clients or prospects. In fact, one study indicates that a person will send an average of nearly 129 emails per working day by 2019!

Adding a link to your latest piece of content, or a call-to-action button, to your email signature therefore guarantees you visibility with around a hundred people every day.

You can even include a short video in your signatures! This is still a rare and original practice that will not fail to attract attention and spark curiosity. The company Wistia tried it with a simple greeting video. The results: an 80% engagement rate and an 87% viewing rate! Their video simply said hello — but imagine the impact of a video presenting your latest content or your products and services…

2. The sharer list

You may think you are the only person responsible for distributing your content. But you do not have to be — you can call in reinforcements!

Making it a habit to create a list of contacts who, in your view, might share your content is well worth doing.

Start with the contacts you already have, who have shown interest in your content in the past. List the popular content and topics that caught their attention.

When you produce new content on the same subject, send them a template email along these lines:

"Dear Mr/Ms [NAME],

I noticed you recently read the article "[ARTICLE NAME]" about [TOPIC]. What did you think of it?

I recently published an article on the same subject here: [ARTICLE LINK]. I thought it might be of interest to you.

If you find it useful, please feel free to share it with your colleagues or followers, and to tag [COMPANY NAME] in your post. It would be a great help.

[YOUR NAME/SIGNATURE]"

A similar approach also works after a professional event or meeting. Get back in touch with the people you met on that occasion by sharing one of your brand content pieces with them.

3. The chatbot

35% of participants in a dedicated study say they would be inclined to use a chatbot when they encounter a problem. This represents a huge opportunity!

Think of all the written (or filmed) content that can be shared with users to help them.

For example, imagine a prospect visiting several of your main pages. After a short while, the chatbot can activate and appear at the bottom of the screen, encouraging the visitor to discover the complete guide to your products or services. A link to the guide in question, and there you have it: you have found a new way to drive traffic to that content.

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These 3 methods are all ways of putting your brand content in the spotlight and offering a different approach to your prospects. They fit perfectly within an inbound communications strategy (or inbound marketing): rather than selling yourself directly, you create contact by offering your prospects added value that will convince them you are the brand they need!

Article source: Impact

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