Share what you know with millions of people
Focus is the best place to turn what you know into remarkable content
0
Unusual content marketing situation. How would you approach it?
We have an unusual situation with a new client. We need to promote 96 separate technical books over the course of a single quarter. The books are organized around themes, and we have quite a bit of additional supporting content to use in a campaign, but we need to promote all 96, with a very limited budget. We have a decent opted-in list with detailed segmentation so we can target emails appropriately, and some of the authors can do online events with us. How would you approach this? Buyers are both consumers and businesses. Subject matter is highly sophisticated.
Events
- Dos and Don'ts of Small Business Marketing May 29 @ 11 am PT
- Lead Nurturing 202: The Next Generation May 31 @ 11 am PT
- The Tricks to Paid Media June 6 @ 11 am PT
- Display Advertising for Brand Awareness June 20 @ 11 am PT
Related Activity
3 Answers
Hmmm...
You can do things that make the client FEEL like they're promoting all 96 books on a small budget but you probably aren't really doing that effectively.
It might be better to pick titles you think will appeal to each segment, promote that title (or offer it as a contest or survey prize) and then cross-promote the related titles to those who show interest.
Or make microsites for each theme using the content you have and the author interviews.
Promote the related books off of the content...
(I'm not usually big on contests but if you offered a great prize of, say, ten related books to the winner, then everyone who enters is by definition into that content and a great prospect for targeted follow-up).
Wow, you do like challenges!
Some good points from Doug, here are a couple additional thoughts I would add here:
1) When you can get the author involved, look to get a third party involved also to extend reach, by having them participate in something like the roundtables that Focus hosts.
2) Seed the bundles into forum threads or Q&A where relevant. The fact you have other supporting content is helpful here as well, people shouldn't need to buy the book in order to see what you shared as valuable.
3) You already mentioned search, you should also add Google Shopping. The timeframe may be a challenge, but if you have a longer window for any activity, you could also sell through the Amazon marketplace. (Add to this, have you considered publishing to Kindle, Nook, etc?)
4) Guest blogging and review copies to targetted bloggers. You will get some search benefit from the backlinks as well (although depending on your timeframe, organic search here may be a challenge)
(Note I'm assuming here you are looking to SELL books, not register to download)
Good luck with this project!
Best,
Eric
I am sure that authors would have great ideas. So i would suggest that you build a platform to support authors, like a micro-site. Co-create with authors, they will have plenty of ideas, involve them in building content, and use their own contacts as a snowball, and empower them to do some community management in social media. Allow them to participate, and invest in the most clever ideas.
Answer This Question