Content Marketing, Owned Media, Paid Media, Social Promotion
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Content creation is a significant investment. According to the Content Marketing Institute’s 2014 Enterprise Content Marketing Research report, B2B marketers allocated 24 percent of their total budgets to content marketing last year. That’s an awful lot of money spend on content, especially if you don’t plan to make sure it will reach its intended audience.

Enter promotion. It’s no secret that content creation and promotion strategies should go hand-in-hand. Together, the two are crucial for executing engaging content marketing campaigns. Yet producing the kind of content that engages is still the biggest challenge that B2B enterprise marketers face today.

Many marketers are likely held back by weak promotion strategies that are lacking (or nonexistent). Others, however, may simply be off the mark with their content strategies. Whatever the case, marketers must recognize that content assets will never be a one-size-fits-all solution—and more importantly, that a targeted promotion strategy is always necessary.

For starters, though, let’s take a look at some highly promotable content forms that will make the promotion job a little easier for you.

The 7 types of highly promotable content

In February, Relevance co-founder Aaron Aders wrote a post on called 7 Highly Promotable Forms of Content Marketing that outlined the most popular content marketing assets that generate attention online. Here’s a quick run-down:

  1.  E-books: book-length publications (typically 15,000 words or more) in digital form that are intended to enlighten or teach a concept or practice.
  2.  Guides and handbooks: More concise than e-books, these content assets are intended to help someone make a decision, form an opinion, or execute a strategy or tactic.
  3.  Apps: self-contained programs or software designed to solve unique problems or serve particular purposes.
  4.  Studies: based on credible research and expert knowledge, studies publish results from detailed investigations and analyses of subjects or situations.
  5.  Cheat sheets: reference tools that provide brief, simple instructions for making decisions, forming opinions, or executing strategies or tactics. A cheat sheet should be shorter than a guide or handbook, but more in-depth than an infographic.
  6.  Videos: Web-based video with the intent to solve problems and/or entertain—this one is pretty obvious.
  7.  Mixed-media posts: this format may incorporate a variety of media types (e.g. video, audio, social) with the intent to solve the problems of or entertain a specific audience.

No matter the type of content you decide to invest in, don’t waste hard-earned money on creation only to let the asset fall flat on its face due to lack of promotion. It’s a shame when hard work and helpful content go to waste because its beneficiaries cannot find it organically. Content marketing is not like Field of Dreams. Just because you build it, doesn’t mean they’re going to come.

Learn more about incorporating promotion into your content marketing budget with this Content Promotion and Distribution Cheat Sheet.


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Our publication contributors combine decades of experience with unique insights into the content promotion and distribution industry.
Chad Pollitt Partner, VP of Audience Native Advertising Institute
Jay Baer Marketing Strategist, Speaker and Author
Gini Dietrich CEO Arment Dietrich
Jason Falls Social Media & Public Relations Thought Leader
Joe Beccalori CEO Interact Marketing
Douglas Karr Founder & CEO & DK New Media
Brianne Carlon Rush Content Director Kuno Creative
Janine Popick Co-founder & CMO Dasheroo
Arnie Kuenn CEO Vertical Measures
Pam Didner Global Content Marketing Strategist & Author
Chirag Ahuja Head of Marketing WorkflowMax
Jayson DeMers Founder & CEO AudienceBloom
Erik Deckers Professional Writer Pro Blog Service
Bernie Borges CEO Find and Convert
Jessica Stephenson VP Marketing ExactHire
Michael Ferrari Marketing Consultant Pen Cap Online Marketing
Larry Alton Freelance Writer and Editor
David Tile Founder & Director Nimble Media
Kelsey Libert Marketing VP & Partner
Dan Steiner Co-Founder & CEO Elite Legal Marketing
Joydeep Bhattacharya Relevance Contributor
Jonah Bliss Founder CMO ContentIntent
Andrea Lehr Promotions Supervisor Fractl
Fernando Labastida Co-Founder Content Propulsion
Dan Moyle Creative Dir. Marketing AmeriFirst
Dennis Yu Chief Technology Officer BlitzMetrics
Arnaud Roy VP Marketing Augure
John Rugh Copywriter/Content Marketing Specialist
Justin Spicer Content Researcher, Producer & Editor
Michael Becker Marketing Support Spec. Teradata
Anna Johansson Freelance Writer
Amanda DiSilvestro Content Editor and Writer HigherVisibility
Sujay Maheshwari Founder & CEO
Kelly Coulter Online Marketing Strategist
Taylor Radey Senior Consultant PR 20/20
Rodger Johnson Public Relations Leader & Consultant
Simon Penson Founder & Managing Dir. Zazzle Media
Danielle Wolter Nolan Co-Owner
Fernando Cuscuela Founder & CEO Everypost
Kelly Smith Content Manager CourseFinder
John McTigue EVP Kuno Creative
Yogita Arora Content Strategist Zoomph
Jordan Teicher Associate Editor Contently
Jonathan Crowl Digital Marketing Writer & Editor
Brian Honigman Marketing Consultant, Writer & Professional Speaker Skyword
Katherine Halek Content Strategist
Amanda Drinker Dooley Community Product Marketing Manager Netline
Anton Rius Digital Marketing Consultant More Than Metrics
Matthew Zajechowski Outreach Manager Digital Third Coast
Kevin Bailey Co-founder DigitalRelevance
Peter Chen Digital Marketing Consultant DigitalRelevance
Luana Spinetti Multi-Specialized Freelancer
Kyle Harper Writer Skyword
Elad Natanson Founder appnext
Maël Roth Content & Inbound Marketer Park7
Quin Woodward Pu Marketing Director Audienti
Greg Shuey Co-Founder Stryde
Jean Bansemer CEO My Web Writers
Owen Andrew Journalist
Luke Kintigh Global Content & Media Strategist Intel

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