Recently, I’ve been watching a few campaigns as they’ve launched, and a question keeps coming into my mind: “That’s awesome. Now what?” 

This got the Peas talking about creating content assets like videos, articles, or graphics and how to keep promoting those assets so you really get the most bang for your buck. We talked through some ideas for how to keep using content assets after the initial launch so that your campaign doesn’t fall flat. Here are a few ideas we had:

Plan Marketing Events

I’m not referring to the typical scheduled public event, but more of an internal event that you plan for to help continue the engagement with your content/campaign.

• Run a contest in week 2

• Do an interview on Facebook Live in week 3

• Send out a promo item to advocates/followers in week 4 and ask them to snap a pic and share it

• Do media interviews in week 5

Scheduling these types of marketing events internally will help keep things moving and get people to see fresh content regularly throughout your campaign. The more they engage (on social), the more they’ll see.

Keep Sharing

Just because you post your video once to your social media channels doesn’t mean that everyone is seeing it, or that it’s the right time for them to watch it. Try posting it a few different times, maybe quoting or highlighting different segments to try to grab your reader’s/viewer’s attention in a meaningful way. 

Pay for Exposure

Your social media followers may be a large number, but that doesn’t mean that everyone is seeing your organic posts. Combine paid ads with your organic posts to reach more of your followers. While you’re paying for their attention, maybe ask them to subscribe with an email (so you become less reliant on social media/paid ads to reach people who care about you.)

Recombine Your Content

Depending on your partners or your skill with design or editing software, you maybe can take clips from videos, paragraphs from articles, or graphics created for promotional materials, and recombine them into something new and fresh without having to start from scratch. My good friend over at The Post House does this with video, but you can do this with many forms of content. If you start with some really great base material, think about how you can recombine it into something that is more relevant to specific audiences, and test them out through email, social media, or other channels. You might be surprised how much content you’re creating from just a few quality foundational pieces.

Plan a Co-Promotion

It can be a challenge to get in front of new audiences who want to hear what you have to say, right? We all have this challenge as small businesses, and we can help each other! When two or more businesses partner up to do a joint campaign, create joint content, or provide a joint promotion, this can really help you to reach a lot more people who maybe wouldn’t have even bothered to look your way before. Your association with a company they like helps build your credibility, even if it’s as simple as doing an interview with the person, or offering a deal if someone shops both places. Get creative here - people love good stories, and businesses coming together, partnering, and doing something different is a great story!

Do you have ideas that have worked for your campaigns? Leave us a comment - we love to hear how businesses are out there making it work.