Luke Kintigh

Content Marketing + Savvy Promotion

Great content is hard to produce, but will go for naught without hard-headed promotion to reach the intended eyeballs of your customers or clients.

Great content is hard to produce, but will go for naught without hard-headed promotion to reach the intended eyeballs of your customers or clients.

Effective content marketing requires producing the content, then promoting it through a variety of channels. The art is knowing what to write and the science is knowing how and where to promote it, says Intel content strategist Luke Kintigh.

Like it or not, 90 percent of viewership comes from 10 percent of the content. Some pieces are winners and some just trot along for the ride. Kintigh argues for a promotional strategy of placing your bets on the winners who show the best promise of attracting clicks.

According to a story by Russell Working, writing for Kintigh's strategy has tripled page views of Intel's iQ online magazine over the last year.

Like many other smart brands, Intel has turned to content marketing, using the online magazine as its thought leadership platform. iQ contains a wide array of stories about how technology is transforming everything from health care to craft beer. Intel pays to promote its content.

Many companies and nonprofits lack the financial resources of an Intel or a Microsoft to produce and promote compelling content. But the lessons from the big guys still apply. Good content and savvy promotion can pay dividends.

Not every piece you write will be a big hit. That doesn't mean the piece is worthless if it demonstrates your expertise or grasp of a complex situation. A piece like that only has to be read once by the right person to pay off.

Regardless whether your content is read by thousands or just a few, promotion is critical to make sure the right eyeballs see it. That's why you need to know where your customers or clients are paying attention to relevant content.

When you aren't able to produce enough content to fill an online magazine, it pays to focus on what you know and what your customers or clients need to know. Utility is the golden rule of content marketing.

Tools such as Facebook, Twitter and Reddit are no-cost ways to put some social media spin to your content. Direct email works, too. When you have something really special to share, putting a little advertising money behind it can give it an online boost.

The key takeaway – producing content is hard, but it is a fool's errand unless it is combined with hard-headed promotion so your content reaches the audience for which it is intended.

Content + Marketing = Brand Publisher

Back in the distant past of 2009, "content" and "marketing" weren't dating. Now they are a couple in the fast-moving world of brand publishing.

Luke Kintigh, managing editor of Intel's new media property called iQ, shared his knowledge from a crash course in content marketing in a recent blog post in The Content Marketeer.

"There is no doubt," Kintigh says, "content marketing is shaking up the marketing world, forcing CMOs to rethink and shift their resources to create newsrooms, content tabs and positions such as Chief Content Officer and Content Strategist."

One of the first lessons Kintigh describes is the imperative to leave "overt marketing fluff" at the door and instead generate content "that one would actually want to share and consume." Before plunging in head first, it is smart to "take the pulse of the Web," he says, by seeing what your target audiences read and share — and where they do it. "Don't mistake marketing objectives," he notes, "for audience interests."

When you reach audiences, Kintigh says, you want to optimize their interaction with your content by ensuring it works on a spectrum of devices — from desktop computers to tablets to smartphones. It also must adapt, he says, to a range of communications channels such as Twitter, Facebook, Tumblr and YouTube.

It is okay to curate content, but in the end the best content, Kintigh insists, is original content. Producing original content, he adds, requires thinking and acting as a brand publisher to "win our audience's attention and ultimately their business."