Content marketing--use all the available tools

I took in a webinar the other day on content marketing. The presenter suggested a number of different ways to repurpose content (e.g., white papers) to leverage it for maximum exposure. These include:

• Email--this includes transactional emails, which can reference available content in signature lines 

• Slideshare using keywords that will attract your target market

• YouTube

• Podcast

• Web site resource center

• Infographic on Pinterest

• Press release distributed via service such as 24-7pressrelease.com

• Syndication via services such as zdnet and edocr.com

• Review sites such as Yelp

You put a lot of time, energy and money into your content. Be sure to use tools such as email and the others described above to publicize it. Content marketing doesn't necessarily work like the movie Field of Dreams--if you build it, they may NOT come unless you promote it.