Using Content Bundling to Increase Engagement
For content marketers, there’s nothing quite like the feeling of pouring your heart into a killer piece of content, only to see it fall flat from a lack of promotional support.
Considering the significant resource we put into creating content, those efforts should also be replicated on the promotional side. One of the simplest ways to boost engagement with your content — without overexerting your budget or bandwidth — is through content bundling.
In this post, we’re sharing examples of how to drive more engagement through packaging your existing content with other related assets, also known as content bundling. Bundling can be done on many different channels, but for now, we’ll discuss how to use it with email and social media channels.
Grouping content together saves you time on content creation, allows you to reach new audiences, and gives you a better chance at re-engaging your existing subscribers. When you present your content through different channels and formats, you empower your target audience to find it when and where it’s convenient for them.
Email is a solid medium for content bundling. For example, you can compile a newsletter or series of regular digest emails to stay in touch with your audience and offer another way for them to engage with your content. Unfortunately, most people don’t engage with every blog, video, or webinar you publish. These roundup emails are an effective way to make sure your subscribers have clear access to the most important content you’ve produced.
The weekly digest from MarketingProfs is a great example of this. They package up all different kinds of content (podcasts, webinars, infographics, etc.) and send out a short email with the highlights.
You can take a similar approach with blog posts. Bundled blog posts are advantageous to emails in that they can help you reach a different audience, increase SEO, and create a page that audiences can continually find.
Take the BuzzFeed approach and publish a best-of listicle or spotlight on your top content. Examples include top-rated webinars or a list of most-viewed blog articles, like this post.
If you’re not creating enough content to publish your own roundup, you can also curate third-party content to share with your audience — with proper attribution, of course. Not only does sharing other brands’ content help your readers see you as a helpful resource, but it can also help you attract new audiences.
One popular angle is to cover the results of a new survey, and then use social media to tag the organization that completed the survey, to get higher visibility on your post. KoMarketing does an excellent job of this. In their survey recap posts, they typically include a quick synopsis of the key takeaways, any interesting graphs or charts, and their analysis of the results.
If you’re short on time, consider curating content from multiple sources, providing a brief insight or description, and linking to the actual asset. Examples include:
If you’re even shorter on time, you can easily share third-party content on social media while still keeping your brand top of mind. Tools like Sniply let you share content on other websites while also including your branding and a link to your page.
Want more tips for boosting content engagement? Register below for our upcoming webinar with PFL for additional ideas on getting the most out of your best content.