Directional content guides consumers towards more engaging content.
Brands can direct their consumers by including links in their email signature and use it to promote their content. Marketers can further hyperlink relevant phrases from the content to lead their audiences to related subjects on other sections of the website and keeping them engaged further.
This piece says that posting interesting content on social media can create a ‘talk trigger’, encouraging users to post tweets regarding the topic. Brands can also post images on social media platforms like Pinterest and link it to their blog posts or landing pages to drive traffic to their websites.
Marketers can also supplement their promotions by posting LinkedIn status updates’ to redirect consumers towards their content. The author contends that brands should seek to publicise themselves through the press, like Forbes and BuzzFeed, to raise their brand profile.
[7 minute read]