Written by: Vickie Sullivan  |  July 20, 2023

2 Tactics for Promoting Content Updates

Promoting a brand-new book is one thing. Promoting an update of that book is another. There’s a “so what?” factor that you must overcome. “How much have things really changed,” people wonder.

Chad S. White shows us how to do it in a recent MarketingProfs blog post. In it, he promotes a new edition of his book Email Marketing Rules. It’s a great example of how to position an update—whether it’s a book, research, or report.

With updates, you may be tempted to position them by highlighting the new content. Instead, focus on the changing environment and make the case that these changes warrant a new approach. Here are two tactics you can use:

• Use a broader title: Titles that ask broad questions about the environment tap into what’s already on buyers’ radar. These types of title also set up conversations about predictions and a path forward. That’s much more compelling than a mere announcement of changes in a new book or white paper.

• Highlight urgent changes: White includes an interesting one-two punch in his announcement. He provides a comprehensive list of developments since the last book edition, along with top three trends that will be game changers. Both create a nice case of urgency. This strategy not only creates a compelling case for an update, but it also makes you feel that you must change your email marketing now.

Listen: How to Position Urgency in Content Marketing

These tactics go beyond book promotion. They can be effective the next time you announce updates to your research or recommendations. In the flood of new content out there, you must go beyond a general announcement.

Now Read This:

• Promoting a New Project? You Must Be Intriguing
• Strategic Sounding Boards Give Real-World Advice for When the Rubber Meets the Road