Checklist: Promoting sponsored content

How to extend your sponsored content to maximize its potential

Your sponsored content is live - now what? Here's how to extend its reach on your own channels.

You've just published an article or white paper with us - great! Your content is now live and puts you in front of our approximately 2 million users. 

In a sense, however, publication is only the beginning: to maximize visibility, you can (and should) also distribute your sponsored content on your own channels. Here's how to do it.

In this article, you will find the following content 👇

1. Why extending your content is so important
2. Checklist: Your channels and the right measures
3. Best practices for successful content promotion

Why extending your content is so important

Maximize reach and visibility

Your sponsored content is already online and generating visibility. By extending it further through your own channels, you can build on this momentum. By integrating the content into your own communications, you will not only reach our target audience, but also your existing community. This increases the chances that your messages will stick, and your investment will pay off even more in the long term.

Strengthen credibility & thought leadership

When you play the content on your own channels, you link the reach of OMR Reviews with your own brand presence. This combination is particularly powerful in the B2B environment: your target audience not only sees an external placement, but also how the topic becomes part of your own communication. This allows you to build trust and position yourself as an expert in your industry - an important lever for long-term customer loyalty and more successful sales conversations.

Increase business impact

Every additional touchpoint with the content can make a real difference, whether through social posts, newsletters, or integration into onboarding processes. This allows you to use the content not only for awareness, but also strategically to further qualify leads or provide customers with valuable knowledge at the right moment. With targeted extension, you can turn your sponsored content into a long-term performance driver for your business.

Checklist: Your channels and the right measures

Website/blog

• Publish a teaser or supplementary article on your website/blog.
• Link the content to relevant places on existing pages (e.g., product pages, FAQs, case studies).
• Quote voices and opinions from the content format. Quotes and expert opinions also ensure better AI visibility.

Newsletter

• Integrate the content into your next newsletter. You can tease it in an editorial or newsbite, or devote an entire newsletter to the topic.
• Especially with evergreen content, it's worth referring to it again in later newsletters to fully exploit its added value.

Email signature

• Refer to the content in your company-wide email signature.
• For example, use a small but meaningful visual or a surprising fact from the content as a hook.

Social media channels

• Share the sponsored content on your relevant platforms, especially LinkedIn.

• Use visuals with key quotes, insights, or small infographics to generate more attention.

Podcast

• If you have your own podcast, you can also briefly mention the content piece there.
• Don't forget to include the link in the show notes!

Employee promotion

• Encourage your colleagues to share the content in their own posts. For example, they can mention their own learnings or highlights.
• Use internal tools such as Slack or Teams to share regular updates and reminders about content.

Sales & Customer Success

• If the content provides helpful information for onboarding or clarifies specific questions and objections, share it specifically with your customers and prospects.
• Give your sales or CS team a brief briefing on how they can use the content specifically in customer meetings or demos.

Sponsored extension

• Optionally, you can also book a (possible renewed) extension in our newsletter, social media post, or LinkedIn ad to give your performance an extra boost.

Best practices for successful content promotion

1. Start with a clear plan

Integrate the extension of your sponsored content into your editorial plan right from the start. This will ensure you have enough space and resources to play it out optimally across different channels.

Define your goals and channels. Do you want to generate more reach or leads, or position your brand as a thought leader? Your goal determines which channels and formats you prioritize.

Finally, timing also needs to be well planned. You should use different points in time (e.g., launch day, one week later, one month later) to play out the content multiple times without it seeming redundant.

2. Get your team onboard

You're probably really excited about the release. But does the rest of the team know what it's all about? Get your colleagues across teams on board by explaining why the content is important in terms of both substance and strategy. Also emphasize how valuable the content is in everyday work, e.g., in sales calls.

If they support the article or white paper and are genuinely enthusiastic about it, this will also have an impact on the outside world. They will interact more with the content and increase its visibility.

3. Tailor your content to the channel

Consider the specific characteristics of each channel and tailor your content accordingly. As a general rule, tease your content but don't give everything away.

Also consider different formats such as visuals and short-form videos. For example, share infographics on social media while publishing a longer teaser text with interesting facts on your blog.

4. Measure success and learn from it

As marketers, we don't need to tell you how important measurability is. So track which channels bring in the most traffic, leads, or interactions. Also, document what you've learned for the next campaign.

Still looking for the right analytics tool? Check out our Tool Talk Week on digital analytics!

 

As you can see, by actively extending your content, you can ensure that your investment pays off. So, get started on your editorial plan and get going!