How to promote good content?

[ATMOSMarketing56]

Our team just finished a massive piece of content.. very similar to the SEOmoz Begginer's Guide to SEO, but for the salon/aesthetics industry.

We have a beautifully designed 10 Chapter, 50-page PDF which will require an email form submission to download. Each chapter is optimized for specific phrases, and will be separate HTML pages that are publicly available... very much like how this is setup:

http://www.seomoz.org/beginners-guide-to-seo

My question is, what's the best way to promote this thing? Any specific examples would be ideal.

I think blogger outreach would likely be the best approach, but is there any specific way that I should be doing this?.. Again a specific start-to-finish example is what I'm looking for here. (I've read almost every outreach post on moz, so no need to reference them)

Anyone care to rattle off a list of ideas with accompanying examples? (even if they seem like no-brainers.. I'm all ears)

[MoosaHemani]

I think you have a PDF and all you want to do is to promote the website within the targeted audience and get down downloads for the ebook. More downloads means more email subscriptions and this you will use further for promotional emails.

To be honest, If I will be at your place i would have plan the promotion even before the content, but now when you have done this here is the recommended action plan you can follow!

Decide Clear goals:

This will help you identify that your overall promotional plan is getting any success or not. Try to make few clear, measurable goals from the promotional plan. With the ebook you should consider the following goals as important

1. Specific number of email subscription.
2. Specific number of links you will get on an ebook
3. How much quality traffic i should receive
4. Specific number of leads for my business.
5. Number of tiwtter followers should increase
6. Number of facebook followers should increase to a certain extent.

Once the goals are decided now it’s a time for a promotional plan and to achieve each part of the goal you should promote accordingly. Like for example for Facebook and twitter you can invite the people and pass them a book upon a tweet or a facebook like...

Blogger Outreach is also a good idea, you can also try Press Release... as this is a guide, contacting institutes and schools that offer related course can also be of great help...

This is a creative game to think, scale under your budget and do it...

[ATMOSMarketing56]

• It's an information resource that was built with the intention of being of value to prospective salon owners. (similar to how the seomoz guide is of value to prospective SEO's). The reader will likely not be an immediate customer, but may remember us down the road when they are ready to purchase our products. (similar to readers of seomoz guide).

• It will be hosted on the site we sell our salon-related products from. The goal is to use it as link-bait. Links are top priority.. traffic is just a bonus.

[RobertFisher]

ATMOS,

From what you have written, this is what I hear: You have content that is PDF that is accessible as HTML also, you want specific how to examples from start to finish, you desire no references to prior info on moz, and again, a specific start-to-finish example is what you are looking for.

From everything you say here, it is still a bit difficult to discern what you want to accomplish with the content. Is the content a teaching guide for the aesthetic/salon industry and you want it to as many students as possible? You want it in the hands of owners of salons/spas? You want to use it to get traffic to another site that it resides on?

I believe without that info, it is difficult to provide any actionable assistance.

Hope that will help clarify and provide you some guidance.

Robert