A buzz piece is simply a publication that will draw interest from possible buyers or clients from your target audience. It can be a worksheet, a template, a poster download, or even an e-book.
The buzz piece is designed to show that you are an expert. A good buzz piece generates traffic and interaction with your site as well. Here are a few ideas on how you can use an effective buzz piece in your marketing campaign:
1. Landing Page Promotion: A landing page with a free download in exchange for their contact info. A few days later you contact them to thank them for downloading the book and ask if they have any questions. Or it can begin a subscription into an email newsletter.
2. Cold calls: Instead of advertising your product or service, offer to send them a free copy of your new publication. Gather contact info from the yes's, and followup a few days later to see if they have questions.
3. An email drip campaign: This tactic incorporates what every major brand does: It keeps reminding the prospect that you are there. these would be pieces that relate to the target audience. Followed by a reminder that you are there to answer questions. An automatic email drip campaign can be made easily to schedule the emails.
4. Kindle: it may be strange to offer a free book on kindle, but is there to lose when there is no monthly fee? You reach out to their huge customer base with no extra effort at all. Plus the freebie is a great funnel to upsell your paid publications on there as well.