Beyond Publishing: 7 B2B Content Promotion Ideas for Your Next Post

Business.com / Marketing Strategy / Last Modified: February 22, 2017

You would be surprised how much quality content is just sitting out there, with little-to-no social shares or traffic.

You’ve written a highly informative, entertaining and insightful article that is sure to knock your audiences’ socks off, and now it’s time to sit back and watch it go viral, right?

Wrong. Your job is only just beginning.

The latest B2B research notes that 77 percent of marketers say content marketing plays a significant to very significant role in their B2B marketing strategies; and globally, B2B marketers spend 28 percent of their total budgets on content marketing, so it’s important to get it right.

The performance of your content begins and ends with how well it is promoted. You would be surprised how much quality content is just sitting out there, with little-to-no social shares or traffic. And with such a high volume of content to wade through, it’s becoming increasingly difficult to get your content in front of the right audience at the right time.

Related Article:Make It Work: Applying the 6 Top Trends in Content Marketing At Your Business

Bookmark this guide and use it as a checklist each time you create a piece of content, then sit back and watch your traffic and social engagement skyrocket.

1. Prepare Your Content

Is your content the best it can be? Could it be better? For content to reach its ultimate potential, you should ensure it is well-crafted and visually appealing. This you should optimize the text with your target keywords, create a unique headline and include an image that visually represents the article.

The latter is perhaps the most important, as articles with images receive 94 percent more views compared with those that don’t.

2. Automate Your Social Media Promotion

Create a social media sharing schedule and stick to it. The best way to do this is by using an automation platform such as Buffer or Hootsuite. Each of these tools allows you to schedule your posts at certain times through the day, in advance.

If you spend a couple hours each week doing this, you are bound to save time in the long run. All you need to do is write the descriptions, paste the link to your content and the tool will do the rest (it will even track engagement analytics).

3. Send an EDM

If you aren’t already, you should be collecting email addresses on your website and promoting content to this database. Email marketing platforms such as MailChimp, Getresponse and Aweber are ideal for this.

For those who don’t have an email database, simply create something of value, such as an ebook or guide that helps people solve their problems, and offer it for free in exchange for email addresses.

4. Contact Industry Influencers

Did you mention anyone in your article? If so, send them a link to it. Who are the most influential people in your niche? Contact these people and ask what they think about your article. Who knows, they might even decide to share it with their followers!

Tip: be careful how you approach influencers; chances are they receive a lot of messages just like yours, so try and sound "human" by referencing a piece of content they have created, and tell them how much value you found in it.

Related Article:The Explosive Growth of Content Marketing: How Enterprises are Managing the Massive Content Sprawl

Some useful tools for finding influencers include:

5. Utilize Content Syndication

If you’re looking for a new way to reach your audience, content syndication is the way to go. Paid content syndication services (such as Outbrain) will include a link to your article at the bottom of popular posts on high-traffic websites such as Forbes, Social Media Today and Business Insider. The website your articles appear on ultimately depends on the subject matter.

Tip: self-syndication also works well. You can publish your articles on websites like LinkedIn Pulse, Medium or B2B Marketer Magazine. Look for niche publications that publish content similar to yours.

6. Post to Question and Answer Platforms

Search through websites like Quora, Yahoo Answers and Reddit to see if your content provides any useful information to help people solve their problems. This technique has great potential, especially if your content helps not only the original poster of a question, but also others who are looking for similar solutions.

For example, if you have an article that shows people how to build their own dining table, look for questions such as “how do I build my own dining table?”

7. Comment on Relevant Blog Posts

Similar to the above, try finding blog posts similar to yours and recommend your link as a suggestion for further reading. Avoid being spammy by providing conversational value before posting your link, otherwise you’re only going to annoy other readers.

Related Article:Analyze This: The Comprehensive Guide to Content Marketing Analytics

Final Words

I hope this article has provided you with some useful information to help promote your next blog post. Content promotion can be one of the most difficult online marketing activities; but with proper planning and dedication, you’re sure to boost traffic and increase your amount of followers and shares.

Do you have any content promotion ideas you would like to share with our community? What works best for you? Let us know in the comments below.

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