For many organizations, a lot of resources are poured into ideating and creating B2B content marketing pieces such as blog posts, articles, guides, whitepapers, brochures, videos, etc.
However, many organizations fail to properly promote the content once it is created. In this post, we share simple tips for B2B marketers to promote content pieces.
Share on Social Media
After all the work of creating content and getting it optimized and published on a B2B website, it can be easy to want to move on to the next task. However, once a blog post or content piece is added to a website, it’s time to share it on social media.
Make sure to share the B2B content marketing piece on all of your firm’s social media platforms. Tailor the post to each platform and be clear about what the value of the piece is to the reader. Don’t be afraid to draft up a nice “teaser” of information to get them to click on it but never, ever write anything misleading or click-bait.
Hashtags can be extremely annoying when they are misused but can helpful when used with intent. For all social media platforms, hashtags will group your content with like content so anyone searching those topics may see your B2B content.
When posting on social media platforms, incorporate RELEVANT hashtags that relate to the content you are sharing. If it’s about wireless networking, include #wireless, #networking, and #wirelessnetworking. Only piggyback on popular or trending hashtags when your content is relevant to that topic.
Always, always, always search a hashtag before you use. You’d be surprised how many times a hashtag does not mean what you think it does.
Read more: B2B content marketing simplified.
Send in an Email Newsletter
Part of your B2B content marketing strategy should include an email marketing newsletter. Whether it is sent out weekly, monthly, bi-monthly or quarterly, it is a great way to educate your audience and share the latest news and trends with them.
Featuring the latest content you’ve created not only gets your content in front of them but gets them to visit your B2B website. Email newsletters are often an underrated tool for nurturing prospects and retaining or upselling existing clients.
Run a Paid Promotion on Social Media
Organic reach on social media is definitely dwindling and if you don’t have a large, engaged following, it can be tough to get social media users to engage with your content. If this is the case, paid social promotions are a great tool for increasing the reach of your content. Whether it’s Twitter, LinkedIn, Facebook, or YouTube, running a sponsored update of your content is an excellent way to reach a target audience and to share your thought leadership content.
We like to run sponsored updates for ungated, educational content. Why? While gated content offers are an excellent lead generation source, they can underperform on paid social ads. For many social media users, asking them to exchange their email for your content when they don’t know your company is like asking someone to marry you on the first date. However, an ungated B2B content piece, like a blog post, is a non-invasive way to provide value to a potential prospect and start to educate them about your company, products, and services. The bonus is that it gets them to visit your B2B website!
Create a Pop-up
Don’t assume that a visitor to your website is familiar with your blog or content marketing resources. Also, depending on how your B2B web design and navigation is laid out, users may not be able to easily find your content. A website pop-up is a great way to promote your latest blog post, guide, whitepaper, or how-to video. If your B2B content is compelling and the pop-up is nicely designed and timed properly, you’ll be surprised how many users will engage with your content.
There you have it, five simple ways to promote your B2B content marketing pieces. A good rule to follow is to spend 50 – 60% of your time creating the content and the remainder of your time promoting the content. Remember, if a piece of content is thrown out into the internet without any promotion, no one will hear/read/watch it.