Content marketing is an effective tool for B2B businesses to reach prospects and customers.
In fact, 91% B2B businesses use content marketing; and of nonusers, 54% businesses have a plan to deploy a content marketing campaign within 12 months, according to the B2B content marketing research conducted by the Content Marketing Institute and Marketing Profs.
Though most B2B businesses are adopting or going to adopt content marketing, not all are successful in generating a handsome ROI through content marketing. Content promotion is one of the many factors that determine the success of content marketing.
Brain Clark of CopyBlogger says, “Creating great content and not getting it noticed is an online marketing sin.”
Are you committing this marketing sin?
In today’s post, I am going to share five tips to promote B2B content. After reading this post, you will be able to create a kick-ass content promotion plan for your B2B content.
Without further ado, let’s dive in:
1. Send Content to Your Subscribers
No matter what people say, email is still an effective way to boost the reach of your content.
Every $1 spent on Email marketing brings in $38 as ROI. Such is the power of email marketing. And 73% B2B marketers indicated email marketing as an essential strategy to grow their businesses.
So the first task you should do to promote your content is to send your content to your subscribers. Though this appears super easy to send content to your subscribers and attract more eyeballs to your content, it doesn’t work this way in the reality.
People receive hundreds of emails daily, so the chance of getting your emails lost in the pile of emails is high. You need to be smart enough to get your email opened and read.
Crafting catchy subject lines, writing persuasive email body, and including a tempting call-to-action can maximize the success of emails.
You should always add value to your emails if you want your subscribers to open and read your emails.
2. Add Content Links to Email Signature
You and employees in your organization must be sending hundreds of emails daily to people outside your organization. You can leverage it in promoting your content.
What you need to do is to add the link of useful content, which you want to promote, to the email signature. If the content is useful to your audience, it is certainly going to get clicked.
How many content links should you add to your email signature?
There is no ideal number. It all depends on how many content links look good in your email signature.
The best practice is you should not include more than 3 links in your email signature as the number gets bigger it starts to eat out space affecting look and feel of your signature.
3. Use LinkedIn to Reach B2B Prospects
Needless to say, LinkedIn is one of the most popular B2B and widely used social media platforms for B2B marketers.
According to CMI, 95% of B2B companies use LinkedIn for content marketing. This business-focused platform is a great tool to take your content in front of your audience.
Following are some ways to promote your content on LinkedIn:
- Share the summary of your content as LinkedIn articles
- Write LinkedIn posts, including the teasers of your content
- Share your content in relevant LinkedIn groups
- Share your content as comments if your content adds value to the thread
- Include LinkedIn influencers in your content and let them know
Content that solves the problems of your target audience get noticed, read and shared on LinkedIn. Also, you need to engage with others’ content. It is always a two-way street.
4. Create Themed Roundup Posts
It is a no-brainer that one creates tons of content to fuel the content marketing engine. And it is not an easy task to promote all content if you focus on promoting content pieces one-by-one. You will have to make lots of efforts that will take a significant amount of your time.
A good way is to create themed roundup posts including links to relevant content and promote these posts.
Suppose you have written 10 blog posts and 3 eBooks on topic X. Now, create a roundup post including links to those blog posts and eBooks and promote this post. This will help you promote those blogs and eBooks without making extra efforts.
5. Run Remarketing Ads
B2B marketing is all about persuasion. So running remarketing ads is a good way to drive potential buyers to your content.
Remarketing ads are shown to people who have already interacted with your content. As running remarketing ads require marketing budget, it is better to choose lead generating content to promote through remarketing ads. It is also recommended that you leverage the power of videos marketing for your ads as it’s reported to generate 1200% more shares than text and image content combined.
Content promotion is an integral part of content marketing. Without your content reaching a large audience, you cannot achieve your content marketing goals. The above B2B content promotion strategies are not only easy-to-follow but also effective to boost reach.
What's the best way for B2B companies to promote content?
- Send Content to Your Subscribers
- Add Content Links to Email Signature
- Use LinkedIn to Reach B2B Prospects
- Create Themed Roundup Posts
- Run Remarketing Ads
Author Bio: Tope Longe a Content Marketing Specialist at Time Doctor – a time tracking tool for tracking the productivity of remote teams. He’s a visual content junkie and lover of marketing automation technologies. Follow him on twitter @temitopeLonge