With 91% of B2B marketers using content marketing in their marketing strategies, it’s safe to say it’s effective and that content marketing isn’t going anywhere any time soon. However, only about half of these marketers say that their strategy is moderately successful. This shows that while marketers believe in content marketing, some of them struggle with proving its value.
The strongest tool a B2B content marketer has is their blog. And chances are, if you’re reading this, then you have a blog for your company. It’s also very possible that you’re not getting the results from your blog that you would like to see. But don’t fret, this post is here to help you amplify the awesome content that you fill your blog with.
14 Ways to Promote Your B2B Blog
1. Content Digests
Hopefully, you’ve got a good list of leads and clients that you can email. Getting your blog posts out with email helps build trust and credibility for your brand which can convert leads into sales and it also keeps your current clients happy and educated. However, blasting out every single blog post might be overkill so I recommend doing a weekly or monthly content digest email (depending on your content calendar).
Luckily, there are tools like FeedOtter that allow you to automate your blog digest emails. Equipped with gorgeous templates and the ability to integrate with marketing automation platforms like Marketo and Pardot, FeedOtter essentially puts your content digest program on autopilot.
2. Join Communities
There are plenty of online communities that you can join to network with like-minded marketers and you can also share your blog posts in these communities and ask other members to share your content on their social media channels. Be sure to return the favor and share their content as well. Some communities you may want to look into include:
3. Get the Most out of LinkedIn
LinkedIn is a B2B marketer’s most efficient and successful social media tool. Here are a few ways to use LinkedIn to promote your blog:
Update your personal page: Each time you post a new blog post, share it on your personal LinkedIn page with a spiffy post that makes your LinkedIn connections want to read your blog post.
Utilize your company page: Hopefully, by now, your company has its own Linkedin page with a handful of followers. Be sure to post all of your blog posts on your company’s LinkedIn page as well.
LinkedIn messaging: Did you know that you can message up to 50 of your LinkedIn connections per day? Try sending messages to your LinkedIn connections who fit your buyer personas with links to your new blog post. You don’t want to message each person too much so make sure you’re only messaging them once per quarter with your best blog posts. And don’t be afraid to ask them to share your posts on their own channels!
LinkedIn ads: LinkedIn ads are great because you don’t need a big budget to put behind them and you can get super personalized on who you target. You can narrow down who your ad gets in front of by using filters like company size, location, job title and more. Try out a few hundred dollars on promoting your best blog post using LinkedIn ads and sit back and watch the results.
4. Use Influencers
Influencers are people who have a large following and write and post about a certain topic. Identify influencers in your brand’s niche and find ways to work with them on your blog posts. Some ways can include:
- Interview an influencer on a topic that would intrigue your target audience
- Do a roundup where you ask influencers to contribute a quote or tip on any given topic pertaining to what you blog about it
- Quote an influencer from a post they posted but be sure to attribute and link the quote back to them
- Survey influencers and conduct your own research pertaining to the vertical your target audience is in
No matter how you go about it, if an influencer contributes to your blog post, chances are very high that they will share that blog post on their own social media channels.
You can even go as far as to email the influencer and ask them to share the post and provide them with some pre-written social messages, so they only have to copy and paste.
5. Recruit Your Co-Workers
Your co-workers may be an untapped resource who can share your company’s blog. Many marketers report having trouble motivating their co-workers to share their blog on their LinkedIn, Twitter or Facebook. So, we recommend sending out a weekly company email that informs your co-workers of your brand’s latest posts and has a strong CTA for them to share the blog posts on their own channels. You can even write pre-written messages for them.
6. Make it Sharable
There are a couple of ways to make your blog more sharable to maximize the views that it gets. Be sure that there are social media share buttons in the scroll bar so that readers don’t have to search for your social media icons somewhere at the bottom of your post. You can also use tools like Click to Tweet where users can click a link in your blog post to tweet a pre-written message that you call out in your post.
Enabling social shares straight from the email that you send out announcing your new blog post is also a great way to get readers to share your posts on social.
7. Social Bookmarking Sites
Getting your blog listed on social bookmarking sites is another way that you can spread the word about your awesome blog posts. You can apply to have your blog listed on these sites and then readers will come across your blog when they search for the topic your blog falls into. Many readers prefer to find blog posts through sites like these instead of Googling or subscribing to a blog so be sure to get your blog listed! Some social bookmarking sites to look into are:
8. Include Your Blog Link in Your Social Media Channels
Most brands put the link to their brand’s homepage in their social media bios but it might be a better idea to put the link to your blog in your social media channels. If someone goes to your social media channel to check it out, chances are they already have visited your site but if you include the link to your blog, readers can get to your thought leadership content that your brand produces which moves them through the buyer’s journey better than a blatant link to your website.
9. Repost Your Best Content
Look at your analytics and determine which content has performed better in the past. Reshare this content across all of your social media channels so that new viewers can come across your great content. If you use a post scheduling tool to schedule out your social messages, you may want to schedule out tweets for your post once a month for at least a year to keep your content calendar running. Many brands find that they get more engagement when they tweet 15 times per day so there is plenty of time to share your new and old content throughout the day.
10. Find Bloggers Who Do Roundup Posts
A very common type of blog post that bloggers publish are roundup posts. Roundup posts curate a list of posts on any given topic. Identify bloggers who are prone to pushing out roundup post by doing a little googling. Type in the category your brand falls in and then add the phrase “roundup” to identify these bloggers. Then, find their contact information and reach out to them that you have the perfect post for their next roundup post and share that post with them. It may not always work but it’s worth the try to get your blog posts in front of a different blogger’s audience.
11. Write Guest Posts
Becoming a guest author on blogs in industries that your target consumers would follow is a great way to direct traffic back to your own blog. Simply pitch an original thought leadership topic for a blog post and reach out to other bloggers to see if they take guest posts. When you land your guest blog status, write awesome posts that link to 1 or 2 of your own blog posts so that readers want to click the link that takes them back to your own blog.
12. Optimize Your Posts For SEO for Organic Traffic
SEO can be a complicated process but let’s go over some of the basics because if you can get your blog to rank high in Google you’re going to get a ton of new views. A few steps to implement are:
- Identify the keyword you want to rank for and pick one keyword per post
- List that keyword in the title of your post and in the first paragraph
- Include the keyword in the H1 tag in your post
To read up more on SEO as it pertains to your blog, read up on SEO tips on the CoSchedule blog.
13. Use the Right Headline
The title of your blog gives readers the first impression of your post’s content, making the title for all of your blog posts super important. The 4 types of headlines that get the most clicks are:
- How to’s
- Posts with numbers in the title
14. Try a New CTA
Instead of the traditional CTA at the end of your blog post that invites readers to leave a comment, try wrapping your post up with a CTA that asks readers to share your post on their own social media channels.
When it comes to the CTA at the end of your emails that you send out to get people to read your blog post, invite the reader to share your post on social or forward the email to a friend or colleague.
Do you have any tips when it comes to promoting a B2B blog? We’d love to hear from you in the comments below! And be sure to share this post with your friends so they can benefit from these awesome tips!