You spend a good chunk of time creating a fantastic piece of content for your B2B audience. You publish it, tweet it out and post it on LinkedIn. It gets some initial views, then fizzles out within days.
Does this sound familiar to you?
Creating and publishing B2B content that flares so bright it continuously catches eyes can be a challenge if you’re not taking the right steps. Don’t let any piece of content go to waste before it reaches its full potential. Start with these basic steps.
1. Plan before you create.
Have a great topic idea? Hold it right there. Before you jump into writing, make sure you answer these questions: Who is the audience the content will speak to? What is the ultimate goal of the content piece – to educate, entertain, or promote the brand? Is your audience talking about or searching for the topic?
2. Think outside the box.
So you have your goals, audience and topic pinned down. Is that enough? To really set your content on fire, it has to stand out from its competition – other content. Don’t be afraid to show some personality and go out of your comfort zone. For example, if you usually create whitepapers, switch it up with something more visual, like an infographic or video.
3. Align social sharing with your audience.
Targeting the right audience is crucial for success. If your content speaks to women between ages 30 to 50, and you know you have a large following of this audience on Facebook, why would you spend time and resources promoting it on Twitter? Additionally, not every piece of content is right for every social channel. Mold your posts to fit each channel.
Don’t expect perfect results on the first try. Test your content on different channels with different posting days/times to see which garner the most engagement. If you see little engagement on LinkedIn during evening hours, shoot for posts during work hours. If you find your audience isn’t interested in your chosen topic, take the hint and try new topics next time.
You have a great piece of B2B content – now it’s time to get the most out of it. Turn that infographic into a blog post, a series of short infobytes or even an offsite article. Tweak the topic to spread it farther than a one-and-done piece.
Not everyone will see your initial social post promoting your content. To catch more eyes, you have to periodically re-post the content. Tweet it out multiple times over the course of a few weeks. Post it to Facebook once during the week and again on the weekend. Pour that gasoline (social media) on your fire (content) to make it blaze.
Do you have any strategies for promoting your B2B content that you’ve found work well? Share them with us below.