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7 Creative Ways to Promote B2B Content

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Here’s an amazing fact: the most successful B2B marketers spend roughly 40% of their budget on content marketing. That’s a huge number, and it proves what a powerful strategy content marketing can be. Unfortunately, too many marketers simply create great content and then call the job done. Creating content is only part of the job; marketers also need stellar strategy to promote it.

Creating content around your brand is a great way to show thought leadership, generate leads, and usher leads through the sales funnel. Thing is, creating great and engaging content is only the first step. You have to find a way to share it with the world, and this post will help you do just that. Check out these 6 creative ways to promote your content, because you need to develop a stronger content marketing strategy for your brand.

Newsletters

Email is a great way to get your content in front of your target consumers, but, with so much spam being delivered every day, it’s getting harder to stand out in all the clutter. So, consider this: consumers opt-in all the time to newsletters that cover different niches that they’re interested in. Consult your buyer personas and take some time to think about which brands, topics and newsletters your target consumers would trust.

Once you’ve narrowed down the type of newsletters that your target consumer would be likely to opt-in to, find out how you can work with these publications. Usually, you can find a media or advertising contact in the footer of the website. Reach out to these contacts and specify how you want to work with them.

Since we’re specifying how to work with your target newsletters, we recommend leading with a strong piece of informative content, as opposed to a self-promotional ad about your brand. An eBook, white paper or other “downloadable” piece of content is best so that you can generate leads and capture email addresses.

Use Images

A report by BuzzSumo reported that content that features an image every 75-100 words gets double the shares than content without images. This shows that your content should be visually driven if your readers are going to consider it worthy of sharing on their own social media channels.

Sure, stock photos work. But, simple graphics like charts or quotes add a whole other layer to your blog and social media posts. We like Canva and Snappa because they’re really easy to use.

Make it “Sharable”

Images aren’t the only way to make content easily sharable. When people share content on their social channels, they look at it as sharing a post that they personally stand behind. Readers are usually going to look for something unique about your post, and they want to be the first ones to report it to their friends. Sharing a post is personal and people like to take credit for sharing good content. Does your brand’s content make readers feel like they are sharing something new?

We’re all very busy. Readers share content when it’s easy for them to do it quickly. Be sure to have social share buttons on the sidebar and end of your content—there are plenty of plugins for this. Additionally, when you’re loading up your new piece of content, make sure that social share buttons send out a catchy message with the link to your content. Readers often click the social share buttons and don’t personalize the social message.

Another way to make your content sharable is to use Click to Tweet. This allows you to pull out the perfect quote or line in your content that readers can click and share straight from the post. It’s easy for you to insert into your content and even easier for your readers to share your post. Check out how we used it here.

Give a Webinar

70% of internet users want to learn about products through content versus traditional advertisements. You can use this information when planning how to promote your content. Being a thought leader and giving webinars that align with the content you want to promote are both great ways to engage with your target consumers, while also promoting your latest eBook or white paper. Give consumers what they want and spend your budget on promoting content as opposed to self-promotional ads.

Capitalize on Social Media

It’s a given that you should share your content on social media, but with so many brands using multiple social media platforms, you need to get creative. Some ways to do that are:

  • Tap into relevant hashtags
  • Use images
  • Pull out quotes or statistics from your content
  • A/B test different messages

Make sure that you are focusing on the relevant platforms that will reach your desired target audiences. Twitter, Facebook, Instagram and LinkedIn all have particular features and certain demographic trends and users, so do your research before you invest in social media promotion.

Utilize Influencers

Connecting with thought leaders in your space not only creates more dynamic content, it also means that those influencers will likely share the content that you quote them in.

Plan a brainstorming session and think of at least 10 influencers in your space that your target consumer trusts. Reach out to these influencers and make it easy for them to weigh in by asking them for just a quote or by having a list of questions they can answer. Use these quotes and answers in a blog post or eBook.

Influencers by nature have a large and loyal following. If you use their words in their content, they’ll share on their own social and email channels. We like to pre-write social media posts for influencers so they can simply copy and paste on their social channels. We also ask them if they have any newsletters that they can contribute content for, and offer to write a paragraph that they can use in their email to promote the content.

Grow an Email List

Having an internal email list is crucial to generating leads and communicating your content with potential consumers.

One effective way to grow this list is by producing downloadable content where the reader has to enter their email address. You also should have a “subscribe” button on your website and blog.

We recommend that your brand taps into this list once a week and send out a weekly email that promotes your latest content. In your weekly email, you should position your brand as a thought leader and also link to the latest research reports and strategies from like minded brands. You want this email to entertain and inform your target consumers and not be overly self-promotional.

Do you have any tips when it comes to promoting B2B content? We would love to hear from you in the comments!

 

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Social Media for Pardot Marketers

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One of the best ways to get your content in front of a receptive audience is through social media. No secret to content marketers, social media can help you grow a new following as well as stay in front of the followers you already have. Much of marketing is about being in front of the lead at the exact time that they are ready to buy. And on another token, more touch points in a campaign generally correlates with more brand legitimacy and trust, as well as more interest in the product or service you are offering. Social media has a place in your marketing efforts, and your investment will be increased tenfold by integrating social posting with your Pardot platform.

The Benefits of Using Pardot for Social Media

A Comprehensive Picture of Your Prospects

The number one benefit to leveraging Pardot for your social media posting is that it will offer you a more comprehensive picture of your prospects and the type of content they are engaging with. The process is similar to your website tracking process. Anonymous web activity is reported, and when Prospects are cookied by Pardot, they are then matched to their web sessions. At that point, you are able to view a specific Prospect’s web activity and how it relates to the rest of their profile. Prospects can also be cookied and matched to their social media profiles, filling the missing gaps in their digital activity.

Robust Campaign Tracking

As with all other assets in Pardot (emails, forms, landing pages, files, etc), social media posts will be assigned to a campaign. This gives you more robust campaign tracking when it comes to evaluating which pieces of content have had the most face time, and how it performed across different channels.

Page Actions and Custom Redirects

A strong feature in Pardot, Page Actions allow you to trigger automated functions based on a Prospect’s visit to a particular page on you website. Think sending an autoresponder email to follow up, adjusting their score, creating a Salesforce task for a sales rep to follow up, etc. Similarly, Custom Redirects provide you tracked links that redirect to another web page. When you include these in your social media posts, you reach your Prospects on another channel to nudge them toward your web content. And if they click, it will trigger any designated automated functions and cookie them in the process.

Connecting Your Social Channels

Pardot currently allows you to connect Facebook, Twitter and LinkedIn accounts for easy posting through Pardot. These can be set up with a few easy steps.

  1. On the blue lefthand sidebar, select Admin and then Connectors.
  2. Click on the social media platform you would like to connect.
  3. Click on Create Connector.
  4. The system will refresh and the connector will show up in your list as unverified. Click on verify now, which will launch a window for you to log into Facebook and accept Pardot’s permissions.
  5. Save, and you should be all set!

How to Make Sure Prospects Are Cookied

To really take advantage of Pardot social media posting, you will want to make sure that you can cookie as many of your Prospects as possible. This happens at the point where a Prospect clicks a tracked link.

Social Links in Emails

By including social links in your email templates, you will increase the likelihood that your Prospects are found on social media. If they click on your social icons, they will be cookied and that information will now be tracked.

Those Custom Redirects Again

Because Custom Redirects are tracked, your Prospects will be cookied when they click them. Incorporating these in your social posting can help you cookie more people and trap activity that may relate back to a Prospect you already have in Pardot.

Interested in other great ways to use Pardot? Check out our guide to Pardot best practices.