Content Promotion Strategies You Can Apply to Your B2B Inbound Marketing Campaign
Content is an important part of any inbound marketing strategy. However, many businesses forget to share that content effectively after creating it.
Learn how to reach a larger audience—and ultimately generate more leads— with these content promotion strategies.
1. Optimize your content with targeted keywords
This step should take place prior to publishing your content, but we’re adding it here anyway! Use long-tail keywords (keywords that are three or more words) with high search volume and low- to medium-difficulty to boost the search engine ranking of your content.
Once you’ve picked a keyword, be sure to include it in the:
- Meta description
- Image alt text
- Body of the text
- Page titles
- Headers and subheaders
Use this step with other SEO best practices and you’ll see a boost in organic search visibility.
2. Share on social media (a lot!) and prep social content
When it comes to sharing your content, social media is the go-to channel for easy dissemination. Whether it’s Facebook, Twitter, LinkedIn or another platform, social media allows you to reach a larger audience.
Pro tip: Pre-select content snippets to promote while creating your campaign. This allows you to schedule social posts with ease instead of writing them on the fly. Pull stats, quotes and other compelling information while writing or filming your content that you can easily promote on social media later.
3. Tag different sources or references on social media
Not only should you share your content on social media, but you should also make sure you’re giving credit where credit is due. If you pulled a quote or a statistic for your content from a specific source, tag them in your social post.
Whenever you can, tag people or businesses mentioned in your content. For example, when we promote our blog 5 HubSpot Tools You Should Be Using (If You Aren’t Already), we tag HubSpot in the post. When we post video content, such as an interview or client testimonial, we tag all participants to make it easy for them to share to their network.
4. Email people about your content
There are plenty of think pieces about how email is dead, but it’s absolutely still an important part of your content promotion strategy. Why? It sends your message directly to prospects and customers, and if you do it right, that message will be tailored to your recipient’s needs.
In order to be as effective as possible, make sure people are subscribed to your emails and expect to receive them. This will keep your unsubscribe and spam rates low and boost open and click rates.
5. Repurpose content into 2–3 blogs
If you have a longer content piece, break it down into a few digestible blogs on the same topic. Promote your larger content piece by adding at least one call-to-action to drive readers to the content from the blog.
6. Utilize social ads
As we mentioned earlier, social media is a great channel for sharing content, but sometimes social reach is limited. Organic reach is declining: for example, organic reach for Facebook posts is only about 5.2%.
You can get a lot more impressions—and engagement with your content— by implementing social ads. Each social platform is different, but even with a small budget you can watch your content views and downloads grow. We use LinkedIn ads to promote our content and generate leads.
7. Submit posts to content communities
Pro tip: Make sure you research different content communities before posting a lot of your content to that site. For example, if you work in insurtech, you would likely decide against submitting content to Inbound.org because the audience is marketers. Go where your audience is!
8. Create a supporting video
When possible, create video to support or complement your written content. Creating a short video clip that shares information from your offer can reach an even wider audience and encourage more downloads.
For maximum ROI, be sure to use your video across multiple platforms, including social media, in marketing emails, and within your blog or on your website. Be sure to add a call-to-action at the end of your video that promotes and links to your written content.
9. Send your content through a direct message
If you know people or groups who would benefit from your content, or who are likely to share it, send it to them directly. You can do this through social channels like LinkedIn’s InMail, or other direct message options.
10. Publish a post on LinkedIn
After publishing blogs on your website, wait about a week, and then post the blog on LinkedIn (or another similar publishing site like Medium). Making your content available in multiple locations and multiple formats creates more opportunities for your audience to find you.
Pro tip: Watch your keyword ranking when using this strategy. Google and other search engines like to punish duplicate content; however, SEO usually isn’t affected by this tactic.
11. Use paid search
When you want to promote your content beyond organic reach, paid search helps you get additional views by putting you at the top of searches based on keywords. If you are still building search engine ranking, this strategy can help you drive more traffic, and ultimately more downloads.
Put your content to work
Remember, these ideas aren’t one-and-done strategies, but should be used continually throughout your content campaign (and beyond). Utilize these different strategies to boost your content views and downloads, and ultimately gain more qualified leads.