How to effectively share B2B content

Abi Abrahams, Thursday 14 February 2019
6 min read time


effectively sharing b2b content-1

A content marketing strategy is detailed and intricate, though when properly executed it can yield incredible results. Whilst creating outstanding, authoritative and educational content assets is a key part of this approach, sharing your content with the wider world is equally vital. However, 58% of B2B organizations feel their content strategy is currently ineffective as they struggle to focus their efforts and strategize content distribution. Whilst there are many paid channels your tam can use to amplify content, it’s important you take control of your owned channels first. Discover how to effectively share your B2B content without spending a penny! 


1) Always start with your website


This may seem obvious- almost every B2B organization publishes content on their website! But it’s important to understand why this is such an essential first step. This process brings benefits both technical and strategic; by publishing your latest blog, infographic or eBook on your website, you instantly gain a URL link that enables your content to be easily shared across a myriad of platforms and channels. Without a link to your content, you may need to upload assets individually to each platform, which takes a vast amount of time and if the asset is graphic ally heavy, it may not be possible!

If you choose to gate your content, whereby those wishing to access the asset must enter contact information or complete a questionnaire, create an exciting landing page promoting the asset in question. This process still provides the link needed for effective content sharing whilst ensuring your team gathers the data needed.

Whilst this technical benefit of website publication is essential to effective content marketing, this process offers your business an additionally exciting edge. Your search engine optimization is drastically improved by the continued publication of relevant content on your website, as the keywords associated with your brand and product gain additional exposure. Content such as blogs and news articles offer your team an exciting chance to boost your website dominance for a wide variety of searches; this is especially useful when working to stay adrift of current trends relating to your target audience, ensuring that when a new keyword becomes popular, you’re ready to rank highly for it.


2) Focus on social media


Social media is one of the most popular places to share B2B content, with 87% of businesses turning to this dynamic channel when distributing assets. This channel remains popular for many reasons; it offers a vast network of individuals your business can reach out to, many B2B decision makers spend time engaging with social media (particularly platforms like LinkedIn) and it’s ultimately free for your business to create a profile, share content and establish industry expertise. Though unless this channel is properly used, your social media content sharing will yield no results. To effectively share content on social media, there are two key approaches you should use:

Group targeting: Key social media platforms such as Facebook and LinkedIn contain ready-made groups of B2B decision makers, brought together by a similar interest, industry, pain point or idea. Take time to discover these groups and become a part of these communities, answering questions, sharing ideas and taking part in discussions. Once you’ve established your brand (or an individual brand representative) as a member of the community, you’re ready to effectively share your content with this group. You’ll find it’s far easier to encourage content downloads in groups once your brand has become a trusted authority.

Direct targeting: These groups benefit your business in another way- they reveal a myriad of businesses your team can target directly, who already bear interest in your product and the problems you can solve. Your team can directly message these individuals, introducing your brand and promoting content they may enjoy. This approach is successful for two key reasons: B2B buyers enjoy engaging content, and you’re not directly selling them something.

These two strategies vastly improve your social media success, increasing your brand presence and expertise. Carefully plan how you will share content on social media, managing direct and group targeting to ensure you gain the ultimate results.


3) Create an email newsletter


Use your website and social media platforms to build a list of email subscribers- an audience that cost you nothing but provides many opportunities. This is an audience you “own”- you have full control over what they receive from your business, how it looks and how often they see it. In other words, this audience is ripe for a regular content newsletter.

Whether you choose to send instalments weekly, monthly or quarterly, this is the perfect medium to share your latest content in a fun but thoroughly branded way. You can theme newsletters to keep your content relevant and include additional offers and information about your organization to improve business opportunities gained and increase brand reputation.


This email list won’t be entirely made of new business prospects- some clients may sign up to receive regular content, but this offers your team yet another opportunity; if they produce a world-class newsletter that many enjoy reading, your clients will share this newsletter with others, helping new businesses discover your brand. This newsletter can also increase lead quality, as those who are still unsure about inquiring with your sales team start to see your brand as superior, exciting and innovative; when they approach your sales team for a purchasing discussion, they’re likely to spend far more on your product (approximately 47% more!).


4) Turn your team into brand advocates 


When you believe something is brilliant, you want to share it! By sharing the content you’ve created with your team and helping them see how impressive it is, you’ll find they naturally become invaluable assets to your content strategy as brand advocates. Encourage your team to share content, on their social media profiles, over email, in phone discussions, at events- the possibilities are endless! Your team will benefit as they can leverage content to help them generate new leads, achieve a sale or retain a client, and your content gains the ultimate exposure.


The average person with a LinkedIn profile has 300 connections; if every member of your marketing and sales team shared a piece of content on their LinkedIn profile- imagine how many people you could reach instantly! Brand advocacy can produce exceptional results, but only if your team feel the content created is exceptional, and they truly believe in your product. Try promoting brand advocacy with a small group first, selecting 10-20 of your most committed team members and establishing an advocacy strategy that can later be rolled out to your entire team (should they wish to participate).


5) Use content to start prospecting conversations


Starting a conversation with a stranger can be very difficult, over the phone, by email or across social media, especially when you are driven by a business motive. You have a goal to achieve and a target to reach, but prospects are so easily put off your brand if the first conversation is rushed. Content assets are the perfect way to start a conversation; they introduce your brand and your product without displaying them too vigorously, whilst educating prospects and establishing a sense of trust and expertise. Encourage your team to use content as the driving force of conversations, focusing first on how they can help prospects, and second on securing a new business opportunity. This benefits your business results by producing leads already engaged with your brand and product whilst ensuring your content reaches a wider audience with an increased chance of additional shares, mentions, and conversions.


Why not use content to start conversations with your website visitors? Lead Forensics can identify the businesses visiting your website and provide contact details for key decision makers alongside a full analytical breakdown of every visitor journey. Know who is visiting your website and start an enticing conversation by sharing content perfectly tailored to the pages they viewed. Take conversion control today- book your free Lead Forensics demo!


Free guide - It's time to revolutionize your B2B sales with the best tools and tactics for success. Download "Ultimate sales tools and tactics specific to B2B sales" for free now! 


Ultimate sales tools and tactics specific to B2B sales


Topics: Content marketing, B2B marketing, Marketing trends, Lead Forensics, Lead nurturing

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