Whenever you publish a new blog post, it's crucial to take the time to share it with your followers, especially when you consider that 57% of businesses have acquired a customer through their company blog!
Sure, visitors may stumble upon one of your posts via organic search or while traversing your website for information. We love it when that happens! Still, the aim is to make your business blog as accessible and user-friendly as possible. With a bit of planning, it's relatively uncomplicated to do!
Perhaps the easiest way to share your blog is by sending it straight to your audience! If your blogging platform allows for it, set up an automatic subscription. Most blog platforms allow companies to set up daily, weekly, or monthly blog updates via an RSS feed.
Consequently, users have the opportunity to be notified via email as soon as a post goes live. Those who subscribe to your blogs are invested in your content (and your company!). Make sure you follow up with a personalized email to thank them for subscribing.
Not only is social media an easy way to pick up industry news and follow influencers, but it’s also the quickest way to promote your content on a large scale. For B2B companies, prioritize sites like LinkedIn or Twitter.
Depending upon your industry, Facebook or Instagram may also be appropriate. Take a look at “Choosing Social Media Channels for Your Business” for additional tips on selecting the proper social media channels. Moreover, you can also take advantage of free, user-friendly design tools like Canva to make your social posts pop!
Does your business send out a monthly or quarterly newsletter to a mailing list of prospects or contacts? Try incorporating a section dedicated to recent or featured blog posts.
Or consider a "Best of Blog" email every six months that highlights your top-performing posts. Bonus points if you send curated content based on audience segmentation.
Add a link to your business blog in your email signature (and have your colleagues do the same!). It may not have a 100% click-through rate, but it certainly can’t hurt to include it. If you have a powerful piece of content, consider adding a link directly to that post instead of the entire blog.
When a prospect fills out a form on your website in exchange for a piece of content, they effectively become a lead. This lead should then be moved into a lead nurturing email workflow.
If leads are seeking more information about your company, or they’re hovering at the top of your sales funnel, consider sending an educational email as the first step of your workflow. Offer some helpful related blog posts you’ve written to better introduce the company and start building more trust with your reader.
Including links throughout your website to blog posts relevant to the content on those pages is an easy way to drive traffic to your blog. And when you mention the subject of one of your previous posts in a new entry, include an internal link from that new entry to the relevant information – with the anchor text highlighting the keyword for which you optimized that previous post.
Internal linking between related topics will signal to the search engines that your website is, indeed, a trusted source on the issue at hand.
Look at the article "5 Essential B2B Content Marketing Best Practices" for more on B2B content marketing best practices.
When someone submits a form on your website, it's best to redirect that user to a Thank You page. These pages are not only great real estate for presenting additional offers, but they also provide space for serving up more information related to the resource they just downloaded. A Thank You page is a perfect place to link to a blog post (and an easy way to keep that prospect on your website).
This strategy does two things: one, it gives you an additional chance to educate and inform your reader, and two, providing an additional content offer helps position your company as a thought-leader in your industry.
Are you going on vacation? How about including a link to the company blog and other helpful resources in an auto-response email for the prospect to check out while you’re away? Provided that the email isn’t urgent, they might be likely to click on the link.
Don’t forget to implement social sharing buttons at the bottom of your blog posts. With a bit of coding, you can make it easy for readers to share your articles via their social channels. Again, the convenience factor plays a role in social sharing. Make it as simple as possible for the people who gobble up your content to broadcast it on your behalf!
If you enjoy reading blog posts by a particular influencer or author in your industry, don’t be shy! Let them know you appreciate their writing, leave comments, and share the material with others.
Perhaps somewhere down the line, you can approach this blogger with an idea for a guest blog post that will resonate with their audience. This could even lead to a guest blogging partnership that consistently drives more eyes to your outstanding work! After all, blogging is about engaging and participating in a community.
Including links to relevant blog articles within an eBook or White Paper that expand on a keyword or topic provides additional information to your audience and helps develop your company's position as a well-informed, educational resource in the industry. The more eyeballs your content receives, the better!
Last but not least, these websites (similar to ad networks offering pay-per-click campaigns) specifically focus on promoting content such as blog posts and news articles.
You can submit your blog for approval to sites such as Netline or Demand Works, among others, and have your posts syndicated across a network of thousands of publishers, potentially generating lots of new qualified traffic to your website.
Are you looking for more tips and ideas for pumping up your business blog? Feel free to reach out! Our experienced team of B2B marketers is here, ready to help.
Oren Smith—our resident Marketing Manager and data geek... *ahem* expert—has been heading up PMG's marketing for 5+ years. Between stretches of content writing and inbound strategy, you might find him planning his next adventure abroad or enjoying a good, old-fashioned lobster roll.