How to Get Blog Content Shared in the B2B Marketplace
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Blog content helps your business attract quality leads, position you as the expert, showcase your unique approach to solving a specific problem or pain, and increase social media followings.
That’s great and all, but blog content won’t do you much good if your traffic doesn’t read or share it.
This is especially true when it comes to the B2B marketplace. According to recent data from DemandGen Report, blog content is most frequently shared from one business to another.
Take a look at the numbers to see what business owners find most compelling.
- Blog Posts—40%
- Video content—37%
- White Papers—34%
- Case Studies—29%
Yes, business owners like to share blogs above all other content. This means for B2B bloggers out there, you have a golden opportunity to increase your audience readership, establish your expertise, and capture more quality leads.
In this post, we’re sharing with you our 3-part blog writing strategy that results in lead generation, audience engagement, and, ultimately, sales.
Share-worthy Blog Strategy #1: Implement Audience Relevance
When the focus shines on anything but the audience, you lose readers and social shares. On the other hand, when you understand your target market’s psychology, and write with your customer avatar in mind, you’ll never be at a loss for the right topic. The relevant advice, thoughts, and opinions you outline will increase your site visits and share rate.
Relevant blog content should focus on a unique and timely struggle that your reader needs to overcome. Especially pertinent in the B2B community, relevancy of content hinges on offering solutions for real time concerns or advice on how to avoid perceived future pain.
Share-worthy Blog Strategy #2: Create Engaging and Compelling Storytelling
Would you read a book or watch a movie that had absolutely no plot?
No. And neither would the prospects that land on your blog. Audience engagement happens with storytelling that reflects the reader’s experiences, struggles, needs, and wants.
Think about your customer’s journey—specifically what led this person to seek you out in the first place. Use story-based content to explain the pain of their struggles and the benefit of your solutions in an emotional and human way.
Share-worthy Blog Strategy #3: Trigger a Response
The worst reaction your blog can get is indifference.
If your audience collectively shrugs their shoulders, your content will evaporate into the digital ether. To avoid that scenario, make sure your blog content prompts a reaction, which means that your content needs to take a stand.
By “take a stand,” I mean that blogs should include debatable opinions instead of cold, hard facts. In other words, blogs are an important conversation you have with your audience—it’s not a list of tips and tricks that can be used by anyone. In creating your blog content, it’s paramount to find a topic that inspires a reaction.
Avoid topics that have nothing to do with what your customer avatar experiences. We’ve encountered countless blogs that get buried in the sea of digital marketing because the content is boilerplate.
When topics get stale, that’s when shares stop happening.
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Michelle is the fearless leader of Sūmèr. A lover of the written word and content marketing strategy, Michelle is reinventing how businesses communicate with their customers.