So you’ve spent a significant amount of time writing a great blog post that resonates with your B2B target audience. You’ve optimized the post, uploaded it, and published it. That’s a great start, but don’t think that now you can just sit back and watch as people naturally find your post and link to it. That will happen over time, but in order to see a more immediate impact you will need to promote the post. As the post gains visibility you can analyze its success and use that information for future content marketing ideas.
Here are steps to take after publishing your B2B blog post:
# Share on social media pages:
Once a blog post has been published, the first step is to share the link with your social media followers across all of your social channels. Include relevant hashtags so that the post can be found when people are searching for the topic that the post relates to. If someone has opted in to follow you in social media, it’s because they want to be seeing your content. Once you get the ball rolling and people check out your post, they will share it with their connections which will improve your social signals for SEO purposes.
# Share with LinkedIn Groups:
LinkedIn is extremely beneficial for B2B marketers. Decision makers are browsing LinkedIn looking for product or service providers. Join LinkedIn Groups that resonate with your target audience and share relevant blog posts with the groups. Make sure to follow appropriate protocol for each group, which might have rules for where or how posts can appear.
# Monitor social activity:
“Social” is the key word in “social media”. Your social media activity shouldn’t look like it’s automated. It’s necessary to show some personality and monitor your social accounts for activity among your followers and connections or within groups. If people are commenting or sharing you should respond and thank them for taking the time to do so. This will keep people happy and ensure that they continue to support your company in social media. Comments can also spark ideas for new blog post topics.
# Schedule the post to be shared again:
The majority of B2B blog post content should be evergreen, meaning that it will be just as valuable in 3 months’ time as it is now. When you share a blog post in social media, not all of your followers are going to see it. That’s why you should share the content in social media again in a few months to improve the exposure of the post.
# Re-purpose the post:
Once a topic has been used for a blog post it doesn’t mean that you can’t use it again in your other content marketing efforts. You can take a different angle on the topic and write a guest post for another site in your niche or add visuals and turn it into a video. You can expand upon it and turn it into a white paper or a case study. Remember, your target audience consumes content in many different formats.
