Lee Odden

3 Benefits of Content Promotion for B2B Online Marketing

B2B Marketing Content Promotion“Build it and they will come”.

It’s a well-known and often over-used quote from the movie, “Field of Dreams”, used to describe the fallacy of great content as a marketing tool. In my opinion, great content isn’t great until someone shares it. And they share it with their friends, and so on and so on.

With content marketing, great content is the beginning not the end objective. An effective content marketing strategy includes information about target buyer personas, search keywords and social topics, an editorial plan and a plan for promoting all the high quality content being created. Today’s Internet and social web are full of information overload. Buyers can easily be distracted and so it’s important to stand out and stay connected.

Here are 3 basic reasons for B2B marketers to plan content promotion:

  1. Many B2B buyers rely on information to be pushed to them because finding and trusting new sources on an ongoing basis isn’t practical.
  2. Promoting content through social channels can lead to exposure, traffic and links. Links from social channels and web pages can influence search engine visibility, adding an additional source of relevant traffic.
  3. Content promotion can inspire syndication and citations from other blogs and online media. Getting on the radar of other influential bloggers can lead to inclusion in future stories, blogroll links and engagement.

A particularly effective model for coordinated Social SEO and Content promotion is the Hub and Spoke. Depending on your content strategy and target audience, the hub might be a resource center, a blog, Facebook Fan Page, YouTube Channel or a Website. The spokes are distribution and promotion channels leading to off-site networks or communities. Each spoke has it’s own unique content and social network characteristics. When coordinated, relevant content promotion across the right mix of channels can amplify overall distribution, reach and engagement.

Understanding the communities of interest and involving them in both content development (crowdsourcing, social engagement, polls) and promotion (Retweets, shares, comments, links) keeps topics fresh and relevant as well as interesting for the community to promote to others.

If you’re a B2B online marketer, how are you including content promotion in your content marketing strategy? Do you plan targeted promotion or do you promote to the same channels every time? Do you plan on the repurposing of your content as well?

(Photo credit “arukasa” – Flickr)

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Lee Odden About Lee Odden

@LeeOdden is the CEO of TopRank Marketing and editor of Online Marketing Blog. Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on B2B marketing topics including content, search, social media and influencer marketing. When not at conferences, consulting, or working with his talented team, he's likely running, traveling or cooking up something new.


  1. Avatar Alex Jansen says

    One myth I have learned over the past few years is that “one size fits all”…we all know this is not the case. What appeals to one B2B customer does not to another. Content needs to be re purposed in as many ways as our various B2B customers consume (whitepaper, blog, video, infographic, eBook, etc), and that may even mean in analog form. Yes..some still want the printed hard copy.

    Alex J

    CEO & Founder

    • Gasp. Print? 🙂

      B2B marketers can save the time it takes to learn what formats work by focusing on personas and doing that homework upfront. That doesn’t mean there’s no room for diversification or experimentation, but if I can see that video just isn’t resonating with my target customer, I’m going to focus on the information format that does.

  2. Avatar Kat Gritzmacher says

    I’m a digital media manager for a local TV station; the first one ever in fact! Our current sales strategy has been nearly 100% personal selling. I think that’s fine, but in today’s media landscape, I feel that our clients/prospects have been overwhelmed with information and need help learning how to bridge traditional and new media to successfully advertise their businesses. I have just developed a ‘business center’ website and this month will be launching a blog and email newsletter. Over time we will repurpose content in case studies, checklists, guides and webinars to help our clients or prospects learn how to locally develop a multi-platform ad campaign. I believe that this will significantly help our sales people generate and nurture leads between calls and over time, will increase sales. It’s a lot of work, but I think it will be worth it.

    • Hey Kat, it’s been a long time 🙂 The need for education and “selling” of how this all works will never stop and it’s great to learn you’ll be walking the talk offering information in multiple channels. The web has a short attention span too, so repurposing and repeating is helpful.

  3. I always believe that content is KING online. Especially if you can use content to use positioning strategy in your industry. It is much more easy to use internet to position compared to offline.

  4. I like your reference to the “hub & spoke” approach. I think often times people focus on creating content but overlook strategies behind distributing the content. Nice article.

    • One of the most common issues we see with companies that say they have been involved in social media marketing but need more impact is disconnected efforts. They create content or social tactics but don’t always think about how to facilitate exposure and sharing.

  5. B2B content promotion in my practice is focused on the referral, how to get users to refer this, regardless of the channel. That goes into the type and quality of the content, and hitting the right issues, which of course is a test. Yet I avoid being too loyal to what I “think” will work; for example, we had a B2B network of dentists, with audio interviews as our content. We kept distributing them online, with little results, regardless of where we went. The content was good, and the numbers showed the audience wasn’t there. After lengthy testing, we found that 95% of the dentists were on mobile phones when viewing our content, they never had time to sit in front of a computer, and most of the phones were Blackberries (at this time with bad Internet access). Solution? We put the word “Download” in each email we sent to their blackberries, and the content spread like wildfire, so we integrated ways for online dentists to send their friends an email, or use Facebook, to distribute this…something we wouldn’t have expected from a B2B audience, yet mobile is increasingly being one of the primary ways I’ve found to reach many B2B, busy audiences.

  6. Avatar Kim Windfeather says

    I have fallen into the trap of “information overload.” I find that it really gets me sidetracked from the path I need to follow.

  7. Avatar Ozio Media says

    I like your hub and spoke idea when it comes to content marketing. As far as content marketing, content should always be fresh and up to date. This tactic will keep people coming back to your hub and spoke pages. It’s also a good way to create a loyal following because once people come to know your content as something of value that keeps up with their needs and demands, your hub will be their go-to place for the latest information.

  8. This is what I am doing and will keep doing. Content is King for B2B. And, this is human buying behaviour. Before buying anything, human will search for information first. It won’t change from history until today.

    That’s one of the reason relevant content is very important to Google and rolled out Panda in recent search engine improvement.

  9.  Couldn’t agree with you more Lee.

    Having social media channels is key but it means nothing without quality content. With quality content comes credibility and over time this credibility spreads beyond the social media channel. 

  10. Avatar Dennis Paguio says

    We are just starting out and I found this article very informative. Thank you and more power.
    Dennis Paguio