Articles and blog posts are a B2B marketing power tool. Here’s how to get more value from all of your articles, so you can reach a wider audience, attract more leads and turn them into customers …

picture of a typewriter and a megaphone talking to different media
Articles and blog posts are a B2B marketing power tool. Make sure you get the most from them.

 

Articles – including blog posts – are one of the top B2B marketing tactics.

And with good reason …

They can enhance your thought leadership, improve your SEO and bring more targeted leads to your content. Articles are also useful for educating and nurturing leads throughout your sales cycle.

According to the 2015 B2B Content Marketing Benchmarks, Budgets and Trends report, 81% of B2B marketers are using articles on their websites. Meanwhile, 80% are blogging.

B2B Content Marketing Tactic Usage Research Chart
Image source: 2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs

 

However, many B2B marketers bury articles on their websites and hope customers will find them. Or, they promote a new blog post the day it comes out and then move on to the next thing.

Here are seven ways to get more value from your articles:

1. Interlink your articles and blog posts.

Coloured circles that are linked by lines.
Linking your articles lowers bounce rates and keep visitors on your site longer.

 

Many marketers focus on bringing visitors to their website. While this is important, it’s even more important to keep them there once they arrive.

One way you can do this is by linking all of your articles to related content. When someone scans one of your articles, they will see where you have related content and can click for more information. This will lower your bounce rates and keep visitors on your site longer.

Interlinking your posts also makes it easier for search engines to crawl and index your content. This can improve your SEO.

Take Action: Read your last five blog posts or articles and see if you have the opportunity to link to any of your existing articles, premium content or product pages.

2. Make it easy for readers to tweet your content.

Map of the world in chalk with twitter birds and hashtags
Make it easy for your busy readers to share your content by providing them with pre-written tweets.

 

Have you ever pressed a “tweet now” button on a blog post only to have a blank box appear? If so, how often do you decide not to tweet something, because you don’t want to type the name of the blog post or copy and paste a link?

You’re not lazy, you’re just busy.

Make it easy for your busy readers to share your content by providing them with pre-written tweets. This also gives you more control over what people are saying about you on social media. You can hand select your juiciest quotes and insert your top hashtags.

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Take Action: Check out www.clicktotweet.com. It’s a free service that lets you add tweetable quotes to your WordPress site.

3. Always include a call to action.

Picture of man's hand on a keyboard and a computer screen that says add your text here
Always include a call to action in your articles that asks readers to take the next step.

 

Many B2B marketers create amazing content that educates buyers and leaves them wanting more. But then they leave readers hanging.

Always include a call to action in your articles that asks readers to take the next step. FYI – contacting a sales rep is usually too big of a step for someone who just stumbled upon your article online.

However, you can ask them to check out another piece of content, register for a webinar or download a white paper.

Take Action: Read “How to Turbocharge Your List Building With Content Upgrades” to learn about a new call to action that is making waves in the marketing community.

4. Use images.

computer screen full of images
Articles with images receive 94% more views than those without.

 

Articles with images receive 94% more views than those without. In addition to capturing a reader’s attention, images can also improve your SEO. The better you optimize your images, the more your articles will get found.

A new study has also found that consumers are moving to image-focused social networks, such as Pinterest and Instagram. Since what people do at home carries into how they behave at work, it may be worthwhile to include “Pinterest-worthy” images in your articles.

You can also turn some of your existing articles into infographics to make use of images, repurpose your content and reach a wider audience.

Take Action: Review the images in your last five articles or blog posts. Are they something you would want to share on Pinterest? If not, how can you make your images more interesting?

5. Use your own data in your articles.

A rocket flying over a data chart
Using your own data gives you something unique and highly sharable.

 

According to a B2B Content Preferences Survey, 59.9% of B2B buyers strongly believe that vendors need more data and research to support their content.

While using others’ data can lend credibility to your articles, using your own data gives you something unique and highly sharable.

According to Derek Singleton, Analyst at  Software Advice, “When you publish primary research, you’re not repurposing what everyone else has said. This makes your content more powerful, as it’s supported by original, qualitative data.”

Take Action: Read “How Original Research Can Help Your B2B Technology Company Stand Out” to learn what types of data best engages technology buyers.

6. Turn your articles into SlideShare presentations.

SlideShare is an overlooked B2B social network. According to SlideShare, most of its 60 million monthly users are business professionals. They use the site to find information that will help them do their jobs better.

One great thing about using SlideShare is that you can insert lead capture forms directly into your presentations. SlideShare notifies you when you have a new lead and provides analytics on how your presentations and forms are performing.

SlideShare also integrates directly with LinkedIn. This means that every presentation you upload to SlideShare can boost your presence on LinkedIn.

Take Action: Read your last five blog posts or articles and determine if any of them would make good presentations that you can upload to SlideShare.

7. Turn a group of articles into a white paper or ebook.

Laptop with a collection eBooks
Pulling your best articles into an ebook or a white paper is a great way to make your content live longer, reach a wider audience and influence more buying decisions.

 

Creating a large piece of content – such as a white paper or ebook –can be a daunting project. One way to make this task easier is by collecting your existing articles and turning them into something larger.

This is also a great way to “save” your best articles. Blog posts and articles often get buried in websites. Pulling your best articles into an ebook or a white paper is a great way to make your content live longer, reach a wider audience and influence more buying decisions.  

Take Action: Review your marketing goals and select a topic for a white paper or ebook. Do you have any articles that can form the basis for this content?

3 Ways to Apply This Information Now

  1. Download the B2B Blog Post Pre-Flight Checklist, so you can ensure that all of your articles hit the mark with your readers.
  2. Read “How to Turbocharge Your List Building With Content Upgrades” to learn about a new call to action that is making waves in the marketing community.
  3. Click to share this article on LinkedIn. Sharing quality content increases your visibility and credibility with your existing contacts, creating conversations and potentially new business.