Paid Distribution for your B2B Content Marketing? Here’s your Guide

Paid Distribution for your B2B Content Marketing - Here’s your Guide

A business that aspires to improve its online presence and up its chances in getting B2B sales leads would have to engage with paid advertising sooner or later. Search optimization, maintaining social media profiles, blogs and email campaigns just aren’t enough to sustain a thriving operation.

Paid advertising programs don’t need to be pricey. As long as you can determine where exactly your efforts need to be targeted, you can multiply your B2B sales leads with just a measly investment. The key is to know what suits your business type, goal and approach.

In a post at by B2B marketer and analyst Eric Wittlake, almost all of the possible routes to paid online distribution are listed for you to choose from. 12 of these choices are discussed below:

1. Promoted Tweets
Targeting on Twitter requires some creativity but it is one of the best places for B2B content to be promoted. Identify key influencers and combine influencer and keyword targeting.

2. LinkedIn Sponsored Updates
With Sponsored Updates you can put your content in the home stream with all of the benefits of LinkedIn’s targeting.

3. Facebook Ads
Facebook’s targeting options for B2B marketers are far better than many people give it credit for. Try typing job titles, industries, affiliations or companies in the self-serve platform.

4. StumbleUpon Paid Discovery
StumbleUpon’s paid program delivers traffic directly to your site, they never even click. That translates to lower cost, but also lower average traffic quality.

5. Reddit
Reddit, with the right content, has the potential to deliver an interested and engaged audience at a lower cost than almost any other social outlet.

6. Outbrain
Campaigns run as related content or additional content text links, generally at the end of articles, across a broad range of publications.

7. Disqus
Disqus brings a large base of blogs and mid-sized publishers.

8. SlideShare
Don’t just embed a SlideShare presentation in your content. Ensure your SlideShare can stand on its own and promote it directly on SlideShare.

9. YouTube
If you use video, there is a good chance it is already on YouTube. Don’t forget that you can also promote your YouTube videos.

10. Google
Google still reigns as the king of search. For the best results when you are first starting, do not run on the display network and consider further limiting your program to only core search.

11. Yahoo/Bing
Although combined they have about 40% of Google’s overall search volume, they are less important to most B2B marketers than the market share would indicate.

12. Retargeting
The most cost effective element of a display campaign is generally retargeting. With relatively low media costs ($2 to $5 CPM) and the opportunity to extend your nurture program logic into display, retargeting is a useful option for sharing additional content with people who have already visited your site.

Check other paid distribution options in the full article at THE B2B MARKETING GUIDE TO PAID CONTENT DISTRIBUTION

10 Crucial B2B Lead Generation Opportunities on your Business Blog [INFOGRAPHIC]

The goal of a blog is like how man courts a woman, the first step is to get noticed.

Introduce yourself and impress her. Just like how content marketing goes you need to make that impression, feed your readers with incredible thoughts to ponder and that they will never forget your name from the first day you met.

Having a blog doesn’t end at posting, it’s just the start of something big. You don’t want your crush to know you stay friends with her, right. It’s time to take the next move.

Show some effort. Content marketers don’t just stop at writing 500 words article a day, they share it. They broadcast it to the world through social networking sites, curation and many other mediums. Here is a infographic that will show you how to make your readers say ‘yes’.

10 Crucial B2B Lead Generation Opportunities on your Business Blog




How to Not Run Out of Topics for your B2B Lead Generation Blog

Creativity is a gift that also comes along with the unfortunate neurotic compulsion to maintain a certain level of quality in each and every output. This also applies B2B lead generation content bloggers – they continuously search for topics that are meant to “excel” amongst the countless supply of blogs online, especially against competitors.

The problem with that mindset is that sooner or later, a writer would suffer from creative bankruptcy. It’s inevitable no matter how good you are (even Stephen King goes through such a phase).

Mike Volpe, Chief Marketing Officer at HubSpot, shared a post that details how content marketers can maintain an endless supply of blog topics.


1. Think small.

Starting out, I thought every blog post I wrote had to feature big, industry-changing ideas. I’ve realized that specific, tactical tips or explanations are just as valuable to your readers. Instead of getting stuck on reinventing posts on industry predictions, shifts, and trends, think about the questions you had when you were first getting started in your field and answer them. Or, maybe you discovered an effective task management app, or recently got helpful advice on how to best respond to difficult emails. Write about it.

2. Feature guest posts.

Not only does guest content give you one less original topic to brainstorm, but it offers your readers an interesting new voice every once-in-awhile. Is there a thought leader in your industry that you have a good relationship with or a speaker you met at conference that stood out? Ask them to contribute to your blog. An added benefit: your guest writer will share the post with their community and social networks, helping drive more new traffic to your website.

3. Ask the audience.

If you’re trying to think of topics your readers will find useful, then the best inspiration is, well, the readers. Are prospects, customers, or followers asking questions about your industry on social media, in blog comments, via email, or in feedback forms? By paying attention to their pain points, you may stumble upon a blog topic you didn’t know your audience would love. Next time you’re chatting with a customer, don’t be afraid to ask what information they’d find helpful.

4. Try the Blog Topic Generator.

We recently developed a tool just for bloggers in need of new ideas called the Blog Topic Generator. Think of three topics you haven’t blogged about before, or want to blog about again from a different angle and the generator will present you with 5 potential blog titles. Pretty easy, right? Tweak the titles to fit your language, style, and business, and you’re ready to write.

5. Explore different formats.

Similar to tip #3, think about how you can reverse the format of your content to work for your blog. Think beyond text and present information visually with a graph, annotated photo, or cartoon. Or, what if you wrote a blog post consisting only of tweets? There are tons of ways to communicate information, so explore mixed media blog posts to give your typing skills a break and spice up your content.

Read the full article at 5 Tips For an Endless Supply of Blog Topics