Content Promotion Checklist: A B2B PR Strategy

  • Develop Content that Delivers: The best way to get ink is to align your news or content with your prospects’ needs. Put yourself in the readers’ place — what would you like to see in order to take the desired action? Don’t just develop a promotional puff piece; today’s B2B customers want educational content that helps them solve a problem. Be that source, and you will start out on the right foot with your prospective customer. And remember to develop multiple versions of each piece tailored for individual outlets, from B2B trade publications to LinkedIn communities.
  • Start with What You Know: The best place to start marketing your product or service is in the world where you live. That means publications that you and your customers read, websites that you visit, LinkedIn communities where you are a member, and more. Figure out what types of content that these communities accept, and pitch the editor on developing a custom byline, infographic, or opinion piece. If you can post a piece directly, go to it. Don’t forget your own list — social media scheduling tool Buffer finds that the content it shares to its own email list gets the most traction.
  • Branch Out to Likely Audiences: Build your potential audience by finding new, relevant communities. Look everywhere — Twitter, Facebook, Quora — there are any number of worlds where your prospective customer is connecting, sharing, and looking for information. You will certainly do a bunch of this research manually, but there are some tools that can help the process. Check out Socedo for finding new Twitter followers, Buzzstream for prospecting new media outlets, and Buzzsumo for tracking influencers by topic or key word. Think you’ve found everyone? Think again — you’ll be surprised how much time you can spend simply finding the right communities.
  • Ask Others to Share: If you have something insightful and helpful, expand your universe by offering it to others to share. Work with partners to create a version that they can use with their communities. Reach out to analysts and other influencers in your community and ask them to point their followers to your content or blog post. You can even ask your customers to share it with their peers. Just be clear that it’s ok for them to say no — you only want them to share if there is something in it for them. And when the tables are turned, offer to share their content as well. You might even want to establish an ongoing content promotion relationship to boost reach for all parties.

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Alison Harris

Alison Harris

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All things B2B marketing. Former virtual CMO, now in-house bizdev. I founded content calendar software PlanITPDQ. Constantly curious. alisonhms[at]gmail.com