60-seconds on…How to encourage B2B content engagement

Some ideas for encouraging B2B content engagement

Engagement on your B2B content – likes, comments, shares – means the algorithms will give it more visibility.

Why? Because B2B content engagement is an indicator, it’s of interest or value (or entertaining) and therefore worth showing to some more people.

And that goes for social media posts and stuff on your website.

So how can you encourage engagement?

Here is 60-seconds worth of ideas covering ease of engagement, responding to engagement and CTAs (call to action).

How do you encourage engagement on your B2B content?

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How to create B2B content around an award win

Every industry has awards, and winning is great, of course. But how much B2B content can you create around your win?

Picture of a gold winners trophy cup.
Photo by Giorgio Trovato on Unsplash

A lot of work goes into putting together an awards entry. Pulling together the information, data, images, testimonials and writing a submission that will grab the judges attention.

Your awards entry is the story of your business journey and achievements. It’s the story of a particularly successful project or product.

It’s the story of why you do what you do and what makes you stand out from your competitors. It’s all about what makes you or what you do the best in your industry.

All of which makes fantastic B2B content on your website, social media and a potential press story.

Leverage your win

This is more than writing about how ‘delighted’ you were and posting a picture.

It’s making the most of the work you did putting the entry together – and the work that won you the award.

Here are a few ideas for how to create B2B content around your award win:

1. Tell the story of what won you the award

Lifting the shiny new award was the easy bit. Getting to that point no doubt involved hard work, so write about what was involved.

What were your goals and how did you achieve them?

There were probably some ups and downs along the way. So tell the story of what you had to overcome, what the challenges were, how you solved them, and what you learned along the way.

Use that to frame what the award win means to you and your business.

You could also tease what’s next to move the story on.

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Why B2B thought leadership content is worth the effort

Whether you call it thought leadership, opinion, comment or insight, if you are a B2B business, there is huge value in taking the time to write and publish articles.

First and foremost, it’s a great way to demonstrate your knowledge, expertise, understanding of the market and wider issues.

Photo by Mihai Dogaru on Unsplash

It can demonstrate your understanding of your clients’ needs, what challenges they face and the pain points.

And thought-leader articles could help to reinforce your company’s brand values and help develop trust and authority.

As part of a content marketing strategy – and regular publishing – writing thought leader content can help build an audience and relationships with new clients, particularly if you allow comments.

Getting a bit more technical, it’s good for SEO. Google checks your website regularly for fresh content, and it is also looking for dwell – time spent on site. Alongside a good keyword strategy, it can help to drive traffic to your website.

Extra value

The time spent writing B2B thought leadership content carries extra dividends.

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Creating meaningful B2B content around ‘awareness’ days

All through the year, there are awareness days/months – Fairtrade Fortnight, Stress Awareness Month etc which offer an opportunity to publish related content.

Photo by Glenn Carstens-Peters on Unsplash

But it’s important to make sure that what you publish is meaningful and genuine. Your audience will see through content that is a tick box exercise or jumping on the bandwagon.

And, you risk opening your business up to extra scrutiny if you don’t put out content that is authentic and has integrity.

Take International Women’s Day which is coming up on 8 March.

The theme is Choose to Challenge, which provides a whole wealth of opportunity for content, but only if you have robust stories to tell.

Tell genuine stories

Those stories can be about what you are doing to improve gender equality in your business, what progress you’ve made, what difference you are trying to make and why.

It doesn’t matter if you are in the early stages of your strategy if you are taking genuine steps towards meeting your goals.

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Why publishing regular B2B content doesn’t have to be difficult

Producing regular B2B content can seem really daunting. If you are aiming to publish weekly, that’s 50 odd posts which can seem like a lot of ideas.

Photo by Lucas Davies on Unsplash

But it isn’t as onerous a task as it initially appears.

First of all, don’t set out to write 1,500 words a week; website content, which is 400 words and upwards, is fine. Concentrate on writing what each topic is worth rather than hitting a particular word count.

To make coming up with B2B content ideas seem less daunting, start by thinking about the key pain points/areas of interest for your target audience.

Break down your ideas

You talk to your clients so you know what concerns them most, what questions get asked regularly and where they most need help.

Draw up a list of key subject headlines. Then think about how you can break each headline down.

Rather than writing one long piece on one topic, think of writing a series of shorter pieces looking at different aspects.

These can form the basis of your ‘evergreen’ content. Write a bunch of them in advance, so you have them ready or at least have the ideas sketched out to inspire you.

Then think about key events and dates in your business calendar, which will generate ideas or that you will want to comment on.

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