Creating Compelling Content: Three Ways to Bring More Views to Your B2B Blog

While content marketing is undeniably one of the best tried-and-true ways B2B companies can generate leads, many entrepreneurs (and established businesses) struggle with creating a successful content strategy. A blog is one of the most essential components of any business website, and creating consistent content is a key element in boosting your search ranking. You don’t need to write a ton of blog posts about a wide range of industry-related topics – you can become recognized as a thought leader by creating many inter-connected, related pieces about one specialized topic.
It may sound complicated, but it really isn’t. Here are three tips for making the most out of content on the blogs you’ve already written.
Create Visual Content for Your Blog Posts
When it comes to online content, the majority of viewers don’t enjoy scrolling text, and studies show that content that contains compelling images sees a significant increase in views and conversions. There are many easy and effective ways to make your posts more visually captivating:
• Use the key points in a blog to create an infographic
• Combine several related blogs to create an infographic
• Create a slideshow on Slideshare with Haikudeck or Preso
• Create a video to go into more detail about a core concept
• Use live video on LinkedIn Live, YouTube Live, or Facebook Live. Periscope was discontinued on March 31, 2021, so host short Q&As, turn on captions, pin your blog link in the description or chat, and repurpose recordings into 30 to 60 second highlight clips for LinkedIn or YouTube Shorts.
Turn Blog Key Points into Social Media Posts
Blog content can be recycled through social media with links that bring the reader back to your blog by doing the following:
• Identify data points or key ideas from blog posts to convert to social media posts
• Use key points under 280 characters for posts on X (formerly Twitter). Include a clear CTA and a UTM-tagged link back to the blog, and consider one relevant hashtag to boost discovery. If a point needs more space, publish a brief thread.
• Post blog post recaps on LinkedIn and Facebook
• Post blog posts every day or two on Twitter; post ever 1-2 weeks on Facebook and LinkedIn.
• Attach a relevant image and write descriptive alt text for accessibility. Make sure your blog uses Open Graph and Twitter Card tags so shared links render rich previews on LinkedIn, Facebook, and X.
Collaborate With Industry Experts
One of the best ways to get your content seen by as many leaders in your industry and market as possible is to collaborate with others by writing an “ask the expert” blog post. Generally, your co-author will promote your collaboration by sharing the content on their own social profile. Compile a list of 15-20 experts in your field who have covered similar topics previously. Use a virtual assistant or freelancer to help research and contact the experts. Alternately, post a listing on Help A Reporter Out (HARO). Reach out with a request to each individual asking if they would answer related questions for your readers on your blog. Compile all the questions and answers into one blog post. Make sure that comments are enabled, and reply to any comments or questions. Provide a way (such as “click to tweet”) for readers to share the content.
Once your blog post is up, let the collaborator(s) know that it’s live and encourage them to promote it on their own business and social profiles. When you post the links to your social media tag the contributors to encourage them to share as well.
In conclusion, you don’t have to write a ton of blogs to be successful at B2B content marketing. It’s easy to create low-maintenance, high-converting content that stretches the budget by maximizing the content through creative engagement, social media implementation, and collaboration with other thought leaders.