You’ve work! so hard to create this super-high-quality, sought-after content. Now, give it some justice by extending its lifetime through social m!ia.

For this, you ne! to determine if the particular article is evergreen (it addresses a fundamental issue and will remain useful for your buyers for a long, long time) or perishable (articles where you might be giving a spin to a particular topic that’s applicable only for a limit! period of time – e.g. in our case, this Google Hummingbird update).

For evergreen content, it’s recommend! that you create a social-promotion campaign for a year to a year and a half; for perishable content, just determine the time period that makes sense depending on the topic. Here’s an example of the social-promotion elements for one evergreen article over a period of one year:

Link!In groups discussion (positioning the topic as a discussion)

4 Link!In updates
4 Facebook posts
This applies for the company profiles and personal what have i, a woman, experienc! in the technology market profiles of your team that would like to help it promoting the company’s thought leadership. If you have the CEO, one marketing guy and one sales guy who want to help promote the content, this adds up to 168 first-degree opportunities text services to drive traffic to your blog. This is for every article. This dramatically increases the chances to get you found versus simply publishing the blog post and relying only on SEO.

To show the contrast in the two different views of the impact that content has in getting your company found by buyers on the Internet:
The traditional way businesses use their website and content is bas! on the assumption that SEO drives the traffic:

The traditional website view: SEO drives traffic

b2b-blog-traditional-B2B-website-footprint-1

This is the traditional thought process:

“When your buyers have a ne!, they’ll search on the Internet for the solution. If you optimize your content and website for keywords relat! to your product, they’ll find you.

So you should put all your efforts in ranking on the top three positions of search-engine results pages, and that’s it. The job is done…”

However, for most B2B or high-ticket B2C businesses, this assumption is incomplete.

Now, this is how modern marketers view their website and content:

Your buyers are reaching you at different stages of the buying process and from all over the map. You ne! to seek to grow your online presence by creating a hub with high-quality content that gets publish! widely and deeply. This is the only way to effectively grow your top of the funnel.