Maximising your b2b marketing content – where to start?

Your well-crafted, beautiful marketing content should always be amplified to maximise its reach and engagement with intended audiences. Further developing your existing content can help you to get maximum return on investment (ROI) from materials that your team has already dedicated time and resource to.

However, different types of marketing content demand different strategies – here, we’ll examine some of the best ways to reach a wider audience, and what to consider when boosting and supplementing your existing content.

Publish on your website

Your website can be a powerful tool for extending the reach of your marketing content, especially owned content such as whitepapers, ebooks, or application notes. If you have high-value content relating a specific industry or topic, there’s also a case to be made for gating this content so that you can generate leads from it.

High-value content should be housed on its own optimised landing page within your website. Search engine optimisation (SEO) is a key benefit of posting content to your website, as it allows you to input keywords and relevant descriptions into the page metadata to improve the searchability of your page. PDF documents can also be enhanced with metadata to make them searchable, and supporting content such as blogs can be optimised to improve their visibility via organic search. If done correctly, this can improve your chance of your content appearing in front of relevant users who may be searching for queries that it can answer.

Power to short-form content

As well as uploading core content pieces, you should also consider creating short-form content based on the longer-form pieces to further their reach. For example, you could create an infographic that summarises the content from a whitepaper, finishing with a call-to-action that directs readers to download the whitepaper.

We predict that short-form content will become increasingly popular in b2b marketing strategies in the coming year, so companies creating short-form, high impact content now can be one step ahead in appealing to new audiences.

Promote via social media

Social media platforms, particularly LinkedIn with its b2b focus, provide a great opportunity to boost your content, both organically and via promotional activity, such as advertising. You can link users to content posted on your website, such as long-form owned content or blogs, and you also have the freedom to tag both individuals and companies, and include hashtags to help put your content in front of a wider audience.

LinkedIn users have a variety of options when it comes to organic posts, and document posts in particular are an excellent way to publish owned PDF content such as whitepapers, customer voice pieces, or ebooks. LinkedIn publishing also allows users to create longer pieces of content, which again can be a useful tool for companies who want to extend content across another platform, to target new audiences and measure engagement.

Where budget allows, promotional activity and social ads can also be useful, and allow you to be more specific in your audience targeting to ensure your content is appearing in front of relevant users.

Gain authority from trade media

While harnessing the potential of your website and social media platforms can really help to boost the visibility of your content, it’s also valuable to publish content with trade media.

It’s worth considering what your goals are and how you want your company to be perceived, and referring to the PESO (Paid, Earned, Shared, Owned) model can be helpful in identifying a strategy. If you’re looking for meaningful insights into how readers are interacting with your content, or for a place to promote your capabilities in a certain field, then paid trade media opportunities are one solution. On the other hand, while earned media such as editorial doesn’t guarantee coverage or insight into readership figures, it can offer a real strategic advantage.

Earned media can help improve awareness of your organisation and is typically considered more credible, as it is published on merit and, unlike paid placements, is non-promotional. So, if your goal is to raise brand awareness and position your organisation as an industry expert on a specific topic, editorial is the way to go.

Once you have earned editorial coverage, it’s important that this is promoted via your website and social media channels, to further its reach and drive users to read your contribution.


In summary, we understand how much time and resource goes into developing marketing content – it’s what we do every day. That’s why we help clients to extend the reach of their marketing content, to maximise the value it can bring. There is no shortage of methods to do this, from self-publishing to advertising and third-party earned media coverage, so why not make the most of them and boost your new marketing campaigns, or breathe new life into existing content?

With more than 25 years of experience in b2b marketing and PR, our team can help you reach the right audiences with marketing activity that’s tailored to your business objectives. For more information, contact us.

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About the Author: Annie Ball