Content That Converts: How to Build a Profitable and Predictable B2B Content Marketing Strategy

by Laura Hanly

prevented people from taking the desired action – which was voting with their wallets. •Don’t go for the hard sell. Most people are not going to buy from you the first time they come across your business – they don’t know you or trust you yet (you can think of it like dating… you wouldn’t marry someone you’ve only been on one date with. I hope). It’s much more effective in this situation to use the soft sell approach. Let people know where they can find your products if they’re interested, and leave it at that. This strategy is surprisingly powerful (as that $10,000 week proved). •Promote, promote, promote! If you don’t promote your content, you may as well not make it at all. People need to see it where they are at: Facebook, Twitter, Instagram, Reddit, their inbox, their podcast updates… put it EVERYWHERE. And don’t just do it once. Create a promotional calendar so that your content gets bumped regularly in slightly different ways to make sure it’s reaching new audiences all the time. You can use a similar spreadsheet to the one you use to plan your quarterly content, adjusted to focus on the message to be shared across each platform for each post. •Make sure you’re collecting their email addresses. This is critical. If you are driving lots of traffic to your content, but not collecting a way to connect with them, again, you might as well not have made it. The whole point of making content is to get people to engage with your business: email pop-ups and opt-in offers are...