It’s not just marketing and advertising executives who’ve discovered the benefits of a content marketing campaign. Small business owners are using digital marketing successfully, too. According to Insideview, B2B companies that blog generate 67% more leads on a monthly basis versus companies that don’t. And, a whopping 80% of business decision-makers prefer to get company information in a series of articles—and not via advertising. There are many different types of contents available online - and many sources of best practice. The focus here is on a high level over how to distribute useful content to your target audience.

1. CONTENT
PROMOTIONE S S E N T I A L C H E C K L I S T
A M I T S I N G H
D I G I TA L M A R K E T E R & B U S I N E S S A D V I S O R Y

2. There are many different types of
contents available online - and many
sources of best practice.
The focus here is how to distribute
useful content to your target audience.
-----------------------
Essentials
-----------------------
for content promotion

3. STEP 1 POST STRATEGY
Server your audience
Focus on your audience and strive to be of use to your prospects and customers. What does
your audience want to know? The best corporate blogs find the questions their target
audience is asking, and then answer those questions. As Marcus Sheridan puts it, “They ask,
you answer.”
Have an angle
Select a theme that you can use to illustrate thought leadership for your brand by sharing a
unique perspective.
Create s series
Consider writing a series of posts if your content theme is meaty. A strong series can result
in content longevity and add SEO benefit. For example, start with a launch announcement,
then dive into a related theme each week for the duration of the digital campaign.
Topic check
Research your topic against keywords to see if it will resonate with your audience. Find out if
trade or industry press is covering the topic, whether other corporate blogs are discussing it
and if your audience is already sharing it on social.
Two most effective and
engaging content are
 Those that communicate a
strong opinion
 Those that shares a research
Tools
Try Google Keyword
research (free) or
BuzzSumo &
SEMRush(paid)

4. STEP 2 HEADLINES & COPY
Lead or introduction
o Hook the audience with the introduction. Good introductions are compelling
and promise the reader something of value. Show that the blog post will yield
new information, provide something of use, or be entertaining - ideally all
three.
o Create a bridge between the headline and your main/body content
o Share something interesting (e.g. a myth buster) or ask a question (clear call to
action)
Best practises
Follow your industry best practice by quoting action from competitors. Consider
industry thought leaders, customers, employee experts views or ratings.
Citing
Credibility is critical. Always cite sources of any statistics that you reference. Only
use reputable and up-to-date sources.
Body copy
Body copy length varies by topic. HubSpot suggests 1,600 words. Longer posts
tend to provide strong SEO value.
Create interest in your
phrasing with action (CTAs),
citing an important statistic,
and making a bold statement
*

5. STEP 3 VISUALS
Placements
Decide where you want to use visuals. Consider a blog banner, images in the body and
a footer. Footers are especially helpful if you’re writing a series of posts and want to
drive traffic to your content’s landing page in each one.
Be relevant
Visuals are great at attracting and holding reader interest. Make sure the visuals are
relevant.
Popular assets include: infographics, videos, Slideshare decks, photos or screenshots,
charts to share data.
Try creating your own
infographics with tools
like Canva or Piktochart

6. STEP 4 SOCIAL SHAREABILITY
Make sure you have a powerful thumbnail
image that social platforms can scrape to
drive clicks and increase your traffic.
When it comes to getting the message out
of marketers say measuring
posts by number of social
shares is important **
24%

7. REFERENCES
*1“The Handy Character Count Guide for Blog Posts, Facebook Pages & More,” Lindsay
Kolowich, Hubspot blog, January 20, 2016
** BrightLocal, December 16, 2015