Technology & Internet7 Ways to Get Content To Work for Your Business

There is a lot of talk about the importance of strong content when using social media for business. Promises report that you can achieve great things with high-quality content. You can start conversations, show expertise, gain visibility, get new customers, spread the word about products and services, build a reputation, and establish trust.


But how, exactly, does content “work?” To get the most out of your stellar content, you have to understand the mechanisms of social media and networking. As it turns out, these methods for engagement are not so different from marketing your knowledge offline.

Content seldom works on it’s own. There are millions of people with great content who do not achieve anything in social media; these people pass by unnoticed or with few results. Yet, with the right understanding and practices, content is a powerful tool.

To explain how to get (not only) your content seen and shared, here are some examples of what has worked for my company and me:

  1. Utilize Other Great Content
    Example: I read an inspiring article and tweeted it, stating the twitter handle of the author and telling the author how much I appreciated the piece. I asked if she would be interested in also publishing on exploreB2B.

    Learning: This is a fairly direct approach, but the advantage of Twitter is that tweets are rarely intrusive. Since they can pass by easily unnoticed, you can choose to ignore whatever does not agree with you.
    In my case, I got the author curious and she answered back. We messaged back and forth, ending up talking on Skype about her work and my platform, exploreB2B. This was a great way to first make contact – if all this had taken place after a conference talk, we would all agree on the success of the conference, wouldn’t we?
  1. Tweet Your Own Content
    Example: I tweeted an article the other day, which inspired a conversation on twitter between a colleague, a fellow marketer (whom I did not know before), and me.

    Learning: This conversation resulted in two new articles: one by the marketer and one by me. The interaction also established a deep awareness of each other, far beyond the usual anonymity of a social discovery network like Twitter. It was a nice way to start a day and to get into contact with someone from my target group.
  1. Fuel Conversation on Your Published Content
    Example: A conversation began on an article I had recently published. I encouraged this conversation to continue and pursue the people involved in the conversation as contacts.

    Learning: The conversation thread resulted in contact to a new blogger. I gave some tips (regarding the topic within the original article) and was asked to write a guest article. This was a simple and effective way to connect.
  1. Use Content to Inspire Discussion on LinkedIn
    Example: I wrote an article titled, ‘If Content is King – Who is Queen?’ and published the link in LinkedIn Groups that were relevant to the topic and question at hand. The trick was that I did not just publish the link. I included further questions within the description of the link that inspired group members to add their insight and participate in a debate. The single link now is still running with over 60 comments, I have been the top influencer in the group for over a week, and there have been multiple leads to my site.

    Learning: LinkedIn groups sometimes seem like a place for spammers to shout. They are not (necessarily). As always with social media, you have to figure out how to connect to people in various groups. In LinkedIn, it is most effective to evoke discussion, rather than to post and retreat. For me, questions and debates work best. If you post something, do not only inform; start a conversation, ask questions, ask for opinions, and take part in existing conversations.
    From this one link, I have gained contact to fellow marketers, invitations to relevant groups, and interest surrounding my ideas, experience and company platform. All this, without shouting.
  1. Run or Partake in Interviews
    Example: My colleague, Erin, is running several interview series on exploreB2B. The current topic is SEO.

    Learning: The interviews itself are a great opportunity to connect to chief thought leaders in the chosen topic. The interviews are also highly shareable. They inspire conversation in various social networks (Twitter, Quora, Facebook, StumbleUpon, Pinterest), build trust in our work and expertise, and serve as an easy way to understand the general topics that we discuss and represent on the exploreB2B platform.

    The interviews have also opened our eyes about the benefits of being an interviewee.
  1. Write an Article About a Person
    Example: My co-founder, Jonathan, is interested in technology in the entertainment industry. When we started developing our content marketing strategy, he was actively following the blog of renowned filmmaker and cinematographer, Philip Bloom. In our eyes, Philip was participating in “content marketing” without calling it that. (We’re not even sure if he would know the term.) Yet, he is an example of a great content marketer. The blog inspired Jonathan to create a series called, ‘Content Marketers in Disguise,’ using Philip as his first example.  

    Learning: The article has run extremely well, we believe, for two reasons. One, we tapped into the large and loyal following of Philip Bloom when he re-tweeted the article (twice). Two, the content of the article was easy to read, pleasant to consume, and relevant to three audiences (content marketers, filmmakers and tech enthusiasts) who do not necessarily, always overlap. The article served as a simple way to get on the radar of previously untapped, but relevant, audiences in the tech and film scene.
  1. Make it Easy for Readers to Access Related Content
    Example: This article. In this one article, I have linked to previous articles that relate exactly to the topics mentioned, the article profiles of my colleagues, articles written by them, and the blog of one of our influencers (Philip Bloom).

    Learning: One article is not enough for your readers to understand who you are, what you do, and where your expertise lies. Give them the opportunity to read other articles you have written. Make it easy for them to learn more about your knowledge and to gain further tips from you. Connect them to people who relate to your business (colleagues, other industry leaders); lead them to relevant, helpful and interesting sources outside of yourself. Not only will your audience begin to visit your social profiles in search of relevant insight, they will begin to see you as a connector to other thought leaders, and share what you provide.


Susanna_gebauer_exploreb2bDr. Susanna GebauerexploreB2B GmbHGeschäftsführer, Gründer


Unmana DattaUnmana DattaPractical Examples

Thanks for this post: I love the practical examples! This should be especially useful for businesses dipping their toes in content marketing. I'm going to share it in my weekly links round-up tomorrow!

Nancy BainNancy Bain

I appreciated the practical examples too Unmana. Especially the Twitter tips.

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libbie lalalibbie lala#2 Your Own Content & #6 Write

A few practical questions (for someone starting out in an industry).

1. Your Own Content (#2 from list above) Any tips on how to get another person to fact check, peer review, check for user interest when it comes to your own content?

2. Write an Article About Another Person (#6 from list above). I find this is the best way to gain access to the thought leaders but it's difficult to get these people's attention & valuable time. Any good tips? :)


Dr. Susanna GebauerDr. Susanna Gebauer

Hi Libbie,

sorry for being late with my answer.

1. I usually have someone in my company proofread my articles, especially the English articles as I am no native speaker. If that is no option, it really depends on how much you expect: a quick read through will probably be easier to get. How about cooperating with someone on your blog? Have someone you know and trust be part of your blog, guest publish - in return he/she might be willing to proof read your articles.

2. I have to admit this sounds more difficult than it turned out to be, at least for us. We made the experience that most people are really open to this approach (see the interview series my colleague Erin Nelson is running) - even if they decline due to lack of time, they might suggest someone to you, whom you could ask instead. Writing about someone is even easier, Jonathan wrote the article about Philip Bloom before getting in touch, tweeting the article with the twitter handle of Philip Bloom, got him his attention. This is a nice way of offering something first before getting in touch.
My advice is to ask politely and not be frustrated if they decline or do not get back to you - someone else will.

Hope this helps.

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Okoa okoaafricatoursOkoa okoaafricatourssatisfy

am well pleased with this article which open the door for conversation in marketing.

Lion is the king of jungle, but if you were to given a chance to elect one which animal would

you choose. the candidate (1)ELEPHANT. candidate (2)LOIN candidate ( 3) LEOPARD

(4)candidate GIRAFFE which one of these you could choose the King of Jungle

Anthony ScialisAnthony Scialis

First to Dr. Gebauer, very informative and well constructed post; great example of 'show don't just tell' as you wove other contact nas the presentation.

To Okoa
Interesting question and in looking to make it apply to social media lead me to the Giraffe--- but not as leader. I would still elect the brave, intelligent Lion as my president.

But for the Cabinet the Elephant would be the powerful leader of my Dept of Defense as elephants can serve as offensive weapons and defensive shields. And the Leopard because it can blend into the scenery would be Director of Intelligence (spies).

Giraffe would be Dir. of Communications and Social Media because unlike any other creature it is tall enough to have a global view of the marketplace, while still having its feet firmly planted on the ground.

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CEO, Social Strand Media Tracy SestiliCEO, Social Strand Media Tracy SestiliDiscussion can be tough

I come across many bloggers who publish, share, but have a tough time getting people to leave comments or add to the discussion on other social networks. I think it's because they maybe answer all of the questions in their article or don't ask a question at the end or maybe don't cover it from an angle that warrants a response or question from the reader.

What are your thoughts on this? How can bloggers get people to engage more?

Nancy BainNancy Bain

I'm one of those bloggers you describe Tracy. :) I hadn't thought that I may have answered every question within the article. I do include a call to action in the form of a question at the end. But, alas.... still struggle with engagement.

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