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No matter if you’re a B2B or B2C marketer, lead generation is a necessary function of your marketing team. And it’s something we’re all trying to improve upon. A great way to bring leads to your website is through B2B blogging.

Content engages the client and if written well, is something they’ll share with others, which helps your company reach a bigger audience. According to the Content Marketing Institute, 62% of people feel good about a company that delivers custom content. But creating the content is only the beginning, you must distribute it and target the right individuals to drive qualified leads to your website.

Below, check out ways to drive more leads from your B2B blogging efforts.

Understand Your Audience

Knowing your target audience and what they search for to solve their problems is essential to great B2B blogging. Google Keyword Planner makes this data visible. Plug in keywords related to your industry and see how people search for your product or service. When you know this information, you can plan content that targets these keywords and answers the questions your prospects are searching for. Reaching more contacts, who are specifically searching in your industry, means reaching more leads.

Create Clickable CTAs

call-to-action (CTA) is a great way to generate leads from content. Someone might click a link on social media and read your blog post, but are they really, truly interested in your product or service? Inserting a CTA that asks them to sign up for a newsletter or download an e-book is an easy way to find out. If they sign up for a newsletter, they’re at a minimum interested in keeping in touch with your brand. If they download an e-book, you know they are interested in educating themselves in your field, which makes them a good lead to target with future content.

Engage in Social Media

It’s a safe assumption that social media plays a role in almost everyone’s life. Using Facebook, Twitter, Reddit, YouTube, and beyond, we interact with others in infinite proportions. And blogging is a great, easily shareable way to get leads to interact with your website.

Sharing your content on the company blog and social accounts is a great start, but there’s more to be done. Research the forums, groups or hashtags that are relevant to your industry and make sure your content is also shared there. Targeting people who are already knowledgeable of your industry is a great way to drive qualified leads. If you create an engaging headline people will click the link and visit your site. After reading, they may share your content on their personal social accounts or publish to other online forums. Not only is this free advertising, but it gets your message and brand in front of people you never would have reached otherwise.

Another great social option is to have employees’ personal accounts linked to the blog. When a post is published to the blog it can be set to auto-publish on multiple employee accounts. This not only gets your content in front of those already following your blog, but in front of individuals who may have never heard of your brand, but will be happy once they have.

Quote Thought Leaders

It’s impossible to know everything in your field and sometimes others say things better than you ever could. Quoting thought leaders in your industry solves those dilemmas and is a great way to spread valuable information from a reliable source. It builds trust with your readers. After quoting, it’s important to tag the thought leader when you publish your content to social media and you can even ask them to share your content. If the message is good, maybe they’ll tweet it out to their followers or share it on Facebook. Achieving this is huge. It comes across as a personal recommendation from a big name in the industry and allows your brand to reach thousands who are directly interested in your field of work.

Make sure you have a proper attribution model in place so you can track which content generates the most touchpoints. At that point, you know what is working, and what is not, and can adjust your content as you grow and develop as a company.