6 Ways to Improve SEO with B2B Social Media

As search algorithms continue to change, and give more value to social search, it is more important than even for B2B companies to create an integrated approach to social media to improve their SEO, or search engine optimization. SEO is based on two different types of factors, on-page, which you control and off-page, which you don’t control. But using social media can help the social signals that search engines now use as part of how they serve up their search results.

B2B marketers should be looking to expand the reach of their social media efforts to drive more traffic back to their websites (and their calls-to-action). If you are unclear about the importance of social search, look no further than Google Plus. Google created a social network so they could get a better picture of our social connections and tap into them to provide better search results.

6 Ways to Improve SEO with B2B Social Media

1. Create a Unified Keyword Strategy
The idea of keywords starts with search. Google built its ad business on the back of its search results. Whether you are doing pay-per-click (PPC) advertising or just trying to optimize your search results, start with Google’s Keyword Tool to develop your list of keywords. If these are the words your customers and prospects use when they are searching for you, make sure you use these same terms in your social media activities. These keywords should included in blog posts, especially their titles, as well as within posts on social networks. The more often your posts are found, the more often they can be shared.
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2. Make Your B2B Blog As Social As Possible
Once you blog posts draw traffic, you want to do all you can to encourage sharing of posts. Many B2B companies focus on building a community on their blog through comments, but you are better off building a bigger community off the blog. With this in mind, rather than ask questions to encourage readers to leave comments, ask them to share the post instead. You also want to make sure the blog has sharing buttons in logical places. In the case of this post, not only is the main post shareable, but each of the six ways are shareable with its own Tweet button. Use those buttons to share a couple of these points in additional to the main post.
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3. Encourage Employee Sharing of Content
One of the easiest sources of sharing is your own workforce. Encourage employees to share blog posts and other content by making it easy for them to share. Provide a pre-written tweet that you email out to employees, or even share on internal network like Chatter. There are even tools like GaggleAMP to make employee sharing even easier. You can cue up the posts for employees and they can just send them with the push of a button.
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4. Leverage Your LinkedIn Network
Just like you want to encourage your employees to share your great blog posts and ebooks, you want to share it with your LinkedIn network. You can post it to your personal status update, your company status update and in any relevant groups. Since you are looking for SEO benefit, consider asking people to share it with their own networks for greater reach and greater sharing. Depending on the type of content, you might want to pick 5-10 of your contacts and ask them to blog about it. This will create some links back to your site.
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5. Properly Name Your Social Media Profiles
Sometimes B2B companies try to get too clever and create a Twitter account or a Facebook profile with their descriptive keywords, rather than their company name. This upsets the balance in the universe. Common best practices are to name your profiles with the company name and use keywords in your profile bios and updates. This architecture of social media keeps the balance in place and shows that the profile is from a real company, rather than someone trying to spam search results by keyword stuffing profiles. You can develop trust by following these guidelines so people with share your content.
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6. Write Compelling Social Media Posts for Readers, Not Spiders
The most important thing to remember about using social media to improve SEO for your B2B company is that you need to write for your readers. Not the spiders crawling the web for the search engines. If you are trying to network engineers, you will naturally write about things that interest them and may cause them to consider purchasing your products. You need to use keywords so they will find your content, but you need to create great content that can be read by humans so they will value it and share it.
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If you have any thoughts, please add them down below, but we would really rather you share this post on all your social networks. Feel free to print it out and put on the fridge in the breakroom, as well as the one at home. (I’m just following #2 above)

Photo credit: Flickr

10 Rules for Epic B2B Blogging

Blogging is a core component of a B2B company’s approach to social media. Not only does it show how the people at a company think and what is important to them, but it provides regularly updated, keyword-rich content that search engines like. Expanding reach by building followings on social media networks is important, but it is more important to drive those contacts back to your blog. This way they can respond to offers through calls-to-action and share your remarkable, and educational, content with their networks.

Follows these 10 rules to build an epic blog for your B2B company.

1. Blog on Your Own Domain
This cannot be said enough times. Do not create a standalone blog at a different domain, including blogger.com and wordpress.com. Your business blog should be located at blog.companydomain.com or companydomain.com/blog. This search engine-friendly approach provides regularly updated content for your website. This way you can get maximum benefit for your website from the traffic that you drive to your blog.

2. Create an Editorial Calendar
Planning is the key to any large, ongoing project, and blogging is no exception. An editorial calendar can help you determine how often to blog, what topics to cover and what kind of content to create. This can also be overlaid with upcoming marketing activities and industry events for maximum impact of your other initiatives.

3. Use Keywords in Your Titles
You want your blog posts to be found and read, and whether that is through search or on social media platforms, keywords help readers discover them. While search engine discovery may be automatic, social discovery happens when you use words that describe what people are looking for or topics they are interested in.

4. Be Human
Writing a blog post is different from writing a press release. While you should seek to educate your readers, you should also try to create a connection. An informal writing style, personal anecdotes and humor can start to make those connections. If they like you, you increase the possibility that they will come back to read another day or that they will share your posts.

5. Educate Your Readers
The difference between a good blog post and a great blog post is what the reader takes away from it. Build regular readerships, and potential customers, by providing quality educational content that helps your readers in their business. The more you can educate them, the better prepared they will be if they become a prospect for your products or services.

6. Break Up Your Posts With Headers
Scanning is the way people read on the web. Make it easy for readers to scan your blog posts by providing headers to break up the copy. Creating section headers will also help you organize your writing into appropriately-sized chunks. If you have a list (like this), make sure the headers have numbers.

7. Speak in Your Customer’s Language
Marketers frequently stick to company preferred terms in their communications, but a blog is a place to test alternate terms, especially those that your customers use. Be aware of how your customers describe your products or services and adopt some of that language in your posts. It is likely that company prospects use similar terms, so using them can make your blog posts more accessible and discoverable.

8. Make Posts Easy to Share
The nature of social media encourages sharing, even for B2B companies. Make sure to include sharing buttons so your readers can share your posts with others in their networks. Test which buttons work for your readers, and keep them to a minimum. Too many buttons could reduce how it’s shared. Also ask yourself if the content is worth sharing. Would you share it with your network? Is it helpful, valuable and educational?

9. Include a Call-To-Action
Blogging is the best method for generating leads using social media. Oh yeah, we did write a book about that (The B2B Social Media Book). But the only way to generate those leads is with a call-to-action at the end of every blog post, or at least in the side bar of the blog. What can you offer your readers to turn them from prospects into leads? Is there an ebook or webinar that extends the content of the blog post? What about a case study that shows how other companies dealt with industry situations? What would your prospects trade their contact information for? That’s what you should offer as a call to action.

10. Publish Consistently
Once you decide to start a business blog, the pressure to publish is on. The way to develop good habits and readers is to set a schedule and stick to it. Start with one day per week. Once you have worked that into your schedule, see what it takes to add a second day per week. Start looking for others in your company to blog to expand beyond what you can do on your own. Do not scale too quickly, as you want to maintain the schedule you set, not slide backwards.

What other rules of B2B blogging have you written on your whiteboard and followed?

Always Thinking about B2B Social Media is a Requirement

Your approach to B2B social media must be thoughtful if you are going to be successful in driving business for your B2B company. Marketers and communicators need to focus on how they can make a difference, and that begins with thinking. Can you see the big picture of your organization, your industry and the business world in general? Can you read about examples of other companies’ efforts and think about the takeaways that apply to your company? Can you understand tactic execution plans and make them happen? If your answer to all these questions is yes, please read on, as you will find some value in the articles below.

If there are other things you are thinking about, or have been inspired to think about by a recent article you read, share it in the comments below.

How Social Digital Is Your Company?
from Harvard Business Review blog
Recently, the CEO of Edelman wrote a blog post celebrating a company milestone. In it, he referenced our efforts in the non-analog world as “social digital.” To most, this may seem insignificant because the word “social” is often overused in professional circles. But the addition of “social” to the “digital” is immensely significant because it symbolizes that the current revolution is not only digital, but codependent on social behaviors and interactions from human beings. If the digital revolution was about computers being connected (the internet) then the social-digital revolution is about people being connected (the social web).
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25 business-tastic B2B social media case studies
from Econsultancy blog
I’ve been asked quite a few times over the past couple of weeks for examples of social media marketing being used in a B2B context. This is actually more prevalent than a lot of marketers appear to realise – and is certainly something that’s not new to the marketplace. Here’s some great examples of B2B organisations using social media with commercial purpose. Some are old, some new, some you might be familiar with, others perhaps not.
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4 B2B Social Media & SEO Blunders to Avoid
from TopRank blog
There are some things that you can’t take back: including what you release on the Internet. With over 93% of B2B marketers using social media, online sales has very much become a social business. As marketers we need to do our best to present as well online as we do in person (if not better). Creating an effective online marketing plan amongst all the changes on the social web isn’t easy, but here are a few things you may want to avoid.
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Take the guess work out of B2B guest blogging
from MLT Creative blog
One of the best ways to add more voice and variety to your B2B blog is to open it up to guest bloggers. Your blog may start out with one individual responsible for all of its original content. If that’s showing positive results and attracting engagement from your marketplace, you’re doing a great job. But you can do better.
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A B2B Social Media Turning Point

Today’s posts for B2B marketers seem to have a negative tone. I didn’t pick them with that in mind, but these are some of the posts that resonated with me this week. This indicates to me that we are at a turning point with B2B social media. According to many statistics, there is a high adoption rate, but marketers are unsure how to proceed to get results, how to measure those results and how to share their successes. Too many companies have “dipped their toe in the water” of social media, and answered yes to survey questions that they are using social media. Many executives are convinced there is no additional cost to social media, because the platforms are free. If you are a B2B marketer struggling with any of these issues, it is time to go outside your organization for additional resources.

The articles below may help inspire you to move forward in a way to achieve measurable results, but on this rainy Friday (where I am), it should at least get you thinking that there is more to social media than pushing out corporate messages.

And thanks to Alan Belniak for his shout-out in the article below about adding Twitter buttons to specific items in a post or ebook. It’s a great way to get your community to share your content.

Survey: 71% of CMOs Feel Unprepared For Today’s Market
from B2B Marketing Insider
As CMOs go full-force into planning mode for their 2012 marketing strategy, a recent report suggests that they are ill-prepared for the changes taking place in the larger business world. This is according to the Global Chief Marketing Officer survey from IBM.
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Does Good Content Matter Anymore?
from Direct Marketing Observations
We’re content starved. The emergence of tablets and mobile devices has only enhanced our desire to consume digital content. There’s a problem though. When content producers cannot meet the demands of a ravenous public, things can get ugly and the public walks-digitally speaking.
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12 Reasons Your Business Blog is Failing
from Hubspot
Let’s say that a couple of months ago, you decided to really start drinking the inbound marketing Kool-Aid, and you took the plunge: you started a business blog. You put in the time to get it going, published a few posts, and waited for the leads to start rolling in.
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Still Pitching to Use Social Media? Here are Three Steps to Take
from B2B Voices
Social media in B2B continues to rise in use. In fact, research from BtoB magazine shows that more than 90 percent of B2B companies are now using some form of social media to communicate with stakeholders. Before you present that B2B social media plan to executives or a client, the best thing to do is prepare. Here are three ways to ensure your pitch is a success.
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How to Pre-Populate A Twitter Status On The Web
from Subjectively Speaking
You may have come across a site like this before: you see a nice bit of text (a quote, a joke, something with a hashtag in it) that is shareable. Next to that text is a Twitter icon. You click it, and it bounces you to your browser, opens a new window, and pre-populates a tweet for you. All you need to do is click ‘Tweet’ or make an edit or two, and then click ‘Tweet’.
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14 Tweetable B2B Social Media Marketing Statistics

Statistics are popular with B2B marketers, since they can be used for so many things. Here are some recent stats that can help your cause with your social media adoption, or to use in your next presentation. We have also made these stats easy to share with your network by including a tweet button next to each one. If there are any other recent stats that help make the case for what you are doing in social media for your B2B company, let us know in the comments below.

Marketers and Experience

1. 73% of CEOs Think Marketers Lack Business Credibility (source) Tweet This Stat

2. 53% of B2B companies have been using social media for longer than one year (source) Tweet This Stat

Budgets

3. 68% of B2B companies spend 5% or less of their revenue on marketing (source) Tweet This Stat

4. 40% of B2B companies expect their 2012 marketing budgets to increase (source) Tweet This Stat

5. Social media spending will increase 3% in the next 12 months and 9% over the next five years for B2B companies (source) Tweet This Stat

Social Media Marketing Mix

6. 66% of B2B companies use social networks in their marketing mix (source) Tweet This Stat

7. 34% of B2B companies include blogs in their marketing mix (source) Tweet This Stat

8. 58% of B2B companies using social networks are using LinkedIn (source) Tweet This Stat

9. 57% of companies have acquired a customer through LinkedIn (source) Tweet This Stat

Blogging

10. 57% of companies with a corporate blog have acquired a customer through blogging (source) Tweet This Stat

11. 72% of companies who blog weekly have acquired a customer through blogging, 78% have who blog daily. And 89% of companies who blog multiple times a day have acquired a customer through blogging. (source) Tweet This Stat

Metrics and Analytics

12. Only 28% of B2B companies calculate ROI on even some of their marketing campaigns (source) Tweet This Stat

Mobile Trends

13. 52% of BlackBerry users are planning to switch to iPhone 5 (source) Tweet This Stat

14. 59% of B2B Decision Makers Researching with Smartphones (source) Tweet This Stat

SocialMediaB2B.com Included in Updated Blog Infographic

Last year Eloqua created an infographic called The Blog Tree that listed top marketing blogs, and showed the interrelationships between and among them. We were happy to be included in that original graphic.

They just updated the graphic as The Blog Tree – New Growth, and we are more excited to be included in this year’s model. The previous version was based on traffic alone, but this time the folks at Eloqua used Edelman’s BlogLevel tool to view each blog’s relative influence, popularity, engagement and trustworthiness. Those are great metrics to be rated on, plus it’s interesting to see how we compare to other blogs in the space.

Below is an embedded version of the graphic, which has clickable links to all the blogs. And there is a list of some of the blogs included that are more relevant to B2B companies. Click over to the Eloqua Blog Tree post for more details about the new Blog Tree.

The Blog Tree: New Growth
View more documents from Eloqua

Are there other B2B blogs that offer great insights and value as you manage your social media programs?

Groundswell
Webtrends Blog
It’s All About Revenue
Cloud Blog
Lewis 360
verbatim
Q1 Blog
Cloud Net Suite
Openview Blog
Technically Marketing
Compendium
Chatter blog
The Employer Solutions Blog
Social Media B2B
Content Marketing Institute Blog
B2B Bloggers
Savvy B2B Marketing
B2B Marketing Insider
Brass Tack Thinking
Communications Conversations
Chris Koch’s B2B Marketing Blog
Brafton Blog
Tippingpoint Labs Blog
Spark Boutik
Marketing Sherpa
MarketingProfs

There’s Content in Your B2B Social Media Data

As you advance your social media activities for your B2B company, you should be capturing great piles of data. Many marketers are so inundated with data, they don’t know where to begin making sense of it. If you are in this category, this post is not for you. This post is for smart marketers that understand how to use their social media data to make better business decisions. But data can also be used to generate great content for your social media channels.

Getting Started
Start by looking at the most popular keywords that drive traffic to your site. Now add in the most popular tweets and the most engaged Facebook updates. This is now a collection topics, ideas and types of content that resonate with your audience. The obvious step, which should be taken cautiously, is that your readers are most interested in these topics and you should publish more about those topics. But if you think about this in a different way, can you break this down by platform and gain a deeper understanding?

Understanding the Content Trends
With the data telling you what works, you can share the same content in different ways on different platforms. Audiences are looking for different things. Top 10 lists do well on Twitter because it is a grazing platform. There is so much content shared that when someone sees a link to a relevant post in list form, they click to read it knowing that it is easily skimmable. The same blog post that explains 10 ways to be a more efficient manager may drive more traffic from Twitter when it is positioned a customer solution, but may do better on LinkedIn when it is framed as career advice.

Testing Other Ideas
Sharing content online is not something that can only be done one way. While there are best practices that work for all, individual target audiences respond to different things on different platforms. Writing a blog post and auto-posting the headline to every social profile is not the only way to share content. It can be the first way, but follow that up with posting other takes on the article. Share a quote from the post or a particular stat that is more compelling as a way to generate some more interest. Some of this may require manual tracking of your data, but testing is the way to understand what works on which platform. Have you thought about making a short video (60 seconds or less) sharing the key idea of a blog post and publishing that as a way to drive traffic back to the blog post?

Data as Content
There are stories to tell around your data, but your company management must be comfortable with putting those numbers out there. Do you have any aggregated data that you can share with your industry? Are there product trends that you can tell others in the industry about? Can you corroborate your findings with other industry statistics, so it doesn’t feel like you are releasing sales numbers? For example, if you are smartphone manufacturer, how do your sales compare to national trends? And explain your analysis behind it, in a way that offers something helpful to those considering a purchase. A computer consultant can talk about how many Windows 7 upgrades they have done, or how many Macs they are now servicing in the field. Think about how your trending data can confirm someone’s thoughts about an upcoming purchase decision.

What are some other ways to create content around your B2B company data?

5 Ways to Improve Your B2B Social Media Content

As B2B marketers work to connect with customers and prospects through social media, one of the keys to those connections is to create remarkable, compelling content. That content needs to provide value to your followers and fans, rather than push your products or services. The following tips can help you create better content, more compelling content and content that provides value.

1. Develop a Monthly Theme
B2B marketers hear over and over that they need to act like the best trade publication in their industry. Usually this means things like cover the industry and create an editorial calendar. But what if you add to the list developing a monthly theme as part of the editorial calendar? Many trade publications have themes to their monthly issues. This means that the majority of blog posts for that month are about the theme. It doesn’t mean you can’t write about anything else, but it provides focus to the content you create in a given month. If you create ebooks or webinars in that month, they should also follow the theme.

2. Add the Voice of the Customer
Very often we create content in a vacuum and assume we know what will resonate with our customers and prospects. Sometimes we get that right. But other times we miss by a mile. To make sure you hit that target more times than not, ask you customers what information would be helpful to them. Ask across industries, company size and geography. The size of your customer base determines the level of formality of the questions. Salespeople can ask informally or you can email a link to an online survey. And find out what kind of information would help convince them to become a customer if they were not already.

3. Involve Customers
Customer testimonials have always been a part of B2B marketing, but they have never been very compelling. What if you include your best customers in a series of webinars about best practices. These are not customers saying how great your solutions (read products) are. These are using your customers’ knowledge and expertise to share with your network. Don’t just limit this to video interviews, but consider webinars too, so they can provide more in depth information.

4. Dedicate Resources
Creating content consistently creates connections with customers, if only for the alliteration. It is ideal if you can have staff that is dedicated to content creation, but if you can’t, you can dedicate time to it. Set aside an afternoon each week, preferably the same afternoon, as sacred content creation time. Put it on your calendar, and don’t let anything interfere with it. If you are creating longer form content on a regular basis, block off that on your calendar too.

5. Combine Disparate Ideas
Part of creating compelling content starts with good ideas, but how you convey those ideas is just as important. And one way to improve your content is to bring together two disparate ideas that show a new way of thinking about your industry or area of expertise. Some recent examples of these include a MarketingProfs post using Springsteen song lyrics as a primer on social media marketing and a CDC post about how preparing for a zombie apocalypse helps you prepare for a real emergency. These types of ideas are also more likely to stand out in an endless flow of online content.

If you have other ideas that you have used to improve your B2B content, share them in the comments below.

10 Steps to More Inbound Links to Your B2B Blog

If you’re a B2B blogger, you know that links are the currency of SEO. Building credible, authoritative and relevant links back to your blog is an excellent way in which to tell the search engines that your blog is valuable to their many customers (i.e. searchers) and needs to be ranked accordingly.

But you also know that link building is not an exact science. Despite the fact that they work through algorithms constructed by meticulous geeks, search engines tend to be flaky and subjective when it comes to compiling their rankings, and keeping up with their ever-changing tweaks can be quite a task.

The following tips and ideas will help ensure that your link building strategy doesn’t run aground.

1. Remember, quality trumps quantity
As with any business endeavour, and most things in life, you’re better off focussing on building a few, high value links than trying to pepper the web with as many links as you can create. In the world of search engines, status is everything, so take time targeting a handful of sites that you know to be influential.

2. Find out who’s linking to your competitors
If you’re a serious blogger, you will know who you’re up against – who’s blogging to the same audience as you? Who’s trying to hog your subject spotlight? Then find out who is helping them by identifying links to their blogs (go to yahoo and type ‘links:’ followed by the URL for a list). These sites will likely be easy targets for your own links.

3. Become a guest blogger
By finding complementary sites and offering your expertise as a blogger in exchange for a link, you will be building your own blog’s profile as a leader in the sector. Be sure to provide a reciprocal link to reinforce your blog’s relationships in the eyes of the search engines.

4. Register with blog directories
While the quantity of blog directories has exploded over the past few years, the quality has really floundered. This means that finding directories that are worth registering with requires a bit of digging, but this remains an important element of a link building strategy.

5. Request links where you probably deserve them
If you’ve gone to the trouble of reviewing someone’s product or blogging about their event, take the time to drop them an email asking them to link to your post from their website.

6. Use article marketing
Rewrite some of your blog posts into articles for free article submission sites. Many of these allow links and some can be well optimised.

7. Publish something unique and newsworthy
Create a survey or an index and invite an online news site to run the story with a link to your blog. This might be hard work, but it does tend to pay off as these are links that your competitors will struggle to imitate.

8. Offer awards
Create a badge that links back to your blog, and award it to top achievers in your target field. This is a win-win situation: they get recognised for their hard work, while you get your link.

9. Pick up the phone
So many B2B marketers forget about the old fashioned dog-and-bone. If you’ve identified a website that holds some authority in your sector call the webmaster and ask what it takes to get a link. You’ll probably be surprised at how receptive they are to being approached in this manner.

10. Make your blog worth linking to
If your content is super and your blog meets a need that no other blog even comes close to, you’ll find webmasters, journalists and the Twitterati simply won’t be able to resist linking to it. This is, of course, a best case scenario, but one to aim for.

What are some other strategies you have used to build links to your B2B blog?

6 Tips to Creating B2B Ebooks for Social Media Sharing

Anyone using content marketing as part of their social media for a B2B company knows that more content is better than less content. Not only does content help build your audience, but only part of that audience sees your content at any given time. This gives you license to put out more content than you might think any one customer or prospect could read, listen to or watch.

For the purpose of this post, we are going to focus on creating ebooks. When we say ebook in this context, we mean a shareable document than people can download and read or even print out and put in a notebook. I’ve been told people do this to share ebooks with their teams. And the discussion of whether you should ask for information in exchange for the ebook (a lead) or distribute it freely for wider distribution is one for another time.

Photo credit

1. Create a Template

The first thing that makes creating ebooks easier is to create a design template that will work for all ebooks. This will also give a coherent look to a series of ebooks. Start by answering the portrait or landscape question. If your ebooks will have a more open layout featuring design elements, landscape may be the better choice. Portrait works if your ebooks are very text-heavy. This template should reflect your company brand, or even just your logo colors if you don’t have a strong brand identity. And if you use PowerPoint to create your ebooks, please don’t use any of the default templates. That’s just like using ClipArt from Word.

2. Collect Existing Blog Posts

If you are thinking about creating ebooks, you probably already have a blog with some posts. Those posts can be the basis for an ebook. Collect 5 posts on a similar topic. What about your five most popular posts? Connect them with a theme, rather than calling the ebook “My 5 Most Popular Blog Posts.” As you flow the blog posts into your template, think about how someone would read them. Use large headlines and subheads to break up the text. Pull out important quotes and put them in boxes. Add takeaways and actionable items so this ebook becomes more than just a collection of blog posts.

3. Incorporate into Editorial Calendar

As you create new blog posts think about how they will be converted into ebooks as you go. If you create a new blog series, or even just a new category, develop it so that the posts can be published as an ebook. By putting this on the editorial calendar, it also lets you schedule this into your workflow, rather than suddenly deciding today is the day to write an ebook.

4. Interview Product Teams

Other people in your B2B company are a great source for information. Create a common series of questions and ask several people in the organization. For example, what are common issues in the industry that everyone is trying to solve or what is their favorite part of their job. Depending on the size of your company or industry, this kind of ebook can be informative and helpful to customers, or it could just show the human side of your company.

5. Gather Industry Trends

You are probably following lots of industry sources and could pull together an analysis of industry trends. This is something that works once or twice a year. Also include thoughts from a senior executive on where things are going. It gives this one more weight.

6. Experiment with Other Topics

The best ebooks provide helpful information or make people think about things in a new way. In the marketing world there are a lot of how-to ebooks. If you market a complex, technical product, how-to doesn’t cut it. You call that documentation. But think broader than your company or even your industry. What can you gather and share in this format that would help people? It could be business advice or quotes from business leaders. And don’t be afraid to try humor.

Have you published any ebooks for your B2B company, and what have you learned?