Creating great content is only half the job. The real challenge lies in getting it seen, shared, and acted on by the right audience. At SendIQ, we’ve tested promotion strategies across hundreds of B2B campaigns — and these are the ones that consistently move the needle.
Why Promotion Matters More Than Creation
Most businesses still spend 80% of their time creating content and just 20% promoting it. The most successful B2B companies flip that ratio. Without strategic promotion, even your best insights are like hosting a conference in an empty building — the value is there, but nobody experiences it.
The truth is simple: quality content deserves an audience. Promotion ensures it reaches the right people at the right time.
Email Outreach That Cuts Through
Email remains the cornerstone of B2B content promotion — but only when it’s personal, relevant, and well-timed.
What doesn’t work: generic “check out our latest blog” blasts.
What does work:
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Personalisation – Reference company news, industry challenges, or content they’ve shared. Show why your piece is relevant to them.
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Timing – Mid-week (Tuesday–Thursday), 10am–2pm sees the best engagement. Avoid Monday overloads and Friday drop-offs.
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Follow-ups – One email isn’t enough. Three touches with different angles (value, insight, proof) often outperform a single push.
The goal isn’t just opens — it’s starting conversations.
LinkedIn Automation That Feels Human
With 30M+ professionals active in the UK, LinkedIn is unmatched for reaching decision-makers. Smart automation tools scale outreach, but tone and timing are what make it work.
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Connect strategically – Target people already engaging with industry content. Personalise invites with shared interests.
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Engage first – Comment on their posts before sharing yours. Warm the relationship before dropping content.
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Frame value, not promotion – “Thought you might find this useful” beats “Read our latest article.”
Done right, LinkedIn outreach builds credibility and earns shares naturally.
Cold Calling as a Content Channel
Cold calling isn’t just for selling — it’s also powerful for distributing thought leadership, especially to senior executives who rarely respond to email.
Approach it as a conversation starter:
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Lead with industry challenges your content addresses.
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Position the content as a helpful resource rather than a pitch.
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Offer to send the piece post-call, creating a natural reason for follow-up.
This soft approach often turns a cold call into the start of a longer relationship.
Website Visitor Identification: Timing Gold
Your site is full of anonymous visitors — often from target accounts. With website visitor identification tools, you can see which companies are browsing, even if they don’t convert.
This creates a powerful promotion opportunity:
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Follow up within 24 hours of their visit.
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Reference the specific pages they explored.
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Offer deeper, related resources to match their interest.
Bundling related content (e.g., a whitepaper + case study + guide) nurtures their journey and keeps your brand front of mind.
Build Community Around Your Content
The best promotion is when others share your content for you. To make that happen, focus on:
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Engagement first – Join industry discussions, answer questions, and contribute insights without pushing your own agenda.
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Share-worthy formats – Original research, surveys, and industry reports perform best because they give your audience something credible to repost.
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Consistency – Show up regularly so your content isn’t a one-off but part of an ongoing dialogue.
Community-driven promotion compounds over time and builds long-term brand equity.
Measure What Actually Matters
Forget vanity metrics like impressions. The numbers that count are:
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Leads generated
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Meetings booked
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Sales pipeline influenced
Optimise systematically: test subject lines, LinkedIn intros, and call scripts. Even small percentage gains translate into significant growth at scale.
The Bottom Line
Promotion is not an afterthought — it’s the driver that turns content into pipeline. With the right mix of email, LinkedIn, calling, visitor identification, and community building, you can ensure your insights don’t just sit on your website but actively attract and convert the prospects you want.
