In theory, the process of creating and implementing a B2B content marketing strategy may seem simple, but in practice businesses face some common challenges.
从理论上讲，创建和实施 B2B 内容营销战略的过程看似简单，但在实践中，企业却面临着一些共同的挑战。
The number one issue for businesses is finding the right time to create and publish high-quality content and how to distribute effectively about your hard work. That’s why as many as 70% of people outsource at least one content marketing activity, with content creation being the most outsourced activity, followed by content promotion.
对于企业来说，首要问题是找到创建和发布高质量内容的合适时机，以及如何有效地传播您的辛勤工作。这就是为什么多达 70% 的人将至少一项内容营销活动外包出去，而内容创建是外包最多的活动，其次是内容推广。
Maximize content reach through free and paid channels to increase your chances of generating leads.
通过免费和付费渠道最大限度地扩大内容覆盖面，增加产生潜在客户的机会。
Promote website content
推广网站内容
A key part of every content marketing strategy is promoting content to maximize exposure among your target audience. SEO optimized blog posts will generate organic traffic, although relying solely on organic traffic is not a sustainable strategy, in part because we can’t be sure whether our content will always rank high.
每项内容营销战略的关键部分都是推广内容，以最大限度地提高目标受众的曝光率。经过搜索引擎优化的博文会产生有机流量，但仅仅依靠有机流量并不是一种可持续的策略，部分原因是我们无法确定我们的内容是否总能排名靠前。
When developing our strategy, we use 4 promotion strategies including social media, guest blogging, email marketing, and digital advertising. Each plays an important role in helping more people see our content and share it online.
在制定战略时，我们采用了四种推广策略，包括社交媒体、客座博客、电子邮件营销和数字广告。每种策略都发挥着重要作用，帮助更多的人看到我们的内容并在网上分享。
Social media
社交媒体
The most common content marketing delivery mechanism is social media, used by 87% of marketers. Every piece of content created should be included in our social media strategy. When we post on social media, we use the 4-1-1 rule.
最常见的内容营销传播机制是社交媒体，87% 的营销人员都使用社交媒体。创建的每一篇内容都应包含在我们的社交媒体战略中。在社交媒体上发布内容时，我们采用 4-1-1 规则。
The 4-1-1 rule states that 4 of every 6 social media posts will link to content from a third party, 1 will link to content on our website, and 1 will be a promotional post. As more content is created, we can start publishing more of our own content. The idea is to make our posts (likes, comments and shares) more engaging while also driving traffic back to our site.
4-1-1 规则规定，每 6 个社交媒体帖子中，4 个链接到第三方内容，1 个链接到我们网站上的内容，1 个是促销帖子。随着内容的增加，我们可以开始发布更多自己的内容。这样做的目的是让我们的帖子（点赞、评论和分享）更吸引人，同时也为我们的网站带来流量。
Guest Blog
客座博客
Guest blogging is a very important strategy because it generates traffic and links back to our website. Typically guest blogging involves writing an original article on a topic we specialize in, which will be published on a relevant industry website. We will receive a link back to the author profile section of our website, which helps with SEO and site authority.
客座博客是一项非常重要的策略，因为它能为我们的网站带来流量和链接。客座博客通常是就我们擅长的主题撰写一篇原创文章，发表在相关行业网站上。我们网站的作者简介部分会收到一个链接，这有助于搜索引擎优化和网站权威性。
Some webmasters will allow us to publish articles on their own websites, but the links are no followed. Once the article is online on their website, this means that we will not receive any SEO benefits or weight transfer from this article. But we can still share some valuable content with readers on this website.
有些网站管理员会允许我们在他们自己的网站上发表文章，但链接不会被跟踪。一旦文章在他们的网站上发布，这就意味着我们不会从这篇文章中获得任何搜索引擎优化的好处或权重转移。但我们仍然可以在这个网站上与读者分享一些有价值的内容。
Permission email marketing
许可式电子邮件营销
Sending content to email subscribers is a great way to get more people to share and read our content. If our content is of high value, subscribers will share it internally or, better yet, on social media.
向电子邮件订阅者发送内容是让更多人分享和阅读我们的内容的好方法。如果我们的内容具有很高的价值，订阅者就会在内部分享，或者更好地在社交媒体上分享。
The more people share our content, the more people will read our content, and the more people will be attracted to our channels and become our potential users. Based on past data, it was found that permission email marketing is the channel with the highest return on investment used by small businesses.
分享我们内容的人越多，阅读我们内容的人就越多，我们的渠道就会吸引更多的人，成为我们的潜在用户。根据以往的数据发现，电子邮件营销是小企业使用的投资回报率最高的渠道。
Digital advertising
数字广告
Sometimes we choose to promote certain content through digital advertising. This approach is particularly suitable for brand awareness campaigns for new companies or businesses that want to enter new areas and want to build brand awareness.
有时，我们会选择通过数字广告来推广某些内容。这种方式尤其适用于新公司或想进入新领域并希望建立品牌知名度的企业的品牌宣传活动。
68% of marketers consider paid advertising to be “very important” or “extremely important” to their overall marketing strategy.
68% 的营销人员认为付费广告对其整体营销战略 "非常重要 "或 "极其重要"。
