Six Ways to Develop B2B Email Content that Actually Get Shared

Getting recipients like those in your C-level executive email list to read your messages is already an achievement in itself, but what about having them click those share buttons at the bottom of your emails? This would really be reason enough to give yourself a pad on the back. Think about the boost in brand recognition and online presence this would bring. But before you drool imagining this possibility, let’s first talk about a few ways you can use to actually get there.

1. Ask a relevant question. The term “relevant question” here means certain points or topics that appeal to your target audience phrased in such a way that starts or continues a conversation. For this, you need to know your recipients more deeply by finding out the topics that generate attention and response. For example, you might hang out in online communities where your target prospects frequent and browse which issues spark the most interest among them.

2. Engage in a discussion. The key to getting busy contacts like those in your email list of C-level executives to share your content is to let them join conversations about relevant issues. Similar to number-one, this approach relies on participation from your contacts in order to provide an incentive for them to actually distribute your discussions to their colleagues or other people in their network.

3. Offer solutions to problems. Obviously, this isn’t something completely new to anyone engaged in content development for B2B email marketing purposes. However, the solutions or advice you offer must appeal to a wider group of readers in the same audience so that your initial recipients find reasons to share your insights. Again, you have to know your recipients more thoroughly by doing your research or acquiring detailed mailing lists from a reputable email list provider.

4. Announce industry developments. News, events, reports, case studies, and other current information about your target recipients’ industry are a welcomed sight among many decision-makers and have higher likelihood of being shared throughout their networks. Do your research thoroughly or find contact databases that provide descriptive information from a quality email list provider to help identify industry-relevant content.

5. Import your popular online content. Look at your social channels, find the most popular article/blog/tweet/forum topics, and repackage them as email content. The idea behind this tactic is that topics that generate a buzz in the social media marketing sphere are will also likely produce the same level of interest from your email recipients.

6. Add share options to your links. If the links in your email lead recipients to online resources like videos and other multimedia resources, you should make sure to include share buttons on these pages. This makes it possible for your readers to tell others about the information you’re providing them more easily and conveniently.

Although recipients from your B2B email list are typically time-constrained, giving them enough reason to spare a few moments and share your content with others in their social circles is something you can achieve. With a little bit of ingenuity in crafting or presenting content, you’ll soon have your readers gladly spread the word. This “reason” is the value that your content delivers to them and their connections.

How do you get your recipients to respond and/or share your B2B email messages in your own campaign?