Visable 360
The B2B magazine for digital sales
Visable 360
The B2B magazine for digital sales

Content seeding for B2B: challenges and opportunities

Content seeding is the targeted distribution of content which offers the target group added value. To achieve this distribution, influencers, bloggers and trade journalists serve as multipliers. Below are some concrete tips.

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Content seeding: what is it?

Content seeding is the targeted distribution and placement of content on digital channels. After all, good content is not very valuable to a company if the relevant target group is not aware of this content. Company-own websites or blogs address just a limited number of readers, as only a few potential customers are guided here directly.

Good content must therefore also be shared optimally within the setting of the target group. Ideally, the content is so relevant, informative or even entertaining that it is shared naturally on  various channels using links and user interactions. To ensure this distribution, multipliers such as influential bloggers, PR managers, influencers or other trendsetters should be contacted, who, in turn, use their own networks to “seed” the content. This massively increases reach, backlinks are created, the brand awareness benefits and, in the end, leads are generated too.

The channels to use for sharing content are varied:

How to share content in B2B in a targeted way: 9 concrete tips

Keep the following tips in mind to ensure your content seeding in the B2B segment is a success:

  1. Define your target group for the content you want to spread. Then determine in a second step on which channels this target group is even active.
  2. Create a content platform. Either on your own website or outsource this, such as in the form of a company blog. People who find interesting content there will also notice other content.
  3. The more channels used to spread content, the better – as long as the content meets the interests and needs of the target group on the channel.
  4. Prepare your content differently for the different channels. For instance, on professional networks like LinkedIn or XING, the readership wants more specialist knowledge than on social networks like Facebook, as the reach is wider. This enables you to address potential customers in various ways.
  5. Place different content on the different channels. Excerpts from white paper or e-books are suitable for special interest media, while videos are shared largely via social media.
  6. Integrate potential partners into the content seeding process. Approach influencers, befriended bloggers or trade journalists to distribute your content. Ideally, you already have an existing article from one of these multipliers in mind which can profit from your content. Granted: the content offers real added value and is not packaged in an advertising message.
  7. Integrate so-called link bait into your content which links to other websites based on their high value. This could be, for instance, special documents for downloading, an impressive info graphic or an embedded video.
  8. Use special interest portals as a stage for introducing your company and its benefits with a company profile. Here is where you have the chance (usually for a fee) to place your content that links to your own company website.
  9. Thanks to search engine optimisation (SEO) and the publishing of Google Ads (SEA), you increase the chances of your content being found naturally by potential multipliers.
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