Human Verification
Comprehensive Support
Real Mobile Numbers
Research on Demand
Guided Transitions
Contact Data
Intent Data
Company Technographics
Company Firmographics
You’ve got an outstanding content development team that makes high-value B2B content. However, if you don’t know how to distribute it effectively, your content’s value may go to waste.
Join us today as we explore five of the most effective B2B content distribution strategies. These strategies stem from years of trial-and-error marketing campaigns. They also seamlessly integrate with the latest developments in the realm of technology.
Why Think Strategy With B2B Content Distribution?
Effective content distribution is not something you do once, occasionally, or when you have free time. It is a systematic and well-organized activity that must bring consistent results and enable you to achieve a multitude of tangible goals:
- Build brand awareness
- Establish authority
- Attract qualified leads
- Drive conversions
- Nurture lasting relationships
- Enhance customer engagement and retention
You can achieve these goals through various distribution channels, such as:
- Social media
- Influencers
- Paid advertising
- Organic traffic acquisition
- Own media (e.g., website, blogs, media accounts)
- Email marketing
Furthermore, content distribution in B2B is never a walk in the park. It’s always challenging, especially in reaching the target audience:
- The first problem with content distribution in the B2B segment is that your target audience – the decision-makers and business owners – is highly scattered.
- The second problem is that their attention is very limited. Those are busy people, always on the run with a constant lack of time.
So, you’ve got many goals to pursue via various b2b distribution channels and through known challenges. It is easy to get lost and make costly mistakes.
That’s precisely why you need a strategic approach – a system that will organize the diversity of goals, risks, and opportunities and help you achieve consistent positive results.
Without further ado, let’s explore five B2B content distribution strategies that actually work.
Strategy 1. Attain Long-Term Results Via Influencers and Partners
We start our list with the most strategic B2B content distribution strategy (we beg your pardon for the tautology). Gaining reliable partners and establishing fruitful relationships with influencers is never easy and quick; it takes skills and thorough planning. Nevertheless, the long-term gains you get are always worth the effort.
Strategic Partnerships
As mentioned, strategic partnerships may be hard to establish, but they guarantee long-term benefits and risk-free opportunities. Having a partner you can always rely on is a competitive advantage in business.
Finding a long-term partner for your content distribution should start with a thorough consideration of what may complement your brand. In other words, you should look for industries and niches adjacent to your offerings.
For example, if you sell home decor, you should consider partnering with brands and businesses that deliver similar or related products, such as home decor fittings or goods made of natural wood.
Guest Blogging
Guest blogging is a powerful content distribution approach in marketing, provided you pick your target websites, blogs, and social media pages strategically. That means they must:
- Relate to your industry or niche
- Have a good traffic volume
- Be credible and trustworthy
It is also no less important to know how to build quality backlinks, which you should consider buying for a maximum result. Aim to contact editors directly to submit guest posts that link back to your key landing pages and pages with the highest traffic.
There are plenty of examples of how an unpretentious personal approach in guest blogging can multiply revenue opportunities and guarantee sustainable results for one’s business.
Industry Influencers
Establish trustful relationships with industry influencers. These are people and organizations that have a strong influence on public opinion and enjoy a large audience of customers and followers.
Put simply – people listen to them and trust what they say and do.
For one, you can offer your products and services to a known industry influencer for free. This should be a win-win situation where you get the deserved publicity for your brand, while an influencer gets to use your products for no cost.
Strategy 2. Pursue Quick Wins Through Own Media
Own media is a good candidate for a low-hanging fruit nomination among content distribution strategies. Indeed, it is the easiest and one of the least expensive strategies anyone can afford.
Besides, it allows you to build on your existing communication channels, as you likely already have your website, blog, or social media account up and running.
Hence, leveraging one’s own media represents a promising strategy to pursue when distributing B2B content.
Let’s see what you can do here, starting with the most obvious – your own blog or website.
Website or Blog
Utilizing your website as a distribution channel gives you pretty good chances of reaching your target audience, provided you know some good SEO practices:
- Optimize content to align with user intent
- Ensure your content is high-quality and always up-to-date
- Conduct keyword research and optimization to ensure you attract the relevant audience
- Internal linking is also optimized to provide intuitive navigation and improved crawlability
- You have potent landing pages with clear CTAs to increase conversions
If it looks overwhelming and challenging to implement immediately, consider using SEO plugins for your article writing and distribution. They help you maintain your content to the highest SEO standards, conveniently operating within WordPress or other content management systems.
Social media has long climbed to the top of public attention. Virtually everyone is on social media these days, including business owners, executives, and employees.
Some of the most impactful platforms for our content distribution strategies are:
Leveraging your corporate accounts on these networks for content distribution doesn’t cost much. Still, it will have a huge impact if done systematically and with the best SEO practices.
Strategy 3. Achieve a Broader Reach With Paid Advertising
Provided you have your organic strategies up and running, it’s time to consider utilizing digital advertising via paid media.
Paid media today is highly cost-effective among all b2b distribution channels. Whether you want to launch a PPC campaign or leverage Google or LinkedIn Ads, you only pay for a particular action, such as:
- Clicks (as in Pay-Per-Click)
- Impressions
- Views
- Subscriptions
- Downloads
- Purchases
However, to achieve these conversions, you must do your homework right, starting with the target audience analysis.
Target the Right Audience
If the content is your ammo, the target audience is your aim. You can only hit the target reliably if you know how it looks, where it lives, what content it “consumes” and values, etc. Even the choice of your ammo (content) will depend on your target characteristics.
In peaceful marketing terms, it means you need to analyze your target audience. Segment it as much as it makes sense, e.g., break it into demographics, geographical distribution, behaviors, and other characteristics.
Only when you have done all the above can you create a compelling ad copy.
Create an Effective Ad Copy
With modern technologies, creating ad copies in large volumes is no longer a problem (kudos to AI generative pre-trained transformers).
The challenge and the highest value is quality. This is what we mean by that:
- Relevance of the copy to the target audience (if IT developers are your target, then your content should be about IT and development);
- Match with the audience’s intent (informational, navigational, transactional, or commercial);
- Adjustment for the short attention span, i.e., content must be clear and succinct to match the intent effectively;
- Compelling CTAs are a must.
Additionally, your copy, whether a text, picture, or video ad, must link effectively to your landing pages and product offerings. So, effective link-building is yet another marketing subject you must study.
Strategy 4. Build Loyalty With Email Marketing
Email marketing is a reliable communication channel that has been part of digital marketing strategies for at least three decades. As a tried-and-true communication tool, it packs several advantages:
- Hyper-personalization
- Cost-efficiency
- High engagement potential
- Lasting relationships potential
You can achieve all these, provided you build a solid distribution database and automate your email communication.
Create Distribution Database
A distribution database is, in other words, an email list. If you have an email list of recipients, can you start planning and executing your content distribution.
How do you build and expand a distribution database?
You capture all the converting traffic on your website, those users who sign up and provide their email addresses. Consider using the so-called Lead Magnet Page – a specialized landing page whose sole purpose is capturing subscribers.
You can further segment your database into categories based on demographics or distribution order, e.g., those who should get your content first, second, etc. This will enable targeted, personalized delivery, increasing engagement and conversions.
Automate Email Communication
What is left is to configure and automate content distribution for your audience through targeted, trigger-based delivery to the right subscribers at the right time.
This system will ensure consistent engagement and provide a self-sustaining mechanism for stable lead generation for your business.
Automation also provides better email distribution audit and content evaluation possibilities. For faster and more consistent results, use one of these email marketing tools:
- Constant Contact
- ActiveCampaign
- Zoho CRM
- Autopilot
Besides email automation, they also pack customer relationship management, workflow, and analytical capabilities.
Strategy 5. Optimize Content Distribution
Last but not least, the b2b content distribution strategy you pursue is ongoing content distribution optimization.
Aim to develop or acquire capabilities that will allow you to monitor and analyze subscriber data, identify patterns and behaviors, and build targeted retention strategies focusing on high-value recipients.
It makes more sense to build and integrate analytical capabilities right from the start, i.e., when you create your content and develop and set up distribution databases.
What for, you may ask? Well, there are plenty of benefits, and the key ones being:
- Enhanced synergy between content distribution and your business goals
- Optimized communication for efficient budget spent
- Enhanced subscriber lifetime value and retention
How do you enable these capabilities?
Firstly, through tracking performance metrics. These could be click-through, open, and conversion rates, to name a few. You can also keep track of engagement levels to secure long-term growth.
Secondly, by analyzing audience behavior. Analyze your typical customer journey, that is, how business users interact with your website pages. You can also implement heatmaps to show conversion points and where users might drop off.
The Key Takeaways
In business, success rests on two giants: what you do (your products or content), and HOW you deliver or present it. Today, we have seen how important it is to be strategic when distributing content in the B2B segment.
The goal of any content distribution campaign is to pursue both short-term and long-term strategies. You should constantly stay on your toes for novel tools and technologies that can contribute to the success of content distribution tactics.
