B2B marketers spend a lot of time creating content for their target market. Once it’s posted, it’s time to sit back and watch the traffic roll in, isn’t it? Well! Wrong. Creating content is only the start. Successful content marketing strategies for B2B firms depend not only on content creation but how the content is distributed.
Here are the top content distribution techniques B2B organizations utilize to attract their ideal audience to their website.
What Really Counts
Before discussing content distribution techniques, it’s essential to focus on something vital in B2B content and marketing strategies. For content, creation quality is what matters. With so much noise, even in niche industries, it’s essential to produce quality content assets that resonate with the audience. The reaction to low-quality content be it, videos, sub-par blogs, or boring guides provided by the marketers, is usually lackluster.
Let’s go through some effective content distribution techniques:
1) Publicize on Social Media
The first thing the content team has to focus on is to share the content on the company’s social media platforms. It’s advisable to carefully choose the social media platform where the target market is active. For B2B organizations, the clients’ ultimate prospects are usually active on LinkedIn, Facebook, and Twitter. Instagram and Pinterest can also be considered good places to connect with B2B audience.
2) Get the Word Out with Email Newsletters
Developing the audience base is critical for content distribution. The marketers own their list of email subscribers, which should be built over time. They should gain traction on their website through their blog posts, sales emails, and social media. The best feature of an owned audience and an email subscriber list is that marketers can totally control the messaging, how it appears when they read it, and the frequency of reading it.
Quarterly, monthly, or bi-monthly, branded email newsletters are an excellent method to attract more eyes on the content and more prospects to engage with the content. Usually, an email subscriber list comprises a combination of prospects and current customers. Content sharing with present customers is a great method to have customer touchpoints. It also strengthens the standing as a resource for their clients. Content shared with prospects interested but not ready to commit generally keeps the B2B marketers at the top of their minds. So when the prospects/clients are ready to close the deal, they come to marketers that are on the top of their minds instead of others in the market.
3) Organic Has Its Limits; Paying is the Organic Counterpart
The organic reach on social podiums has its limits. While the brands may still be able to organically reach their audience if they engage with their content frequently and have chosen to receive the brands’ content updates. It’s significant to note that organic reach on platforms such as Facebook has its limits. However, the answer is not to stop posting on social media. Social media usage statistics show that people are more active than ever on sites like Facebook, Twitter, and LinkedIn. It has been observed that utilizing paid social promotions is effective for B2B companies and sharing content on their own social media platforms. Targeting capabilities is the main advantage of paying to promote content on platforms—particularly on LinkedIn and Facebook.
The marketers know their ideal prospects—where they live and work, which industry they work in, their job titles, etc. They utilize this knowledge to gain more traction. They need to get the content in front of their ideal prospects that may not follow their brand on social media or be aware of their company.
4) Paid Promotion has its Perks
In the B2B scenario, there are various content promotion tools present that marketers can use. Nevertheless, a fast way to distribute the content is with the help of paid promotional campaigns.
5) Targeting through LinkedIn
For sponsored content, LinkedIn has various options; for instance, “Matched Audiences” is considered the latest option. With this, brands can target people who have visited their website- it is also known as retargeting. The other option is to target a list of ideal prospects or accounts, commonly known as ABM.
To influence new audiences who are not on the brand’s radar, there are various targeting parameters on LinkedIn to make the paid content distribution successful. Marketers can geo-target, exclude, or include companies by their size and even reach out to individuals with specific titles and even particular companies. LinkedIn sponsored updates offer enough specificity to ensure the paid content gets distributed to the ideal audience. Facebook also has an option to create custom audiences for paid content distribution.
6) Publish a Press Release
One last but not least, the pay-to-promote strategy is not a new idea. However, it’s still an effective way of getting the content in front of a wider audience. Publishing press releases discussing marketer’s content assets is an effective method to attract traffic to the content. Press releases still have the ability to influence traffic and interest.
Promoting a branded industry report or industry trends content piece as a press release is an effective way to expand content distribution. These content pieces are newsworthy and are possible to stimulate attention from professionals in a particular industry. For instance, a press release broadcasting the release of industry trends gathered outstanding increased website traffic and social media exposure.
Concluding by Stepping Out of the Box
The regular channels are always easy to distribute the content by doing things the way marketers always have. The best method to get traction and amplify the content is to think ahead of old-style content distribution strategies. Marketers invest a substantial amount of time and effort to produce good content assets that resonate with the target market. The right content distribution strategy will squeeze the most value out of those content assets and gather the most interest from the target audience. It’s a full-time commitment, not a halfway anymore!