The B2B Content Distribution: What is it and why does it matter? B2B content distribution is the process of connecting with your buyers via the delivery of quality content, both written and video, by utilizing different social, organic search, email, and paid channels. In this article, we will discuss the importance of a B2B content distribution strategy, how to distribute your content effectively, and measure success.
Why does it matter? A well-thought-out B to B content distribution strategy does just that – distributes your company’s message in a way that has maximum impact on potential customers while maintaining brand integrity throughout. It must be engaging enough to motivate prospects into taking an actionable step towards their goals at every stage of the sales cycle including awareness building/lead generation through nurturing leads into customers.
B2B Content Distribution Tips
B2B content distribution requires a broad understanding of the entire online marketing and advertising process.
Online marketing involves a complex set of processes from creating the product or service, to the creation of a unique marketing message, to the actual promotion of the product or service on the Internet. B2B content distribution involves these in great detail. It is important to understand that content is by far the most important part of any marketing campaign and is by far the most effective way to reach your customers. The objective is to engage your target audience and bring them to a point where they can make an informed purchasing decision.
The first step to engage your audience is developing an interesting and unique content marketing story. Content marketing storytelling is the practice of telling a story that makes the reader emotionally connected to your company. This creates a desire to learn more about you and builds trust in your brand. Content marketers must remember that their stories must be engaging and informative to the point of being a pleasure to read. In order to establish trust, marketers must show the reader that they are knowledgeable about the topic.
B2B distribution channels for the content
There are multiple ways to target your target audience, but for this discussion, we will focus on the distribution channels available. B2B distribution channels are like the cables and roads that bring consumers and suppliers together. They offer a common way to share information, products, and services among many different companies.
Distribution channels should include the following:
- press releases;
- and social media.
Blogs are a great way to build interest in your brand. Directories are an excellent way to expose your products to buyers while keeping track of the distribution channels that you are using. And finally, podcasts, YouTube and articles offer buyers the chance to read up on the latest trends and news.
You and your audience
The distribution channels discussed above are great because they all offer the opportunity to reach buyers with your message, whether they are prospects or existing customers. However, each channel offers its own advantages and disadvantages. Understanding your target audience and how to reach them is key to developing a successful content marketing strategy.
Email marketing as a tool for distribution
A great b2b content distribution strategy is email marketing. Email marketing is one of the best ways to generate leads for any business. In fact, it is often considered the ” holy grail” of online marketing. Developing an email marketing campaign can be done quickly and cheaply, even for small businesses. If done correctly, it can be highly effective in driving new leads, increasing sales, and establishing a strong reputation for your brand.
LinkedIn is another great way to distribute information quickly across multiple channels. LinkedIn allows you to reach a highly targeted audience while providing a high level of professionalism and expertise. Unlike podcasts, videos, or blogs, LinkedIn has strict rules against spam and deceptive or promotional content. This creates a unique opportunity for businesses looking to attract a new client base or engage an existing clientele. If done correctly, LinkedIn can be highly effective in driving high-quality leads and generating high-quality sales.
Finally, if you have a website, Facebook and Twitter are great places to leverage these social media outlets. Facebook and Twitter both allow you to post information to your B2B site as well as reaching a wide variety of your audience. With social media, many marketing options become available. It is important to remember that any strategy you employ must be carefully thought out, tested and refined to achieve the results you desire.