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Navigating The World Of Content Distribution Beyond Creation
This post was originaly published as a council post on the Forbes Business Council.
Image credit: Getty
In the bustling world of B2B growth marketing, creating exceptional content is just one piece of the puzzle. Distributing that content effectively is where the real magic happens. Consider this: A delectably prepared meal is only as good as its presentation and reach. You wouldn't make a gourmet dish and leave it in the kitchen, would you?
The Imperative Of A Strategic Content Distribution Plan
Even if you've crafted the most engaging content, it's almost worthless if it doesn't find its way to the right audience at the opportune moment. This is the prime reason why businesses, especially in the B2B domain, need to focus on a robust and targeted content distribution strategy.
In my experience as the owner of a B2B growth marketing agency, we've unearthed various distribution techniques that promise better visibility, engagement and conversion. Here's my consolidated list of distribution methods, offering a blend of organic and paid approaches, beginning with the powerhouses of the digital age: social media platforms.
1. Actively engage in social media sharing and monitoring.
Spread your content across different social media channels. Make sure to adjust it per the unique engagement style that fits each platform. Stay in the loop of mentions and shares of topics related to what your content is about. Actively engage to build a thriving community.
2. Dive into short-form video marketing.
Short, snackable video versions of your content can be shared on YouTube, Facebook Shorts, Instagram Reels, and even TikTok, expanding your reach manifold and conveying your message in a digestible manner.
3. Engage with industry experts on social media.
Tagging and connecting with industry leaders can lend your content an authentic voice and a wider reach. Don’t look for tier-1 mega influencers. Instead, focus on niche experts with a loyal following.
4. Engage in relevant online communities.
Platforms such as Quora and Reddit are brimming with organic discussions. Seamlessly integrating your content here can drive very relevant attention to it.
5. Republish on credible platforms.
Consider extending your content's reach by republishing on sites like Medium, Hacker News and Business2Community.
6. Focus on visual elements for shareability.
Turn your content's key points into compelling visuals. Share these across platforms to captivate and redirect users to your main content. Slide deck platforms like SlideShare cater to an audience that appreciates visually rich, concise content. Repurposing your content here can be beneficial.
7. Consider paid promotion.
Targeted ads on platforms that your audience frequents can be a great way to amplify your content's reach when approached intentionally.
8. Share content internally and solicit feedback.
Platforms such as Slack and WhatsApp can kickstart initial engagements from within your organization. Reach out to peers, colleagues and trusted experts for feedback. This engagement can often lead to organic shares.
9. Maximize your email signature.
An often-underutilized tactic, leveraging your daily email traffic can subtly drive consistent visibility.
10. Highlight achievements on your website through strategic interlinking of content.
If your content gets attention or recognition on renowned platforms, prominently display this on your site’s news/press pages. Direct users from your high-traffic content to newer posts to ensure engagement continuity and context. Also, consider directly addressing your core audience by integrating your content into your company newsletters.
Go Beyond Content Creation—Have A Plan For Distribution
In conclusion, as with our gourmet meal analogy, no matter how enticing your content is, its real worth is realized only when it's served, or in this context, distributed aptly. As a B2B growth marketing agency owner, I've seen businesses spend countless hours perfecting their content but falter at distribution. Avoid this pitfall.
What other distribution methods have worked for you? I'm always keen to expand this list and learn more!