November 3, 2022 (Updated: May 4, 2023)
An effective B2B content marketing distribution strategy allows you to place your high-impact content directly in front of its best possible audiences. Instead of being constrained by the size of your own customer base, you’re able to break into any platform you’d like. Across owned and paid content, distribution helps boost the range of your content marketing, bring in more clients, and generate more leads.
Simply put, if you’re not distributing your content beyond your own channels, you’re missing out. But if you want your distribution strategy to be as effective as possible, you need to get down to planning. From where to post content to what content works best on different platforms, we’ll cover everything you need to know about planning a B2B content marketing distribution strategy.
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The first step toward planning is knowing what you should cover in a B2B content marketing distribution strategy. Luckily, there aren’t many moving parts here. Most of the time, you’ll need to ask some important questions:
Moving across these four main areas will help you determine what your priorities are when distributing your content. Remember, content distribution often does not involve much additional effort on your part. You’re not rewriting content or creating guest posts. Instead, you can tinker with content to subtly shape it. A blog post won’t work in an email newsletter. But a short summary of the piece or a paragraph that links back to it will.
As content marketing teams, we can usually tell which blog posts are working best. By understanding what content works well for certain audiences, you’re in a much better place to distribute it in front of more eyes. All of this involves a fair deal of planning but is well worth it when it all comes together.
Read more: Your Guide to B2B Content Distribution
Taking the above questions into account, use the following steps to plan an effective B2B content marketing distribution strategy:
We’re spoiled for choice when it comes to posting content online. There’s a platform out there for everything and everyone. Knowing where your ideal customers spend time will often point you in the right direction. In the B2B world, sites like LinkedIn often come to mind. Spend some time jotting down what content platforms you could distribute your content to.
If you have industry contacts, then consider if you could post on other B2B sites. Alternatively, owned media platforms like email newsletters and your social media accounts will also work fantastically. Then, make a list of every site you can think of and what the typical audience is like. There’s a range of ways to distribute B2B content, meaning your list might end up looking rather long. Don’t worry, this is only the first step.
Once you’ve selected your content platforms, you should double-check what content matches best. If you’ve created a deal with another blog, then the article content would fit nicely. Alternatively, if you’re moving into social media content distribution, then the photo or video content could do the trick. If you’re completely unsure what content to use on a platform, there are two ways of finding out:
For most sites, you can spend some time browsing to understand which types of content are suitable. For example, after 10 minutes of scrolling through Pinterest, it’s safe to say that visual content is the way to go. Even if you’re completely unfamiliar with a site, seeing what content does well there can help you with your own strategic planning.
For sites with many different content mediums, it can be difficult to get to grips with what types you should distribute. In these cases, an in-depth content marketing analysis can give you the insights you need to find out which content types and keywords to target in your strategy. And the CopyPress analysis tool can help you do it. This tool gives you a breakdown of the content types that do well on specific sites, helping you to position your content accordingly. You’ll even find potential partnership opportunities and additional channels for your B2B content distribution strategy.
At this point, you’ll have a list of sites or platforms you want to target, and a list of content forms that work best for that particular online location. We recommend you use a spreadsheet or other tool to keep track of everything. Break down your chosen platforms into the type of distribution they are. While you have several options—paid, owned, and earned—start by focusing on paid and owned.
Earned content distribution isn’t something that’s really up to you, making this a hard one to naturally fit into a distribution strategy. Just think of any earned content distribution as a bonus. We recommend that you start by distributing your content on as many free platforms as possible. It’s likely that you’re already spending a lot of money on content marketing as it is; you don’t want another ball to juggle straight away. Stick to owned content marketing distribution platforms as a first step:
Run distribution on these platforms and see what works best. As they’re owned by you, you’ll be able to instantly get access to data that helps shed light on strong platforms for you. Based on these initial results, you’ll have a lot more information to plan your overall distribution strategy with. This is where you can then bring in paid content distribution channels.
If you know the type of content that your target audience connects with, you can be more certain about the success of paid content. Not only is this more cost-efficient, but you’ll also be generating more leads while you distribute your content. Create a distribution calendar, just like you would your content production calendar.
This will outline what you’re posting, where it’s going, and what the purpose of that content is. Remember not to overlook paid content. Although costly, they can often have the best results. At this point, you’ll have the best distribution channels to share B2B content. Then, you’ll only need to select the specific pieces that you’re distributing further that month.
As with all effective marketing strategies, the final step is assessment and adjustment. One strategy might work well for a few months, then suddenly fall off. Assess why that’s happened, and then continue to fine-tune your strategy. An effective B2B content marketing distribution strategy doesn’t happen overnight. It takes a lot of work to get started and requires consistent adjustment. Understand what’s working, what could be better, and what content distribution strategies produce your highest ROI.
Most of the time, it’s the content platforms that are most overlooked that have the best results. For example, many marketers see email marketing as outdated. While there are definitely flashier methods of getting your point across, email marketing can actually serve as the perfect content distribution platform.
According to Optin Monster, email is the first thing that 56% of people check each morning. And nearly 100% of all users check their email inboxes every single day, with a large majority checking at least twice a day. With users checking their inboxes this frequently, it’d be a mistake not to use email to release news and redistribute your content. So don’t overlook something just because it’s not a part of your campaign. Distribution is meant to take your results even further, which can also mean dipping into platforms you’re unfamiliar with.
Creating a B2B content distribution strategy is an effective way of making your content marketing go even further. When concentrating on production and publishing content onto your own site, you’re actually creating a fairly narrow scope. As we know, content marketing should span across the whole marketing funnel. We should attempt to include different formats, different content structures, and, most importantly, distinct publishing locations.
Although you might already have an established audience, that doesn’t mean you shouldn’t try to bring in new visitors to your site. One of the most effective ways of doing so is through content marketing distribution. This gives other audiences the opportunity to engage with your content, allowing you to expand your brand’s reach.
Beyond the numerous benefits of B2B content distribution itself, bringing a level of organization and planning takes this to the next level. An effective B2B content marketing distribution strategy will help streamline your production and cross-platform publication. So instead of throwing content at the wall and hoping something sticks, you’re able to craft content for social, informational, and high-impact blog plans that bring in new leads.
Crafting a content distribution strategy allows your business to hone in on high-impact opportunities. Whether that’s selecting sites that have traffic from your ideal buyer or simply a completely new audience, planning brings a level of efficiency to distribution. What’s more, a lot of companies tend to go about content distribution all wrong.
There’s more to effective distribution than simply sending out your content to any publication that will take it. Plus, every type of content you use needs a different approach. Across other websites, collecting data and assessing the strength of your strategy are also important factors. Without planning and organization with the proper metrics in place, you’ll have a tough time monitoring your progress. But a well-structured distribution strategy can benefit your content marketing in several ways:
A distribution strategy without a solid plan often comes across as spammy. You’ll be pushing your content across platforms randomly. Often, random posting results in a company pushing one news beat or article on many platforms at once and saturating its own content area. A user might read one site’s article on a topic, but they won’t read 15 posts on the same thing.
Equally, cut down on costs by not selecting demographic data. As PPC marketing or Facebook ads become more specific demographically, it costs more to run. Companies will skip over this, assuming that a view is a view. This is far from the truth. When you distribute your content in places it shouldn’t be, you start to annoy users. If you post content on any site that takes it, you could be creating content that has nothing to do with the distributor’s offering.
So distributing posts about marketing on a hunting and fishing site can confuse that audience. In fact, distributing blind like this can actually hurt your brand, as you’re pushing unrelated content to audiences who aren’t interested. But when you organize the plan for a content marketing distribution strategy, you’re able to put content where it matters. Connecting to the right audiences will build brand awareness and boost engagement with your posts.
Of course, as more engagement comes in, the chance of conversion also increases. Whether you’re creating eBooks, newsletters, or simply trying to get people to buy a product, lead magnets make powerful tools. On-site lead magnets typically do well, and they’re an important part of BOFU (bottom-of-the-funnel) marketing.
Yet, the content you distribute online doesn’t only have to be blog posts. You could take those same lead magnets and distribute them online. Just like how blog content could increase your brand visibility, these could result in more leads down the line. As your team plans where to place these lead magnets, you can bring a whole new life to your content marketing strategy.
For example, if you include a webinar link on another site, people can see it and instantly sign up. When your high-quality resources are available on sites with devoted communities, they will be much more trusting and willing to give away their email or other information. Distributing lead magnets is a fantastic way of expanding your reach and planning your marketing funnel.
Planning ahead is one of the easiest ways of saving your business money. Oversights, wherever they occur, can lead to extra capital to fund projects. And content marketing can take up a large portion of a marketing budget. You wouldn’t go in blind when producing content, so why would you randomly pick distribution channels? Effective planning saves money and helps stretch your marketing budget even further. Especially considering that businesses commonly spend upwards of 9% of their entire revenues on marketing, it’s a good idea to do things right the first time around.
Working out which content is most effective for you to distribute can help your team identify the priorities. So for example, while video content might be a leading strategy in marketing right now, that doesn’t mean it’ll be the best content to distribute for your B2B brand. So plan which strategies are most cost-effective for you to get more out of your marketing budget. For instance, as you build partnerships with other websites, you can create a close-knit community of sites that help distribute each other’s content.
And strategies like this can help cut costs even more, as a single piece of content could help you produce marketing materials across many different platforms. You could spin a single blog article into a newsletter summary, and social media posts. You can even distribute content in different podcast styles. Overall, distribution starts with repurposing. Know what content works best for you, and push it as far as possible.
When you have a big launch coming up, you carefully plan your content marketing for weeks. From early announcements to last-minute insights, there’s a whole process to follow. With effective planning, you can give your audience just enough information to keep them interested, leading up to an exciting launch.
On the content marketing side, most businesses have this process down to a science. Yet, they continue to mass distribute information across several different platforms, overwhelming their audiences. So instead of users experiencing a drip feed of information, they get access to everything instantly. No matter which platform they’re on, you’ve distributed content there on the same day about the same thing.
This is what we call content saturation—when a user sees too much similar content from you in a short period of time. Ineffective B2B content distribution can lead to saturation, undoing the hard work you put into your content marketing. But you can extend your content marketing strategy over to content distribution.
This means that, rather than launching information across all your channels at once, your business structures a staggered promotional campaign. For example, you can let people know something is in the works through email. Then, teams can share more developments later on down the line. Finally, just before launching, your brand can turn to paid distribution to create cohesiveness and boost visibility. So make the most of staggering content, and you’ll keep audiences engaged and invested in your offering.
A content marketer’s job doesn’t end the moment they hit publish. Unsurprisingly, we have a few more hoops to jump through before we can call it a day. Content distribution is a vital part of effective content marketing, and will help take your brand visibility to the next level. To effectively distribute your content, carefully plan out how and where you’re going to publish. And there’s a lot of competition in B2B marketing, but B2B distribution allows us to get the most from our content.
Curious about how to kickstart your content strategy and distribution plan? Schedule a one-on-one call with the CopyPress team. We’ll guide you through the entire process to help you create a strategy that boosts traffic, engages your audience, and generates leads for your business.
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