Successful marketing depends on high-quality content, but content without a distribution strategy won’t generate great results.
B2B marketers are creating better content (and more of it), but they aren’t committing to implementing distribution strategies that put that content in front of the right people.
When Content Marketing Institute asked B2B marketers which factors contributed to their improved content marketing performance over the past year, 78% cited better content creation. Only 50% reported that distribution processes made a difference.
Long-term marketing success depends on quality – both in content creation and its distribution. Comms teams work hard to produce amazing content. Don’t minimize its impact by neglecting distribution.
“To sustain or accelerate your content marketing performance, you’ve got to split your efforts between creation and distribution more evenly,” says John Hall, CEO of Influence & Co. “To get more from your content, use some of the tactics that made the greatest impact for us.”
Get in front of your audience with guest posts
Reaching your audience means meeting them where they already are, explains Hall. If they’re reading content on industry blogs and other publications they trust, then that’s where you need to be, too.
The right online publications can provide a direct path to the eyeballs of the target audience. B2B publications cover a wide range of niches, and every audience is eager to consume new content that provides valuable insights. Deliver those insights to those outlets as a guest contributor. Having a media database service to help identify valuable influencers can really come in handy here by helping find outlets to pitch.
Especially with long-form content that dives deep, it’s easy to share unique snippets and findings with readers in a guest article. It should go without saying, but work with publication editors to ensure what’s being shared is what they want. Then, create a guest-posting strategy that extends the brand’s reach and offers value to readers.
Cultivate influencer relationships
Make a list of all the people you want to share or promote this content – long-form reports or guest posts. “In a perfect world, which influencers and thought leaders would have seen your work and found it excellent enough to share with their followings?” poses Hall.
Follow these people on Twitter and other social sites, engage with them online, and start building relationships with them. “Ask for their input on your content, then use their insights to enhance and refine your work. Not only does this add value to your content when you finish it, but it also incentivizes influencers to share and promote it after you publish it,” says Hall.
Reach audience directly with personalized, content-carrying emails
Don’t make content delivery more complicated than it needs to be. Sometimes, the best way to get content into the hands of the right people is to put it there yourself. Stop sending emails to “just follow up” and start sending valuable, relevant content via personalized emails to contacts.
Stay top of mind with leads, clients, partners, and new opportunities through exceptional content. Most people ignore valueless follow-up communications. Content deliverables give recipients a reason to engage.
Don’t neglect the brand’s internal audience
Truly high-quality content works inside the enterprise as well as it does outside it. Just as a brand’s marketing and sales teams use content to attract and nurture prospects, leverage content to attract talent. Then, train new hires to the company and industry with content as their guide.
Consider ongoing education opportunities, too. Empower account managers to resolve problems more quickly and efficiently by providing content that addresses their needs. The more well-informed the marketing and comms team are, the better they can serve clients and prospects.
Stop sitting on great content that could drive revenue. If you’re committing resources to develop better content, then you must also commit resources to distribute it, both externally and internally. Follow these tips to put your content in the hands of your target audience and accelerate your marketing performance.