When it comes to the sharing of content, organic search isn’t enough. To get the maximum amount of traffic possible, B2B companies need to actively push their content in front of the right people via targeted content distribution.  

It’s a proven technique. According to the Content Marketing Institute B2B Content Marketing 2020 benchmark survey, 51 percent of B2B organizations attribute content distribution to an increase in overall success over the past year. That means more successful companies are better at identifying their strengths, targeting the right channels, and leveraging cited sources than the competition. That also means almost half of B2B companies are ignoring content distribution as a viable method of getting their content out there.

Don’t just lean on Google—follow these quick tips to boost your content distribution strategy:

1. Leverage Email Marketing

Assuming your content creation process is already in full gear, you should have an ample supply of e-books, case studies, white papers, and similar big-ticket content types available. Leverage internal distribution channels, such as email marketing and dedicated newsletters, to get your long-form content in front of your current customers and prospects. And package more regular content into newsletters by including headlines, blurbs, and a call-to-action such as “Read More” to alert subscribers to new content such as blog articles or video episodes. 

In CMI’s 2020 benchmark, 87 percent of respondents said they still use email to distribute content, so even in the age of Web 2.0 and rampant social media, email should not be ignored.

2. Guest Blog for Niche Industry Sites

Not every channel is right for every piece of content. For B2B buyers, niche industry publications are still heavily read and feature news that’s important for those key industries. To amplify your content distribution efforts, reach out to these niche corners of the web and inquire about guest blogging opportunities. Promote industry-related case studies or white papers with a guest blog or talk about challenges only your company can help solve. 

By traveling outside of the bigger channels and wading into more obscure territory, you’re not only finding new audiences, but you’re also attracting the attention of more knowledgeable decision-makers. Bring your A-game.  

Plus, customers are likely still reading industry news, event updates, and editorial opinions on outdated, niche industry sites that still get plenty of traffic. The immense traffic of potential customers is why these types of sites didn’t gracefully head off into the sunset in the first place, so why not leverage it?  

3. Segment Your Distribution Audiences

Not everyone wants the same type of content in their email. Categorize your newsletter lists into different recipient types or segments, and personalize those emails – greet the user by name, and don’t be afraid of the occasional emoji – research shows that personalized subject lines produce 50 percent higher consumer open rates. In fact, segmentation itself increases open and conversation rates since you’re sending content that’s more personalized to the recipient. Personalizing emails — with content that will be more interesting to users — will help build and strengthen relationships with potential customers.

4. Get Active in Social Discussions

That said, social media is undoubtedly a powerful distribution tool. LinkedIn (95%), Twitter (86%), and Facebook (83%) rank the highest for social media platforms used as part of content marketing strategies according to the same CMI 2020 benchmark, with YouTube as the largest video search engine. And LinkedIn ranks highest for the most successful at helping organizations achieve specific objectives.

One way to get more active? Join LinkedIn and Facebook groups related to your niche. Get involved in conversations and share your content with your peers. Build relationships that allow for easy content sharing, cross-posting, and guest blog posting opportunities. Stay active and have some etiquette — no one likes a rampant self-promoter.

Don’t see any groups related to your industry? Then create one and invite like-minded organizations. By creating an industry group, you’re creating a space where a community can share content, shape discussions, and solve one another’s pain points. It also allows you to easily establish yourself as a thought leader in the social space, where you can monitor conversations and learn the concerns of customers and the competition — and distribute content.

5. Tap Into Your Sources’ Networks

Outbound links and citations are a common sight in online content. For good reason, too: They increase credibility and signify to visitors your content is trustworthy. If your sources are solid, your content must be solid. In that case, why not reach out to your cited sources, whether they’re influencers or big blogs, and let them know you’ve shared some of their knowledge in your own content? They might reciprocate and retweet or share your content with their wider audience. If your content’s up to snuff, they could reach out for a guest blogging opportunity down the line.   

6. Review, Rinse, Repeat

Does it make sense to focus all our social media efforts on Twitter? Are there a lot of influencers from your niche active on that platform, sharing posts and memes and building robust communities? If the answer is no, then leave Twitter behind. Not every platform makes sense for every B2B organization. The same goes for email. If you get the most success with thought leadership-building LinkedIn posts, then focus your efforts and talents on more of those.

And to guarantee you don’t skip a day or week or month, streamline your content creation and distribution to eliminate any bottlenecks. After you’ve brainstormed and approved content ideas, form an editorial calendar with deadlines and stick to it. Assign someone to edit the content, and then schedule distribution to your preferred channels immediately after. What time do your users usually check their email or share your content on LinkedIn? Check your analytic data to find out your audience’s habits. In short, review your analytics, focus on your best channels, and remove bottlenecks to ensure a consistent distribution rate.


For more content distribution tips, bookmark this space. If you can’t wait, drop us a line. We’ll get in contact soon.

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