The question for any B2B marketer isn’t just whether your content is compelling. It’s whether you’re sharing the right content to the right places. For content to be effective, it has to be seen. That’s why choosing the right distribution channels is one of the most important things you can do to make your content count.
Here are four key things to consider when planning your content distribution:
1. Who—and Where—Is Your Audience?
This is the primary question for all of your content marketing initiatives. Once you’ve identified the buyer personas you want to reach, then you can figure out how best to reach them. Your content must be where your audience is, so it’s time to put your insights to work.
First, monitor your own data in order to understand your brand’s dedicated followers. How many people read your email blasts? What’s your reach on social? How many customers visit your website? Focus your efforts by creating content for the channels where your customers are already engaging with you.
Secondly, keep tabs on usage trends to find out what channels your ideal customer uses most. If you’re considering a platform, ask yourself what common traits that platform’s users share. And if you’re looking to reach new customers, look at your sales data to discover where you find the most new leads.
2. What Fits Your Budget?
How do you make sure your content gets in front of your target audience? Paid audience amplification helps, and most channels offer it as an option. That doesn’t mean that you should purchase paid distribution on every channel you can. After all, more impressions do not equal more leads, and there’s still room for organic content. Your ultimate goal is to make informed decisions that connect your content with your desired audience. Forging a genuine connection between your brand and an individual will usually be more lucrative in the long run than plastering your message all over the web. Return on investment is critical for distribution, so make sure that every dollar goes as far as it can.
3. How Will It Connect to Other Content?
Content doesn’t exist in a vacuum. Each piece of content you produce helps tell your brand’s whole story, so be sure to think about your distribution holistically rather than as a piecemeal activity. When something is successful, continue to build on that success, and take advantage of cross-platform distribution for all your content.
If you had a great social media campaign on Twitter, then your followers might expect to see your latest project also appearing in tweets. Every success not only grows your following, but it sets expectations of where those people will be able to find more content. Consistency is key.
That doesn’t mean you have to pick one platform and stick to it. Cross-platform distribution is an easy way to get your content in front of more people, as long as you pick channels that complement each other. Try using social channels to promote your blog content (and be sure to share content from other sources to build your credibility). Or use a blog post to showcase content from your YouTube channel.
This approach will give a stronger, more intentional presence to your content and your brand.
4. What Style Fits Your Message?
Just as every channel has a typical audience member, they also have a common tone and style for their followers. Your content should be a good match for the vibe of the distribution channels that you choose.
For instance, a law firm probably wouldn’t want to use Snapchat to share photos of its legal advisers. Since this social network is fun and casual, it’s not really the place to project authority and formality. However, some universities are using Snapchat in their new student orientation programs because it resonates with their target audience and helps put new students at ease.
Think about the image you want to project and choose your channel accordingly.
The Recipe for Distribution
For a look at how to streamline your company’s marketing content distribution, check out The B2B Marketing Playbook: A Whole Different Game. It has tips to help you get your message in front of the right people.