You and your team create amazing content. But is your B2B company getting all the mileage that your content can generate? Without an efficient way to distribute that content, you are probably bleeding out ROI by the gallon. Never fear. With these insider strategies for B2B content distribution, your hard work will pay off even more with increased ROI – and hopefully, more budget space to expand your content production.
I never cease to be amazed at the number of companies that plan, create, and distribute their content with a jumble of legacy tools all cobbled together. It might work in a pinch for MacGyver, but for an enterprise content marketing team that produces massive amounts of content each month, it’s not a viable strategy.
With these B2B distribution strategies, you can streamline your content workflow and use your extra time to create even more of the problem-solving content your prospects value.
1. Leverage the Power of Social Media
Done right, social media posts can help your company position itself as a thought leader in your industry. However, you need to do some careful research to ensure that you reach your target audience.
Dive into your social media analytics, as well as the content analytics on your own blog posts, to discover the demographic characteristics, likes, and online behavior of your target customers’ main decision-makers.
Bringing your sales team into the content collaboration process can also give you some insight into your prospects’ pain points and objections. These insights can aid you in creating customer personas to put a human face on a data set.
Use all your data to choose the right social media platforms to concentrate your teams’ energies on. Using a multichannel approach that defines the digital spaces that your prospective customers frequent can make your outreach more effective than the “spray and pray” approach.
2. Encourage Your Audience to Become Newsletter Subscribers
As effective it is to build your audience, social media is not an owned content platform. Although blog posts reside on your owned content, it’s a challenge to get your audience to return to read more of them. Few people these days take the time to bookmark a site, no matter how helpful its content.
Instead of just hoping they come back for more great content, encourage them to subscribe to your email list with calls to action asking them to do so. Include these CTAs in your blog posts and on some social media posts to give your audience a little nudge.
Make sure that the content you include in your newsletter is compelling, actionable, and addresses your prospects’ pain points. The goal is not only to attract them but also to provide useful information that they’ll feel motivated to share with their colleagues and friends in the industry.
3. Distribute Targeted Content for Each Phase Along the Customer Journey
Your prospects have varying needs, depending on where they are on their buyer’s journey. Segment your audience and push out content that can help them move further into the sales funnel.
Informative content that makes top-of-the-funnel prospects aware of your brand and what it offers works well in the initial stages of the buyer journey, while success stories that show how they can use your products and services to solve problems they face in doing business, work better to drive sales.
Don’t forget to include content for after-the-sale support. Posts that show your customers how to get the optimum mileage out of the products they have bought builds loyalty – and possible referrals.
4. Use Account-Based Marketing to Woo Major Prospects
Working with your sales team, nail down the questions and objections that each of the principal decision-makers on your prospective customer’s board has raised. Create (or repurpose) content that addresses their specific concerns.
Tailor each piece of content to the recipient’s area of expertise. If the head of engineering has a concern about retrofitting their machinery with your motor, indulge her with a detailed white paper that shows how another company solved the problem.
A blog post that shows how another customer cut costs in half using your service, would likely appeal to the chief financial officer, while your HR head honcho will appreciate how your product reduces employee fatigue and boosts productivity.
5. Leverage Retargeting Ads to Jog Prospects’ Memory
When someone visits your website but doesn’t sign up for your email list, even though they’ve spent quite some time browsing through your content, retargeting can help bring them back to your site. If your prospect has checked off the box that accepts your site’s cookies, you can retarget them later with tasteful ads that link to content that will interest them.
Make sure that the content you link to addresses a pain point they face or provides information they don’t have. Blatant self-promotion at this stage will only hurt you with B2B customers. Instead, help them solve problems, and they’ll be more willing to engage with your brand.
6. Create LinkedIn Posts to Build Your Company’s Reputation as a Thought Leader
Repurpose older, yet still uber-valuable blog articles to post on LinkedIn. As a business-focused social platform, it’s the ideal place to build your company’s reputation, particularly if your company is branching out into a new field or expanding into new territory.
7. Promote Your Best-Performing Content to New Audiences with Paid Search
Amplify the reach of your best-performing content through paid search. When potential customers search for information or solutions that involve your products or services, your content will pop up.
First, identify your most effective content pieces by looking at the data in your site’s analytics program. Then, update them if needed and republish them, using Google’s powerful paid search to ensure that your content will land at the top of your target audience’s searches.
Make sure that your title and meta description are not only rich in keywords but compelling enough to drive curiosity. They’ll be more likely to click through to your content to learn if it has the answers they seek.
8. Streamline Your Workflow with a One-Stop-Shop Content Platform
Content production, distribution, and analysis needn’t eat up all your time. When you can plan, schedule, collaborate, create, publish, and analyze all on a single content marketing platform, you can automate routine tasks and have more time to do what you do best – create world-class content that converts prospects into customers.
When you use DivvyHQ, you have all of that – and more. Even better, you can try it at no cost and with no obligation to buy. Simplify your content production. Leverage the power of a comprehensive content solution for your content teams. Start for your free trial today.