In one of my last articles, I’d discussed What’s Content Promotion; and why it matters in B2B. Now it’s time to move forward on the same topic and discuss the top content marketing strategies that every B2B marketer must think about to promote their content and attract the audience for their business.

In today’s marketing landscape, it’s just not enough to have quality content; it is also important to know how to promote and distribute that content through a variety of different channels in order to reach the largest appropriate audience. Even the best content ever is written is not able to proffer much value for your business if no one can discover it.

Content distribution/promotion is the process of distributing blogs, posts, whitepapers, E-books, videos and other resources via both paid and organic media channels, which may include pay-per-click advertising, PR, social media, email marketing, Telemarketing and Syndication. The sole purpose of the content distribution is to increase leads, brand awareness and credibility, attract attention to the brand or product and finally expand the company’s customer base.

Let’s discuss the top 6 Content Distribution Strategies that every B2B marketers should opt for.

1. Content Syndication on LinkedIn

LinkedIn’s publishing platform is currently one of the best and efficient methods to promote your content in a cost-effective manner. LinkedIn currently has over 500 million professionals in the network which makes it the perfect platform for syndicating content to a large audience.

The best part I believe about content syndication on LinkedIn is that the posts, articles or the blogs meant for syndication purpose do not perish in a short period of time like that on Facebook and other social media channels. It keeps on appearing on the time line when the connection/audience like, comment or share it.

2. Blogging

Product or service blogging is a marketing tactic that uses blogging to get your business more online visibility and attract a new audience. A business blog is a kind of marketing channel that helps support business growth.

Creating awareness about a specific difficulty or problem and sharing products or services which will help in solving those problems is the prime motive of blogging. Blogging on a frequent basis is a relatively easy, inexpensive way to enhance your inbound marketing efforts, drive traffic to your site, and attract more prospective customers.

3. Whitepapers & E-books Dissemination (Through Landing pages & Telemarketing)

A white paper is a powerful marketing tool. Many people think that it can only be used to generate leads, but actually there are several other benefits of writing and using a white paper in your inbound marketing and content marketing strategy. A good white paper or an E-book gives a bonus point to represents the opportunity to differentiate your company in the eyes of your readers. Similarly, E-books can provide your business a means to attract informed potential customers while also educating prospects about your products or services.

Both ebooks and white papers offer many potential benefits. Despite being more time-consuming and expensive to produce than blog/posts they are an essential source to generate leads, increase brand awareness, or educate/inform customers. And an informed customer can be one of the most loyal and lucrative partnerships that your business can enjoy.

The goal here is to promote and distribute these two in an efficient and effective manner so that it reaches to the last audience.

4. Social Media

Social media is an essential piece of any business’s marketing strategy. Due to immense use of technology in marketing, nowadays social media is at its peak in being utilized and is one of the most stress-free and profitable digital marketing platforms that can be used to increase your business visibility.

Social platforms help to promote the content and connect business with customers, increase awareness about your brand, and boost your leads and sales. To get started, create social media profiles for your business and start networking with others. The goal of social media marketing is to generate content so that user will probably share the content through its social network to increase the popularity of its brand name and explore customer reach. So create a good Social Media Marketing Strategy and don’t hesitate to share your content there.

5. Emails

Emails are not dead! I completely agree with the fact that Email marketing is getting a bad reputation as one of the more spammy marketing channels. But this does not mean email is dead.

Email marketing is an efficient way to communicate and stay connected to your clients or customers while also promoting your business. It’s a cheaper and effective distribution channel for the content. Common email campaigns consist of product or service announcements, a company newsletter, whitepapers, lead nurturing and sales promotions.

However we simply can’t ignore the fact that Email marketing has a four times higher ROI than the next best marketing strategy i:e social media.

6. Video Content Marketing

Everyone is familiar with this fact that nowadays we’ve been seeing a lot of videos being posted on LinkedIn and other social platforms whether it be related to business or profession. Videos have an important role in content marketing/distribution strategy. It is a necessary component in most content marketing strategies.

Here are a few amazing stats about video marketing that prove my point –

• According to a recent study by Cisco, by 2021, more than 80% of consumer internet traffic will be video.
• Visual content is 40 times more likely to be shared via social networks. (Buffer, 2014).
• 43% of consumers would like to see more video content from marketers (HubSpot).
• Marketers using video saw revenue grow 49% faster than those who were not (Aberdeen, 2015).
• 51.9% of marketing professionals in the world rate video as the content with the best ROI (Adobe, 2015).

Final Thoughts…

Any content is never perfect, but you can always improve the quality of your content promotion methods to benefit the consumer and the business largely. You need to distribute and promote your content through a variety of channels. Instead of solely focusing on your content creation strategy, you need to spend time thinking about your content distribution strategy.

If content lives on the Internet but no one sees it, it’s of no use being there. Many B2B marketers suggest spending more time promoting your content as you do writing or creating it. Because…

“To be truly effective at Content Marketing, we need to excel at promotion.”

Apprise Marketing Services – AMS has proven expertise in content promotion/distribution on behalf of clients with varied nature of businesses. We successfully generate Marketing and Sales Qualified leads across all verticals and geographies in the given span of time.

To know more about our content promotion services reach us at info@ams-in.com or visit www.ams-in.com.

Thank you.