How to Craft Your B2B Content Distribution Strategy in 9 Steps

B2B content distribution is a powerful way to reach your target audience. But without the right plan, your content might as well be lost in the digital void.

As a B2B expert with years of experience helping clients nail their marketing strategies, I'm here to share the secrets to getting your content in front of the right people.

Consider this guide as your survival kit for the wild world of B2B marketing
‍

In this article, you will learn:

• How to define a laser-focused B2B content distribution strategy
  ‍
• Which types of marketing channels are right for your business
  ‍
• The best tools to help you distribute content
  ‍
• Proven strategies to measure and refine your results

‍

What is B2B Content Distribution?

Strategic content distribution is your secret weapon in B2B marketing. 

It's how you get your expertly crafted blogs, case studies, and webinars in front of the right people – those key decision-makers with the power to say "yes" to your solution.

Think of it like this: creating great content is the first step. But distribution is what turns that content into leads, sales, and long-term customer loyalty.

Here's the breakdown:

• Distributing your content involves: Getting it onto the right channels and platforms where your target audience spends their time.
• It's NOT about blasting your content everywhere. That's a recipe for wasted effort. Successful content distribution is strategic and targeted, and it starts with having advanced content marketing frameworks in place to guide your creation and promotion efforts.
• The goal: Build brand authority, nurture relationships, and ultimately convert those interested prospects into happy customers.
  ‍

‍

Importance of a B2B Distribution Strategy

Think of a B2B distribution strategy as your roadmap to content marketing success. Without one, you're just tossing content out into the void and hoping for the best. Not exactly a recipe for those big-budget wins, right?

Here's why you need a solid distribution plan:

• Cost-effective lead generation: A well-executed strategy often outperforms paid advertising in the long run.
• Stronger brand loyalty: Consistently delivering valuable content builds trust and keeps you top-of-mind.
• Increased customer engagement: The right distribution gets people interacting with your content (not just passively scrolling past it).
• Long-term results: Strategic distribution isn't about quick wins. It's about building a sustainable marketing engine.

A B2B distribution strategy is the key to getting your content seen, generating leads, and building that all-important brand authority.
‍

‍

Types of Content Distribution Channels

Confused about where to distribute your B2B content? Don't worry, we've all been there.

To give you a visual breakdown of the different channel types, check out this helpful YouTube video:

‍

To understand content distribution, we need to explore two key categories: Owned and Earned Media.

Owned Content Distribution Channels

These are the channels you control, like your website, social media profiles, and email list. They're your home base for building brand awareness and nurturing leads.

Here are some key owned channels to consider:

• Website: Your website is your content hub – the central location where all your content roads lead.
• Blog: A blog is a fantastic way to showcase your expertise, share valuable insights, and establish yourself as a thought leader. If you want to maximize the impact of your blog, you'll need a solid B2B blog strategy.
• Social Media: Platforms like LinkedIn, Twitter, and industry-specific forums are goldmines for B2B content distribution. LinkedIn, in particular, is consistently the most effective platform for B2B marketers (source: CMI).
• Email Marketing: Reach your target audience directly with targeted email campaigns promoting your latest content.

Remember: When using owned channels, you have complete control over the messaging and user experience. This allows you to tailor your content to perfectly resonate with your target audience.

Earned Content Distribution

Earned content distribution is the holy grail of B2B marketing. It's when others share your content, sing your praises, or feature you in their publications. This organic promotion earns you valuable exposure and establishes your brand as an authority.

Here's how you can make earned media work for you:

• Social Media Shares: When your content gets shared or retweeted, your reach expands exponentially. Create content so valuable people can't help but share it.
• Customer Reviews: Positive customer reviews on relevant platforms build trust and demonstrate the value you bring. Encourage satisfied customers to leave glowing reviews.
• Guest Blogging: Contribute high-quality articles to industry publications. This positions you as an expert and builds your authority with a wider audience.
• Influencer Marketing: Partner with key influencers in your niche to amplify your content. Their endorsement can significantly boost your reach and reputation.

Create truly exceptional content. When people find your content valuable, they'll be eager to share it.

‍

Paid Content Distribution

Sometimes, you need to give your best content a little boost. That's where paid content distribution comes in, helping you reach a wider audience and cut through the noise.

Pay-Per-Click (PPC) Ads

• What it is: Targeted ads (think Google search ads) where you pay each time someone clicks on your content.
• Why use it: PPC gets results fast. It's great for driving traffic to specific landing pages or boosting awareness for new content.

Paid Social Ads

• What it is: Boosted posts and targeted ads on social platforms like LinkedIn, Twitter, Facebook, and Instagram.
• Why use it: Reach a highly targeted audience based on demographics, interests, and behaviors.

Paid Influencer Content

• What it is: Collaborating with influencers to promote your content to their established followers.
• Why use it: Tap into the trust influencers have built with their audience, significantly expanding your reach and credibility.

Sponsored Content

• What it is: Paying to feature your content (articles, videos, etc.) on external websites or publications.
• Why use it: Reach a wider audience on platforms your ideal customers already frequent.

Important note: Don't jump into paid distribution without a plan. Target wisely, track your results, and adjust your strategy as needed to get the most bang for your buck.

‍

Build a Content Distribution Strategy in 9 Steps

You've got amazing content itching to be unleashed. But without a solid content strategy, it risks being overlooked. Don't let your hard work go to waste!

Let's craft a step-by-step plan to get your valuable insights in front of the right people.

Step 1: Define Your Content Distribution Goals and KPIs

Before you start blasting out links, ask yourself: What do I want to achieve with my content distribution? Without clear goals, you're flying blind.

• Set SMART goals: Specific, Measurable, Achievable, Relevant, and Time-bound goals ensure you're on track.
• Focus on the metrics that matter: Consider these KPIs:some text
  • Website traffic: Are more people finding your content?
  • Lead generation: Are you generating qualified leads for your sales team?
  • Social engagement: Are people interacting with your content (likes, shares, comments)?
  • Brand awareness: Track mentions, backlinks, and overall brand sentiment.

Defining your goals and KPIs provides a roadmap for your distribution efforts, allowing you to track your progress and make data-driven adjustments to your strategy.

Step 2: Research Your ICP

Understanding your Ideal Customer Profile (ICP) plays a major role in effective content distribution. It helps you ensure that your content lands in front of the right people.

Here's how to define your ICP:

• Go beyond basic demographics: What industries do your ideal customers work in? What job titles do they hold? What are their biggest pain points?
• Create detailed buyer personas: Craft profiles for each type of decision-maker you want to reach, including their challenges, goals, and preferred communication channels.
• Analyze your existing customer data: Look for patterns in your successful client base to refine your ideal customer profile.

Why is this so important?

Having a clear picture of your target audience allows you to tailor your messaging and select the most effective channels for maximum reach and engagement.

Step 3: Audit Your Current Content

Before you start churning out new content, take a hard look at what you already have. A thorough B2B content audit will help you figure out what's working, what needs a refresh, and where those pesky content gaps are hiding.

Here's how to conduct a content audit:

• Gather all your content: Compile a list of your existing blog posts, case studies, webinars, etc. Don't leave any stone unturned!
• Analyze performance metrics: Look at data like page views, social shares, time on page, and lead generation to see which types of content perform best.
• Identify gaps: Are there important topics your audience is interested in that you haven't covered yet?
• Check for alignment: Does your existing content align with your current business goals and target audience?

A content audit helps you work smarter. Use these insights to prioritize updating existing high-potential content and create new pieces that address your target audience's most pressing needs.

Step 4: Choose the Right Content Distribution Channels

It's time to find the perfect match between your awesome content and where your target audience hangs out. The wrong channels are a waste of time and effort. Let's strategize!

Here's how to select them:

• Think like your ICP: Where do they go for information? LinkedIn? Industry-specific forums? Email newsletters? Tailor your strategy to their preferences.
• Experiment and test: Don't be afraid to try different channels to see what works best. Track your results closely to identify the winners.
• Consider your content format: For instance, blog posts and articles are great for your website, LinkedIn, and guest blogging.

Step 5: Design an Editorial Calendar

An editorial calendar is your content distribution roadmap. It keeps you organized, ensures consistent delivery, and helps you stay on track with your goals.

Benefits of an editorial calendar:

• Stay organized: Never be caught scrambling for content at the last minute again!
• Deliver consistently: An editorial calendar helps you build a steady rhythm of content publication, which is key for both audience engagement and SEO benefits.
• Align with goals: Ensure your content supports your broader marketing objectives.

Here's how to create a simple editorial calendar:

• Start with a template: There are tons of free resources online to get you started.
• Include key information: Content title, format, publication date, distribution channels, and any relevant notes.
• Be flexible: Your calendar isn't set in stone. Leave room to adapt to industry trends or unexpected events.

Step 6: Mix Your Content Formats and Types

Don't bore your audience with the same old, same old. Spice up your content marketing strategy with a variety of formats and content types to keep them coming back for more!

Why mixing it up is important:

• Cater to different learning styles: Some people love to read blog posts, others prefer to watch videos, and others still might enjoy listening to a podcast.
• Increase reach: Different formats perform better on different channels (think infographics for social media).
• Boost engagement: Variety keeps your audience interested and eager to see what you'll come up with next.

Here's a breakdown of some popular formats and types:

• Articles & Blog Posts: Perfect for sharing insights and building authority.
• Videos: Great for tutorials, product demos, and thought-leadership pieces.
• Infographics: Visually appealing and easy to share on social media.
• Case Studies: Demonstrate your expertise by showcasing real-world results.
• Webinars & Podcasts: Ideal for in-depth discussions and building strong rapport.
• Thought Leadership Pieces (e-books, whitepapers): Offer valuable insights to position your brand as an expert.

Leverage CMI Insights:

Don't just experiment with content formats for the sake of it. Leverage insights from the Content Marketing Institute to prioritize the formats proven to be most successful in the B2B world.

Their research reveals that short articles/posts, videos, and case studies are the top three most widely used content types – and their usage continues to grow year over year.

Additionally, thought leadership pieces (like white papers and e-books) and in-depth research reports also deliver strong results for B2B marketers.

Don't be afraid to experiment! The key is finding a mix that works best for your audience and your resources.

Step 7: Create High-Quality Content

Content distribution is all about quality. Don't waste your efforts on poor content. Focus on creating content pieces that connect with your audience.

Here's how to create content that stands out:

• Solve problems: Address your target audience's biggest pain points and offer actionable solutions.
• Be original: Provide a unique perspective or fresh insights. Don't just regurgitate information that's already out there.
• Make it engaging: Use a clear writing style, break up your text with visuals, and tell stories that draw people in.
• Optimize for SEO: Strategically use keywords without sacrificing readability to help your content rank higher in search results.

Note: High-quality pieces of content builds trust and authority with your audience, making them more likely to engage with your brand and become loyal customers.

Step 8: Distribute and Market Your Content

You've created incredible content, and now it's time to distribute it! Strategic distribution is key to ensuring it reaches your target audience.

Here's how to maximize your content's visibility:

• Leverage owned channels: Publish content on your website, share on social media, and include it in your email newsletters.
• Utilize earned channels: Encourage social shares, participate in industry forums, and submit content for guest blogging on reputable sites to expand your reach, build valuable backlinks, and increase credibility.
• Explore paid channels: Consider PPC ads, social media ads, or sponsored content for targeted reach.
• Repurpose, repurpose, repurpose: Turn a webinar into a blog post, or extract key quotes from an article for social media snippets.
• Track your results: Analyze metrics like website traffic, social engagement, and lead generation to see what's working best.

Note: Don't just blast out your content and cross your fingers. Continuously monitor performance data and adjust your distribution tactics for the best results.

Step 9: Measure and Analyze Your Results

Successful content distribution is an ongoing process. It requires not just setup, but careful data analysis and constant refinement of your approach.

Here's how to track your progress:

• Choose the right metrics: Focus on KPIs that align with your goals (website traffic, lead generation, social shares, etc.)
• Use analytics tools: Google Analytics, social media analytics, and marketing automation platforms provide valuable insights.
• Regularly review your data: Set aside time to track your metrics and identify patterns in performance.
• Make data-driven decisions: Use your findings to optimize content topics, distribution channels, and your overall strategy.

Remember: Content distribution is an iterative process. Analyze what works, tweak what doesn't, and never stop learning from your results!
‍

‍

B2B Content Distribution Tools

The right tools can streamline your content distribution efforts and boost results. I share with you some of the top players in the game:

1. Hootsuite

• What it is: Hootsuite is a social media management powerhouse that lets you schedule posts, monitor engagement, and analyze results across multiple platforms.
  
  
• Main features:‍
  • Post-scheduling across various social networks
  • Social media analytics
  • Collaboration tools
  • Content curation features

• Price: 30-day free trial available, paid plans with expanded features start at $99/month.
  

2. BuzzSumo

• What it is: BuzzSumo is a research and analytics tool that helps you identify top-performing content, track trends, and find influencers in your industry.
  
  
• Main features:
  
  • Content research and discovery
  • Competitor analysis
  • Influencer identification
  • Social media monitoring
• Price: 30-day free trial available. Paid plans start at $199/month.
  

3. Outbrain

• What it is: Outbrain is a content discovery platform that helps you promote your articles, videos, and other content on relevant websites and publications.
  
  
• Main features:
  
  • Native advertising for content promotion
  • Amplifies content reach to targeted audiences
  • Tools for audience tracking and analytics
• Price: Cost-per-click pricing model.
  

4. PR Newswire

• What it is: PR Newswire is a leading press release distribution platform that helps you get your news and announcements out to journalists, industry publications, and a wider audience.
  
  
• Main features:
  
  • Press release distribution to major news outlets
  • Multimedia content integration
  • Targeted reach to relevant journalists and influencers
• Price: Varies based on distribution reach and additional features. I recommend contacting someone from their sales team for more details.
  

5. GaggleAMP

• What it is: GaggleAMP turns your employees into brand advocates by making it easy to share company content on their social networks.
  
  
• Main features:‍
  • Employee advocacy platform
  • Centralized content library
  • Social sharing analytics

• Price: 50 Members Plan starts at $5,500/year. For additional add-ons and features, contact GaggleAMP for more detailed pricing.
  

Choosing the right tools depends on your specific needs and budget. Experiment with different options and see which ones deliver the best results!

‍

Effective Content Promotion Practices

Great content deserves to be seen. Let's discuss some proven strategies to amplify your B2B content promotion:

• Personalized Email Outreach: Don't blast generic emails. Tailor outreach to journalists and influencers in your niche to increase engagement with your content. Your subject line is critical – make it catchy and relevant.
• Content Repurposing: Get more mileage from your hard work! Turn a long-form article into a series of social media posts, an infographic, or a webinar presentation.
• Employee Advocacy: Tap into the power of your team by encouraging employees to share company content on their own social media channels. Tools like GaggleAMP streamline this process.

Remember: Effective content promotion is a long game. Focus on providing value, building relationships, and consistently delivering quality content that meets your target audience needs.

‍

Steps to Refine Your Distribution Strategy

Content distribution is never a "set it and forget it" situation. Adapt and refine your strategy for maximum impact! Here's how:

• A/B Test: Experiment with different headlines, post times, and even the types of visuals you use on social media to identify winning combinations. Small changes can have a big impact!
• Leverage Automation: Save time and ensure consistency by using marketing automation tools to schedule content and track results. This frees up your team to focus on creating awesome content and strategic thinking.
• Collaborate with Influencers: Partner with thought leaders in your industry to reach a wider audience and boost your credibility. A strategic influencer campaign can significantly extend the reach of your content.
• Stay Agile: Market trends and audience preferences change. Regularly review your strategy and adjust as needed to ensure your content continues to resonate.

Remember: Refining your content distribution strategy is an ongoing process. Continuous improvement leads to better results for your B2B marketing efforts!

‍

The Bottom Line

A well-planned B2B content distribution strategy gets your valuable insights in front of the right audience. This builds brand authority, strengthens relationships, and ultimately drives business growth.

If you consistently create high-quality content and use effective distribution channels, you'll gain a powerful advantage in the B2B marketplace.

‍

My comprehensive content marketing course walks you through the strategy, content creation, and distribution process to help you achieve your goals. Gain the tools and knowledge you need to develop a winning B2B content strategy. 

Explore my B2B content marketing course and start seeing tangible results.