Content Distribution: Ultimate Guide for 2023

Watercolors of different content distribution channels

Year after year, marketers continue to report increased spending and efforts on their content marketing strategies. However, even the best content is a waste if your target audience doesn’t know it exists.

Content distribution is arguably the most critical part of your content marketing strategy. This guide will give you the tools and resources you need to distribute your content in the most efficient way. By the end, you’ll have everything you need to build a content distribution strategy to get your content in front of the right audience.

So, keep reading to discover the importance of a content distribution strategy and how to develop the best one for your brand.

Related: Get Your Free Content Distribution Ebook Here!

The Importance of a Content Distribution Strategy

While it is crucial for you as a B2B marketer to focus on producing quality content, it’s equally important to develop a quality content marketing distribution strategy.

The mistake that is sometimes made in content distribution is being too focused on one channel, and often it’s the least proactive channel available. For example, email offers a variety of conveniences, especially where costs are concerned. Still, it’s easy for a decision-maker at a target company to delete the email without reading it because there is no human contact or interaction. Sometimes, spam filters prevent that email from even getting to the inbox. It is also common to have too much focus on social media channels alone, leaving out some of the most proactive channels.

There is a lot of talk about multichannel marketing, and it makes sense because it’s a proven theory you’ll get more interest in your content marketing campaigns if you reach out through multiple channels. Your website is an excellent place to start, with content in a regularly updated blog, case studies, and white papers that you can make available after the interested party fills out a contact form.

Direct Mail & Telemarketing for Content Distribution

Direct mail offers some advantages, as many B2B buyers prefer brand communications via this channel. Social media is an essential channel because it reaches about 80 percent of Internet users. However, not every decision-maker will rely on social media to help them find the products and services that will help them grow their organization. They might not be big on email either, but one channel that does invoke a reaction and a response is telemarketing. While telemarketing in the B2C world might have its challenges, decision-makers/buyers in the B2B world welcome calls from telemarketers because it puts them in the know.

You can develop a content marketing campaign with the best information, but impress upon someone the importance of your information and make sure they see it takes a more proactive approach than the average channel. Telemarketers are excellent communicators, which means the time and money you’ve put into developing content will be worth it when you connect your brand to the right people.

Content Types for Your Distribution Strategy

There are many different types of content you can use to market your brand. However, not all of them are created equal, and each one requires a different distribution plan.

Let’s look at the most common content types for distribution:

Ebooks

Creating and distributing ebooks is an excellent way to get valuable information to your prospects and build your brand as a thought leader. Ideally, you want to distribute ebooks through a gated form on your landing pages, requiring potential customers to fill out some basic information (email address, name, etc.).

Interviews and Podcasts

You can also create podcasts and conduct interviews to distribute across channels like Google Podcasts, Spotify, Apple Podcasts, etc. This content is great for positioning your brand as a subject matter expert, and you can even distribute it across all of your social media profiles.

Videos

Video content is an excellent way to capture the attention of your audience when they might not have time to read through an article or ebook. You can also distribute this content across social media, embed it into your website, and share it on YouTube.

Infographics

Infographic content is perfect to distribute on your blog posts, through Pinterest, and on other image-heavy social media sites. This content is an excellent way to get information across to your readers in a fast, easy-to-understand way.

Success Stories and Case Studies

Content that displays your brand’s success stories and proves its uses through case studies is essential for any business. The best place to distribute this content is through a dedicated page on your company’s website, and you can link to it from blog posts, social media messages, etc.

Webinars

Sharing webinars is another excellent way to get your content out there, and similar to distributing case studies, you’ll want a dedicated webpage for them. You can also use CTAs in your blog posts, emails, and social media messages to direct people to your webinars.

Blogs

And, of course, you want to distribute content through your blog! And you can also send out daily, weekly, or monthly newsletters highlighting your recently published content. You can share links to your blog from almost anywhere, including through email, on social media, and on other websites.

Woman going through the steps of a content distribution strategy
Woman going through the steps of a content distribution strategy

How to Develop a Successful Content Distribution Strategy

  1. First, you need to set reasonable goals for your content marketing distribution plan. What do you hope to achieve through content creation? It’s important to know whether you’re trying to drive brand awareness or get a contact to do something specific, like view your product list or fill out a contact form. There might be many goals, but they need to be defined so that you know how to measure success with your marketing plan.

You’ll also want to determine some measurable, quantitative goals that will tell you if your strategy moves in the right direction. You’ll measure ROI, of course, but you may also want to determine the number of visitors to your site directly from email newsletters or social media. You may want to measure the number of meeting-ready leads you present to your sales team.

  1. Map your buyers’ journey to deliver the right content at the right time. You need a clear idea of your buyer personas and process for deciding to invest money in your company, and then you need to create content that is appropriate for various touchpoints in that process.

It’s valuable to begin by mapping out the decision-making process and then identifying the potential gaps in your content or your lead nurturing during that process.

This part of the process can be better informed by talking with your prospects and getting direct insight from your potential buyers about what kinds of information they are looking for, what questions they need to answer, and what reservations they have along the way. In addition, incorporating telemarketing into this phase of your content marketing distribution plan results in a more targeted set of content for each stage of the decision-making process.

No matter what industry you’re in or whether you’re marketing a product or service, there are four general stages that your potential buyers will go through as they encounter your brand and make a decision about it:

  • Awareness: This is the stage where you are simply trying to get the attention of your target audience. Whether you use humor, insight into a problem, or a personal interest story, you’re trying to get a potential buyer to look into your brand or company further. A strategy that would be effective in this stage is to use social media, telemarketing, and influencer marketing in unison for the best results.
  • Consideration: At this point, you’re focused on delivering answers to common industry questions, proving your expertise, and becoming a trusted source of information to your audience. You’re hoping that your audience will think of your company first when they have a problem to solve. The consideration stage is an excellent place to use email newsletter subscriptions and telemarketing, which offers an excellent way to answer questions, build a relationship and nurture the lead along to conversion.
  • Decision: This phase is where you offer some motivation to get your buyer to make a choice and invest with your company. You may be running a promotion, or you highlight how your product will specifically address a situation they’re facing. Telemarketing offers significant value here as you provide solutions to specific challenges the buyer is encountering. Email promotions are effective for the decision point, too. This is often when the sales team takes over with an in-person meeting.
  • Advocate: Your marketing distribution efforts do not end when a prospect converts to a paying customer. There are a lot of opportunities out there for turning your buyer into brand advocates by engaging with them about their concerns or helping them solve a problem. Telemarketing provides a natural transition from lead nurturing to customer care, checking to see if they appreciated the service they received in their first order or if there’s more you could do to improve their satisfaction level. Furthermore, it may be the right time to ask for recommendations or referrals.
  1. Choose the best channels for your content marketing distribution. One of the best ways to build a balanced distribution plan is to list out the pros and cons of each channel and determine how best to fill in the gaps by matching channels. For instance, LinkedIn is great for B2B marketing, but it can be impersonal. On the other side, telemarketing offers a personal connection and is proactive, but you can’t cast a wide net like you can on LinkedIn and reach many businesses simultaneously. By pairing these two channels together, you fill in any gaps in your distribution plan.

In addition to pairing ideal channels, like LinkedIn and telemarketing, you should also consider where your audience spends their time. For example, suppose your business is more visual. In that case, Instagram may be a better choice than LinkedIn, or you may have an audience that favors more in-depth material that is best sent through an email newsletter.

  1. Determine the best formats for your content. What platform to use to distribute your content may require some trial and error initially, but this is another area where telemarketing can help you fill in the gaps. Talk with your contacts about the types of formats they prefer for their content and if there are other preferences they have, such as what time of day they consume content and the kinds of topics they’re interested in. Through a natural, one-on-one conversation, you can get a clear idea of the formats and topics that will produce the best return on investment for your company.
  1. Decide what your goals are. There are multiple layers even to this step, but in summary, you should have a clear idea of what you want your content to accomplish in the marketplace. For instance, if you’re growing the presence of your voice in the industry, how will you determine whether you’ve succeeded? Do you want to measure the conversations (or comments) that stem from content posting, or do you want to calculate how often your content is shared or both?

If your goal is to increase lead generation, your organization must have a clear idea of what constitutes a lead. For many companies, it’s helpful to designate a lead as a potential buyer that’s ready for an in-person sales meeting. You might also include other engagement metrics, like click-throughs on an email newsletter or new visitors to your website. Still, the key is to have metrics in place to determine whether your content marketing distribution is effective.

  1. It’s all about relationships. While establishing a good online presence is vital for growing your company, make sure that you are building trust and loyalty between yourself and your customers and potential buyers. A distribution plan that happens entirely online is not likely to count its relationships with customers as a sustaining part of its business plan.

This is where a traditional marketing channel, like telemarketing, impacts your lead generation process. Here are a few reasons why you will want to include telemarketing in your content distribution mix:

  1. While online content marketing is passive, telemarketing provides a proactive way to engage with your customers.
  1. Through a human-to-human conversation, your company has the opportunity to communicate trustworthiness, warmth, and customer loyalty to a potential buyer.
  1. You’ll be able to give and receive immediate feedback. You can answer questions and address reservations, but you’ll also get key information about the kinds of content formats your potential buyer prefers.
  1. You’ll stop guessing whether you have the right contact information for a company you hope to do business with. Instead of passively hoping that you’ve got a good email subscriber list for content distribution, you can precisely determine who the decision-makers are at a company through telemarketing.

Search Matters

According to a report from Shareaholic, search alone delivers about a third of all traffic that lands on any website. About 31 percent of the searches are being carried out through Google. Google sends around 17 times the number of visits that Ask.com, Bing, Yahoo, and AOL send to publishers. When it comes to content marketing distribution, you need to do what you can to improve your chances of getting a higher position in Google searches, which means having a tighter focus on SEO.

Do you know who your target audience is? Do you know how your target audience is searching the Internet for services like yours? Being able to answer these questions with confidence will vastly improve your SEO.

Segmenting the Audience

Dig into your customer data and learn everything you can about your clients. Content marketing distribution works when you can personalize your message, and you can do this by knowing the likes and dislikes of your clients. For instance, are you shooting out emails in the blast method? Are you putting every person who has ever done business with you on one list and blasting out a newsletter? Instead, segment your audience and create content that speaks specifically to those segments. When you personalize, you create content based on interests, which gets your message noticed.

Utilizing telemarketing services can help you narrow down your audience into the proper segments, reducing the chances of your content falling on people who want nothing to do with it.

Building a Plan

Marketers today are becoming more focused on creating content modules. These are essentially smaller pieces of content that have a specific purpose. This is happening by taking excerpts from blog posts and using them on social media pages as updates. These blurbs can also be directed to newsletters or on your LinkedIn page. There needs to be some commitment to the narrative arc here; it must be clear and follow the path that takes your audience on a journey. Telemarketers are experts at doing this as their communication skills are their biggest weapon.

How to Build a Following Through Content Marketing Distribution

In a post on Ask a Content Guy, there is great question-and-answer material where the author encourages readers with advice on how to get started with content marketing. Here are several of the key ways you can build a following and, eventually, loyal customers through content distribution:

  1. Start with a newsletter. With the popularity of social media, many companies mistakenly believe that email is no longer a viable marketing tool. In fact, email remains a powerful partner for getting your content out to your target audience. Emails are often dispersed as your content is distributed through the social media networks of your audience. Email is also easily manipulated for distribution calendars, automation, and tailored to your audience’s behaviors.

Rather than becoming obsolete, email is critically important in content marketing. Smartphones mean that people don’t check their email just once or twice a day from their office. Instead, they check it often, while waiting in line, in the minutes before a meeting starts, and on the weekends. Email is only becoming more pervasive, so don’t hesitate to start here. Create a newsletter with industry insights, and you’ll see growth.

With so many emails being consumed on a mobile device, it’s important to remember to craft your email for easy reading on the go. You’ll want short sentences that create a feeling of excitement for your product, as well as short paragraphs so that your reader is not overwhelmed. Make sure that your graphics translate well to a mobile device, too.

  1. Watch where your target audience hangs out. When you zero in on a distribution strategy, do you take into account where your target audience spends their time? If your business is visually oriented, such as a design firm or a photography company, you need to choose a visually-oriented social media platform for content distribution. Likewise, don’t spend your efforts on social media platforms that aren’t likely to appeal to your target audience.

It may also be a wise choice to invest in paid content distribution. While it will comprise just a piece of your total network of content distribution, it can propel your content into more user screens and create a waterfall of sharing and linking that drives traffic to your website. LinkedIn is a great place to invest in paid content distribution because of its targeting capabilities to precisely reach your target audience. It gives you more reach than what you can achieve with your own abilities to target potential buyers.

You also need to be sure that you are concentrating efforts on your local search results. People increasingly want to see results for companies within their own ZIP code when they search for a business. If you are not popping up on local searches for companies in your industry, you need to find ways to optimize these types of searches. Google research reports that 18 percent of local mobile searches lead to a sale within a day; you simply cannot top that quality of lead generation.

Related: Learn How Content Distribution Can Enhance Your Data Cleanup Efforts

  1. Pair it with telemarketing. No matter what distribution channels you decide fit best for your particular industry and product, you’ll want a strategic partner for those channels. Telemarketing uniquely supplements the work of each distribution channel, improving its effectiveness and boosting your growth. Here are a few reasons why:
  • Lead generation: When you distribute content through social media, it’s your best guess whether the content is reaching the decision-makers or influencers at any particular company. With telemarketing, however, you can add a layer of depth to your understanding of your potential buyer. Telemarketing uses one-on-one conversation to gain important information about who the decision-makers and stakeholders are in your targeted organization.

Otherwise, you could be spending week after week sending an email newsletter to a person in a company that has no role at all in deciding whether you will get their business. In a B2B situation, there is rarely just one decision-maker. Use telemarketing to hone in on the contacts you need to make for a new business partnership.

  • Refining your processes: When you use telemarketing, you have the opportunity to receive immediate feedback about your content marketing strategy and refine it to fit your potential buyer’s needs. For instance, in a telemarketing call, you may learn that your contact never reads your blog because they prefer to consume information in the small, succinct statements found on an infographic.
  • Building loyalty and trust: Even in B2B, it’s important to remember that every business conversation and transaction is always human-to-human. Telemarketing provides all the connections that are missing in email and social media marketing. Your customers experience the satisfaction of a conversation where they can have their questions answered and get a feel for the company they might choose for their next purchase.
  • Immediate feedback: Telemarketing gives you an opportunity to hear from your target audience and find out where they are in their decision-making process. You can answer reservations, find out what their timeline is for purchase and if there are any challenges that might prove to be obstacles in their purchase. This is valuable information that is difficult to obtain in any setting but a one-on-one conversation. It opens the door for you to demonstrate that your company has the right solutions and can be supported with an immediate follow-up email or a scheduled face-to-face appointment.
  • A smooth transition: If you successfully convert your potential buyer into a customer, you’ve already begun a solid relationship through telemarketing. This makes it easy to follow up with the customer and seek out critical information about their satisfaction level and whether there were any problems throughout their experience with your company.
  • A partner for your content marketing distribution channels: It’s impossible to ignore the possibilities for content distribution in email and marketing. However, these channels are often one-sided and passive, forcing you to put information out there and wait for a response. With telemarketing as a partner for these channels, you have the ability to take a more direct approach, finding out how effective your strategy is and whether the customer is interested in hearing more.
Man outlining a content distribution
Man outlining a content distribution

The Best Content Distribution Techniques

Content marketing distribution has more than one vehicle, and marketers should use as many as is relevant. For instance, there will be times when you’ve pushed a campaign to its end and have not come up with fresh material quite yet. That doesn’t mean you can’t keep moving the brand. Start asking your leads if you can offer them subscriptions to your content. This means you’ll need to get their permission to send them emails that provide links to your whitepapers or newsletters and blogs, or get their phone number so you can keep them in the loop about your latest offerings.

Another way to get in touch with your target market is to invite them to webinars. Content marketing distribution can be cost-effective because your webinars don’t require a hotel conference room (or rooms) like conventional seminars, and your invitees don’t have to schedule time away from the office to attend. Use telemarketing to push your next webinar. Why? Because telemarketing is a more persuasive channel, you’ll get a higher attendance rate. You might want to start with an email invite, but for those who dont click on your email or respond, put them on a call list.

Using telemarketing to push more traffic to your website is also a good idea, especially when you’re looking to get more eyes on a recent white paper available on your company’s site. Telemarketers can touch on some of the more salient points of the report, enticing your leads to go to your page and soak in what you are offering. This, of course, often leads to your audience entering the sales cycle. An informed lead will be more likely to buy what you are selling.

Some of your leads need a little care. These are leads that haven’t decided yet when they will purchase, or maybe they have not concluded that your product is right for them. Telemarketers are experts at nurturing these leads and working on them to enter the sales cycle finally. It’s worth the time and effort because a lead that has been nurtured and does finally close the sales cycle will spend more than your average client.

The Importance of White Papers for Content Distribution

Many companies do not invest in white papers because they are more costly to produce, take longer to write, and take a set of expertise that the internal sales and marketing departments do not always possess, said Ronen Ben-Dror, Director of Client Relationship Development at Blue Valley Marketing. The decision to avoid white papers (and case studies) as part of your marketing mix could be a costly strategic mistake. White papers are not only more educational and informative than most any other form of written communications, but if they are written well, they significantly advance your brand and strengthen your position as an expert in your field.

  • What a good white paper does for your B2B customer: White papers are more in-depth than other types of content, and they discuss solutions to a specific problem or challenge facing your target audience. When written well, they provide readers with a solution or a set of recommendations that can be implemented and make a measurable difference in their business practices.
  • What a good white paper does not do: White papers are never crafted for self-promotion. Your content marketing distribution strategy should include a variety of format options, and some of those will focus more on self-promotion. For instance, a blog will often close with a call to action that directs readers to engage further with your company, or a telemarketing call might include a discussion of the benefits of your brand.
  • A white paper is not the right format for selling your company. Instead, it’s an opportunity to show your expertise and establish yourself as a leading voice in your industry. If it’s a good white paper with useful information, your audience will remember that you produced it and look to you for reliable insight in the future.
  • Your audience is looking for your white papers. A survey by Blue Valley Marketing found that white papers represent one of the most under-utilized formats by B2B marketers. Yet respondents to the survey listed white papers as their preferred source of information, with 37 percent indicating a desire to gain insights through white papers. Magazines came in second at 15 percent.
  • They aren’t always finding them. While your audience prefers to read white papers, they often receive content in other, less-desirable formats. The survey results show that, though B2B clients prefer white papers, they receive information most frequently through magazine articles and Webinars.

The survey results indicate a gap between what customers want to see from B2B marketers and what marketers are producing through their content marketing distribution plans. It represents a key opportunity for you to better capture the attention of your target audience and get an edge on the competition.

Personalization In Content Distribution

In a recent white paper, Incite Group shared the results of its survey entitled, The State of Marketing: 2017. The findings showed that personalization is one of two main themes to emerge in 2017 as a dominant concern of content marketers. The other theme that emerged, more strongly than in prior years, was brand storytelling.

The survey had nearly 1,400 respondents, the majority of which came from the marketing industry. Respondents held a variety of roles, from many years of experience in the C-suite to junior associates. There seemed to be agreement across the respondents; however, personalization is the key to content creation and marketing distribution today.

While marketers agree that personalization is critical to content, there seems to be a disconnect between the belief and the budget. The survey indicated that over half of respondents had a budget of less than $100,000 set aside for customized marketing efforts, and less than ten percent had a budget of more than $1 million for that purpose.

In fact, 40 percent of marketers report that their budgets for personalization marketing will remain the same as in prior years. So how can companies harness the power of personalization in their content marketing distribution without a significant increase in spending for that purpose?

Fueling Your Content Distribution Personalization With Telemarketing

Telemarketing may not be the latest development in content marketing, but it remains a reliable and cost-effective way to generate leads. While social media and email newsletters might be more recent developments, when it comes to personalization, telemarketing can’t be matched in its ability to be highly personalized.

Here are a few reasons why telemarketing is the ultimate personalization tool for B2B content marketing distribution:

  • Telemarketing helps you get a clear picture of the challenges and issues a potential buyer faces in their role. This allows you to curate the content they receive and develop new content based on the discussions you have with your potential buyer. As a result, they receive highly personalized content that seems custom-created for them.
  • In contrast to the shot-in-the-dark type of content marketing, where you send out a mass email or randomly post on social media without a strategy, telemarketing helps you refine your contact list so that you are reaching out to those most likely to buy from you. A simple telemarketing conversation gives you critical information about who the decision-makers are at a company and helps you deliver content to those that want to receive it, significantly increasing your return on investment.
  • Telemarketing helps you better understand the preferences of your audience. Through a personal conversation, you can talk with your contact about what format they prefer to consume their content in and what time of day they usually prefer to look at content.
  • Telemarketing is more proactive than other lead generation tools. Instead of placing a content piece on social media and waiting to see if anyone shows interest, telemarketing allows you to get direct information from your contact. Once you have provided them with a particular piece of content, you can ask them whether they found the piece to be helpful and if it addressed issues that they deal with in their jobs.

The Best Content Distribution Channels

The channels you use to share and promote your content will vary based on your resources and audience. However, there are three overarching forms of content distribution channels: earned, owned, and paid. Ideally, you want to utilize all three channels to take advantage of and enhance their reach and impact.

Earned Content Distribution

Earned or shared channels are where a third party shares or promotes your content. Those third parties can include journalists, customers, bloggers, or anyone else who shares your content without charging you.

These channels include social shares and mentions, product reviews, guest articles, roundups, and public relations. They can also include communities like Quora and Reddit — Posting on these sites is free, but the platform owns any content you post, meaning it falls under the earned channels category.

Owned Content Distribution

An owned content distribution channel is a content property owned by your company. On these channels, you can control how and when you publish your content. 

Owned content distribution channels include your blog, website, email newsletter, mobile publishing app, social media profiles, etc.

Paid Content Distribution

Paid channels are places where your company pays to distribute its content. These channels primarily consist of sponsored content, paid influencer content, and pay-per-click (PPC) ads.

These are all forms of paid social ads, which are designed to help share your marketing messages on platforms like LinkedIn, Facebook, Instagram, etc. while targeting specific audiences on those sites.

  • Sponsored Content

This content is promotional media that’s created and shared by a brand, publisher, influencer, or other person that you pay to do so. It’s most effective when a brand or person that already targets your audience shares the sponsored content because it will already align with your brand.

As a result, this type of content feels natural to the people who see it rather than disruptive or invasive. It’s a great channel for videos, podcasts, infographics, and blog posts.

Paid Influencer Content

Using paid influencer marketing for your content distribution requires employing content creators in your niche to help improve brand awareness, traffic, and conversions. It’s effective because it taps into strategies like social proof and word-of-mouth marketing that make today’s buyers feel your brand is believable and trustworthy compared to brands that market themselves.

PPC Ads

With PPC ads, you pay when someone interacts with your advertisement through clicks or impressions. This channel falls under search engine marketing and can help you earn quality leads.

These ads are most commonly found in the search results pages, but you can also use them on social channels. When you pair them with an SEO strategy, PPC ads can become an integral part of any inbound marketing content distribution campaign.

Content Marketing Distribution Tools

There are several broad categories of content marketing distribution channels, as described by Hootsuite, and one more major category that isn’t mentioned in the article but remains a powerhouse of content distribution:

  1. Owned channel distribution tools: These are the platforms that your brand or company owns, such as your website, your social media profiles, and your blog. This is a great and obvious place to start posting, but even within this category, there are a lot of choices to make. For instance, if you post your blog on your website, how will your audience be alerted to its presence?

There are great tools out there that allow you to make the most of your owned channel distribution tools. For instance, Click to Tweet gives you the ability to add a button to your content that allows your audience to share it on Twitter with one click. Email platforms like Mailchimp, Marketo, and ConstantContact provide email support, producing detailed analytic reports that tell you which kinds of emails were opened and whether certain words in your subject line, for instance, influenced click-through rates.

The key with owned channel distribution tools is to pay close attention to what is driving increased activity on your website and resulting in quality leads. You can put a lot of energy into posting on social media, distributing an email newsletter, and writing blogs, but if one of these areas isn’t delivering results, it’s wasting your time and resources.

  1. Earned content distribution tools: This is shared content, in which your content is being passed from one individual to another, or a blog writer is linking to your content because it relates to the topic they are covering. In general, people tend to trust their friends, family, and colleagues more than they do any brand, so earned content distribution can be an effective way to get your content shared.

It may seem that earned content distribution is mostly a matter of luck, or at the very least, a passive waiting game. That’s not the case, though. You have a lot of influence over earned content distribution. For instance, you can post any item to PR Newswire, and your content will be distributed to over 200,000 news outlets, which significantly increases the likelihood that your content will get some attention.

You can also get active on Reddit, joining in discussions and posting your content when it’s appropriate to the discussion. If it’s highly relevant and compelling, the members of the Reddit community will end up sharing it.

  1. Paid content distribution tools: This is the most traditional form of advertising, in which you pay for your ad to appear in locations where you believe your target audience hangs out. This can be in the form of a banner on Facebook, for instance.

There are tools out there that make paid advertising an affordable element in your content marketing distribution plan. On StumbleUpon ads, for instance, you can post your content for a small fee. Content is organized by topic, so a user can easily find your blog or white paper.

Tribbey is a tool that helps companies like yours connect with influencers in your market. Those influencers share or link your content to their own material, lending their credibility and name to your video, infographic, or blog.

  1. Telemarketing for proactive content marketing distribution: While each of the above channels can be effective in promoting content, they all share an important drawback: they are all passive methods for reaching your target audience. In each of these methods, you are forced to post your content and then wait to see if anyone is interested.

By contrast, incorporating telemarketing as a partner to one or more of these channels gives you feedback and insight into the potential buyer’s situation. Instead of waiting for your prospective client to like or share something you’ve posted, you receive immediate feedback about your content, your brand, and where your contact is in the buying process. This produces real-time actionable leads for your sales department.

Is Telemarketing the Solution to Your Content Distribution Strategy?

In a B2B content marketing distribution plan, it is important to prioritize personal connection. So many companies are relying on social media platforms, and the hopes of hitting on a viral content piece that they forget that buyers are people, and people thrive in meaningful business relationships. In the last ten years, we have seen a sharp shift from human to human interaction in favor of digital communication, leaving a huge void for people who miss the opportunity to talk to others. When you show people you care by actually talking to them, you will experience stronger, longer-lasting business relationships.

Telemarketing helps you refine your other distribution channels for your content, too. During the conversation, critical information is gathered about which content format they prefer and if there are certain times during the day or week that they are more likely to open content. You can also gain details about the challenges they are currently facing in their daily jobs or upcoming challenges in their industry.

Choosing the right combination of channels for your content marketing distribution plan requires a clear understanding of your audience, but don’t hesitate to include traditional methods alongside your digital marketing efforts. Telemarketing adds a personal connection that digital marketing cannot imitate.

Group of professional telemarketers at work
Group of professional telemarketers at work

Distribute Your Content With Blue Valley Marketing

Your amazing content will go to waste if there’s no one to consume it. Content distribution is the key to a successful content marketing strategy. It’s also crucial for collecting a loyal following, building brand awareness, and encouraging your prospects to become customers.

Put this content distribution guide to good use, and start getting your content in front of the right audience.
At Blue Valley Marketing, we’re content marketing distribution experts. See how we can help grow your business!

Last Updated on August 23, 2022 by Ronen Ben-Dror

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