How to Build a Following Through Content Marketing Distribution

Blue Valley Marketing is an integral piece in any content marketing distribution strategy.

Last Updated on April 5, 2022 by Ronen Ben-Dror

You’ve heard that content marketing is the preferred and most effective way to grow your business. You’ve developed and refined your brand story and lined up some topics to be delivered through content to your target audience. At this point, though, you have some key decisions to make. How do you distribute your content to your target audience and avoid wasting your precious marketing resources?

In a post on Ask a Content Guy, there’s 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:

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 tailoring 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.

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 users’ 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.

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 their 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 connection that’s 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 e-mail 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.

If you’re looking for a way to begin a content marketing distribution strategy, begin with a call to Blue Valley Telemarketing. We can help you develop a plan that partners your most effective social media and digital marketing tools with telemarketing to drive growth for your company.

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