How to Ramp up Your B2B Social Media Content Distribution

Do you produce your own B2B content?

If so, what kind of content do you produce? Is it effective?

Do you rely on quantity or quality?

Not all B2B content marketing distribution is created equal.

Some of you already know that…Right?

Before we dive into content distribution techniques, it’s important to discuss something fundamental to B2B marketing and content strategies. All content creation for brands should focus on quality, not quantity.

There is so much noise out there, even in certain niche industries, that it’s important to produce quality pieces of content that resonate with your audience.

Do you write sub-par blogs, create low quality videos, or throw together boring guides? Expect the reaction to those types of content pieces to be lackluster.

SET CONTENT MARKETING OBJECTIVES

Why do you want to develop content?

In what ways can content help your organization/company in generating leads and increasing customer base?

Attract new prospects and share new business ideas?

Create brand awareness or improve loyalty?

Or it should just be fulfilling your SEO goals. These are few questions that need to be answered before you even think of starting a content marketing strategy. Typically, a B2B organization uses a content marketing plan to build an audience, push profit, lower costs or to retain the customer. Here are some more why brands should invest in content marketing:

• According to HubSpot, on an average, a company that regularly uploads blog content generates 55% more website visitors, 97% higher inbound links, and 434% higher indexed pages.
• Content+ says it helps you become an authority in a specific niche. One of the 3 top reasons that prompt people to follow a brand on a social media channel is “interesting content”.
• TMG Custom Media found that custom content is believed to be useful for 90% of online consumers.
• HubSpot also reviewed the conversion rates, which is 14.6% close rate for organic searches and 1.7% close rate for outbound marketing.

The list is long and will continue to benefit the marketers. So, once you have understood the objectives behind what content will be doing for you and how much time you should be investing in it, it is time to create and document your strategy.

CONTENT CREATION & DISTRIBUTION

Maximize your B2B content marketing distribution by  integrating it into your content marketing strategy. This will help  yield an expected outcome.

To improve your B2B content marketing distribution, let’s examine 2018 B2B Content Marketing Research conducted by Content Marketing Institute and MarketingProfs. It will help expose opportunities to improve your distribution reach and results.

Two B2B content marketing distribution trends stand out:

1.  58% of B2B marketers deliver content on a consistent basis.

2.  23% of B2B marketers outsource content distribution.

Which types of digital technologies does your organization use specifically for managing its content marketing efforts?

How often do you take the following concepts into account while creating content for your organization?

How would you rate the project management flow during the content creation process (from concept through completion) within your organization?

Which three are the most effective at helping your organization achieve specific objectives?

Which formats does your organization use to distribute content for content marketing purposes?

Of the formats you use to distribute content, which three are the most effective at helping your organization achieve specific objectives?

Which social media platforms does your organization use as part of its content marketing efforts?

Which types of email does your organization use as part of its content marketing efforts?

Yes, email is not dead. In fact it continues to grow.

ORGANIC IS MOSTLY DEAD, SO PAY TO PLAY

Yes, organic reach on social platforms is mostly dead. While your brand may still be able to organically reach your audience if they engage with your content regularly and have selected to receive your content updates, it’s important to note that organic reach on platforms like Facebook is mostly a thing of the past.

The answer however, is not to stop posting on social media. The social media usage statistics don’t lie; people are more active than ever on sites like Facebook, Twitter, and LinkedIn.

In addition to sharing content on your social media channels, using paid social promotions is effective for B2B companies. The major benefit of paying to promote content on platforms—particularly Facebook and LinkedIn—is the targeting capabilities.

You know your ideal audience—where they live and work, which industry they work in, their job title, etc. Use that knowledge. Get your content in front of your ideal audience who may not follow your brand on social media or be aware of your company.

FINAL THOUGHTS: Get Out of the Box

It’s easy to settle into the old routine of same type of content, using the same distribution methods. Maybe it’s time for a refresh? Looking at it from another perspective.

Time to hit the RESET Button and reassess?

The best way to get results and amplify your content is to get outside of traditional content distribution strategies. Marketers spend a lot of time and effort to create awesome content pieces that will resonate with your target market.

The right content distribution strategy will wring the most value out of those content pieces and garner the most interest from your target audience.

Expand your B2B social media presence and distribution. At a minimum use Facebook both organic and paid. Also create videos for YouTube.

Take advantage of internal and third party print opportunities.

Integrate your B2B content efforts into your live content presentations and webinars.

The B2B Content Distribution bottom line:

• Use a variety of targeted B2B content distribution options across media to expand your reach.
• Continue distributing your B2B content over time.

Remember B2B content distribution isn’t once and done!

 Continue redistributing your best content again and again and again.

Tagged as: B2B, B2B Content, B2B Effective Strategy, B2B Quality Content, Blair Ball, Blair Evan Ball, Facebook, Google, LinkedIn, Prepare1, Social Media Coach, Social Media Coach Memphis, Twitter, YouTube