Guest post by Irina Weber.

Content remains king, just as Bill Gates said nearly 30 years ago. Strategic content creation and smart distribution drive B2B business growth, no matter your industry.

Today, video content dominates the marketing landscape. With online videos reaching 92% of audiences and 91% of businesses using video as a marketing tool in 2023, its impact is significant. However, while video leads the pack, other formats like blog posts, images, and audio still play a critical role in B2B marketing.

For B2B businesses, where deals often involve high volumes and value, effective content distribution can make or break a marketing campaign. The key lies in delivering the right content, in the ideal format, through the proper channels.

This blog post explores the top content distribution strategies that work. Dive in to unlock actionable insights.

Top 10 B2B Content Distribution Strategies to Ace the Market

The targeting capabilities of platforms like LinkedIn and industry-specific websites make reaching your target audience online relatively easy. However, the intense competition for the attention of sales prospects makes it challenging to stand out.

Statistics show that 47% of buyers check three to five types of content before purchasing. They explore options like emails, social media, blogs, in-person events, and webinars to learn about your brand.

So, to make an impression on your potential buyers, use these 10 proven strategies to create and deliver your content.

1.   Leverage Social Media

As of 2024, approximately 5.17 billion people worldwide are active on social media, and 77% of businesses use it to connect with their customers. Social media can be a powerful booster for your business.

There are several popular social media platforms where you can share your content. However, each attracts a distinct audience (think Pinterest vs. Reddit). It’s vital to understand your ideal customer by developing detailed B2B buyer personas. As well as identifying their key pain points, you need to figure out where they go online to look for answers.

The top social media platforms for B2B business are LinkedIn, Twitter (now X), Instagram, Facebook, and YouTube. Twitter/X may or may not remain in this group, but so far, competitors like Threads, Mastodon, and Bluesky have failed to challenge its wide reach.

Along with knowing where to market your products, you need to understand what type(s) of content will work best. For example, if you are selling a professional product to business executives, it’s best to focus on LinkedIn. A CRM or an ERP tool can be marketed via LinkedIn posts, long-form articles, blog posts, images, and videos (including LinkedIn Live presentations).

On the other hand, if you sell a highly visual product or service, like event production for example, it can be effective to promote it on Facebook or Instagram. Short reel ads and video post ads may be the best content distribution resources for you.

Pro-tip: Use paid advertisement to reach a wider audience. Engage with your audience via comments and live sessions to build healthy business relationships.

2.   Create Relevant Content for Each Channel

Content creation is an art, and B2B businesses must use the proper channels to get the best out of it. Every platform, from social media to your website, demands relevant, appropriate, and compelling content.

For instance, law firm SEO companies often focus on blogs. Why? Long-form blog posts attract around 77.2% more backlinks than shorter articles. Improving your website’s technical SEO should be among you top priorities for boosting traffic and conversions.

Videos, images, and other micro-content are ideal for Instagram and Facebook for maximum reach. Instagram and Facebook Reels can be highly effective for content distribution. However, you have to be concise with micro-content.

• Keep testing a mix of different content formats and messages to learn what works best.
• Host live sessions.
• Conduct online polls.
• Add expert views in your videos and reels.

In short, focus on creating relevant content based on the platform.

Pro-tip: Videos, images, and blog posts are marketers’ top favored content distribution resources.

3.   Collaborate With Relevant Influencers

Content is frequently created to boost brand awareness. One of the best ways to do this is through influencer marketing. According to statistics, 78% of marketers believe B2B influencer marketing effectively increases brand awareness.

Look for influencers dedicated to your industry. There are several ways to find influential people in your segment. These people have an established reputation and authority in the market. You can find your specific industry influencers via platforms like Upfluence, HypeAuditor, Promoty, and Onalytica.

After identifying your industry influencers, focus on building relationships with them. Unlike B2C influencer marketing, which is highly transactional, relationships are vital in B2B. Take your time and be patient; this stage typically lasts the longest. Engage with their posts by leaving thoughtful comments and sharing their content to grab their attention.

Once you’ve engaged them, ask them to create content with you, such as reels, podcasts, interviews, expert roundup blog posts. Finally, share the content on social media to capture leads and conversions.

Fun fact: According to 60% of marketers, influencer content outperforms branded content.

4.   Build Branded Email Newsletters

An email newsletter is an excellent way for a brand to keep customers and prospects updated. Whether or not they are interested in buying in the near term, a newsletter protects against them  falling prey to competitors.

To make the most of the content distribution benefits of a brand newsletter:

• Start by segmenting your leads from your current customers, then categorize prospects based on industry, job role, or stage in the buyer’s journey.
• Provide value-driven content with actionable takeaways and exclusive offers.
• Optimize the newsletter for maximum engagement with clear CTAs and mobile responsiveness.
• Add personalized content based on past interactions.

5.   Get the Most out of Paid Channels

Large brands have an advantage in quickly reaching their audience organically. Small to mid-sized enterprises (SMEs) often need to invest in paid strategies to gain visibility faster. Fortunately, B2B businesses have many options to leverage paid content distribution effectively.

Make use of ABM platforms like Demandbase to run account-specific display ads. Furthermore, you can invest in programmatic advertising to reach decision-makers across industry websites.

Test retargeting campaigns on Meta and Google Display Network to capture leads. Optimize ad performance using AI-driven tools like Adzooma for bid adjustments and creative testing.

“Combining a well-researched PPC campaign with a strong SEO strategy can achieve better results and higher ROI,” says Derick Runion, Founder of Curiel & Runion. “We regularly review our campaign data, including A/B testing and conversion tracking, to make data-driven decisions and improve our marketing campaigns.”

Fun fact: The average conversion rate of PPC is 2.35%

6.   Write High-Quality Content for Relevant Websites

Your website will always be the core channel for sharing your content. But there are typically several niche-specific websites in most industry segments where you can publish content as well. However, you have to nurture healthy relationships with them first.

Guest posting begins with identifying relevant niche-specific websites. For example, if you are a technology solutions provider, websites like TechCrunch, Medium, Wired, Mashable, Gizmodo, and The Verge are among your top prospects.

You may have to pay to post guest content on these websites. But it will be worth it, as these websites receive high traffic and have strong domain authority.

Follow these tips for the best results:

1. Identify websites with strong domain authority and overlapping audiences, using tools like SE Ranking.
2. Develop content addressing industry-specific challenges and aligning with the site’s editorial style.
3. Incorporate backlinks strategically to converge traffic to your key assets.

7.   Optimize Your Distribution Approach

Creating and delivering content is one part of the effort. The other is verifying that your content is working, and making changes as needed to optimize your approach. A well-designed content approach ensures that your content reaches the right audience.

Here are three key steps to follow:

• Track performance: Based on your business goals, track the key performance indicators of the content. These can be engagement, conversions, bounce rate, dwell time, or some other metric.
• Performance analysis: Based on the KPIs, analyze the performance of your content. Check which type of content is performing best. For example, if your reels perform well, create more of them.
• Monitor and optimize: Monitor the likes, views, shares, and comments on the content. If you find anything specific that the audience does not like, note it and improve on it. Then monitor the content performance of each channel to optimize further.

8.   Implement Account Based Marketing (ABM) Campaign

Account-based marketing can be an exceptional content delivery method for B2B marketing. The marketing methods leverage IP targeting technology to target ads to a predetermined group of individuals.

Here are four practical and advanced tips:

• Prioritize accounts based on firmographics, engagement history, and potential ROI.
• Personalize emails, ads, and landing pages to address pain points and industry challenges.
• Engage prospects through webinars, podcasts, or exclusive virtual events tailored to their interests.
• Analyze which content resonates and refine your strategy to increase conversions.

Fun fact: Companies that use ABM for a year generate an increase of 10% in their revenue.

9.   Make Regular Content Audits

For B2B marketers, content audits go beyond tracking performance metrics. Here are some of the best techniques for content auditing:

• Leverage tools like Content Square or Hotjar to analyze user behavior and interaction on each asset.
• Identify content bottlenecks in the buyer’s journey using CRM integrations like HubSpot.
• Dive into attribution modelling to understand which content pieces drive conversions across touchpoints.
• Segment your audit by vertical market, buyer personas, and stages of the sales funnel to uncover nuanced insights.
• Look for opportunities to consolidate thin content, refresh evergreen pieces, or target new keywords.
• Employ AI-powered tools to enhance relevance and optimize for semantic search trends.

10.      Measure, Refine, and Adapt Your Content

Based on the auditing, measuring content effectiveness is crucial. Identify the best-performing content and create more of it. Keep in mind that content auditing and refining is a continuous process.

As the market shifts swiftly based on trends and changing technologies, it’s essential to adapt to the market for maximum reach, leads, conversions, and revenue.

Pro tip: Technologies like ML, AI, NLP, and more are having a major impact on marketing practices. Integrating these technologies into your content creation and distribution process will enhance it. Generative AI tools like ChatGPT can help you quickly generate effective, compelling content for ad campaigns, while ML can streamline the content auditing process.

Conclusion

Quality content is essential, but distribution drives results. Creating content is only half the job. You also need to know where and how to share it.

Social media is a key medium for distribution, offering tools like reels, live sessions, and posts to engage prospects. Monitor your content performance regularly to optimize and stay ahead.

Adapting to market trends is crucial for B2B businesses to effectively distribute and generate leads. These strategies can become even more powerful with technologies like AI and ML.

Irina Weber is a content strategist at SE Ranking and LawRank (https://lawrank.com/). She helps startups and enterprises create, promote, and distribute content and increase brand awareness. With over nine years of content marketing experience, she regularly contributes to media outlets like SEW, Adweek, SME, MarketingProfs, CMI, etc.

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