Blog

7 Creative Ideas for Content Distribution

Creative Ideas for Content Distribution

By Barbara Pfeiffer, The Partner Marketing Group

 

In my last blog, 3 tasks to keep your marketing content from collecting dust, I talked about the importance of content distribution and promotion and how it’s missing from many marketing plans. I mentioned the lack of ideas as one barrier to efficient distribution. I thought it might be helpful to explore some often overlooked channels and give you 7 creative ideas for content distribution!

  1. Direct Engagement. Does your content refer to other companies, associations or individuals as experts on the topic you’re writing about? Reach out, share your posts or content pieces and let them know you’d appreciate any comments on their social properties.
  2. Social Media (Beyond the Post). All social networks have multiple ways to engage. Take the time to identify the opportunities and build them into your distribution plan. For most B2B marketers, the clear focus is going to be LinkedIn. Your opportunities here (beyond your group or page) include sponsored updates, posting in groups, and “publishing.” If you haven’t already – visit the LinkedIn marketing solutions page for more information on these features.
  3. Re-Package and Extend Your Networks. SlideShare and YouTube are powerful networks for sharing content but they require their own unique formats. As part of your content generation plan consider how you can adapt your pieces to these formats. For example, if you have an eBook on choosing distribution software, can you do a short video with a tip you share from the eBook? Or a series of videos? Make sure you optimize your posts on these channels so they get found.
  4. Local Distribution. Are you targeting a specific geography? Consider the opportunities to publish on local Chamber of Commerce sites, through business associations, and local publications. You’ll need to spend some time reviewing the opportunities, getting an understanding of how you might be able to engage, and then building a relationship. Of course, the key to getting published through these channels is valuable content.  A blog about a software release won’t cut it here.
  5. Digital / Social Advertising. A broad category that includes Pay-Per-Click (PPC), re-marketing display ads and social media advertising. If paid distribution is not a part of your content distribution strategy, why not consider testing it?
  6. Sponsored Distribution. Another “paid” category, sponsored distribution is working with third parties (typically online publishers) to send out your content to their list.  An example would be sending out your eBook on What Every Distributor Needs to Know About Enterprise Resource Planning to the Modern Distribution Management database. These tactics work best when they are part of an integrated, multi-touch strategy so take the time to explore all the options and map out a plan.
  7. Employee Distribution. What’s your internal distribution plan and what role do your employees play? Does your sales team know about it? Do they have emails they can use to distribute to prospects they are working with? Is it part of everyone’s email signature? Employees are a great FREE distribution channel. Make sure you equip them with the tools they need and you should see great results.

You probably won’t be able to incorporate all of these into your content promotion plan but use this list to help spark some new ideas and gradually add channels as you can. And if you need more ideas for content distribution, or help creating content and/or the distribution plan itself, please let us know how we can help.

Leave a Reply

Your email address will not be published. Required fields are marked *

Archives
Latest Posts
19 Mar 2019

Limited Marketing Resources? Poor Results? Go Deeper, Not Wider

Written by: Barbara Pfeiffer, The Partner Marketing Group
I’ve yet to talk to a marketer at a software/technology reseller or ISV that has all the resources they need to accomplish their goals. While surveys regularly show B2B CMOs investing an average of 7% of gross revenue in marketing, it’s still not happening with most VARs

Latest Posts
07 Feb 2019

2019 Social Media Image Size Guide – Download and Print

Written by: Michelle Etherton, The Partner Marketing Group
This 2019 Social Media Image Size Guide will be your best friend.
Social media is one of the top marketing tactics for B2B marketing, and it’s no secret that visuals are the most effective way to capture attention on any social platform. Admit it, you scroll through

Latest Posts
15 Jan 2019

Want to Sell More Software? 3 Reasons to Start Targeting the CMO

Written by: Michelle Glennie, The Partner Marketing Group
With the customer experience driving digital transformation, software partners must shift their sales and marketing approach if they want to sell more software. The CMO is the strategic force behind customer experience and, therefore, an important decision maker for software purchases.
So where should you start? When

Latest Posts
08 Jan 2019

Top 5 Technology Marketing Blogs of 2018

Written by: Michelle Etherton, The Partner Marketing Group
The start of a new year usually brings about countdowns of favorites and chart-toppers over the past year, and marketing is no different! What were the hottest technology marketing trends and topics in 2018?
Based on our top performing articles over the past year, we’ve brought you

Latest Posts
10 Dec 2018

Nurture Marketing Series 4 of 4: Trial Nurture Marketing Campaign Best Practices for B2B Companies

Written by: Barbara Pfeiffer, The Partner Marketing Group
Through this series, you’ve learned what nurture marketing is, how to create a drip nurture campaign to stay top of mind and how to move a prospect through the sales process with trigger based nurture marketing campaigns. Now we will walk through how you can create trial