Doing more with Less - Content Distribution

If you follow me on Linkedin, you know I am a huge fan of Ross Simmonds and his mantra of create once and distribute forever. This post is an homage to him and many of these tips came directly from things he has shared on social. The premise is simple: marketers will spend 20+ hours to create a masterpiece and spend 20 minutes to promote it. Then they're left wondering... Hmm... Why didn't that take off??And distribution doesn’t always have to mean paid promotion. You can do a lot that doesn’t cost anything but your time and over the long haul could have a big impact in getting your content discovered.

Here are some undervalued ways of distributing content. Try a few out and see what kind of results you get:

QUORA ANSWERS?Find highly followed questions (500+ people) that are relevant to the content you’ve been publishing. Answer those questions and prioritize adding value. If it makes sense; plug links to your content. Bonus – Backlinking to your website improves site authority and SEO.

REPUBLISH ON A POPULAR MEDIUM PUBLICATION?Find a publication that your audience is likely subscribed to and get approved as a contributor. Submit your content to that publication. Bonus – Backlinking to your website improves site authority and SEO.

FACEBOOK GROUPS?1 Billion people use Facebook groups every single month. That’s massive. From sales and big data to parenting and meteorology — there’s a Facebook group for every topic. Find the group your audience is in & share. Bonus – Backlinking to you website improves site authority and SEO.

CREATE A SLIDE SHOW?Remember how amazing Slideshare was pre-acquisition? Invest in turning your content into slides but share them as PDFs on LinkedIn or carousels on Instagram. Bonus – Backlinking to your website improves site authority and SEO.

REPOST ON LINKEDIN?Use the LinkedIn publishing functionality to republish the content in its entirety as an article. Include a link at the bottom of the post to the original asset. Bonus – Backlinking to you website improves site authority and SEO.

VIDEO ON LINKEDIN ?and elsewhere LinkedIn is obsessed with video right now - the algorithm is definitely giving video content more reach. So leverage that reality... Share a video talking about the content and plug it in the comments. Don’t forget Youtube – it's still one of the worlds biggest search engines and if you answer questions your customer care about you can have a huge impact. Use the video titles and descriptions wisely to increase views. Bonus – Backlinking to you website improves site authority and SEO.

EMAIL YOUR LIST?Sounds basic? You’d be surprised how many people publish amazing assets but never share them with their email list. Don’t make this mistake: press send!

NEWSLETTERS?From the rise of @SubstackInc to the success of many newsletter based businesses - there’s value in building relationships with people behind newsletters that curate content. Share your content with the curators and owners of these newsletters or start your own.

LEVERAGE INFLUENCERS?Two approaches here: (1) Pay the influencer to share your content or (2) build a relationship and then ask the influencer to share it with their audience if they think it’s valuable. Note: Micro Influencers are the low hanging fruit here.

SHARE IN WEBINARS?Do you or someone on your team deliver webinars on a regular basis? If so — Reference the new content directly in the webinar so people can go check it out. Include a link in your slides or share it via the chat.

SLACK COMMUNITIES?Did you know there are thousands of Slack communities where people are discussing their interests on a specific topic? Find the communities where your audience is and distribute your content there.

Creating high-quality content is just the beginning of a B2B marketer's content marketing efforts. In addition, they must also develop a content distribution strategy that effectively reaches their target audience without breaking the bank. Low or no-cost activities for content distribution can include optimizing the company's website for search engine traffic, leveraging social media platforms to share content, engaging with relevant industry communities and groups, and utilizing email marketing to reach out to subscribers. By implementing these tactics, B2B marketers can effectively distribute their content and increase their brand's visibility and authority, without relying on paid media. It's important to regularly analyze the results of these distribution activities to fine-tune the strategy and improve performance over time.

I hope you enjoyed this series of 5 articles on doing more with less. I hope it raised some questions for you and also provided some answers. If you want to talk about any of these topics please reach out. Nancy Hoffman - [email protected]