How to Generate More Leads Through Strategic Content Distribution

So you’ve just created a lead generation offer - ebook, tip sheet, special report, comprehensive guide, coupon, etc. Great! Now what?

After you’ve created your valuable, educational and useful piece of marketing content, you’ll need to come up with a coordinated plan for how to actually promote that content and generate leads.

Content is Fire and Distribution is Gasoline

A recent Hubspot study revealed that coordinating lead generation offers across multiple marketing channels generates 72% more leads than lead generation offers that were not coordinated. All the more reason to get your content distribution playbook in order.

Develop your Strategic Content Distribution Playbook

What form should this content take? In many cases there isn’t a right and wrong way to do content creation, just that the strategic way will be based on your ideal customer profile and their information consumption preferences.

This is our model, but many of these channels work for any kind of business and should be considered in your business.

• Newsletter – We put out a monthly email newsletter. We add our blog posts and LinkedIn articles to each issue and highlight other businesses and resources.
• Blog posts – We write a weekly blog post. This gives us lots of room on topics but helps me focus both from a content, SEO, and social media standpoint, while also educating people so that they know, like, and trust us enough to do business with us.
• Guest posts – We currently submit guest posts to other media channels. Most businesses spin their wheels trying to increase traffic on their own websites, while overlooking the essential discipline of writing or recording guest posts for other publications. Nothing can grow your readership and influence quite like it.
• Podcast guests appearances – We show up as a guest for business podcasters. Here’s one of our recent interviews.
• Newsletter Pitches – We use our blog to promote articles to other media outlets. I’m spotlighted in this issue of the Greater Richmond Small Business Development Center. (right hand side)
• PR pitches – We receive invitations to write content for online and offline media outlets. Here’s one of our recent contributions. Business Unplugged Blog” by Carol Roth (#62), Inc.com - 7 Powerful Words of Advice for Entrepreneurs,
• Webinars – Since we are creating all this premier, topic specific content we host webinars to deliver the content in a new format. Harness the Power of Being More Referable to Ensure a Steady Flow of New Customers
• eBook – People really seem to love eBooks and they are an essential element in our email list building efforts. Grab your copy: 7 Components of a Successful Marketing Plan

Of course everyone knows you need content in order to survive today, that it's more about being found—earning attention—and less about going out and hunting but the right content, distributed at the right time, is the true secret to online lead generation success.