Why a Content Distribution Process is Important for B2B Marketing Teams

In today's digital landscape, content is king. We all know this, but many of us don't have a content distribution process. B2B marketing teams need an effective content distribution process to ensure their content reaches the right audience and achieves its intended goals. This is why whenever I come in to do a Marketing audit, I make sure the content distribution process is mapped out by the time I step out or when we move to phase two.

Why is a Content Distribution Process Important?

A content distribution process helps marketing teams maximize the reach and impact of their content. It lets you strategically plan and execute your content distribution across various channels and platforms. I want you to know that doing so makes sure your target audience sees the content created, engages with it, and takes the desired action in alignment with the goals that have been set up with the content marketing strategy.

Taking a Quarterly Approach

One key aspect of an effective content distribution process is looking at it from a quarterly perspective. By taking a step back and evaluating the upcoming quarter, B2B marketing teams can align their content distribution efforts with their overall business objectives and marketing strategies. You can identify significant events, panels, articles, and case studies they want to focus on during that quarter.

Example: I truly live by you need to be set up ahead of time. Align with your leadership team what are they working on, what are the wins in the company, what pain points drove current customers to to you? Take this information and build out your quarterly content distribution plan. So many times I start working with clients and they don't realize all of the content they could be putting out because they utilize one piece of content one time-one way. Stay away from doing that and create an action plan.

Setting Up Pillars for Success

To streamline the content distribution process, it is crucial to establish pillars that will guide the creation and distribution of content. These pillars include community and collaboration, thought leadership, education, events, and leveraging existing articles. Each pillar represents a vital aspect of the content strategy and helps ensure the right messages are delivered to the right audience.

Example: if you already have content: Look at all of your content and note what worked well, and what didn't then create your content pillars around top content.

Example: if you are just starting: Think of your pillars as a way to inform, connect, entertain, educate.

Mapping Out the Calendar

Once the pillars are defined, the next step is to map the content distribution plan on a calendar. B2B marketing teams can allocate specific months and days of the week for each pillar. This allows for a systematic and organized approach to content distribution, ensuring a consistent presence throughout the quarter.

Example: Build a content calendar in Canva, build it in Airtable, build it in Notion whatever works for you visually map it out. Also if you send to your leadership team you may be surprised by the ideas that it brings up for them.

Building a Comprehensive Process

With the pillars and calendar in place, it's time to build a comprehensive process for content distribution. This process involves breaking each article into various formats, such as social media posts, audio and visual content, newsletters, and panel discussions. By repurposing and adapting the content into different formats, B2B marketing teams can cater to their target audience's preferences and consumption habits. This will also help as you review analytics at the end of each month on what type of content your audience engages with and what content pushed them from a rented audience to an owned audience.

Example: I create a three step system for each piece of content that I put out. You don't need seven steps if you don't have the bandwith but atleast do three.

The Power of Evergreen Content

Another critical aspect of the content distribution process is creating evergreen content. After a panel discussion goes live, B2B marketing teams can transform it into evergreen content that continues to attract and engage their audience. This can be done by creating landing pages, email campaigns, and paid advertising. By leveraging evergreen content, B2B marketing teams can generate ongoing leads and position themselves as thought leaders in their industry.

Example: if you host panels after the panel is over turn that into a landing page and drive traffic to it ongoing.

Conclusion and Next Steps

A well-defined content distribution process is essential for marketing teams to maximize the impact of content. By strategically planning and executing content distribution, you can reach your target audience, establish thought leadership, and drive meaningful engagement. So, if you're a B2B marketing team looking to elevate your content marketing strategy, it's time to implement a content distribution process. Need help? Click here to book time with me: https://pensight.com/x/healthydashofsocial