How to Market Content to Reach More Prospects

By Patrice Meadows — Thursday, August 17th, 2017 at 11:00am



No matter how great your content is, its success is ultimately tied to the quality and execution of the corresponding content distribution strategy. For those of you unfamiliar with the term, content distribution strategy is nothing more than the way your blogs, videos, podcasts, infographics, and other pieces reach audiences. That means virtually everything you do to promote, place, and push content to consumers is a part of your distribution strategy. The difference between doing distribution right, and well, just doing it, is research.

If you think a lot about how each piece is promoted, you understand the value of a data-driven strategy. Several studies and surveys have highlighted the impact quality distribution strategy has on results (e.g. ROI, lead quality, sales support). Here are just a few examples of content distribution strategy at work.

Marketers on Content Distribution:

  • The average marketer uses three paid services to promote content -ImPact
  • 53% of marketers believe they should invest in content distribution -Altimer
  • 49% of marketers align content with their buyer’s journey -LookBookHQ
  • Brands spend 25%-43% of their marketing budget on content, yet only 23% of CMOs feel they are producing the right information for the right audience, and delivering it at the right time and correct format. -Business2Community
  • 29% of leading marketers systematically reuse and repurpose content -Curata

If you’re accustomed to posting, emailing, and advertising content indiscriminately, you can probably use some tips on developing (or optimizing) your content distribution strategy. To start, break out the buyer personas and customer journeys your team created when developing your marketing strategy. The information captured in these documents will be instrumental in the development of an effective strategy. Each of the steps below will help you craft the foundation for your new content distribution strategy.

Step 1: Use buyer personas to determine where your prospects go for information during every stage of the buyer’s’ journey and map your content to each platform/outlet based on its place in the journey.

Step 2: Rank platforms and outlets by the number of times they appear or reappear as information sources for your buyers/influencers. Those that show up several times across key personas should be prioritized as top channels to for your distribution dollars.

Step 3: Less prevalent but still influential channels should be integrated into your strategy, either through spurts of heavy activity via targeted campaigns or through regular engagement to drive organic traffic. An example is how some companies use Twitter. Many companies maintain a presence on Twitter without investing in paid activities. When appropriate, some leverage the platform to comment on breaking news, relevant trends or to showcase brand personality.

Step 4: Tap content contributors, sales reps, consultants, and others on the front line for suggestions and feedback on your assumptions. Chances are, their expertise and regular interactions with prospects, customers, and decision makers will provide critical insights you may have missed in your research.

Step 5: Iterate, iterate, iterate. Once you and your team have finalized your approach, test it against your prior method. Use Google Analytics (or your platform of choice) to measure traffic, engagement and conversions. As you determine how your audience responds to the changes, adjust your strategy to reflect your findings.

How does your team deliver content to your community? Share what works in the comment section below or tweet us @hannon_hill.

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