Scaling Your B2B Content Distribution: Strategies for Growth

In today’s digital world, content is crucial for marketing and sales. Studies show that 74% of companies see increased lead generation through content marketing, which is also 62% cheaper to maintain than traditional campaigns.

While businesses invest time and resources in creating valuable content, they often overlook the importance of effective distribution. B2B content distribution can be challenging; for instance, 78% of companies rely on social media, which isn’t always the most effective channel.

By adopting the right technologies, like AI tools, businesses can identify the best distribution channels, understand audience behavior, and personalize content delivery.

In this blog, we’ll explore effective B2B content distribution strategies to help companies grow. Read on!

Table of Contents:

I. What is B2B Content Distribution?

II. 8 B2B Content Distribution Strategies that Power Growth

1. Know Your Customers 
2. Define Content Distribution Goals
3. Reach Customers at Their Preferred Channels 
4. Adopt an Omnichannel Distribution
5. Distribute Content in Diverse Formats
6. Build on Personalization
7. Explore Predictive Data Analytics
8. Upgrade to an AI-powered Automated LMS

III. Benefits of Adopting Strategic B2B Content Distribution

1. Save on Costs
2. Higher Lead Generation
3. Higher Customer Engagement & Retention 
4. Drive Revenues and Profitability

IV. Wrapping Up

B2B content distribution refers to a structured process by which content is created, published, and distributed across multiple channels to businesses and professionals. This function aims to build brand visibility and engagement, generate leads, and drive revenues. 

Effective content distribution ensures that valuable content reaches potential clients at the right time and in the right format, fostering deeper connections and encouraging action. Content aggregators play a crucial role in B2B content distribution. By utilizing  content aggregators, companies can enhance their visibility and establish authority in their industry, as these platforms often attract targeted users looking for specific information.

KITABOO is a leading digital content publishing and distribution platform that streamlines content creation, distribution, and performance tracking. It enables multi-channel distribution via web browsers, eReaders, and mobile devices, which helps you increase audience reach and engagement.

Customize your branding options to give your material a distinctive appearance. The platform’s integrated  digital rights management (DRM) features protect your material from unwanted access, and it also offers analytics to help you assess performance and enhance your distribution plan. In order to keep your audience interested, the platform offers interactive features like polls and quizzes in addition to an intuitive content production tool for speedy publishing.

When it comes to maximizing the impact of your B2B content, an effective distribution strategy is essential.

Here are some key strategies that can help optimize B2B content distribution:

The first step is to have a clear idea of the customer profile, the number of customers, as well as potential customers. Enterprises can segregate customers into personas based on aspects such as geography, sectors, nature of business, products used, key content interest areas, engagement channels, and time spent online.

Enterprises must have a very clear understanding of the outcomes they aim to drive using B2B content distribution.

Examples of goals can include increasing leads, driving sales, increasing brand awareness, scaling digital publishing, and promoting specific products, services, or subscription models. These goals can be updated based on the evolving business landscape and needs of the business.

Today, customers spend time across a wide range of online channels. These range from social media and messaging platforms to email, blogs, websites, and digital content marketplaces. Attempting to drive customers to a specific channel can prove to be counterintuitive. Instead, enterprises can be more successful in reaching and engaging customers by distributing content where they are already present and highly engaged.

Today, the number of channels available for the purposes of distributing marketing, sales, and promotion has grown immensely. A recent survey indicated that 10% of companies use as many as five distribution channels. Hence, focusing on multiple channels is emerging as a key B2B growth tactic.

In turn,  businesses can increase their reach and engagement. The key is to choose channels strategically and repurpose existing content to make it suitable for diverse channels to optimize efforts and outcomes. For instance, eBook distribution channels include Kindle and Apple Books. 

B2B audiences tend to consume content in diverse ways yet favor content that ensures a mix of depth, detail, consumability, and actionability. Enterprises can consider delivering a mix of content formats, such as eBooks, videos, podcasts, whitepapers, blogs, and emails, rather than sticking to just one format, such as blogs. The mix should enable audiences to consume content in the shortest frame of time.

The use of technologies such as AI is enabling enterprises to personalize content distribution as per their customer’s browsing and engagement habits, behaviors, and interests.

This approach enables enterprises to deliver content to audiences to drive outcomes, more efficiently. Timely distribution of personalized content can further help generate more leads and drive sales.

Enterprises can reap the advantages of predictive data analytics to improve distribution outcomes. Historical data is used to forecast future outcomes.

Key benefits of this data-driven approach include improved audience targeting, optimized timing of content delivery, and superior selection of content formats and distribution channels.

Enterprises can simplify  B2B content distribution workflows by adopting the use of a single, unified interface.

As opposed to legacy publishing platforms, AI-powered Learning Management Systems (LMS) such as  KITABOO help automate and streamline the creation, publishing, and distribution of content efficiently. Such a platform enables superior collaboration, execution of content aggregation strategies, easy integration with existing software,  and personalization of content distribution. Enterprises can also white-label platforms.

Here is a snapshot of key benefits that enterprises can derive through B2B content distribution:

Through strategic and targeted content distribution, businesses can reduce the cost of customer acquisition, marketing, and branding-related costs. By automating various processes, businesses can also reduce dependency on human interventions, thus running operations with lean teams. 

Strategic content distribution helps businesses reach and engage with customers more effectively. It can also attract newer audiences. These activities help expand the generation pipeline, which paves the way for more business.

Channel selection plays an important role in the success of B2B content distribution. Strategically choosing channels where customers are highly engaged, as well as distribution of content during windows when the customer is active, translates to higher customer engagement.

Engaged customers are typically easier to retain. As businesses improve customer retention, they can lower customer acquisition costs.

A superior content distribution system also paves the way for enterprises to expand their bouquet of business models. For instance, the use of an AI-powered LMS supports diverse business models. Some examples include perpetual, rentals, and subscriptions. This approach drives revenue expansion.

By being strategic with B2B content distribution, businesses can achieve their goals faster and more efficiently.

In this regard, adopting a superior LMS has advantages such as easy integration with an existing tech stack and white labeling. This approach also paves the way for multiple business models and a higher Return on Investment (ROI) in content creation and publishing efforts.  

If your business wants to increase its impact through content creation, marketing, and distribution, consider adopting the right technology solution.

KITABOO is a dynamic digital textbook platform that empowers businesses to leverage cutting-edge technologies, including AI, machine learning, cloud computing, and robotic automation, all in one solution. This enables a sustainable and cost-effective content workflow.

Ready to elevate your content strategy?  Connect with us today to explore how we can help!