You are a B2B marketer and are responsible for content marketing and demand gen at your company. You have created a few great content assets. You have it done for the different stages of the buyer journey. You have the right content format mix. But now comes the real challenge and the most confusing part: managing multiple content distribution goals across different channels. 

This can feel overwhelming. You want to drive brand awareness, generate leads, and establish thought leadership – all at the same time. But how do you ensure your content resonates with your target audience while distributing it across multiple platforms? 

That’s exactly what I will cover in this article. I dive deep into 6 tactics that will help you balance content distribution with ease.  

Before you read on, I suggest you check out Skalegrow’s article on the basics of content distribution here. The article will make your foundations strong in content distribution, and you will be in a much better position to comprehend this article.  

Strategies to balance multiple content distribution goals and channels 

Balancing content distribution across channels requires a meticulous approach. In this section, let us learn everything you need to do to achieve this. 

1. Understand your content distribution goals first

Determining your content distribution goals is the first step to devising a well-balanced content strategy. Below are a few examples of content distribution goals: 

• Brand awareness: Increasing your brand visibility within the target market. 
• Website traffic: Improving website traffic from your ICP (Ideal Customer Profile).  
• Lead generation: Using a variety of tactics to convert demand into leads.  
• Thought leadership: Establishing yourself as an expert and thought leader in your niche/industry. 
• Customer engagement: Building deeper relationships with existing customers.  

While these goals seem distinct, they are interconnected. Increased brand awareness can lead to higher website traffic, which translates to more leads. Content that establishes thought leadership can also attract qualified visitors by generating more demand for your solutions.  

The key lies in prioritizing your goals. Is brand awareness your top priority during the early days? Or are you aiming for lead generation from the get-go?  Once you have the priority set, it becomes easier to tailor content for each channel.

2. Know your audience and tailor content for different platforms

The next crucial step is understanding your audience’s behavior on various platforms. It’s all about distributing content where your audience wants it and when they want it. Let us look at a few content platforms and their primary purpose or benefits.  

• LinkedIn: Ideal for showcasing thought leadership with a combination of text, image, carousel, and video posts. LinkedIn newsletters and articles can be utilized to publish long-form content.  
• X: Perfect for bite-sized, engaging content like industry updates, thought-provoking questions, or short video snippets. 
• Email marketing: Great for educating your audience using newsletters or curated content. Email can also drive sales when you promote your products and solutions.  
• Industry publications: Online media websites and magazines are a great place to publish content. They give you access to an audience that you otherwise might not be able to reach.  
• Webinars: Well-suited for showcasing your expertise through an interactive experience.  
• Podcasts: Excellent for in-depth discussions and building trust with your audience. 

By understanding platform-specific audience preferences, you can tailor your content accordingly. For instance, you might present a complex white paper on your website but break it down into easily digestible insights on X using a thread. The same can also be repurposed into a carousel on LinkedIn. 

3. Create a content distribution calendar

Once you’ve fixed your goals and chosen the right channels, it’s time to turn your plans into reality. A well-defined content distribution calendar streamlines your workflow and ensures consistent content flow across all platforms. 

Given below are the elements you should include in your content distribution calendar: 

Elements of a content distribution calendar

• Content title: Mention the title of the content piece. 
• Content type/format: Whether it’s a video, carousel, or article, make sure to mention the format.  
• Publication date: Fix the dates to publish different content items on each platform.  
• Purpose of the content: Mention the main purpose or goal of the content (say attracting traffic, generating downloads, getting engagements, etc.) 
• Distribution channels: List the specific channels where you plan to publish the content. 
• Customer journey stage: It is a good practice to create content for different stages of the buyer journey. Have the customer journey stage marked against each content piece you create.  

Here is a ready-to-use content distribution calendar template to help you plan your content distribution activities.  

By creating a content distribution calendar, you gain a centralized view of your content strategy, ensuring a consistent and impactful presence across all your chosen channels.

4. Multi-tasking with content repurposing

Content creation is a time-consuming process, and you cannot afford to wait for fresh content every time. So, how can you cater to different platforms without constantly churning out new content? Repurposing is your answer to this! A well-crafted piece of content can be transformed into various formats to fit different channels. 

Here are a few best practices when it comes to repurposing content: 

• Always go from long form to short form or short form to short form (going from short form to long form is not something that is impossible but is not recommended. This is because expanding an existing piece of content might be time consuming. The best content repurposing frameworks are efficient). 
• Always look for ways to add sections in your new pieces of content where you can embed content you have already created (for instance, if you have a video related to the topic you are writing about in a blog post, make sure to have a section where you can embed it). 
• Try to follow content clusters so that your messaging and content are coherent across multiple channels. 

With these in mind, here is a content repurposing framework that will guide you through the complete process of converting one form of content to another. 

5. Leveraging paid promotion

Organic reach can be challenging at times, especially on platforms like LinkedIn and X. Paid promotion options can give your content a strategic boost and help it reach a wider, targeted audience. Utilize platform-specific ad formats to showcase the right content to the right people at the right time. For example, LinkedIn Sponsored Content allows you to target users based on their firmographic and demographic criteria.  

Note that the content quality is extremely important here. Ads will perform well only if they resonate with your audience. 

6. Tracking, measuring, and analyzing your success

Analyzing your content distribution efforts involves identifying the right KPIs (Key Performance Indicators). You need to identify KPIs for each of the content distribution goals you have set as shown below: 

• Brand awareness: Some of the metrics you should monitor include website traffic, social media following, and brand mentions. You should aim to achieve increased website visits, impressions, and positive brand mentions over time. 
• Website traffic: Here, you need to measure metrics like the number of users, page views, traffic source, etc. Your objective should be to gain a steady increase in traffic over time.  
• Lead generation: To assess the impact of lead generation, measure metrics like number of leads, number of MQLs (Marketing Qualified Leads), number of SQLs (Sales Qualified Leads), etc. Also, determine what percentage of the top-of-the-funnel leads have resulted in qualified business opportunities.  
• Thought leadership: Any recognition you get (both online and offline) for your thought leadership efforts counts. Examples include social media engagement, number of webinar registrations, and number of podcast downloads.  
• Engagement: Track social media engagement metrics (likes, shares, comments), website comments, and comments on YouTube videos. Aim for increased interaction with your content and brand. 
• Customer retention: Monitor metrics like CSAT scores, email response rates, and number of recommendations or testimonials. Look to achieve high customer retention and satisfaction scores.  

Conclusion 

A successful B2B content distribution strategy requires juggling through multiple channels and goals while keeping the main goal intact. By understanding the audience, tailoring content for specific platforms, leveraging the power of content repurposing, and improving based on the data insights you get, you can build a solid content distribution engine that will help accelerate your B2B marketing efforts.   

Skalegrow – B2B brand marketing agency

With marketing getting tougher and tougher, every wrong foot you make might hamper your growth. What you need is the right guidance and a helping hand. This is where Skalegrow can make a sea of difference.

Skalegrow helps IT, tech, SaaS, and embedded systems companies leverage new-age marketing tactics to grow their business. Check out the below intro video to learn more about what Skalegrow brings to the table:

Brand marketing is one of the areas we specialize in. Whether it’s in the form of creating great content, crafting a unique positioning, or ensuring a consistent brand identity, we can help. Write to us at info@skalegrow.com for more details.

About the author

Naseef KPO is the Founder and CEO of Skalegrow. He comes with rich experience across multiple areas of B2B marketing including content marketing, demand generation, SEO, account-based marketing, marketing analytics, revenue attribution, marketing technology, etc. He writes thought-provoking and relevant articles on The Skalegrow Blog and his weekly LinkedIn newsletter Elevate Your Marketing.

Prior to starting Skalegrow, Naseef led large marketing teams in multi-million dollar B2B organizations where he made significant contributions to the topline growth of the business. He has also appeared on numerous podcasts where he shared his thoughts on trending marketing topics such as the application of AI in marketing, startup marketing, ABM, and B2B content marketing, just to name a few. Being the founder of Skalegrow, he is currently focusing on helping its clients stay ahead of their competition by using innovative yet practical marketing tactics.

You can connect with Naseef KPO on LinkedIn.