Content Strategy

How to Adapt Your Content Distribution Strategy

How to Adapt Your Content Distribution Strategy

As the business landscape continues to evolve, B2B product marketers must adapt their strategies to stay relevant. One key aspect of this is content distribution. With the way customers consume and engage with content constantly changing, it’s essential for marketers to be responsive and agile in order to reach their target audience.

According to a Gartner study, 44% of millennials prefer no sales rep interaction in B2B settings. This highlights the importance of having a strong online presence and using relevant, targeted content to engage with potential customers. Alex Buckalew, Senior Product Marketing Manager at GraphCMS, suggests adopting a process-driven approach to content distribution. This includes testing, learning, and adjusting strategies in order to stay responsive to changing customer needs.

Content distribution is not a one-time event, but an iterative process. As Martin Wallace, EMEA Marketing Director at Captify, points out, “our job now is to attract people to come and talk to us, to get them involved in the buying cycle as early as we can.” This requires ongoing investment in research, understanding your brand, and targeting the right audience with the right content.

To be successful in content distribution, marketers must understand the issues that each member of the buying committee is dealing with and where they go to find solutions. This includes asking customers about the resources they use online and the thought leaders and experts they respect. It also means tailoring content to specific individuals and placing it in relevant places where they are likely to find it.

In conclusion, as the buying process and customer preferences continue to change, B2B product marketers must adopt an agile and responsive approach to content distribution. This includes being aware of changes in the market, using a process-driven approach, testing and learning, and tailoring content to specific individuals. By doing so, marketers can ensure their content stays relevant and effective in the ever-changing landscape.

Download More Better Leads Forever (Part 2) – Content Strategy to understand more about this ever evolving topic