Many business leaders have gotten the memo that content can expand their business, but have not yet implemented a content distribution strategy for their content. Well-written content can take hours to write, but if it’s not posted online and put in places where your audience is going to find it, all that time spent writing has no payoff. If you do not have a plan to share that content with the world, you are losing potential value when you could be gaining traction with your customers.
Fortunately, content distribution is easy enough if you know how to do it. In this guide, we explore how to distribute your business content by exploring categories of content distribution channels. Not all of these channels are necessary for every business, but leveraging the right channels for your business can gain momentum for your content and make an impact in your market.
Understanding content distribution will make it easier to assign directives to others to distribute content, too. In turn, getting a good grip on how distribution happens will make it easier to hire the right PR firm, community engagement group, social media agency, or any other vendor who focuses on fulfilling part of your content distribution strategy, making your bidding processes simpler, more efficient, and easier on your budget.
This guide will examine the tactics and benefits of six types of business content distribution channels:
- Press relations
- Guest appearances
- Community outreach
- Search engine marketing
- Owned content
- Direct sales
These channels offer you a wide variety of options for your business content distribution strategy and are often best used in concert with one another.
As you read about each type of channel, it may help to pause and visualize how these channels can be applied to your business.
What are some ideas you can implement immediately to achieve instant upgrades?
Do you have the budget and personnel to make it happen?
Who can you talk to?
What are your alternatives?
If you ask yourself those questions and truly assess the ideas we have gathered, we promise that by the end of the exercise you will find several easy opportunities to increase how many people see and engage with your brand.
Last but not least are all of your sales channels. To exist, a business needs at least one customer (or client, if you prefer that term). Your sales team knows a lot about your product and your audience. Your marketing team and your sales team must work together for you to maximize the impact of both. If your marketing team develops collateral that is useful to sales, you will see a higher quantity of larger sales close at a more rapid pace.
Direct Sales Content Distribution Benefits
- Warms up leads
- Closes sales
- Cross sells and upsells by introducing new products and ideas
Direct Sales Tactics
Direct Sales Tactic 1: Leverage telemarketing
In spite of severe regulatory restrictions implemented over the past few decades, telemarketing still works. Your phone team is usually one of your most dedicated sets of evangelists from inside your company. Successful telemarketers operate via adaptable scripts and know how to navigate almost any possible conversation with a prospect.
Use telemarketing as a chance to impress any new messages upon the people you’re calling. Just like your service department, your sales team can carry forward important brand messages as they talk to your audiences. Make it part of their script to offer marketing collateral as a followup to their calls. Invite them to events. Get the message through on the phone.
Direct Sales Tactic 2: Make your pitch face-to-face with door-to-door sales
Never underestimate a sales rep who can pitch people one by one. These folks are persistent. They have to be; the failure rate is too high.
Face-to-face sales reps can hand out brochures or promotional items of follow up via digital means. Make sure to leverage their good-old-fashioned content distribution capabilities.
Direct Sales Tactic 3: Attend trade shows
Trade shows and conferences are where many companies build authority. In many industries, there are specific shows that everyone goes to. These shows get plenty of publicity that you can use to your advantage.
Consider preparing well in advance for trade shows so you can maximize all opportunities and prepare your content for distribution. With so much foot traffic, you should be able to get your content out to critical prospects without too much trouble.
Direct Sales Tactic 4: Launch direct mail and email campaigns
With direct sales emails and direct mail campaigns, you can send content directly to a client’s inbox.
Direct Sales Content Distribution Tips
Direct Sales Tip 1: Connect sales to marketing
If your marketers, product leaders, and sales reps are connected, you will eventually see powerful content messaging and distribution arise from their relationships. Make sure they are collaborating.
Everything you produce for marketing can be turned into sales content. If you are writing ebooks for key audiences, those can be broken into tip sheets and all other kinds of material that are direct sales content delivered to the prospect by hand from your sales team. Leverage all of your efforts together. Use the content you develop in one place to be distributed through plenty of other channels.
Let no good content go to waste.
Direct sales tip 2: The sale is the point
While direct sales channels are good content distribution channels, the sale takes priority. A lot of sales discussions are facilitated through conversation as opposed to content.
When it makes more sense to sell than to distribute content, focus on closing the sale.
A sound content distribution strategy is essential to your business. Content distribution expands your reach, putting your message in front of new audiences and creating room for new opportunities. While you do not need to leverage every channel, taking the time to find the right content distribution channels can pay off for years to come. Smart content distribution strategy multiplies the effect of your content, making better use of your time and resources.
Now that you have an immediate list of the most common channels to explore, you should be able to find the ones you want to leverage and start amplifying.
Need help figuring out where to start?
If you have any followup questions, contact RedShift Writers for a conversation. Our experience in content strategy spans both content production and content distribution. RedShift Writers has deep experience in writing and distribution in both the public and private sector. Whether you are exploring content strategy for social media channels, news outlets, newsletters, ads, or any other medium, drop us a line at 832-489-7643.
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