Promotional Material Distribution

In a previous role, I had a whopper of a content calendar. We published 20+ content assets in a quarter. And I don't mean just mean 2000-word blogs. Think full-blown, beautifully designed guides and ebooks with downloadables, templates, videos, the works. It was helpful content. Content that got us rave reviews from folks who read it. But the "folks who read it".... were a handful. We spent so much time creating what would help our audience that we forgot to plan how it would reach them! Here’s where we went wrong, and what we should have done instead: ❌ We moved on to the next asset too fast. ✅ What we should’ve done: Give each asset a 4–6 week promotional tail → Multiple formats (clips, carousels, expert quotes) → Layered email, community, and ad distribution → Surface older assets when contextually relevant ❌ We wrote TL;DRs, but only on the blog/asset page. ✅ What we should’ve done: Turn them into teaser content off-site → Snackable LinkedIn posts, tweets → Pull 2–3 standout ideas and build posts around them → Use the TL;DR in newsletters as a story hook, not a table of contents ❌ We buried CTAs and lead magnets inside the content. ✅ What we should’ve done: Lead with value where people already are → Show previews: screenshots, Looms, real use cases → Let ungated assets build trust before asking for a form fill ❌ We tagged contributors, but didn’t enable them. ✅ What we should’ve done: Make it relevant, easy, and rewarding to share → Platform-ready posts, short video clips, tracked URLs → Spotlight their POV in newsletters or spin it into joint content like AMAs → Share outcomes so they see their impact ❌ “Post on LinkedIn” = the extent of our plan. ✅ What we should’ve done: Bake distribution into planning → Choose formats based on channel fit → Pre-map 3–5 distribution plays for each asset → Assign owners for both content and distribution Lesson learned: Distribution is not an afterthought. Now, I build content backwards: From audience > to platform > to format > to asset. Not the other way around.

If you’re struggling with distribution… here’s a tactic for getting the most out of your content: 1. Create a primary distribution list These are the spots where you distribute every single piece of content. It’s typically: Your own social Your newsletter Your podcast Your blog 2. Make a secondary distribution list Now this is where things really take off. For specific pieces that you want to distribute further, you can treat it a little bit like a campaign. You have to look past your typical means of promotion to things like: -social spread through influencers (or even your own made up street team) -social spread through all of your employees (Nooks.ai does this so incredibly well. Have you seen their recent campaign of booking a demo after ingesting hot sauce???) -mentioning the piece on a podcast one of your employees or CEO is already set to appear on on the topic (or booking one to speak on it) -guest posting (yes it’s still a thing, though definitely not as much) -contributing articles to relevant sites -a sponsored spot on a newsletter, or a feature in a relevant newsletter (if you can pitch the piece to them they might even make a full post on it) Sooo many ways. For instance… Say you have a piece of original research. A report, if you will. Here’s how extra distribution might play out: Do all of your primary distribution… spread the research on your social, in an email, in your newsletter… Then, 1. Break the original research into 4 optimized articles 2. Create paid ads to send people directly to both the articles and the original research itself 3. Look for any pieces on the internet that 4. If anyone in your company has a good social presence and relevant audience, have them do a little promo too, if they’re comfortable with that 5. Have all of your SDRs share it in their own way across social 6. Create a list of all the articles you can find across the internet currently using stats that are relevant to your research, that you can now update. If your material is now more up to date and accurate, you can send the article owner a message with that info. They’ll likely be grateful and replace the old data with your new, blessing you with a nice backlink If you’re reaaallyy planning ahead, you can build up some hype across social first and create a waitlist to distribute it to once published. Okay, that was a fair amount. Hope it helps! Annnnddd DISTRIBUTE!!!!

One of the biggest challenges we face as B2B marketers isn’t just creating high-quality content, it’s making sure that content reaches the right audience. At Dreamdata, we've faced this challenge firsthand with our own content. We spend countless hours refining insights, gathering data, and crafting narratives. But without strong distribution, even the best content can fall flat. Here’s what we’ve learned: valuable content needs the right channels, strategies, and timing to reach qualified buyers. Why is content distribution so tricky in B2B today? Audience fragmentation: Our ideal buyers are spread across different platforms, communities, and networks. Reaching them needs more than the obvious channels. It needs a strategic, multi-channel approach. Content saturation: The flood of new content means even great work can get lost. Standing out is about more than quality, it’s about smart promotion and positioning. Platform algorithms: Social media and search engines keep changing their algorithms. It’s tough to keep organic reach up to speed. Long buying cycles: B2B buyers don’t make quick decisions. They need multiple interactions before engaging. Consistent, strategic distribution keeps us top of mind. So, how do we tackle this? 👉 We invest in multi-channel distribution that goes beyond LinkedIn. Newsletters, niche communities, partnerships, and targeted paid campaigns are key. 👉 We repurpose content to extend its reach and hit different buyer personas. 👉 We study the data to see which channels and content work best. Then we adapt. 👉 We work closely with our sales team to make sure our content supports conversations and closes deals. Distribution should not be an afterthought. It’s the activity that ensures the value of your content. Creating content is only half the work, distribution is what makes it pay off. What strategies do you use to get your content in front of the right B2B audience? #b2bmarketing #contentmarketing