How to distribute your demand generation content
Demand generation is an essential part of your digital marketing strategy to drive awareness and interest in your brand and its products or services. And while you can craft amazing demand generation content, it’s important to remember the distribution portion of your marketing strategy otherwise no one will ever see your amazing content!
From ads to social media posts, there are a lot of ways to distribute your content to get it in front of the right people at the right time.
In this post, I’m outlining six ways you can distribute your demand generation content and campaign ideas to drive up interest in your brand and turn visitors into leads.
6 ways to distribute your demand generation content
1. Search
You need to optimize your content for the search engines to help people looking for your offerings find them in the first place. Two of the biggest factors for SEO for demand generation content are:
- Keywords
- Search intent
Without keywords, your content won’t be indexed properly by the search engines and without search intent, you can’t help customers figure out who you are, what you offer, and why they should buy from you.
SEO is a marathon, not a sprint and you can’t expect to launch a website and be #1 on Google the next morning. SEO takes a consistent effort to create quality and relevant content. But, that doesn’t mean you can’t help speed things up a bit if need be.
Search ads are a great way to get your brand in front of the people looking for companies just like yours – who may not have found you organically. You choose what keywords you want your content to show for as well as any terms you do not want your content appearing for, which helps ensure your ads are only shown to people who are more likely to convert into leads or customers.
2. Sponsored content
With the right placement, sponsored content is a fantastic opportunity to get your content in front of a specific audience. Placements can be done in email newsletters, posting blog content on another website, in a print magazine, co-hosting a webinar, or being a sponsor on a podcast.
One of the perks of sponsored content is that you get twice the promotion out of it as the distributor or host should also be telling their following about your new content. With sponsored content, you want to make sure you’re providing the audience with relevant and exclusive content. Do not just copy and paste an old blog post of yours! This is a great opportunity for thought leadership pieces or to share industry trends or news.
3. Social media
Social media, like search, can be done both organically or paid. As before, an organic approach to social media takes longer but customers are more likely to trust your brand if you’ve got an established social media presence and following. Just buying your way into people’s feeds is not a long-term strategy for social media marketing.
But, the power of social media marketing can help put your content in front of new audiences and your target demographic very easily.
4. Email
It’s a classic and it’s still a strong marketing channel to distribute your content on. The easiest opportunity for demand gen content is by offering a discount code or special offer to new email subscribers and then sending them complementary content in your first email with their coupon or code.
5. Event marketing
Events and other in-person conferences and tradeshows took a major hit last year but events are still a top way to get in front of the right people and introduce them to your brand. Instead of handing out the same old socks or pens, why not hand out a printed ebook or guide tailored to the audience that subtly introduces your brand and why they need you.
This ebook is not the same as a product brochure! It needs to be educational and relevant to the audience to establish your brand’s authority and trust. If event attendees feel like they got something valuable from you, they’ll be more likely to investigate your brand further. If they feel like they got duped by taking a sales pitch, they’ll be less inclined to want to look you up.
6. Remarketing
Have someone visit your website and then bounce without really getting the chance to know you? Hope isn’t lost! With remarketing ads, also known as retargeting, you can get your brand back in front of them on the next website they visit. Use a strong CTA to encourage them to revisit your website or perhaps even offer a discount to catch their attention.
Always make sure that distribution is a part of your content strategy so you’re appropriately optimizing your content and maximizing your distribution channels. By thinking of where you’ll share your content, you can make sure that your message is consistent across every channel and that user expectations are always met when they click on your ad or social media post.
