Video summary (regular type)
My commentary (italics)
Focus Industry
Professional Development and Corporate Training
More Digital Marketing Strategies
This is part 2 of a series on lead generation strategies for small business. There will be a total of 10 strategies covered.
Read part 1 (strategies 1-3) here:
4. Content Distribution
Merely creating content is not enough. It needs to be shared across various platforms, and one could leverage social media influencers or even spend a little money promoting the content online.
Content distribution involves sharing and promoting the content your business creates across various digital platforms. This can include social media channels, email newsletters, online forums, and other relevant online spaces where your target audience is likely to see your content and engage with it.
Generally speaking the more eyeballs you get your content in front of, the greater the likelihood of reaching potential leads. The people in your existing network already know about your business (to one degree or another). Brand awareness doesn’t always happen instantaneously, though. In order for those leads to recognize that you have value to provide them, you’ll have to show up in their feeds regularly. It takes recognition and credibility to move a stranger to a lead, a lead to a prospect, and a prospect to a client.
Content Distribution in the Professional Development and Corporate Training Industry
Identify the Key Platforms: Determine where your target audience spends their time. Where are potential clients such as HR professionals and business leaders the most active? Is it LinkedIn? Industry forums? Somewhere else?
Content Calendar: Plan a content calendar to ensure regular posting and thematic consistency. This doesn’t have to be super-rigid. But, it should help your brand to look more organized and less chaotic. Keep in mind that most social media platforms allow you to schedule posts too!
Leverage Social Media: Use platforms like LinkedIn and Twitter to share insights, articles, and updates about your services. Use a lot of visuals to capture attention.
Engage with Influencers: Collaborate with industry influencers for wider reach. This could be through guest appearances in webinars or co-authored articles. Starting with “micro-influencers” could get you a better ROI.
Paid Promotions: Invest in targeted ads on platforms like LinkedIn to reach a specific audience. Learn more about this by following the link to my post below.
Analytics & Adjustment: Regularly review analytics to understand what content resonates with your audience and adjust your strategy accordingly.
An in-house marketing coordinator or a dedicated social media manager, if you have one, can handle a lot of this. If you don’t have people with those skills on staff, digital marketing agencies or freelance content marketers and social media managers can help. The cost of using one of these 3rd party options varies widely. It could range from $500 to $5,000 monthly, depending on the scope.
Pros of a content distribution strategy:
Wider Reach: Access to a larger and more diverse audience.
Cost-Effective: Compared to traditional marketing, online content distribution can be less expensive (bigger return on your investment!)
Measurable Results: Online platforms offer analytics to track engagement and ROI.
Cons of a content distribution strategy:
Time-Consuming: Requires regular content creation and engagement. Definitely look to outsource these tasks, because…
Skill Dependent: You’ll probably need an understanding of digital marketing in order for your strategy to be successful.
Risk of Oversaturation: Too much exposure can lead to audience fatigue.
For small businesses in the professional development and corporate training industry, effective content distribution can be a game-changer in building brand presence and attracting new clients. It requires a thoughtful approach and commitment to stay-the course but there are significant benefits in terms of reach and engagement to be enjoyed.
Atlantech, a Washington D.C. area company providing phone service, implemented a content distribution strategy that led to a 335% increase in qualified leads. They added a pricing page and “check availability” pages along with multiple Call To Action (CTA) buttons throughout their site. In this case, they already had a strong content distribution strategy. However, they were struggling to move those leads through their sales funnel. So, it goes to show that while content distribution might work well - your work isn’t done. Those leads need to continue to be nurtured.