Tips for Navigating Digital Distribution

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!!!!

Something I noticed no one in marketing really talks about: 👉 How much more difficult distribution gets the further your team goes down the awareness funnel. Quick refresh on awareness funnel: 1️⃣ Problem aware: knows they have a problem, need to know options for solving it 2️⃣ Solution aware: knows there is a solution, but doesn't know what products exist to solve it 3️⃣ Product aware: knows the products available to solve the problem, doesn't know specifics about your company and why/how you're better 4️⃣ Most aware: Has selected you as a short list vendor, needs to know specifics about your offering to choose you over others So, when you're creating stage 3 and 4 content, no one really talks about: 👉 How it's really freaking hard to create this content in the first place. You'll need help and buy-in from sales, applications specialists, product, leadership... Then, you need to actually create high-quality content that speaks to this awareness stage. Few companies do this well, and when you do... 👉 It's EVEN harder to distribute this content. This ain't a comparison page that sits on your website collecting dust. These are quality pages that took a lot of effort to plan and create. You'll want to have multiple repurposing and distribution plans. For example, one competitor comparison write-up could be: 🔷 A website page 🔷 A training session with sales 🔷 2-3 social posts 🔷 1-5 videos showcasing specific use cases and features 🔷 A slide deck 🔷 Print collateral The list goes on. And this is where I see the biggest miss. For companies savvy enough to create product aware and most aware content, ensuring these are distributed in many ways across many "channels" flops. You need to get creative about what you define as a distribution channel, then how you distribute becomes much clearer. And the stakes are high because these are - by far - the most valuable assets you can create. #b2bmarketing #productmarketing P.S. Don't even get me started on "measuring" this 😉

Most brands build podcasts for awareness. But the real opportunity? Distribution that moves with your buyer. Here’s how to set up distribution that serves each stage of the journey, not just the highlight reel. Problem-aware: Use short-form content to spotlight pain, introduce perspective, and build trust. Solution-aware: Make insights easy to find and share through SEO, email, and sales enablement. Decision-ready: Reinforce trust with case studies, playlists, and objection-handling clips. Distribution isn’t just about showing up. It’s about making your content matter where it counts. Start with the buyer. Then build the map.