www.visionb2b.co.uk @visionb2b @renepower

Distributing content for maximum reach & interaction

René PowerFounder, Vision B2B

www.visionb2b.co.uk @visionb2b @renepower

About Rene & Vision B2B• B2B marketing and training

– 20 year business marketing professional– 5 years client-side in PPE– 15 years in agency

• 7 years in pharmaceuticals• 8 years in B2B

• Well networked and connected• Published, blogger, speaker, trainer• Vice Chair, Manchester CIM

www.visionb2b.co.uk @visionb2b @renepower

Session objectives• To understand new ways to get

content distributed, found and interacted with

• To create an initial action plan for distributing content after the workshop

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Your content mission isn’t…

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…but your content mission is…

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Does everyone in the room see themselves as a publisher?

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Simple view of distribution

Marketing

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Want content do they want?• Where are they in their purchase process?

Credit: Gary Magnone

How much of this involves earned/owned content?

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What content works when?

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Ten ways to enhance the distribution of your content tomorrow

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1.Optimise SEO• Ensure keyword

density across meta and on the page– Focus keyword– SEO title– Article heading– Page URL– Meta description

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2.Maximise ‘on website’ presence

• Top listing on blog• Feature on home

page – latest content– Home page slider?– Specific call to

action button?– Dedicated landing

page

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3. Add to email footers• Include a link to latest content in

your email footers across the business

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4.Tell people directly• Email them with an update

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5.Maximise Linkedin reach• Post a personal update• Post a company update• Place in relevant

groups as a prompt for discussion

• Re-publish a version to Pulse

• Share with your connections through messaging

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6.Post to Facebook

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7.Post to Google+

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8.Post blog image to Instagram / Pinterest board

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9.Post to social bookmarking sites• Add URL to sites like StumbleUpon,

Digg & Reddit

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10.Page link to/from blog posts

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Trade media

Trade associations

Search engine indexes

Social media

Bloggers

Main-stream press

Website

Top Internet

sites

Discussion portals

Trade shows

Conferences

Distribution/links

Main stream press

Directories

News sites

Apps/viral newsfeed

News sites

Email

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Summary• Getting the right eyeballs is key• Some are hard to reach• Some will never visit your site, follow

or like you• Play to your strengths • Use the best channels to reach the

right people

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Content distribution breakout• Create your own action plan to

distribute your content

– Who needs to see it/does it help?– Where do they hang out/go for

information?– Who can help you reach a wider

(relevant) audience?