May 4, 2024

15 Strategies for Effective Content Distribution in B2B SaaS

Ryan Sargent
Ryan Sargent

You’ve heard the question: If a tree falls in the forest, but no one is around to hear it, does it make a sound? 

What about this: If you’re making content, but no one sees it, is it worth the time, effort, and money it took to create it? 

Effectively distributing your content is vital to your marketing efforts’ success. In the crowded B2B SaaS environment, you’re fighting for your target audience’s attention, and promoting the right content at the right time helps you reach your ICP. Your content will be more effective at generating leads, which directly contributes to higher revenue. 

Let’s look at 15 tried and true strategies for getting your content seen. 

What is content distribution in B2B SaaS?

Building content is the most impactful way to cultivate a strong inbound marketing funnel. And if you aren’t creating your own content in-house or partnering with a marketing agency that does the heavy lifting for you, you’re leaving money on the table. 

However, it’s not enough to simply create content

Sure, crafting assets that align with your brand messaging and promote your offering is important, but it’s useless if no one sees it. How, when, and where you share content is just as — if not more — important than the content you create

Content distribution is the practice of sharing your content so that it reaches your target audience. It’s not enough to publish a post on your blog or release a new podcast episode. Sharing your content strategically ensures that you’re cross-posting across various channels in ways that actively engage your audience.

We understand you’re busy, so we dove deep into content distribution on our podcast. Tune in or keep reading to discover how the right distribution techniques can supercharge your content marketing. 

Common content distribution challenges for B2B SaaS companies

Successfully distributing your content is no small feat, but it’s a problem all B2B SaaS companies need to solve. You may run into these common obstacles along the way, but with the right preparation and execution, distributing content will become second nature in no time. 

Identifying the right channels

There are countless ways to distribute your content. Email newsletters, landing pages, influencer marketing — the list goes on and on (and on). 

Knowing where to start is the first major obstacle all B2B SaaS brands face when deciding how to distribute content. 

Some distribution channels will be obvious based on the platform’s functionality. If you have an hour-long pre-recorded webinar, you can’t share it on Instagram. Similarly, including a 2,000-word description on each podcast episode negates the on-the-go nature of audio content.

The most important element of successful content distribution is finding where your audience spends their time. You won’t want to post exclusively on LinkedIn if your target audience loves TikTok. And you wouldn’t prioritize video content if your ICP constantly checks their email for quick, digestible content. 

Understanding platform specifications and your audience’s demographics allows you to choose the right marketing channels. 

Creating platform-specific content

Crafting unique content for each platform is a puzzle. Particularly when you create content without a detailed distribution strategy, it may feel impossible to distill a piece of content down to its core. Reformatting the content to fit the best practices and requirements for various distribution channels without your messaging getting lost in translation can be tough

The right strategy anticipates these challenges and sets your team up for success against them. Taking the time to understand what works and what doesn’t for different formats and different platforms is worth the extra effort. It allows you to engineer top-, middle-, and bottom-of-the-funnel content that targets users right where they are in the sales funnel. You’ll reach new audiences, generate more website traffic, and improve your conversion rate. 

Measuring impact effectively

If you don’t understand your content’s key performance indicators, tracking content efficacy is a nightmare. Content marketing KPIs illustrate how well a piece of content is working, and they look a little different for each platform. 

Bloggers will want to measure things like bounce rates and total visitors when measuring success for your website’s blog. But for your social media channels, you’ll need to track engagement metrics, like comments, likes, and followers. 

It’s also often challenging to trace attribution. With so many touchpoints, it’s not always clear which piece of content was the deciding factor for a lead conversion. Data management and analytics tools help resolve these issues, but your team will need the know-how and time to parse through the metrics — or to partner with an agency equipped to do it for you. 

No matter which content promotion platforms you choose, defining and measuring your success is a necessity. 

Scaling content production

SaaS startups often operate on shoestring budgets. If the thought of producing enough content to effectively distribute breaks you out in a cold sweat, you aren’t the only one. 

When resources are limited, it’s that much more important to make sure your content goes the extra mile through effective distribution. Connecting with a content marketing agency in your budget alleviates your internal team’s bandwidth. Content refreshes and repurposing will roll back the time and effort it takes to create additional content. 

No matter how much content you create or where you post it, high-quality content will always perform better than poorly strategized fluff. The right distribution strategy ensures the content you create reaches your target audience. 

15 strategies for B2B SaaS content distribution

To maximize your content’s impact, here are our top 15 strategies for effective and sustainable content distribution.

1. Leverage SEO for organic reach

For many SaaS businesses, search engines are one of the most impactful distribution channels. By creating SEO content, your content — and, therefore, your company — will rank higher on search engines and be more accessible to users. The higher you are on the SERP, the more you’ll convert casual browsers into site visitors. 

SEO is a complex, multi-faceted practice, and it’s worth getting right. Understanding search intent, strategically implementing keywords, and optimizing your site’s responsiveness are all crucial elements. 

Even if you optimize all of your content before posting, don’t forget to regularly audit your content to refresh critical pieces. This ensures your content always follows current best practices, capitalizes on emerging keywords, and doesn’t lose effectiveness from content decay

Your audience’s needs will continue to grow and shift. Your product or brand positioning may change. SEO isn’t a one-and-done endeavor; it requires thoughtful nurturing to maintain or improve search engine rankings. 

2. Utilize social media platforms

Social media posts are a great way to cultivate online brand awareness and amass a following. LinkedIn, Facebook, Instagram, X, and TikTok are the frontrunners in social media right now, particularly for B2B SaaS brands. Social media allows you to communicate directly with your audience, sharing your expertise, and promoting your software. 

Before you schedule your first post, perform market research to ensure you’re posting on a platform where your target audience spends time.

With the right strategy and a little bit of alchemy, your content could go viral, reaching entirely new heights. Consistently posting high-quality content could place your profile in front of demographics that otherwise would have never come across your software. 

Additionally, most social media platforms are compatible with PPC campaigns. You’ll be able to fine-tune your targeting to connect with a larger audience on a deeper level and leverage powerful call-to-actions to power conversions. 

The seemingly infinite potential for organic and paid success makes social media one of the strongest content distribution channels. 

3. Invest in content syndication

Expanding your content’s reach through syndication is a powerful tool for improving brand awareness. Through syndication, third-party platforms publish your content on their sites. By partnering with established publications, your content becomes readily accessible to viewers outside your typical audience. 

As ever, you’ll want to optimize your shared content for search engines to make the most of your potential readership. For SaaS startups, common syndication opportunities include TechCrunch, Business Insider, and Outbrain

Make the best use of these established readerships by crafting focused, value-heavy content. Aim for depth over breadth. Showcasing one narrative in your syndicated content builds cohesion — rather than trying to cram everything you know into one post. 

You’ll also want to emphasize SEO. Your content will get a natural boost from being featured on a high-traffic publication, but you can take it even further by ensuring search engines can easily crawl your content and start feeding it out to search queries. Syndication often leads to credible backlinks, which will immediately give your SEO a boost. 

4. Explore email marketing opportunities

Your content distribution strategy should align with your overall marketing direction. You’ve likely been accumulating an email list. This effective tool puts you in direct communication with people already curious to learn more about your product, and it’s time to put that list to good use. 

Targeted email marketing campaigns put your content in front of people who have already shown an interest in your business. This opens up a fantastic opportunity to generate conversions to sales. 

Avoid top-of-funnel content here, as you’ve already hooked these readers. They likely have a basic understanding of your product offering and are ready to learn more from you. Instead, funnel informative MoFu and BoFu content directly to prospects. Case studies, round-ups of your favorite recent blog posts, and even coupons work extraordinarily well in email newsletters. 

You could also promote an email class or series where people who sign up are segmented and receive a steady drip of educational emails over a set period. Short-term campaigns generate interest and excitement and are a great gateway for new subscribers or excellent fodder for a re-engagement campaign. 

5. Partner with influencers

There’s a reason influencer marketing is rapidly gaining popularity. Collaborating with influencers in — and out — of your direct industry positions your content in front of a larger audience. As a SaaS product, this will likely look like a paid partnership or a gifted trial of your service. 

These marketing efforts rely on the viewership and credibility of a notable figure in the community. Reasons you would select an influencer to partner with include: 

  • Reaching new niche communities: Some or most of an influencer’s viewership may exist beyond the scope of your typical audience, increasing brand and product visibility.
  • Strengthening community ties: Successfully collaborating with influencers builds goodwill within your target market and keeps your product top-of-mind.
  • Increase conversions: Partnering with an influencer to promote an exclusive offer increases the opportunities for conversions and leads to new customers.

6. Incorporate paid advertising on social media

Paid ads and social media go together like peanut butter and jelly. You boost your content’s visibility and utilize a clear CTA to promote conversions. When you promote content through PPC ads, you’re able to reach viewers beyond your following and use precision targeting to focus on specific demographics and user behavior. 

You can also explore paid advertising on search engines to broaden your exposure. Search engine marketing offers immediate visibility to users browsing your targeted keywords. By distributing content through this paid marketing channel, you can maximize exposure on saturated keywords that would otherwise be difficult to rank highly on. 

7. Repurpose content across formats

One of the best ways to distribute content is to repurpose content you’ve already created and share it somewhere else. Different types of content will perform better on different platforms. You can easily parse down long-form content into bite-sized insights and redistribute it on social media, such as breaking a blog post down into a Twitter thread or sharing a short clip from your podcast on LinkedIn. 

Let’s look at a few more successful ways to repurpose content that won’t over-exert your team: 

  • Turn reports into infographics: When you conduct surveys for large-scale reports, you’ll have plenty of interesting information that can be easily scaled down into infographics that are perfect for social media.
  • Transform case studies into podcast topics: If you’re already planning to interview a current client for a case study, why not go the extra mile and invite them onto your podcast? Your audience can hear straight from the mouth of your happy client, and you’ll double your content output.
  • Compile blog posts into a tell-all guide: Your blog is filled with helpful information. Identify corresponding blog posts and combine them into one ultimate guide to get another piece of high-quality content with a fraction of the effort. (Bonus points if you use this content as a gated lead magnet!)

When you’re repurposing content, start with your highest-performing and most effective content, and then optimize your repurposed content for each marketing channel. 

8. Engage in community forums

Often overlooked, community forums can be an excellent tool for positioning your content in front of those most likely to benefit from it. You’ll be able to share your expertise, connect with potential customers, and emerge as a reliable resource. 

Of course, you won’t want to spam your content. (Most communities prohibit that, anyway.) But thoughtfully engaging with the community that relates to the problems your software solves establishes you as a thought leader in the industry and puts your business in front of the right audience. 

9. Use content curation platforms

Distributing your content through content curation platforms allows you to reach a tailored audience. By communicating directly to these platforms’ built-in audiences, successful content will provide value, establish you as an industry thought leader, and create opportunities for backlinks to your website. 

No need to create wholly new content here. This is a fantastic opportunity to repurpose existing content to squeeze out a little extra juice. Medium, Feedly, and Curata are excellent options for B2B SaaS companies hoping to expand their reach. 

10. Implement retargeting campaigns

Your content distribution strategy can also incorporate retargeting campaigns. This powerful tool provides personalized interactions with potential customers. By tailoring your content delivery directly to a user’s behavior, you’ll get the most benefit from your ad budget by increasing brand awareness and your potential for conversion. 

A successful retargeting campaign will keep your brand at the forefront of a prospect’s mind, making them more likely to recall your software the next time they're faced with a problem your product could solve.

11. Offer exclusive content

While content repurposing is a powerful tool in your marketing arsenal, don’t forget the impact of bespoke content. Customizing your content allows you to speak directly to the segment of your audience that interacts on that platform. Exclusive offers work well for this type of distribution, like offering early access to new email newsletter subscribers, crafting resources specifically for community members, or launching a series specific to that channel. 

Always make sure this content has a clear CTA — whether that’s following your social media profile for more helpful information or signing up for a product demo — to drive engagement. 

12. Conduct webinars and live events

Your team is made up of experts in their field: Leverage that internal knowledge through live events and webinars. 

Live online and in-person events allow you to connect with and interact with potential customers in real time. You’ll benefit your community by providing valuable information and a memorable experience while increasing brand awareness and trust. 

Hosting a live audience of interested users is exhilarating and impactful. By choosing a webinar topic that directly engages your target audience, you’ll interact with viewers by answering any questions on the spot. This establishes your authority in the industry, positions you as a leading thinker, and promotes your solution as the answer to their problems. 

Not only can webinars be viewed live, but you can save your recordings to repurpose later! 

13. Publish and engage on LinkedIn

LinkedIn is the perfect place to build B2B SaaS connections. Typical posting from individual LinkedIn profiles is great, but thoughtfully curating your content to encourage engagement, networking, and reach is even better. 

LinkedIn’s publishing feature promotes long-form content directly on your LinkedIn company page. It’s a straightforward tool that funnels content directly to your followers, and regular posting keeps your software top-of-mind. 

As you continue to publish content, you’ll also want to engage with comments on your content or other people’s content. This helps the algorithm learn who will enjoy your content, allowing it to be better distributed.

14. Try collaborative content creation

Content creation doesn’t happen in a vacuum. Collaborating with other brands and industry leaders to co-create content increases the depth of information you provide readers. 

By aligning with other influential figures in the B2B SaaS sector, you’ll broaden your reach while still targeting a similar audience. Work with reputable experts whose experience and knowledge complement your software product. This way, you’ll both gain visibility from the collaborated content. 

15. Develop podcasts and audio content

Not everyone enjoys sitting down at their desktop and reading a 5,000-word blog post. If that’s all you’re creating, it’s time to expand your horizons. 

Audio content is a great addition to your repertoire for those who learn best by listening. Plus, podcasts are the perfect vessel for content distribution for two primary reasons. 

  1. Your existing written content can be converted into a podcast script or discussion topic, acting as a fantastic opportunity to plug new listeners into your existing content.
  2. Podcast episodes are incredible assets you can reformat into blog posts and social media assets. By sharing a highlight reel or soundbite from your podcast on your LinkedIn page, you’ll gain visibility and encourage engagement across both platforms. Embedding your podcast into a blog post adds depth to your content — or create a round-up of your favorite insights from the podcast

The possibilities are nearly endless, as you can seamlessly repurpose podcasting and audio content across different content formats and channels. 

When should you start distributing content?

The best time to start distributing your content was yesterday. The second best time is today. 

From now on, all of your content should be built with distribution in mind. Otherwise, it’s a waste of your time and resources. But what about all of your existing content? Here are a few key ways to assess your current backlog to see how you can repurpose and redistribute it. 

  • Define your distribution goals: Before you say yes or no to a piece of content’s potential for redistribution, you need to set specific criteria for success. Are you hoping to increase organic traffic? Improve brand awareness? Move leads through the sales funnel? Align your content goals with overarching content marketing strategy and business goals to ensure your efforts are best supporting the company.
  • Audit content for evergreen opportunities: Generally speaking, you should avoid redistributing trendy, seasonally-specific content after the fact. Capitalize on distribution during those high-impact moments for content in the future. Evergreen content is a perfect opportunity for long-term distribution.
  • Identify content that adheres to current brand messaging: All content being distributed should align with active brand initiatives and messaging. If it doesn’t, add it to your content refresh pipeline or prune it entirely.

Whatever you do, don’t delay! Start implementing content distribution plans today.

What tools do you need to get started?

Content distribution doesn’t have to be a huge headache. With the right content distribution tools, you’ll be well on your way to a streamlined process. 

Content management systems (CMS)

Your CMS is a pivotal element of a functioning content program. Here, you’ll manage content creation, publishing, and upkeep. You’ll want a CMS you find intuitive for planning and scheduling content as well as long-term content management, such as content audits and SEO updates. Webflow, WordPress, and Drupal are common options. 

Social media management platforms

Bouncing from app to app can be a hassle — and a logistics challenge when providing access to multiple team members. For a seamless process, add a social media management platform to your tech stack. Tools like Sprout Social and Hootsuite make scheduling posts a breeze and combine all the analytics across different platforms into one convenient place.

SEO and analytics software

SEO tools and analytics software give you an inside look at what works — and what doesn’t — for your site. Tools like Google Analytics give you the ability to take an in-depth look at site traffic sources, time spent on your site, page views, and so much more. 

Incorporating SEO-focused software into your content regimen from the beginning allows you to build stronger, higher-performing content right out of the gate. Ahrefs and Semrush are popular tools for keyword research, competitor analysis, and rankings tracking. 

Email marketing platforms

Your email list is one of your most valuable marketing assets. It’s a fantastic avenue for distributing content directly to people who want to see it. Depending on your specific needs, consider leading email marketing tools like Mailchimp, Flodesk, and Constant Contact

Automation and integration software 

Don’t get bogged down by manual work. Simplify and streamline your distribution workflows by incorporating automation tools. Zapier, If This Then That, and Make are all powerful automation software options that can be integrated across platforms for consistency. 

How to measure the success of your content distribution strategies

Without clear reporting, all of your hard work will go unnoticed. Measuring the right metrics allows you to communicate ROI to stakeholders, identify and rectify any missteps in your marketing efforts, and capitalize on new opportunities as they arise. We’ll take a closer look at the most valuable metrics to keep an eye on for content distribution. 

Engagement metrics

Content engagement is a leading indicator that your content is working. On social media, engagement metrics include likes, comments, and shares, whereas site engagement includes time spent on page. The higher the engagement, the more effectively the content conveys your message.

Reach and impressions

As you scale your content program through stronger distribution efforts, you’ll be able to reach a larger audience. Reach and impressions will look a little different from platform to platform — blog traffic will focus on visitors, while Instagram would look at views, for instance — but the general sentiment is the same. This metric defines the number of times people see your content. 

Conversion rates

Distributing content appropriately can impact your conversion rates. Especially when you’re focusing on pay-per-click advertisement, conversion rates become a high-priority metric. You’ll want to track conversions to understand if your CTAs are working and if you’re targeting the right people. Plus, you’ll be able to communicate each campaign’s ROI. Common conversions include sign-ups, downloads, and sales. 

Traffic sources

Understanding where your audience comes from allows you to target that source to gain additional traction. If most of your site traffic comes from Google, why waste your money on a Bing advertisement? Organic visitors from LinkedIn posts are a great indicator that you should funnel more energy toward LinkedIn, not start veering off on TikTok. Analyzing your traffic sources is a helpful way to know which distribution channels are working so that you can multiply those efforts.

Audience growth

Monitoring the number of people who regularly view and interact with your content allows you to learn so much about your target audience. Through analytics, you can glean demographic information, time of activity, and content preferences. 

For social media, the metrics include the total number of followers and the increase in total overall reach — followers and non-followers alike. Email list growth is measured through the number of subscribers. You can dive deeper and learn which distribution efforts have contributed to the most audience growth to inform future campaigns. 

Examples of B2B SaaS companies that distribute content effectively 

Let’s look at a few SaaS companies that have really nailed their distribution strategies. 

  • HubSpot: As an established SaaS company that coined the phrase “inbound marketing,” it’s truly no surprise that HubSpot knocks their content distribution out of the park. 

One of their most well-known distribution tactics is INBOUND, a three-day conference where they host curious marketing and sales teams. This live opportunity generates interest and acts as a fantastic way for HubSpot to share their expertise, announce new product offerings, and perform live demos. Keynote speakers will also be streamed, generating additional engagement online.

  • Intercom: Customer support software Intercom utilizes their podcast, The Ticket, to connect with listeners. With run-times all under half an hour, The Ticket caters to listeners in a fast-paced environment, perfect for their target audience of support team members who understand the value of every minute. 
  • Buffer: As a social media management platform, Buffer understands the importance of optimizing content for different platforms. Here, this LinkedIn post shares high-level insights from their larger blog post on nonprofit marketing tips. By providing zero-click value, they engage with their audience immediately, and interested readers can click through to the blog post for a deeper dive. 

Elevate your content distribution practices with Ten Speed

Distributing your content effectively is the secret ingredient to a content marketing strategy that works. In the saturated B2B SaaS market, content distribution tactics give you the needed competitive edge to stay relevant. With the right tools and these 15 distribution strategies, your content will gain more engagement and lead to higher revenue.  

At Ten Speed, we help B2B SaaS companies overcome common distribution challenges through strategic partnerships that set them up for success. By centering your business goals, we make sure your content is impactful — not just an afterthought. 

When you’re ready to maximize your content’s reach, book a call with us.

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