I’ve started to read more from John Hall, CEO of Influence & Co. John is a great thinker on content marketing and influence marketing. A piece he wrote on LinkedIn was especially compelling — both for its content and for the reactions that it provoked.
In the piece John starts with a premise, “If Content is King, Then Distribution is Queen”. That is, you can create fantastic content marketing materials but if no one ever sees it, it won’t have any effect. That is absolutely true. Distribution is imperative, and marketers must ask themselves how they’ll get their content to the readers they want.
In the B2B world there’s one distribution channel in particular that is too frequently overlooked. It’s your sales teams that are actually selling your product. These teams have daily interactions with prospects in a personalized way. These interactions must be net value-add or prospects will ignore your sales team. So, there’s a keen need on the part of your sales leadership for great Content Marketing assets.
Ask yourself how to get Content Marketing assets into sales people’s hands quickly. I’ve written on the topic before, and you can find additional details here. When you can get sales on board you’ve got your best distribution channel working with you.