Best Platforms For B2B Content Distribution

If you're in B2B marketing, PLEASE pay close attention to what is happening with YouTube. I believe it has the biggest unrealized opportunity in B2B, and has the potential to be the #1, #2, or #3 marketing channel driving pipeline for you. The Trends: 1) TV viewing is moving to streaming, and away from cable. 41% of all TV viewing now is on a streaming platform. 2) YouTube is the #1 streaming platform on TVs. More people are watching YouTube on their TVs than Netflix, Disney+, or Amazon Prime Video. This has now been true for ~23 months in a row, and is not going to slow down. People are starting to watch YouTube channels (both educational and entertainment channels / series / shows) in their living room the same way they used to watch TV. There are endless possibilities of what you could do with this insight in B2B. 3) YouTube is the #2 social platform in the world based on monthly active users, AND time spent on it per month. I think it's a safe bet that your ICP is consuming YouTube to a little, moderate, or large degree, and that they can be reached there. 4) YouTube has everything a B2B marketer could want: - Organic top-of-funnel awareness - Organic mid-funnel trust building - Organic bottom-of-funnel keyword / search intent - Paid top-of-funnel awareness - Paid bottom-of-funnel keyword / search intent - Paid to organic top-of-funnel awareness - Paid to organic mid-funnel trust building - All content format types (short-form, mid-form, long-form, written, educational, entertainment, sales enablement, VSL's, etc.) - Organic YouTube is a growth multiplier (you can have the same inputs of money and effort to achieve a greater and greater level of outputs / pipeline) - Paid YouTube can get more profitable as you scale it (this is the opposite of pretty much every other paid channel) - Some very solid targeting + re-targeting + ABM capabilities (granted, not as strong as LinkedIn) 5) Almost everyone in B2B is sleeping on YouTube, either because they don't believe their buyers are there (they are in most cases), or because it's moderately difficult / complicated to execute correctly (it is, but the prize for solving it is large). All this means is that there is very little competition at the moment. ------ I'd encourage everyone to start thinking of YouTube as a platform / channel that has almost every B2B marketing lever you could want, and to not think of it as a place where only 13-year-olds watch Mr. Beast videos. Instead, get ahead of this trend that is definitely happening and think of YouTube as having the potential to be 50% of your sales team (that is working for you 24/7 + 365). Just a little food for thought on this Monday morn ✊

Why the surge in interest around LinkedIn influencer marketing? Here's an in-depth look... According to emarketer, US Influencer marketing spend by platform this year is expected to be: • Instagram - $2.2 billion • TikTok - $1.3 billion • YouTube - $1.1 billion • Facebook - $1.0 billion • Snapchat - $41.9 million    Notably, LinkedIn doesn't even make the cut? So, why are we, at Creator Authority, so bullish? And, why the recent hype and interest in this space? We're reaching a tipping point. Here's why... 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆 𝗚𝗿𝗼𝘄𝘁𝗵: LinkedIn's strategic investments in the creator ecosystem have paid off. Content creation has surged: • 41% increase in public posts (2021-23) • 24% YOY increase in public posts (2022-23) • 150K newsletters have been launched 𝗤𝘂𝗮𝗹𝗶𝗳𝗶𝗲𝗱 𝗔𝘂𝗱𝗶𝗲𝗻𝗰𝗲: LinkedIn recently hit 1 billion users, with over 200 million in the US. They're highly affluent AND have big impact within B2B: • 80% of B2B marketers use LinkedIn ads • 4 out of 5 people on LinkedIn “drive business decisions” • 1.36 times more affluent than those on Facebook    𝗣𝗹𝗮𝘁𝗳𝗼𝗿𝗺 𝗦𝘂𝗽𝗽𝗼𝗿𝘁 Last year LinkedIn launched a number of tools to support creator-brand partnerships, including the brand disclosure tool. This year they expanded the capabilities of Thought Leader Ads (their version of a promoted post tool) so that advertisers "can sponsor content from any member—not just employees". Notably, these are wildly effective performing much better than traditional ads (1.7x lower CPM's and 1.6X higher engagement rates). 𝗧𝗿𝘂𝘀𝘁: LinkedIn has been the #1 most trusted platform by brands for years. Unlike other social media platforms, LinkedIn has avoided major brand safety issues like adpocalypse, boycotts, and controversies. In an era of brand safety concerns this is a huge advantage for the platform. 𝗘𝗳𝗳𝗶𝗰𝗮𝗰𝘆: LinkedIn places a greater emphasis on deeper/narrower connections. In an era where platforms are chasing the interest based graph (a la TikTok's FYP), LinkedIn is doubling down on the professional graph. It means depth vs breadth. Over the last year, users have seen a 10% increase in people viewing posts from their followers. This is because LinkedIn prioritizes meaningful connections and professional relevance. This plays out in the impact of campaigns - much higher CTR's, engagement, and lead acquisition than other platforms where follower counts, and connections to creators mean far less. With a booming audience, robust community growth, and a powerful new tool set, LinkedIn isn't just joining the influencer game. It's the untapped goldmine of influencer marketing. --- Enjoy this? ♻️ Repost it to your network & follow Brendan Gahan for more. Interested in LinkedIn Influencer Marketing? Reach out to us Creator Authority .

If I were building your B2B content marketing channel strategy today, I'd go this route: 🔹 Social - start here on LinkedIn. Write platform-native content. Figure out how to post relevant, useful content for your target audience and experiment with different formats like short videos, carousels, polls, text only, text + image. 🔹 Blog posts about customer problems. Go light on the awareness content, and heavier on consideration and conversion content. Optimize for SEO after you write the post. 🔹 Email - write helpful content specifically for this channel and in this way nurture the audience who raised their hands to hear from you. 🔹 Podcasts - Don't START one, please, unless your is different from the many and you can really commit and be consistent. Instead, be a guest. Get your thought leaders on industry podcasts and promote those. 🔹 Publications - get your content into industry and business publications. Promote and reuse that content wherever you can. This is a safe and sane mix of owned and rented channels, push and pull. Writing all that content is great but if you don't have your channels worked out then you have no distribution strategy and no one is seeing your great stuff. Content + distribution channels = content strategy.