Creating A Multi-Channel Content Distribution Plan

Every thriving B2B brand these days gets this: Quality content alone doesn't cut it. You need world-class distribution channels. Here's how they do it: ——— Internal distribution channels: 1. Employees: - They sell their employees on 'WIIFM' - enable employees with shareable content - Gamifying the process with rewards & contests - Focus on employees' personal brands (not brand advocacy) 2. Founder-brand: - Make them share their stories - Get them on podcasts/speaking engagements - Genuine engagement with the audience on socials - Encourage founders to be the voice of the company 3. SMEs: - Hire SMEs internally - Get them on speaking engagements - leverage SME networks for deeper industry discussions ——— External distribution channels: 4. Customer advocacy: - Who benefited the most from your product? - Incentives them to create content/testimonials - Invite them on a podcast to share customer success stories. 5. Influencers - Host events and webinars together - Create win-win situations (both sides benefit) - Find influencers who resonate with their values - Make sure the audience is relevant and engaged - Establish long-term partnerships instead of 'pay for play'. 6. Co-branding/Marketing/Partnerships with Other Companies - Mutual Advocacy & cross-promotion - Joint Marketing Campaigns - Shared Content Creation - Co-hosted Events - Sponsorships ——— TLDR: Step 1 → Get your in-house team hyped to spread the word. Step 2 → Founders gotta get personal and vocal. Step 3 → Your experts are your secret sauce. Step 4 → Get your happiest customers to be your megaphone. Step 5 → Make real connections with influencers. Step 6 → Find your business BFFs for joint ventures. Build the foundations internally first. Then scale the sh*t out of it.

Here’s how our new Director of Content Marketing 100x’s our podcast audience. When we were interviewing people for our Director of Content Marketing role at Databox, I had one thing on my criteria list that was non-negotiable. Someone who eats, sleeps, drinks and dreams about processes! As I've written about a million times now, I believe content marketing needs to be multi-format, multi-perspective & multi-channel in order to be effective these days. (Read here to fully grok my argument and framework: https://lnkd.in/ekgYcxEH) To pull off “multi-3x” content consistently and efficiently, I knew we needed a really tight process. We've always prioritized processes on the marketing team at Databox. When John Bonini led all of marketing here at Databox, he nicknamed our process "Content flow" because our process has always involved repurposing content. Before Jeremiah Rizzo moved over to lead our product marketing function, he implemented a solid process for turning podcasts into playbooks and blog posts. But when we hired Ali Orlando Wert for the aforementioned role, I knew we were getting someone who would bring us up a few levels. Here’s what Ali has done to take our podcast repurposing to the next level here at Databox 👇 🎙️ 𝟭 𝗽𝗼𝗱𝗰𝗮𝘀𝘁 𝗿𝗲𝗰𝗼𝗿𝗱𝗶𝗻𝗴 becomes... • 1 video podcast episode on YouTube • 2-3 short video clips (YouTube Shorts + LinkedIn-native video) • 1 long-form newsletter sent to 15k+ subscribers • 1 long-form 𝘗𝘭𝘢𝘺𝘣𝘰𝘰𝘬 blog post (that includes how to do something in our product) • 1 guest blog post on the guest’s website (if willing) • 5-10 social assets (quotes, audiograms, clips, images) • 1 toolkit for the guest to share across their channels    To make this process efficient, she built a CustomGPT that prompts her (and her team) through the full content flow and auto-generates a first draft of the content (to be human edited, of course).  Because we're starting with original thoughts, AI is amazing for repurposing it while keeping that originality. But, the real reason to do all of this: increased reach. By leveraging our podcast across 6+ channels, it gets significantly more reach than the podcast recording alone. Here’s some stats from a recent podcast 👇 • Our podcast-derived content got 𝟭𝟯𝟬𝘅 𝗺𝗼𝗿𝗲 𝗶𝗺𝗽𝗿𝗲𝘀𝘀𝗶𝗼𝗻𝘀 than our podcast downloads • My Linkedin posts alone drove 𝟯𝟯𝘅 𝗺𝗼𝗿𝗲  • Our newsletter routinely achieves 𝟱𝟬%+ 𝗼𝗽𝗲𝗻 𝗿𝗮𝘁𝗲𝘀 with thousands of readers All from one conversation. If you’re not doing a podcast because “it’s hard to get reach” on the podcast platform, you’re thinking about it wrong. The podcast is the basis for content across all platforms. You just need to build a 𝘀𝘆𝘀𝘁𝗲𝗺 that 𝘥𝘪𝘴𝘵𝘳𝘪𝘣𝘶𝘵𝘦𝘴 𝘪𝘵. If you need an example, check the comments.

i've watched WAY too many marketing teams burn out trying to be everywhere at once. and the reason most multichannel strategies fail (or fall off), is because the approach is backwards: → pick trendy channels first → force content to fit those channels → spread resources way too thin → wonder why nothing works after helping dozens of teams fix their channel strategy, i've found a better way. step 1: map the journey before picking channels instead of chasing platforms, start here: → how does your customer realize they have a problem? → where do they go to learn more? → who influences their decisions? → what objections do they need to overcome? → when are they ready to buy? only THEN choose channels that naturally fit this journey. step 2: follow the 40/40/20 rule → 40% resources to content creation → 40% to distribution and promotion → 20% to measurement and optimization ❌ what most do instead: → 80% on creation, alignment, revisions and back and forth → 15% on a prayer → 5% on wondering why nothing worked step 3: set realistic timelines every channel has a different path to results: → paid search: 1-2 months → seo: 3-6 months → linkedin organic: 3-4 months → email: 1-2 months → podcast: 6-12 months step 4: prioritize channels using the 70/20/10 framework instead of spreading yourself thin: → primary (70%): proven channels for your business → secondary (20%): supporting channels that amplify primary → experimental (10%): new channels with potential bonus: know which channels to SKIP entirely yes, sometimes the best strategy is knowing where NOT to be. skip a channel if: → your ICP doesn't actively use it → you lack resources to maintain quality (the biggest issue i've seen so far) → you can't commit to its unique culture think b2b financial services really needs to be on tiktok? probably not. how to track what's actually working: multi-touch attribution is complex, but here's what works: → first/last touch attribution for trends → utm parameters religiously applied → survey data at conversion points → increment testing (pause channels to measure impact) remember: perfect attribution is impossible. focus on directional data. want my multichannel planning template? DM me and i'll send it your way. the goal isn't to be everywhere. it's to be exactly where your customers need you, when they need you. what's your biggest channel strategy challenge? drop it below 👇

At HubSpot Media, we're rethinking how we plan content for each audience segment—and we're already seeing positive results. Last week in a content strategy meeting, we tackled a challenge that many teams face: how to cover a single topic across channels while maximizing impact. We started mapping out examples to guide our approach. Let's use "AI in Product Discovery" as our example topic. Here's what a comprehensive content plan might look: 📺 YouTube: We produce an Interview Explainer with an experienced PM. Let's say John Conneely, a Senior PM from Toast. He shares his experience implementing AI in product discovery, which we then translate into practical frameworks other PMs can use. 📩 Newsletter: We remix the interview into an "Insider Briefing" that includes: - Key insights (not the full transcript) - Practical implementation steps - Common pitfalls to avoid 📝 Blog: We develop a comprehensive guide: "The Complete Guide to AI in Product Discovery" - Clear definitions and benefits - The Toast case study from our interview - Step-by-step implementation framework - Curated tools and resources - All optimized for Google's E-E-A-T guidelines 💰 Premium Content: For those wanting more, we create "The Unfair Advantage: AI Tools Directory for World-Class Product Managers" 📱 LinkedIn: We close the loop with vertical video clips from the interview and data-rich carousels highlighting key takeaways from our blog post. The key is making sure each piece builds on and reinforces the others, creating a complete story that services both quick wins and deep dives. What's your take on this approach to content planning? How does your team handle content across different channels? #contentstrategy #contentmarketing #b2bmedia