Where to distribute your lead-generation content

Especially with long-form, the where is just as important as the what if you want your content to be successful.

Great content is only part of the puzzle; you also need effective and efficient distribution.

The best platform varies depending on the kind of content you’re distributing, and where it sits in the customer journey. For long-form lead generation, you want a platform that offers real scale—so you can reach a lot of prospects quickly and maximize your revenue opportunities.

In B2B, that typically means LinkedIn—both organic and paid—but it’s not the only option.
Here’s a rundown of a few good platforms:

LinkedIn:

Pros: Easy to target your ICP, integrates with CRMs, ease of attribution
Cons: Expensive to distribute, highly saturated, aggressive optimization algorithm

Email:

Pros: Cost-efficient, flexible audience segmentation, personalization
Cons: Low response rates, spam filtering, relies on contact sourcing and enrichment

Programmatic:

Pros: Cost-efficient, easy to scale distribution, ease of attribution
Cons: Poor audience segmentation, mobile placements, low conversion rates

Website:

Pros: Cost-efficient, customizable delivery, conversational marketing
Cons: Cannibalizes direct response, SEO is competitive, no audience targeting

Where not to distribute content

One of the biggest distribution risks is stealing clicks from your direct response CTAs. If you’re not careful about where you place content downloads, you can prevent prospects from submitting forms for demo requests, sales contact, or pricing information.

To avoid distracting your prospects, limit how often you place content on your product pages, above the fold on your home page, and on any pricing or demo request landing pages. The best places for lead generation are content libraries, below the fold on your home page, and as part of tailored blog posts aligned to your content’s topic.

How to amplify the distribution of your content

High-quality content can’t achieve pipeline targets on its own—you need the right promotion strategy.

Understanding how each channel behaves is the foundation of successfully distributing your content, with nuances in content format, messaging and lead capture. So, how do you ensure relevancy across channels with a single piece of content?

The answer is content atomization, where you create many smaller, digestible pieces of content based on your main piece. The structure of your content plays a major role in whether it’s easy to atomize.

The most common forms of atomized content for promotion are:

Short-form videos
Blog posts
Podcasts

Social posts
Email series
Checklists and toolkits

Break long-form content down into chapters as a starting point, and ensure each can stand on its own. That helps guide your atomized content and ensure it offers real value (while acting as a compelling teaser).

The key is to hook prospects by offering a teaser for your main content—without giving everything away. Pull out a single theme or takeaway at a time, and use a mix of different formats for wider reach.