B2B Marketing - Under-Utilized Channels

Content is King. Distribution is Queen

You need both for a great marketing content strategy

This week, we touch on three marketing channels that aren’t as activated as they should be in B2B

Community Marketing

The power of communities is underplayed

If you can build a network of experts in your field, centered around your brand; you essentially have a guaranteed audience for all your experiments and offerings

Here are channels of community marketing that you could bank on:

Reddit: 

An anonymity-focused social media platform which focuses more on subjects and topics than the author/creator

Find subreddits where your intended target audience might hang out and post content there.

Channel them to your community subreddit

Medium:

Online publishing platform known for its clean user-friendly interface and quality content

You can easily create and distribute content while connecting with readers and other writers through its built-in social networking features

Circle:

An intersection of social media & online forums, Circle is designed to build communities big and small

Highly recommend it if your objective is to build a branded environment for your community

Ecosystem Marketing

This is all about creating a network of partners and stakeholders to increase value and ensure mutual growth

Some channels for Ecosystem Marketing are:

B2B App Marketplaces:

App marketplaces are going mainstream, user reviews play an important role as social proof when buyers are deciding on their purchases. 

You can use APP marketplaces such as Salesforce AppExchange, Microsoft Azure Marketplace, HubSpot App Marketplace, Shopify App Store, QuickBooks App Store, Google Workspace Marketplace, and many more. 

From a distribution standpoint, these act as yet another platform to showcase and talk about your offerings

Partner Programs:

If you offer platform-based solutions that other solutions can integrate, create partner programs where solution providers can list their offerings. 

Eg: here’s a portal from HubSpot, LinkedIn Marketing Partner Program

Content Syndication Networks

Content Syndication is the process of republishing your content on third-party platforms to reach a broader audience. It helps in increasing brand visibility, driving traffic, and generating quality leads. 

If you’ve never used CSNs before, explore it now!

Content platforms like Flipboard could be a good starting point.

UGC Marketing

The holy grail of content marketing that everyone seems to want

User Generated Content

If you can crack this, your marketing efforts can be termed as an absolute success

What is UGC? When your users make content on your behalf and share it with their followers/friends

How can you get started with UGC?

Podcasts: 

Get your users or just people from your community on your podcasts

Go attend theirs also

Podcasts as a long form content channel are unbelievably underutilized

You can repurpose them into short clips, transcribe and make blogs and posts. 

The best form of content pillars in general.

Check out ours for inspiration.

Online Collaborative Tools

Fairly new channel so we forgive you for not hearing about this

Collaborative tools like Miro or MURAL enable customers to contribute to shared boards or maps that highlight use cases, solutions, and feedback.

Technical Documentation Contributions

Technical Documentation has to be comprehensive right?

In addition to your content

Have a section where your customers/users can add in their insights in Wiki kind of format

This empowers your best users to contribute towards your solution, empowering them while also bettering your product/service

How neater can it get?