Stop Posting, Start Distributing

*This episode of Ponderings from the Perch is brought to you by PatientSight, an agile primary research service providing timely medical insights of interest to your organization.*

For most B2B companies, the problem is not creating content. The problem, instead, is distributing content.

On this episode of Ponderings from the Perch, the Little Bird Marketing content marketing podcast, host and CEO Priscilla McKinney draws a hard line between two things that are not interchangeable and not even close to the same thing. B2B teams that have published well-researched, well-written, and genuinely useful content only to hear nothing back will recognize the gap most people are too uncomfortable to admit exists in their own organization.

Posting and distributing are not the same thing, and the difference between them is not subtle. Most b2b digital marketing efforts are built backwards, and the real weight of a social media marketing strategy has very little to do with what gets published and everything to do with what happens next. Earning the right to ask before ever making an ask sounds like common sense until you look at how few teams actually operate that way.

"Content creation is about 30% of the work and distribution is about 70%," McKinney explains. "And honestly, most people are doing it absolutely backwards."

Good content and a good audience are not enough if the two never actually meet. That tension sits at the center of every B2B marketing conversation worth having, and it is the one that most teams keep deferring. The content is not the problem. The question is what happens to it after it exists.

Music written and performed by Leighton Cordell.

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