The world of B2B marketing can be a confusing place.
You’ll hear countless marketing agencies preach that new or updated websites and fresh online content are key in today’s digital age. And they are.
Why, then, do these efforts so often not get the results firms expect – even when they thought they’d done everything right?
The answer is often the same: the ‘build it and they will come’ fallacy.
“The ‘build it and they will come’ fallacy is the false belief that if you create the right content (be it a website, an article, a video, etc.), your target audience will find it on their own.”
We often see firms spend all of their allocated time and resource on creating a shiny new website or white paper, and then be baffled when the results don’t start from there.
No matter how relevant, topical, or high quality your content or website is, it won’t pay off if no one sees it. And it doesn’t just need to be seen; it needs to be seen by the right people.
The reality is your target audience aren’t likely to find your content or website by chance. And they’re often not going to be seeking you out directly.
That’s why implementing a proactive attraction and distribution strategy to make sure you’re seen by your target audience is the missing piece of the puzzle. With it, you’ll start to see returns on your marketing investment. Without it, your time and money spent up front might be wasted.
Luckily, there are some easy ways you can make your content more visible for your target clients:
While these are good places to start, consider putting some resource aside for distribution when investing in your marketing efforts. A small investment can maximize the returns from your up-front efforts – and save them from falling flat.
If you’re not ready to talk just yet, check out our guide on how to extend the reach of your existing marketing materials.