The multi-channel distribution of content competency involves putting in place systems, managers and processes for coordinating, delivering, and tracking content across a wide variety of digital sales, marketing, and media touch points to improve market coverage, drive sales, and enhance the customer experience. Multi-channel distribution of marketing content is the key that improves the customer experience by engaging customers in the channels they prefer. B2B marketers can have paid distribution on both social media as well as on standard participating websites. The value of paid distribution lies in its ability to help digital marketers to find interested audiences for their content.

Take a glance at why North American B2B marketers are using paid methods to support their content:

• Attracting a new audience is ranked as the top reason for using paid methods to support their content with a rate of 80%.
• Generating traffic when the organic search isn’t producing the desired results is ranked as the second top reason for using paid methods to distribute content with a rate of 65%.
• Reaching a niche audience comes at next as a reason for using paid content methods with a rate of 52%.
• Promoting foundational content also listed as a reason for B2B marketers to use paid content distribution methods with a rate of 47%.

A Graph Shows Why B2B Marketers Are Using Paid Methods To Support Their Content, 2019.