The Juice is one of the best content distribution platforms for B2B marketers targeting sales professionals or other marketers.
With no additional lift from your team, The Juice distributes your content to an engaged marketing and sales audience, reaching ideal audiences easier, and reports back on sourced revenue.
It wasn’t long ago that content marketing was the new shiny object in B2B marketing circles. Marketing teams would hire their first content marketer to fuel their inbound strategy and it worked! Content marketing was bringing future customers to our digital doorsteps at a rate that validated marketing’s investment in content.
Content marketing’s success led to content marketing’s growth and teams started to form. B2B marketing teams turned into content factories churning out several new pieces of content each week. The hamster wheel approach to content marketing worked until everyone started to do it.
Here are some numbers that we can’t get out of our minds:
🧃Forrester stated $119 B would be spent by CMOs on content marketing in 2021
🧃High Alpha did a poll and 60% of marketers said they create a new piece of content each day
🧃There’s nearly 10,000 Martech companies with content marketing teams on Scott Brinker’s 2022 Martech landscape.
The rise of content marketing in B2B is a great thing, right? …not so fast.
The content factory mindset across B2B has left our audiences overwhelmed. The people who we are building for are on content overload. The result is most of the content that we publish goes unseen and ends up in internet purgatory.
Instead of taking the archaic, content factory approach to production it’s time for all creators and brands to be more mindful of how content distribution becomes a primary focus of their marketing strategy. There’s a seismic shift happening in content marketing and great content distribution is helping brands separate.
It’s all about getting your content in front of the right audience at the right time. It starts with a mindset shift. Gone are the days where the content factory approach is going to help you get to the next level. We have entered an era in content marketing where we have to be on offense and it starts with content distribution.
SiriusDecisions (acquired by Forrester) did a study where they found that 60-70% of content produced by B2B marketing departments goes unused. More than half and then some!
Let’s think about that for a minute.
We invest all of this time, money, and energy into building content and content software, but don’t have any sort of plan to make sure that we are getting it in front of the right people. Not only is the content we’ve poured all of our energy into sitting in your CMS collecting dust, but if we get to the point where we start thinking about investing in distribution the first thing we do is turn to content syndication…the lazy, outdated way to try to find reach.
Modern content distribution is important because of the mindfulness it puts on the consumer. It’s not a batch-and-blast strategy. It’s a culture shift with how you promote your content. It takes thought, research, and great copywriting to execute. It’s anti-content syndication, pro-content distribution software. It forces the creator to think critically about the channel and customize messaging around that piece specific for the specific audience members they are trying to reach. Being great at modern content distribution takes time. It’s also about earning trust which builds connections. It’s not about generating a bunch of bad leads that you can upload into your CRM and call it a day.
Having a content distribution strategy gives you the opportunity to be on offense with your content. It helps modern day marketers avoid that feeling of being stuck as the lead operator in a content factory. Modern content distribution strategy is NOT a batch and blast strategy. Moreover, modern content distribution seeks to drive affinity. You can’t force your way to winning the hearts and minds of your audience. You must earn trust first.
Content syndication has long been the go-to content distribution channel of choice for B2B marketers, but all it ever did for us is generate a high-volume of low-quality leads that the Sales team just complained about later. It’s a batch-and-blast option, lacking the modern touch, and trust.
We love co-marketing, and we’ll always recommend it. Partnering with non-competitive companies that have similar audiences is a fantastic way to distribute your content. The downside of co-marketing is that it takes lots of human resources, planning, and logistics. It’s not very scalable.
The Juice is the content curation platform for B2B marketing and sales professionals, and the content distribution platform for brands who want to reach them. B2B marketing and sales professionals trust us to deliver high-quality resources straight to their inboxes. That’s why we believe in the opt-in or ability for our members of marketing and sales professionals to follow brands, creators, and communities on The Juice that create content that match their needs. We want to be in the modern day distribution game for a number of reasons, but here are few important reasons to us:
🧃The audience on The Juice is curated. It’s sales and marketing professionals who want to learn.
🧃Modern content distribution through The Juice presents an opportunity to help brands, creators, and communities get their content in front of this group of learners at the right time
🧃The Juice aligns member interests with content design from our modern content distributing stakeholders 🧃We believe aligning around mutual interest can help start better relationships because of great content
Generating more, low quality leads for your brand isn’t marketing’s Northstar. Our future customers want to build a relationship with you before your brand. Creating human to human connections that breeds affinity is the modern way. It’s time to step into the business of creating quality connections through your work. The best way to start is to drop your low quality syndication program.Invest that energy into thinking about modern day content distribution.
It will feel modern and your audience will love you for it.
It’s all about getting your content in front of the right audience. We’ll share your content with the right people at the right time. Reach more of the right type of people without any additional lift; we do all of the searching and sending for you.
Increase brand awareness, quality website traffic and the size of your audience. The quantity of your website traffic isn’t enough, you need visitors of high quality. The Juice helps brands by sharing your content with your ideal customers that are likely to visit your website.
Access unique data that allows you to strengthen the quality and impact of your entire content program. Intent Signals from The Juice allow brands to experience more efficient demand generation and alignment with your sales team. We help brands identify new opportunities for connecting with the right audience, supporting both growth and revenues teams.
“We're able to measure referral traffic (from The Juice) and tie that number back to demo requests which is more than we could ever ask for. As a marketer, my primary goal is to create valuable content and put that content in front of the right people. The Juice happens to give us more information on who those people are than any other platform we use to share our content and that's been incredibly helpful in forming our content strategy.”
“We love The Juice’s Intent Signals. They tell us if our content is resonating with our ICP and we even test or create unique content based on what’s resonating with this community specifically. Enriching our Salesforce with these signals means we can create unique experiences through our nurtures and sales process.”
“We’re gathering data from top-performing content across the platform, which has been super helpful. It helps us look at it for content strategy inspiration and try new experiments.”
“The right message, at the right time, to the right person – and personalized – is always something marketers talk about, but not something that is always executed in a succinct way. The Juice solves that challenge.”
“Anytime we can connect the effort that our team is putting in with something like revenue it's always HUGE, so all of this is very exciting because it is giving us validation for what we’re doing.”
“We've tried content syndication platforms in the past but nothing ever seemed to resonate. The audiences were too broad and it was hard for people to find our stuff. The Juice makes it so much easier for people looking for great content on a specific subject or from a brand to find what they need.”
A quick call with our team is all it takes. After that, onboarding is cake.