Why a bad distribution of content kills your application Gen Machine

Marketing Principle # 1: Hijack a River

Ken Krogue, president and founder of InsideSales.com, likes to share his favorite marketing principle:

Divert a river, do not dig a well.

In simple terms, it means that you have to tap into existing sources of traffic rather than trying to develop a New source.

Here's how it works:

InsideSales.com searched for keywords using Google's Keyword Planner and discovered that the "predictive dialer" was generating 1,000 US searches on Google each month.

We also found that the suggested Google bid for the "predictive dialer" keyword was $ 97.91, which means that people looking for the term often want to buy dialer software.

So we started using the phrase "Predictive 2.0" and bought Google ads, even though we do not sell traditional predictive dialers.

Once we have exploited this river of existing traffic and directed internet users looking for predictive dialers to our website, we explained why our cloud-based PowerDialer is actually more efficient than a traditional predictive dialer.

This decision has paid off as many of these visitors have been converted into satisfied customers of InsideSales.com. But they would never have found us if we had not diverted the "predictive dialer" traffic to our site with creative content marketing.

We applied this same principle to "cold solicitation" by strategically placing this popular key phrase in the titles of our webinars and eBooks as well as in the subject lines of our emails.

In fact, we tested two e-mail subject lines for the same webinar:

  1. Strategies of social selling in 2014
  2. Cold call via LinkedIn

Treat your eyes to results:

Content distribution via keyword search | Why a bad distribution of content kills your application Gen Machine | Generation of the request

Another powerful way to divert a river is to place your content on popular blogs, social media pages and websites that already generate a lot of relevant traffic. Some of these sites will allow you to send back to your own site, which is a great way to attract new visitors to your blog posts.

This is your chance to steal a page from John Saltas's book, where he lays large stacks of newspapers at busy bus stops and cafes. You just have to find the numerical equivalents.

Which rivers of circulation already exist in your niche? How can you leverage them to deliver your content to your target audience in a cost-effective way?

False hypothesis # 2: our buyers are not online

Many marketers delude themselves into believing that their content is not a success because they are cursed to work in an industry full of old mists that refuse to use the Internet or social media. I hate to tell you, but my father is on Facebook. Sometimes he really calls me to discuss one of my updates on Facebook.

"Dad, you do not call about Facebook", I have to remind him.

He did not understand it, but he still uses the Internet. And your buyers too.

If you have trouble finding them, focus your efforts on proven marketing principles.

Marketing Principle # 2: Swim with sharks

Another technique that Ken Krogue likes to use is calling "Swimming with sharks." The concept is simple: you find a big brand or influencer – a shark – that gets a lot of interest, and you swim with him.

By simply linking your content and brand to a larger and better known shark, you gain the confidence and visibility of new audiences that you would never reach alone.

I like to call this marketing strategy Ronald McDonald's principle because you will always have a friend who wears big red shoes. Never forget that.

Here's how it works:

InsideSales.com has identified more than 80 influential personalities in the world of sales and marketing and brought them together in one virtual event. All shared their best content in a single day at the world's largest virtual summit for sales managers.

In addition to being very educational – and very entertaining – she reinforced the status of InsideSales.com as a leader in sales acceleration technology. All brands of influencers have boosted our brand by association.

We also registered more than 33,700 registrations in our business development appointment team to generate leads. In your organization, you can call this team sales development, but it performs the same function.

How to collaborate with major brands and influencers in your space to improve the distribution of your content?

It's time to start doing

This article is not designed to give you all the answers. Its purpose is to teach you proven marketing principles and to make you think about how you can use them in your own content and demand generation programs.

It's now up to you to put these ideas into practice. Remember, content without distribution is useless.

John Saltas had to convince many local business owners to post his content before his business model made sense. But once he did, he set up a cost-effective way to share his ideas with the world.

A well-executed demand generation strategy can help you succeed in your business in the short and long term. We hope this guide on demand generation marketing has helped you better understand how it can help you attract qualified leads and raise awareness.

Find out how to convert more of your leads into sales. Read the free ebook below.

The art and science of cold calling | | Generation of the request

Free EBook: The Art of Making Cold Calls and the Science of Contact Ratios

Get access to cold-calling best practices from industry experts, Ken Krogue and Kraig Kleeman.

Get the e-book on cold calls now

How can you improve the distribution of your content to meet your demand generation goals?

Up Next: How to Align Sales and Marketing

Feature Image Photo by: Steve Jurvetson

Editor's Note: This position was published on July 13, 2015 and has been updated to improve its quality and relevance.