Over the past week, I’ve had two conversations with folks in the B2B industry saying they are making content but feel like they’re wasting hours creating it for only 20 people to see (11 being family and friends).

First off – valid concern to have.

So without wasting time, here are the three ways to fix this.

  1. Pay for ads: Disclaimer: be careful going this route. If you’re operating on a smaller budget, this is not worthwhile. For funded companies looking to aggressively scale to meet lofty revenue goals, this can be a good option. However, please take the following into account: every single ad dollar should go to collecting first-party data so in the future, you don’t have to keep paying to reach that audience. You’ll have your own direct line. Think of ads as a primary residence. You could spend your life renting, and dishing out checks every month, or you could get a mortgage and eventually own the house. Now just switch the word ‘house’ with ‘audience.’
  2. Patiently grow your audience: Although much longer than option one, the cost is virtually zero. First, build a data collection tool. I recommend a newsletter. But using eBooks can be alright as well. Then, your job is to zone in on adding as many qualified people to that data collection tool. Every person you meet at a conference, every individual you connect with on LinkedIn, put it in your bio, get a sticker with a QR code, and stick it on your car. Whatever needs to be done, do it. And celebrate every subscription. In B2B, you don’t need such a large list to make an impact.
  3. Partner with other creators: This one is my favorite. Creators that have built audiences will allow you to borrow their distribution if you create ‘partner content.’ This could come in the form of interviewing these creators or thought leaders which will trigger a powerful ‘repost’ to their network. And there you have it. You’ve reached thousands of people without spending a dollar.

The reality is that content distribution is just as important as content creation. If your strategy stops at posting, you’re only doing half the job.

Whether you pay to accelerate reach, patiently build your own audience, or borrow distribution through partnerships, the goal is the same: put your ideas in front of the right people consistently.