Content Marketing Strategy: Paid Distribution Channels
When it comes to non-organic content marketing, social media advertising is by far the most popular paid strategy by B2B content marketers. As many as 84 percent of them have invested money in promoting and distributing their content on social media (Content Marketing Institute, 2020).
Of all the different social media sites, LinkedIn is the most popular paid social media platform, with 76 percent of marketers reported to have used it in the past 12 months. Facebook, the king of social media, comes in second with 66 percent.
These two platforms are the clear leaders in paid social media by a big stretch. Twitter, Instagram, and YouTube were used by just 29 percent, 17 percent, and 11 percent of marketers respectively.
The next most used paid distribution channels after social media advertising is sponsorships such as branding, booths, and workshops at 66 percent and Search Engine Marking (SEM) at 61 percent.