One of the worst feelings for a content marketer is pouring your heart and soul into creating amazing content, only to have no one see it. You don’t have to suffer through that, because we’ve got you covered with the ultimate guide to content distribution!
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Hack Your Content’s Reach: Master the Art of Developing an Effective Content Distribution Strategy
In the digital age we live in now, content marketing is a key part of any successful business plan. However, simply creating great content is not enough. Reaching your target audience requires you to drive traffic to your website. Hence, you need to have a solid distribution plan in place.
In this guide, we’ll break down everything you need to know, from choosing the right distribution channels to maximizing your content’s reach.
So sit back, relax, and get ready to become a content distribution pro!
What is Content Distribution?
Content distribution is the process of promoting and sharing your content with a wider audience beyond the platforms on which you originally published it.
It is essential for your content marketing strategy. Why? That’s because it helps to drive traffic, engagement, and brand awareness.
There are a variety of distribution channels, including the following:
- social media
- email marketing
- influencer outreach
- paid advertising
- content syndication
The key is to choose the channels that are most relevant to your target audience and to tailor your distribution strategy accordingly.
How Can You Balance Multiple Content Distribution Goals
In today’s fast-paced digital world, creating great content is just half the battle. Without proper distribution, even the most well-crafted pieces can fall flat and fail to reach their intended audience. That’s where content distribution comes in.
By developing a thoughtful strategy for sharing your content across various channels, you can broaden your reach, improve engagement, and ultimately achieve your goals.
Whether you’re looking to generate traffic, increase brand awareness, or drive conversions, a smart content distribution plan can help you get there.
How Do You Set an Effective Content Distribution Goal(s)
Regarding content distribution, having multiple goals in mind is not uncommon. You may want to increase your website traffic, grow your social media following, and boost your email list. While these are all important objectives, it can take time to balance them effectively.
One key strategy is prioritizing your goals and focusing on the most important ones first. For example, your primary goal is to increase website traffic. In that case, you should emphasize distributing your content through channels known to drive clicks, such as search engine optimization (SEO) or paid advertising.
At the same time, you can still pursue other goals in more subtle ways. For instance, you could include social sharing buttons on your website or blog to encourage readers to share your content with their followers. Or, add an opt-in form to your landing pages to capture email addresses and build up your subscriber base.
It’s also worth considering how your different distribution channels can work together to achieve multiple goals simultaneously. For example, you could use social media to drive traffic to your website while also promoting your email newsletter to your social followers. By taking a holistic approach to content distribution, you can balance competing goals and maximize your overall impact.
It’s also worth considering how your different distribution channels can work together to achieve multiple goals simultaneously. For example, you could use social media to drive traffic to your website, while also promoting your email newsletter to your social followers. By taking a holistic approach to content distribution, you can strike a balance between competing goals and maximize your overall impact.
Content Marketing Distribution Channels
- Owned channels
Owned channels are content marketing distribution channels that you control, such as:
- your website,
- blog, and
- social media profiles.
You can reach your current audience and build your brand over time by using the channels you own. This way of sharing content is often the most cost-effective, but it takes time to create content and build an audience.
- Paid channels
They allow you to reach a wider audience through paid advertising and promotions. By using paid channels, you can target specific demographics, interests, and behaviors, ensuring that your content reaches the right people at the right time.
However, this type of content distribution requires a financial investment. Your campaigns’ success will also depend on how well you can create high-quality, interesting content.
- Earned channels
These refer to the organic distribution of your content through word-of-mouth, sharing, and referrals. This type of distribution relies on the quality of your content and its ability to resonate with your audience. You also need to build relationships with influencers, journalists, and other stakeholders in your industry.
While earned distribution can be difficult to control or predict, it can be an incredibly powerful way to build your brand and expand your reach.
The Ultimate Step-by-Step Guide to Content Distribution
Developing an effective content distribution strategy is key to increasing engagement, driving traffic to your website, and achieving your marketing goals. In this step-by-step content distribution guide, we will provide you with a comprehensive roadmap to help you create a winning content distribution plan.
We’ll cover everything from identifying your target audience and selecting the right channels to measuring ROI and optimizing your strategy for maximum impact.
With this step-by-step guide, you’ll be able to take your content marketing game to the next level and achieve the results you’ve been striving for.
- Research Your Target Audience
Before you can distribute your content effectively, you need to understand your audience. Who are they? What are their interests, needs, and pain points? By answering these questions, you can create relevant content. You can also distribute it through the channels where they are most likely to engage with it.
Here are three examples of how target audience data may influence the best channels for content distribution:
- Suppose you’re targeting a younger demographic (e.g. Gen Z) who spend a lot of their time on social media. In that case, you’ll want to focus your distribution efforts on social media platforms. These include Instagram, TikTok, and Snapchat. Those are spaces where your target audience is likely to spend the majority of their time.
- In this scenario, your target audience is primarily working professionals in the B2B growth marketing space. Hence, LinkedIn is an excellent platform for content distribution. The platform is specifically designed for professional networking and sharing business-related content. That makes it an ideal choice for B2B content.
- For an older demographic, like Baby Boomers, direct mail and email newsletters might be a more effective channel. This group tends to be less active on social media, so they may be more likely to engage with traditional marketing methods.
- Audit Your Content
Before you start creating new content, take a look at your existing content assets. Which pieces of content have performed well in the past? Which ones have underperformed? By auditing your content, you can identify gaps in your strategy.
You’ll also get opportunities for updating existing content to make it more relevant and engaging.
- Choose Your Content Marketing Distribution Channels
There are countless channels available for distributing your content. We already mentioned some of them above. However, the most effective channels for your brand will depend on three factors:
- Audience: Knowing the habits, likes, and behaviors of your audience will help you decide which channels to use. It ensures your content reaches them.
- Goals: Your goals for content distribution should align with your overall business goals. For example, if you want to generate leads, you might choose to focus on channels like email marketing or PPC advertising. If you’re trying to increase brand awareness, you might prioritize social media channels.
- Budget: Paid channels like PPC advertising or influencer marketing can be expensive. However, owned channels like your website or email newsletter can be more cost-effective. You need to choose the channels that offer the most value for your investment.
Research your options and test different channels. You can find the right mix of distribution channels.
- Decide on Your Content Types
Different types of content are more effective at different stages of the customer journey. For instance, a how-to video might be the best way to introduce your brand to new customers. But, a case study might be better for getting people to buy.
Determine the types of content you will produce and how they will fit into your overall strategy. That way, you ensure that your content is optimized for each stage of the customer journey.
- Set Your Content Distribution KPIs and Goals
To measure the success of your content distribution efforts, you need to set clear KPIs and goals. These might include metrics such as the following:
- Website traffic
- Social media engagement
- Lead generation
Use tools like Google Search Console to get started. By setting specific, measurable goals, you can track your progress. It also allows you to adjust your strategy as needed to achieve your desired outcomes.
- Build an Editorial Calendar
It’s important to plan your content ahead of time to make sure you have a steady flow of high-quality content.
By building an editorial calendar, you can map out your content themes, topics, and distribution channels. You can also ensure that your content is aligned with your business goals and your audience’s needs.
- Create Your Content
With your strategy in place, it’s time to create your content. This might include these tasks:
- Writing blog posts
- Producing videos
- Designing infographics
- Developing case studies.
Creating high-quality, engaging content drives traffic. It also builds your brand and establishes it as an industry authority.
- Distribute and Market Your Content
Once you’ve created your content, it’s time to distribute and market it through your chosen channels. Share on social media, send out email newsletters, or run paid advertising campaigns.
By using your channels of distribution well, you can reach more people and make your content more powerful.
Feel free to automate and optimize your content strategy with the following tools:
- Email marketing software
- Social media management platform
- Content management system
- SEO and analytics tools
- Measure and Analyze Your Results
Finally, it’s important to measure and analyze the results of your content distribution efforts. By tracking your KPIs and analyzing your performance data, you can identify what’s working and what’s not. You can then make adjustments to your strategy as needed.
This data-driven approach can help you improve how your content is shared over time and reach your business goals.
B2B Content Distribution
A B2B content distribution strategy is critical to any successful B2B content marketing campaign.
Unlike B2C marketing, which often focuses on creating shareable content, B2B content distribution requires a highly targeted and strategic approach to reach decision-makers and influencers within your target industry or niche.
Be strategic, data-driven, and flexible; you’ll reach the right people at the right time and format to drive leads, build relationships, and, ultimately, drive conversions.
B2B Content Distribution Goal and Strategy
Unlike B2C marketing, where the focus is often on creating viral or shareable content, B2B content distribution requires a more targeted and strategic approach.
In the B2B world, the ultimate goal is usually to generate leads, build relationships, and drive conversions. Your content needs to be distributed in a way that reaches decision-makers and influencers within your target industry or niche.
B2B marketers often rely heavily on channels such as email, LinkedIn, and industry-specific publications to achieve this. These channels allow them to reach a highly targeted audience and engage with them more meaningfully.
However, B2B content distribution also involves a longer sales cycle, meaning your content needs to be designed to address your target audience’s specific pain points and challenges at different stages of the funnel. This requires a deeper understanding of your buyers’ journey and a willingness to experiment with other formats and distribution channels to find what works best for your audience.
To develop an effective content distribution strategy, you should:
- Understand your audience and what channels they use.
- Create a plan that prioritizes your goals and focuses on the most important distribution channels while still pursuing other objectives in more subtle ways.
- Finally, remember to constantly test and optimize your approach to ensure that your content reaches the right people at the right time and in the proper format for maximum impact.