Content Distribution strategy
Have you been creating lots of clever content but not getting much traction from that content? You might need to take a look at your distribution strategy. Yes, content is king, but it can only be so if you distribute it at the right times when people will actually get to see it! If you need help getting your marketing efforts out there, have a look at the following post and that should help you fix up your distribution plan, so your content is seen by your target audience.
With a strong distribution strategy, you can build relationships with your consumers and ultimately lead them to the desired action – that being downloading your ebook or subscribing to you blog etc.
Step one to developing a content marketing distribution strategy starts by setting a goal for your content and understanding your audience. This involves doing market research on what platforms your consumers frequent often and at what times. Then, you need to look at the types of distribution channels are available for you to use. There are three main types of content distribution channels:
1. Owned Content Distribution: This refers to media that is owned by your company which includes your website, newsletter and blog. This media can also be your social media channels as well as landing pages.
2. Earned Content Distribution: This media refers to the distribution of your content by other entities like guest blog posts, shares, reposts and retweets for example.
3. Paid Content Distribution: This kind on distribution requires you to pay for your content to be distributed in order to get results. These can be Google Ads or social media boosted ads.
An effective distribution plan will include all of the above channels, so now we will share with you what content you should aim to use for each one.
Owned Content Distribution
Blogging is an excellent way to use this channel of distribution, however for a blog to be successful it needs to be maintained both in its publishing and style. Having a consistent posting schedule helps users trust your brand as they know when they will get something new to read that is of value to them. *top tip* placing lead magnets, which we spoke about in our last article, can help you gauge how successful your content is.
Landing pages are stand-alone pages that are made to generate conversions and they provide a way for you can promote your offers directly to your target audience. Make sure you optimize your landing pages, so visitors understand the offer and can easily identify where to click to accept your offer. A good landing page should be strong enough to convince users to accept the Call to Action (CTA) and convert to a prospect.
Social media is a powerful tool for content distribution but again in order for it to be effective you need to be consistent and ensure you use high quality images. Twitter, LinkedIn, Facebook and Instagram all require that you do market research, so you know your audiences’ habits online, so you can reach them better.
Earned Content Distribution
It can be argued that this is the hardest channel to achieve as it depends on other to share your content. This is why you need to write and create content that is worth sharing as well as engage with other companies on your social media channels. The more people gain your content the more they will share it. You can also build relationships with other brands in this way by sharing their content and they may in turn share yours.
Paid Content Distribution
This form of advertising is possibly the easiest one to use as it simply requires that you pay for people to see your content. You also have a lot of control with this form of distribution as you can choose your audience based on you target audience looking at age, gender, location, interests etc. The various forms include Google Ads and Bing Ads which offer companies the chance to promote their adverts to a wide range of audiences based on the key words they search. Then there are Pay-per-click (PPC) where companies pay each time users click on their ad. Social media ads work in a very similar way, however, they all differ on the prices charged.
So, there you have it! A sure-fire way to get your content distribution working for you in 2019! Please click subscribe if you enjoyed the following article and we will keep you informed on the latest trends in the industry weekly.