As a growing business in the modern digital age, there is very little you can accomplish without content.
90% of marketers that are already investing in content marketing are likely to continue investing the same amount in 2022. Incredible, right? Especially at a time when companies are cutting their marketing budgets because of the aftereffects of a global pandemic.
Well, that is the beauty of content marketing and SEO. No brand today can ace the digital-first way of doing business without committing to these two marketing strategies.
The success of a content marketing strategy predominantly depends on effective content distribution. This is the reason we will narrow down on this particular topic today — the whats, the whys, the hows, and more of distributing content.
Curious to know more? Let us get started.
Content distribution is the process of publishing, sharing and even promoting content with your target audience using different platforms. This could be your website or even your preferred social media channel. Content distribution takes place after the content creation, regardless of the format and platform. However, it is important to take into account certain aspects of distribution even while you are producing content.
Needless to say, content distribution can make or break your marketing campaigns. It is important to construct an effective content distribution strategy because it is likely to evolve as you scale up.
Here are a few statistics that highlight how content distribution is performing currently:
- More than 69% of marketers consider social media to be one of the best content distribution channels.
- More than 40% of marketers consider content distribution to be one of their top priorities in 2022.
- Video is the most popular content format used by brands in 2021.
Keeping yourself updated about the recent content distribution statistics and trends will help you leverage the most profitable content types and formats.
Have you ever heard industry experts and professionals say “Content is King”, and wondered what the hype is all about? Rest assured, content is every bit of the game-changer that they say it is.
In fact, having a robust content strategy is the first step for any brand that is targeting growth and performance. A content strategy details the plan that will guide an organisation’s process of creating content assets.
And of course, as with any successful strategy, there are a few predefined steps to navigate it.
What are the Steps of Content Strategy?
Creating a content strategy is not that complicated when you know the right steps to follow. Beware, your content strategy is the foundation based on which you will be creating and promoting different types of content.
Here is a simple process that you can follow to create an effective content strategy:
The ideation stage is a highly crucial one since it is the stage in which you will outline your strategy. In this stage, you should also focus on acquiring topic ideas that you can produce content on, and locking down some of the content formats that you want to follow.
Remember to collect and document your content ideas when you are conducting your research in the ideation stage.
One of the first things that you need to do in this stage is to analyse what your competitors are doing. Identify the primary topics and trends that your competitors are targeting. Moreover, you should also evaluate the content formats they are going for.
For instance, if you are an eCommerce brand selling makeup products, try analysing the topics and formats that brands like Sephora are targeting. Once you have a list of potential topics, you can focus on creating content on these topics with even more adeptness and focus on SEO.
Tracking Industry Trends
Another great step that you can take in the ideation stage is keeping an eye on the industry trends. Take a look at the latest trends that are dominating conversations in your industry and create content ideas that can capitalise on this buzz. Simple enough, right?
Let us look at how you would do this for the example of the eCommerce store that we just discussed. Say, your industry has an ongoing debate over the availability of products for women of different skin colours. Posting a blog or video on this trending topic expressing your brand’s take on the subject could be a great way to attract customers.
Content Gap Analysis
Now, you have analysed your competitors and studied the trends that are shaping the industry. If you are wondering how you will bring about a unique or new angle to these existing content ideas, we totally understand.
This is where a Content Gap Analysis can help you. It is the process of identifying gaps that exist in the content that are currently present on the topic. This analysis should be conducted on the external content posted on relevant topics, as well as the content posted by you. Discover content opportunities that are missing in the content, or can be additionally addressed.
Adding to the example that we have been discussing, conducting a content gap analysis for the eCommerce company will include analysing various skincare and beauty blogs and filling the discovered gaps in the content.
Even though you would have done a considerable amount of initial research in the ideation stage, there is a lot more to be done. The research stage is quite important in the process of creating a content strategy because it will define how your content is likely to perform.
To professionals who have created content before, this one should not come as a surprise. Keywords, after all, are considered to be the most basic and important SEO parameters one considers during content creation.
Incorporating terms that are utilised by users to search for products or services that apply to you is important. Identifying such keywords that you should target in your content could be quite useful. Use tools like Google Keyword Planner or KWFinder to find keywords that can be useful for your content strategy.
The keywords would also help you shape the topic ideas and create content outlines based on which content creation can be conducted at a later stage.
User Intent Analysis
When you are conducting research for your content strategy, understanding the user intent or search intent can be quite important. User intent analysis will help you understand the purpose behind users’ searches and what they intended to find with them.
Equipped with the user intent, you will be able to cater to users who are at different stages of their buying journey with the help of your content.
Let us understand this with the help of the eCommerce store selling makeup products.
- The keyword “red matte lipstick” indicates that the user is probably browsing for a good one to buy.
- The keyword “mac ruby woo lipstick” may suggest that the user may be researching specific brands and narrowing down their options.
- The keyword “buy mac ruby woo lipstick” indicates that the user has made a decision to purchase and is actively looking for a platform to make the transaction.
Do you see how understanding the intent can help you find the right search terms for your content? Integrating this process into your content strategy will help you produce content that performs and targets the right audience.
Content Audit of Competitors
Conducting a content audit should definitely be on your list when you are creating a content strategy. A content audit is a process of conducting a detailed analysis and evaluation of all the content on a website. Doing this for your competitors’ websites will help you gauge the strengths and weaknesses of their existing content.
It will also offer insights into the content types, and platforms that are working for them, and the ones that are not bringing positive results. Tools such as Google Analytics and Screaming Frog SEO Spider are considered to be ideal for carrying out comprehensive content audits.
3. Content Creation
Once you have done all the necessary ideation and research, it is time to start creating!
The content creation stage requires you to collate all the research and ideas that you have come up with so far and get to work. This stage is crucial because it will determine the quality and potential performance of your content strategy.
Before you put the proverbial pen to paper, conduct keyword mapping to organise the process even more. The process of keyword mapping entails assigning specific keywords to their target landing pages or web pages. Basically, you will be making a list of web pages for your website and deciding the specific keywords that will be included in each of them.
Remember, this is the first and foremost step towards successfully priming your content for SEO-friendliness.
Writing SEO-friendly Content
Finally, the time has come for you to unleash your creativity!
Now that you have the necessary parameters as well as keywords sorted, you can start writing that piece of content you have worked so hard for. But while doing so, do not forget to keep in mind the SEO parameters that will help you build high-quality content.
While putting together your content piece, pay special attention to SEO parameters such as adding optimised H2s, meta descriptions, and images within the content. Moreover, take into consideration the various SEO-friendly processes that you should follow while writing the content.
Let us make one thing clear first — a content distribution strategy entails creating a strategic document using which brands can then share and promote content assets. Having said that, there are multiple content distribution strategies that you can consider.
Let us delve deeper into a few that can work wonders for your content:
1. Repurposing Existing Content
Even though the content volume today is larger than ever before, the need for high-quality content is only rising. The process of repurposing content is just like it sounds. You take an existing piece of content and repurpose it for another format or platform.
Simple enough, right? Not quite.
To be able to effectively and consistently repurpose content, you should be able to envision how your content can be sliced or diced right from the time you start creating it. Can a blog that you are creating be later converted into a short video? Can a long-form guide that you are working on be later repurposed for smaller social media posts?
Seek answers to these questions during the content creation process so that you can effectively repurpose your content at a later stage.
2. Experiment with different Content formats
Needless to say, every content format has something different to offer for your business. Leveraging different kinds of content formats and platforms is only likely to open up a plethora of opportunities for your brand.
Let us look at the top content formats that are used by businesses to level up their content distribution strategy:
Infographics can provide a visual overview of complex data and statistics in an easily digestible manner. No wonder more than 67% of marketers in 2020 invested in infographics. There are entire businesses that solely depend on infographics to level up their content strategy.
Not to forget, it is one of the most difficult content formats to create, but just as simple to distribute. Here is an old but classic example of how LinkedIn leveraged infographics to highlight how companies should aim to strike the perfect balance while blogging.
Whitepapers have been around for a while, but their popularity has increased as a result of digitisation. Whitepapers are highly informative documents issued by companies highlighting a persistent issue, and their philosophy towards it. The intent of whitepapers is generally to inform, educate, solve a problem or aid in decision-making, and make ideal gated content.
Writing a whitepaper requires you to deploy an industry expert who has a lot of experience on the subject. Additionally, you will need to integrate high-quality graphics into your whitepapers to enhance their readability and engagement.
Some of the industries that rely heavily on whitepapers include SaaS, Cryptocurrency, and non-governmental organisations. For instance, Ethereum published an introductory whitepaper before its official launch in 2014.
eBooks are definitely not a new content type, but their adoption in the business world is definitely unique. As companies faced increased competition in the digital arena, eBooks quickly became the ideal gated content piece to attract customers who are looking for more information.
It is an easy fix to apply if you feel like your content strategy is lacking the depth you desire. Plus, it can allow you to effectively connect with your target audience. What’s more, the more detailed your eBook, the higher your reputation as a subject matter expert.
For instance, the Content Marketing Institute published an eBook on influencer marketing that leveraged stunning graphics and data-backed information.
Loading your content pieces with text and images barely cuts it anymore. What marketers are constantly seeking these days are innovative ways to present all kinds of information. Interactive content delivers on and exceeds expectations in this regard.
More than 88% of marketers say that interactive content is useful in differentiating them from competitors. Interactive content can be incorporated into your web pages, eBooks, infographics and all kinds of other digital content formats.
A great example of this is The Content Creator’s Guide to Interactive Marketing by Ceros. This eBook aimed at educating interactive marketers does so by leveraging interactive content — a highly effective way to lead by example.
Companies today highly depend on newsletters to build a steady base of leads and customers. One of the primary factors that put newsletters on this list is the ability of companies to personalise newsletters for their subscribers.
Email newsletters are great for engaging with your target audience and sending updates. In a sea of promotions and spammy emails, newsletters can stand out as rich sources of information if designed and curated diligently.
Tl;dr marketing is one such digital marketing newsletter that offers expert takes on recent digital marketing trends and news in an easily digestible format.
Thought leadership content can be quite useful when companies want to share valuable knowledge and information with their target audience. Thought leadership content can be in multiple formats, such as blogs, webinars, podcasts and more.
If users find your content useful, you will be building a steady reputation and credibility for your brand. Needless to say, this can offer you a lot of advantages from an SEO perspective.
For instance, Brian Dean of Backlinko is a thought leader who inspires and educates his subscribers on all things SEO.
When you produce content regularly, you may want to add different levels of detailing to your content pieces. With that in mind, if you want to discuss a topic in detail, then leveraging long-form content may be your best option.
Long-form content can be in the form of detailed guides, eBooks or whitepapers, among other content formats. What’s more, long-form content also offers you the opportunity to integrate a lot of keywords.
Written content is all good, but in an age of shrinking attention spans, it is important to have other kinds of content that can work in your favour. Podcasts ensure that you can convey complex and large amounts of information in an audible format.
The biggest benefit of podcasts is that customers can choose how and when they want to listen to them and can do it along with carrying out other tasks. The reason for investing in podcasts is simple — you will be tapping into a larger audience that is not captured by written or video content.
If you have a product that requires a little bit of technical know-how or has a lot of features, you are probably going to be preparing tutorials. The best way to disseminate product tutorials is in video format.
Such videos establish immediate familiarity and relatability with the audience and make it easy for them to learn in a typical “monkey-see-monkey-do” manner. More than 54% of consumers state that they would like to see video content from brands that they support.
You may have heard this one before — but very few content formats work as effectively as case studies. They offer social proof and act as a testimony to the skills and experience that you are boasting of possessing.
Case studies can be defined as documentation of a product or service that is backed by adequate research and data. A great example of this is case studies posted by Fractl on its website highlighting the exact metrics and data that highlight its performance.
We are finally here — perhaps the most popular content format today — blogs. We know this is not an overstatement because companies that publish blogs regularly get 97% more links to their websites.
While there are a lot of guidelines on how companies can create and publish blogs, you can put your own creative spin on it. Having an active blog with multiple formats can help your business get the desired results and make an impact on your content strategy.
So much hard work goes into creating content that can have an impact on your audience and generate results for your business. Even then, a lot of companies keep posting their content in silos without people even noticing.
Companies that have high-quality content to offer, and are looking for a way to promote it, Content Syndication may be the answer. Syndication refers to the process of republishing a piece of content on your website on other platforms or websites. These websites can either post a summary, a small snippet or even the entirety of your content.
Syndication is a win-win process for publishers and original authors alike. Authors get exposure on multiple platforms, and publishers get the advantage of sharing fresh content with their readers. What’s more, brands can build a solid backlink profile with the help of syndication, by posting content on authoritative websites.
Some of the primary content syndication strategies used by brands include:
- Syndicating to a similar website
- Syndicating to a larger, more authoritative website
- Guest posting on large publications, and later syndicating to the website
- Getting organic links from large publications
Note: In the case of syndication, you will see a fine print of “originally published in” or “originally appeared on” under the post.
4. Multi-Channel presence
As a brand, it is always a wise choice to be where your customers are. If they are active on multiple platforms, then simply having a website and hoping to succeed will not work. Get on all the platforms where your customers are likely to spend time to increase the visibility of your brand and content.
For instance, if you rely heavily on video content to promote your brand, might we suggest getting off your website? Over 2.3 billion people around the world use YouTube every month. So, it is beneficial to post videos on the platform to get maximum traction and exposure.
Not just this, brands should also never underestimate the power of social media platforms and their impact on brand performance. Did you know that an average person juggles at least seven social media channels every month?
So, wondering what such a multi-channel presence can achieve for your business?
Well, for one, it will be able to connect you with the right customers and help you engage with them in a better way. Apart from having a higher reach, you will also be able to leverage these platforms to generate positive results for your website.
Now, you have already gained a better understanding of the various content formats that you can explore, and some of the content distribution strategies that you should consider.
But remember, your efforts mean nothing if you are not able to measure their effectiveness with the help of the right metrics and tools. Let us look at how you can go about this —
1. Set your Content Distribution KPIs and Goals
You should, of course, start with identifying the primary content distribution KPIs and goals that you should be monitoring.
Let us look at some of the primary KPIs that you should be tracking in this regard and subsequent metrics that you should be looking at
As reporting time comes closer, your site traffic plays an important role in determining whether your content distribution strategy is actually working. But to truly understand how well your content distribution strategies are working, identify the channels that are bringing the most traffic.
This will help you understand the platforms that you should be focusing more on, and the ones that you can reduce relying on. Apart from the traffic sources, you can also narrow down your focus by calculating:
- users (the total number of unique website visitors)
- pageviews (total number of times your webpage has been viewed)
- unique pageviews (multiple pageviews by a single user aggregated into a single pageview)
You should also aim for having achieved an average of 30% of returning visitors every month. It will also be beneficial to analyse the amount of traffic that you are generating from your social media accounts.
So, you have already identified that your website traffic is increasing. But does that indicate that your content is working as it should? It definitely means that you are successfully fetching clicks to your website.
But you will need to measure the engagement to gauge whether your readers will find your content useful. Under this bracket, you will also need to check for the amount of time your website visitors spend on a webpage, and the number of web pages they visit during a single session.
Apart from the website engagement, you should also look at the social media engagement that your content can produce. Here, you want to look at the number of impressions on your posts, and the number of times your post has been shared on social media channels.
To be able to successfully measure the reader engagement with your content, also take a look at:
- Average Session Duration (average amount of time users are spending in a single session)
- Content Click-through Rates (number of user impressions that ended up in clicks)
- Inbound links
Top content (and falling content)
Remember how we talked about the various ways your content strategy plays into the success of your content distribution strategy?
Well, that’s one of the reasons why content quality is such an important parameter for your content distribution strategy. Check which pieces of content are generating traffic and actively engaging your readers. Some of the primary metrics that you should be tracking in this regard are:
- Top Page Views (pages that are being viewed most often)
- Top Exits (pages that are unable to hold users and end in exits)
- Content Downloads
Not just this, make it a point to analyse the content pieces so that you can identify the ones that are failing to hit the mark. Doing so will help you identify the content types and formats that may not be working for your goals.
High-quality content can have two kinds of consequences — it can generate a buzz or an impact. While generating a buzz leads to higher brand awareness, the impact is the effect that your content has on your audience.
The impact can be measured quite easily by identifying the actions that your audience takes after coming in contact with your content. Do they go ahead and transact with you? Do they share the content on social media? Do they go on to read other pieces of content on your website?
Seeking answers to these questions can help you identify the level of “impact” that your content has on your readers. Some of the primary metrics that will measure the impact of your content include:
- Pages Per Visit (average number of pages that a user lands on each of their visits)
- Impressions (reactions that you are getting on your content)
- Conversions (how many users convert into paying customers)
Sentiment portrays the reaction invoked by your content among your readers. Reader sentiment has the potential to make your content viral or fall right through into the archives.
Content pieces that do not meet the desired quality benchmarks will not only fail but also barely get acknowledged by readers. On the other hand, if your content is valuable and memorable, it is likely to prompt immediate reactions from readers.
Some of the primary metrics that determine reader sentiment and should be tracked, include:
- Social shares
Use Google Analytics and Third-Party Tools to Monitor KPIs
Now that you know the specific KPIs and metrics to monitor so that you can effectively measure your content distribution's success, let us look at how you can calculate these metrics. Of course, to consistently monitor and measure the KPIs, you will need to invest in a few tools.
Google Analytics is one of the most used and reliable tools for measuring all your SEO and content marketing KPIs. Plus, the tool is completely free, making it quite easy for companies of all sizes to affordably start monitoring their objectives from the get-go.
Ideally, you will be able to monitor all your website and social media analytics on Google Analytics. You simply need to set up your Google Tag Manager and add social media as a goal to your Google Analytics account.
Apart from Google Analytics, you can also rely on third-party tools such as Ahrefs, and Moz also offers a wide range of features and modules that can help you monitor your content performance. With the help of such tools, you can track how your content is performing on your website as well as your social media accounts.
By now, you must have a detailed understanding of content distribution strategies and the KPIs that you should use for content distribution. You also have a better idea of the tools that you can use for tracking and analysing the success of your content distribution strategy.
It is now time for us to take a deeper dive into content distribution channels. These channels are the ones that you use to promote and share your content — the means through which content is distributed to large and targeted audiences.
Types of Content Distribution Channels
Here are some of the three main types of content distribution channels that you should consider while creating your strategy:
Channels that are completely owned by the brand are categorised as owned media. Basically, these are the media channels that you have complete control over and can be customised as per your needs
These channels are specifically targeted and used by companies to establish long-term relationships and facilitate interactions with potential customers. These channels are also more cost-effective as apart from the initial setup, companies generally do not have to pay anything extra.
It is a good starting point for your company to eventually graduate to leveraging earned and paid media.
Examples of Owned Media - Website, Mobile application, Blog, Social Media Channels, etc.
Seasoned marketers swear by word-of-mouth marketing, and for good reason. It is aspirational to have customers rave about your product or company without having to pay for it. When a customer reaches their ‘aha’ moment organically and raves about your product on their channel, you have truly ‘earned’ it. Such channels are categorised as earned media.
It is great if you get earned media right because you create a powerful network that has the potential to make your content go viral. Make no mistake — successful implementation of earned media stems from executing owned and paid media well.
Examples of Earned Media - Personal blogs, personal social media channels, etc.
If you are a brand that is looking for immediacy in returns, then using paid media may be a good option for you. Paid media, as the name suggests, are those channels that will let you distribute content for a fee or payment.
Paid media channels almost always guarantee results. Even then, paid media is seldom the complete answer to your problems. Instead, paid media channels can be perfect mediums that lead to your owned media channels. In fact, earned media should be leveraged to attain the same goal.
Examples of Paid Media - Sponsorships, display advertisements, and paid search results
Some Common Distribution Channels
So, now you know the primary types of content distribution channels that you can consider. Here are some of the most common channels used by companies today. Keep in mind that your choice of content distribution channels should depend on the goals that you want to achieve through them.
Let us get right into it.
If this option surprises you, you probably haven’t tapped into the complete potential of emails. With over 4 billion email users in 2022, email marketing is a sure shot way to reach a large target audience with minimal effort.
If used properly, email can be quite a powerful tool for content distribution — of all kinds and types.
Email conversions are known to be higher than social media. Plus, emails are ideal when you want to interact with your customers, and increase the chances of a sale in the future. Distributing content through emails can help you achieve much better results than most other channels and help you create a strong list of subscribers for your content.
As if it has been said enough — videos are truly the content type that you should be investing a lot of time and effort into.
This should not seem like an unconventional option since YouTube recently became the second largest search engine in the world. So, your customers might well be searching for your business on YouTube if not on Google.
94% of marketers state that they have successfully leveraged videos for developing a stronger understanding of their product or services among customers.
Let us look at how Headspace promotes its application through videos:
Embed Video: Say hello to Headspace
Moreover, you can drive more shareability for your content using various types of videos, such as demo videos, how-to videos, and so on. You can also use social media to ensure that you promote and reach a larger target audience.
You did not think that only videos were creating all the buzz, did you?
If recent trends and market performance are any indications, podcasts have risen in popularity more than ever before. And they are unstoppable.
With over 2 million podcasts streaming worldwide in 2021, its era of glory has truly arrived.
The primary benefit of podcasts is that they can help you bridge the gap between your brand and your niche target audience. If done effectively, podcasts can be a great marketing tool and offer a good ROI.
Regardless of the type of podcast, brands have plenty of opportunities to broadcast and promote their product and services. For instance, SEO agencies that want to promote their services and expertise can benefit from appearing on any of the reputed podcasts focusing on SEO.
Blogs and Website Articles
Even though the way people receive and digest content has changed over the years, some aspects never change. Whether you have a dedicated blog or a section on your website, there is no denying that this piece of text is going to be crucial.
Did you know that over 77% of people around the world regularly read blogs?
With that kind of popularity, any growing business would be losing out on a lot of opportunities if they do not have an active blog. Blogs also offer plenty of room for businesses to integrate SEO elements and techniques that can then help them in amplifying their SERP rankings.
What’s more, blogs now allow content creators complete flexibility to include a wide array of elements to engage readers. Blogs now include videos, images and many more interactive features that make for interesting reads.
While the COVID-19 pandemic did cause in-person events to take a long hiatus, they are now coming back. Virtual events did take place during this period, but they are no match for a good in-person interactive experience.
Creating highly informative slide decks and presentations is also a great form of content that can be easily repurposed online. Events like these will also require you to produce a wide array of other content collaterals, such as flyers, brochures, and full-blown social media campaigns for promotions.
The biggest benefit here? In-person events allow you to get feedback actively from attendees, and give you a lot of interesting insights that you can then incorporate into your strategy. Plus, you get to forge impactful relationships with your customers and affiliates. Truly a win-win situation.
Online Presentation Platforms
We just talked about how content produced in the form of slide decks and presentations can be repurposed. If you wondered how that was possible, online presentation platforms are your answer.
Once you are done with utilising the presentations for your event, head to platforms like Slideshare and Speaker Deck, wherein you can upload and share them with a wider audience. Such platforms even have the option of uploading detailed transcripts — a great opportunity for you to add keywords and amplify your digital presence.
Webinars or Virtual Conferences
When we discuss events and presentations, webinars are definitely on top of the list. If you are someone who thinks webinars may not be the right fit for your organisation, think again. More than 85% of marketers that use webinars as a marketing tool say that it is highly useful.
Not just that, just like presentations, webinars can create highly repurposable content. You have the option of posting the webinar as a video to add that extra boost of credibility on your website or YouTube channel.
Another good option for content distribution is conducting virtual conferences. Virtual conferences are easy to organise because they eliminate the need for a lot of logistical processes that play a role in physical conferences. This makes it easy for you to concentrate on distributing high-quality content.
The biggest perk of organising webinars and virtual conferences is that your keynote speakers and panellists are likely to create well-researched content for it. Equipped with expert insights and the latest information, such content can make for excellent additions to your website or video-sharing channels.
There is no denying that everything is going digital these days — companies as well as customers. But that does not in any way mean that the printed word is dead. In fact, there are many niche publications catering to specific business verticals that are revolutionising the way you approach content publishing.
Did you know that marketing campaigns that leverage digital as well as print marketing, generate 400% better results?
If you are still not convinced, how about the fact that 82% of consumers still rely on print ads for making purchasing decisions?
So if you are planning to distribute content in the form of print media, do not hesitate — you may just be looking at a gold mine of ad and marketing opportunities.
Choosing the Right Distribution Channel for your Brand
We have now looked at the different types of distribution channels that you can consider. Let us now dig deeper into the factors that you should keep in mind while choosing the right distribution channel for your brand.
By now you should know that content distribution strategy is so much more than creating and sharing content. It has to do with identifying, producing and promoting the right kind of content to the right audience. This is where Audience Persona comes into the picture.
To cater to the right audience, who will become paying customers for your business, you need to have the right content at appropriate places and platforms. After all, productive buyer engagement is triggered by having content that caters to the right audience persona. Not to forget, user search intent plays a vital role in this process.
Hence, creating audience personas is important in the early stages of your content distribution strategy. By putting targeted efforts towards content, ensure that minimal costs and resources are wasted on channels that are unlikely to generate the desired output.
While choosing a content distribution channel, ensure that your targeted audience is active on it.
It's not “One Content Fits All”
When you were reading the different types of content to explore for your brand, you may have picked some favourites. Maybe you immediately decided to have an active blog section on which you can focus your efforts?
Well, you’re not wrong, but doing just that will not suffice when you are trying to build a winning strategy. Take a look at how different types of content can contribute to your strategy.
Instead, understand that you will need to create different kinds of content for different kinds of customers. For instance, a business client will appreciate it if content comes their way in the form of emails and blogs. On the other hand, a younger demographic will appreciate other content formats, such as videos and podcasts over others.
So, while choosing a content distribution channel, ensure that the platform supports different content types.
Brand Resources and Capabilities
One of the biggest mistakes that brands make while choosing content distribution channels is ignoring their own bandwidth. No doubt, it all looks very optimistic at the outset — your marketing team can handle anything that you send their way. What is a new content distribution channel?
But it is not that simple. Each channel comes with its own set of guidelines to be followed. It is advisable that brands go about prudently choosing distribution channels while assigning due importance to the number of resources they will need to deploy.
Moreover, it is also important to identify your brand capabilities before you choose a channel. For instance, you have decided to make a grand debut on Twitter, but do you have copywriters who can create short and impactful social media copies?
Ask yourself these very pertinent questions before settling on a specific content distribution channel.
When you are a growing brand with ambitious goals, it is all about scalability, isn’t it?
Not only do you need a content distribution channel that aligns with your business goals and strategy needs, you need a platform that can help your brand grow. More so, you need channels that can grow as your brand grows.
A lot of social media platforms today are created with scalability in mind. For instance, Instagram allows content creators to unlock a wide range of features as their followers grow, aside from basic analytics that is available for everyone.
From a logical standpoint, this is done because a normal user will have little use for advanced features, and brands that are growing and have a lot of followers will need certain additional elements to be integrated into their posts. The same logic should be applied to your website. When you choose a CMS for your website, ensure that it is scalable and offers features that can accentuate your brand’s content strategy.
It is an all-in-one inbound marketing CRM software. Using Hubspot, you can carry out everything from email marketing, content creation, and social amplification to analytics reporting. It drives the course of your social communities with data gained through landing pages, marketing campaigns, etc.
USP: Its social inbox enables you to manage, schedule, publish to and monitor social media sites like Twitter, Facebook, LinkedIn, Google+, etc.
- Basic: Free
- Starter: $45
- Professional: $800
- Enterprise: $3200
Medium for content is exactly how Amazon is for products. Created by Twitter co-creators, it is a one-stop platform for informative blogs on all kinds of subjects with thousands of readers.
USP: It is used by more than 17 million people per month and you can have free access to this audience. Your content will always reach a large audience, regardless of subject or length.
- You can find out the cost of native paid distribution upon email request to Medium.
3. PR Newswire
PR Newswire is a press release distribution network. It helps you find, target, and contact journalists and news outlets by specific industries, geographic areas, and topics. It offers packages for state and local, regional, and national press.
- Broadly used for distributing newsworthy information like events, announcements, breaking news, etc.
- It allows you to distribute your content to more than 200,000 media sources.
- iReach service (for non-members):
- $129 for the search reach package
- $299 for the web reach package
- $399 for the web reach plus package.
- Premium membership service: $195 per year or $249 per year if invoiced.
HARO is an online sourcing service. It connects journalists and bloggers who are seeking expertise on a particular topic to include in their content with sources who have that expertise. For brands, it’s a goldmine for getting featured on relevant articles on authoritative third-party websites and building a solid influence in a specific niche.
USP: Journalists get a more well-rounded story and brands get credible media coverage.
- Basic: free
- Standard: $19 per month
- Advanced: $49 per month
- Premium: $149 per month
ClickToTweet enables you to create your own pre-written tweets. Along with this, it provides a link that, when clicked, will open the tweet inside the user’s Twitter account so that they can tweet it directly. This eliminates the barrier of typing out a tweet whenever readers want to share your content. You can add your own Twitter handle in the tweet and follow up with who’s sharing your content and who’s mentioning you.
USP: Readers can share soundbites and pieces of your content on Twitter with a single click.
GaggleAmp is an employee advocacy and communications software that lets companies amplify their social reach. Using this tool, companies can enable their employees, partners, and stakeholders to actively participate in sharing the business content to increase their reach on social media, garner more engagement on content and initiatives, and increase traffic, leads, and overall marketing performance.
USP: Companies can promote business content & marketing initiatives through their employees on social media and bolster their digital presence.
- Single Plan: $300 per month
Initially launched as a free social bookmarking service to allow website visitors to bookmark and share content on social media platforms, AddThis has evolved into a suite of website marketing tools that help bloggers and marketers to optimise content, build an email subscribers list, and develop personal & effective relationships with existing as well as potential customers.
USP: Trusted by over 15 million sites, AddThis helps website owners to provide the easiest way for their visitors to engage with and share content on social media platforms.
- Signature Plan: Free
- Enterprise Plan: Enterprise users that need custom-tailored services are required to contact AddThis’s customer experience team for a quote.
Mention is a social media monitoring and analytics tool that allows brands as well as agencies to listen to their audience on social media and understand their perception. By using this tool, you can monitor what is being said about your brand or products online and measure the impact of your online marketing & digital PR activities.
USP: You can easily keep tabs on important conversations from your audience, gain invaluable insights, and monitor the success of your marketing efforts.
- Basic: Free
- Solo: €29 per month
- Pro: €99 per month
- ProPlus: €199 per month
- Company: Contact the Mention team for a quote.
SharedCount is a social URL analytics service that looks up the number of times a URL has been shared on the most popular social media platforms, like Facebook and Twitter. Additionally, you can also track the number of likes, tweets, shares, and more using this tool.
USP: You can find out exactly which platform drove the social shares on your input URLs.
- Personal: $40 per month
- Professional: $160 per month
- Enterprise: $640 per month
Outbrain is a web recommendation platform. It helps marketers connect to their target audience through targeted advertising and recommends blog posts, articles, slideshows, photos & videos, and more to enhance your readers’ experience. It provides recommendations by drawing data-driven connections between user interests and actions.
USP: Using Outbrain, you can connect with one-third of the world’s audience on the open web.
- Minimum Required Budget: $20 per day
- Minimum CPC: $0.03 to $1.50 (depending on your industry)
WiseStamp is a fully-customisable email signature generator that lets you unify your brand with a global company design by offering you the simplest way to create and add professionally designed email signatures to your email. It comes with a 1-click setup feature and is compatible with Gmail, Outlook, and other email service providers.
USP: You can create and deploy dynamic, professional email signatures from a central dashboard that works flawlessly on all major email service providers.
- For Individuals:
- Basic: Free
- Pro: $5.8 per month
- Soho: $8.25 per month
- For Organisations:
- Soho: $1.85 per user per month
- Teams: $1.67 per user per month
- Enterprise: Contact WiseStamp Sales Team for a quote
Creating a robust content distribution strategy is one of the most important parts of your content marketing efforts. You can have stellar content that can enthral readers, but it would be of no use if you do not have the right channels to promote it. Divert your focus on creating high-quality content, and choosing distribution channels that can produce positive results for your brand. Finally, monitor and measure your performance using tools that can help you shape your content distribution strategy productively.
Still, puzzled about the steps you should take now? Get in touch with us, and we would love to help you take your strategy to the next level.
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