As BuzzFeed\u2019s Jonathan Perelman once said, \u201cContent is king, but distribution is queen. And she wears the pants.\u201d<\/p>\n\n\n\n
In the world of content marketing, this is indeed true\u2014building a smart content distribution strategy is crucial for long-term success. If you produce a remarkable piece of content, how can it make an impact if nobody reads it?<\/p>\n\n\n\n
In this article, we\u2019ll guide you through developing a content distribution strategy and effectively promoting your content to maximize reach and attract loyalty to your brand.<\/p>\n\n\n\n
Content distribution is the process of publishing and promoting your content through various channels and media formats.<\/p>\n\n\n\n
This can include your website, ads, your social media channels, email newsletters, and other channels we\u2019ll explore in a moment.<\/p>\n\n\n\n
But to start, we\u2019ll discuss the importance of content distribution and why you should care about this strategy in the first place.<\/p>\n\n\n\n
Without an effective means to share, amplify, and promote your content to the world, it\u2019s unlikely to reach new audiences.<\/p>\n\n\n\n
Think of it this way: Would you have ever heard of or read the books of favorite authors if they didn\u2019t have a company to publish, ship, and sell their works at your local bookstore?<\/p>\n\n\n\n
Probably not. Unless your brand is already widely known, it\u2019s nearly impossible to reach your intended audience and get in front of people who\u2019ve never heard of you before.<\/p>\n\n\n\n
In other words, content distribution helps you get your content in front of the right audience via the right channel and at the right time.<\/p>\n\n\n\n
Before evaluating the content distribution platforms, consider all the content assets you already have. This can include:<\/p>\n\n\n\n
Pick your promotional channels wisely. A good rule of thumb is to define your expectations as goals and key performance indicators (KPIs).<\/p>\n\n\n\n
For example, if you want to increase brand awareness, you can focus on shares, organic traffic, keyword rankings, and backlinks.<\/p>\n\n\n\n
Specific channels may vary depending on your resources and audience specifics. In general, though, we can divide them into three broad categories:<\/p>\n\n\n\n
Earned or shared channels are those that belong to external third parties who have shared content about your brand. Think of bloggers, social media influencers, journalists, or review sites.<\/p>\n\n\n\n
Here\u2019s an example of Nike\u2019s content found on an earned or shared channel. It\u2019s a product review published by Hypebeast, a streetwear and contemporary lifestyle magazine:<\/p>\n\n\n\n
Paid channels are pay-to-play. In exchange for promoting your content on an external site, you pay a fee. This can include various platforms such as:<\/p>\n\n\n\n
If you\u2019re wondering how, where, and when to promote your content, there are a few factors to consider.<\/p>\n\n\n\n
Paid channels generate results quickly but require ongoing investment to sustain growth. The second you turn off the ad spend, you\u2019ll see an immediate downturn in traffic, reach, and engagement.<\/p>\n\n\n\n
Organic channels, both owned and earned, take longer to see results. However, those results will be sustainable and more stable.<\/p>\n\n\n\n
Remember that building a loyal fanbase doesn\u2019t happen overnight. It takes time. The best way is to strike a healthy balance between paid and organic distribution channels.<\/p>\n\n\n\n
To simplify the process of choosing your optimal channels, we\u2019ve prepared some comparisons below. There, you\u2019ll find detailed information on what types of content are distributed on those channels, target KPIs, and other important metrics to keep track of.<\/p>\n\n\n\n
These channels are central to any brand. They are owned by you, and you alone have full control over the content.<\/p>\n\n\n\n
Why is this important? Because you can remove or update copy, tweak it to improve your performance, and keep tabs on your backlink profile and interlinking strategy .<\/p>\n\n\n\n
In addition, you can communicate directly with your \u201cowned\u201d audience and nurture these contacts, moving them down the funnel.<\/p>\n\n\n\n
If your earned platform is an influencer, industry thought leader, or top media publisher, getting traction here is worth it. You get your brand in front of a massive audience who\u2019s already loyal to or engaged with that media channel.<\/p>\n\n\n\n
The downside is that these channels give you less control because the resource you publish your content on doesn\u2019t belong to you.<\/p>\n\n\n\n
That means it\u2019s harder to review outdated content, track its performance, and convert users into leads. Another issue is that the owner can decide to take down that content at any time.<\/p>\n\n\n\n
These channels might be called the most challenging ones, as using them requires careful ROI forecasting and budget planning.<\/p>\n\n\n\n
On the other hand, they offer you an opportunity to kickstart a promotional campaign in a day and get quick, measurable results affecting the bottom line.<\/p>\n\n\n\n
Important: Not all formats are a fit for all channels! You need to take the funnel stage into account . For example, a blog that drives a lot of organic traffic won\u2019t necessarily bring you as many leads if you link to it from a paid ad.<\/p>\n\n\n\n
To get your content in front of your ideal target audience , you\u2019ll need to do some digging.<\/p>\n\n\n\n
Start by analyzing your audience and their preferences to uncover where they\u2019d prefer to consume your content.<\/p>\n\n\n\n
Having this in front of you will help align your distribution and promotional efforts with their preferences and behaviors more effectively.<\/p>\n\n\n\n
You don\u2019t necessarily have to create all content to distribute from scratch. If you look at what assets you already have, you\u2019ll uncover the potential to promote them and deliver results on a specific channel.<\/p>\n\n\n\n
Not sure where to start? Conduct a content audit to see if you have existing content ready for distribution. It will save you time by helping you uncover promising, high-value content already at your fingertips.<\/p>\n\n\n\n
Take a look at the existing content on your website and analyze its historical performance. Identify the pieces that perform best, and consider promoting them on other channels.<\/p>\n\n\n\n
Take note of how various content types performed on different channels in the past. This indicates which channel(s) were the most effective and can help shape your decision on where to distribute and promote your content.<\/p>\n\n\n\n
Pro Tip: Plan content creation and distribution together. Your editorial calendar should be an integral part of your content distribution strategy. Using it will help to:<\/p>\n\n\n\n
In some instances, choosing more than one distribution channel can be beneficial. For example, organic or paid distribution channels could run simultaneously or at different times.<\/p>\n\n\n\n
For quick results, you could start with a paid campaign to promote a piece of content (e.g., an ebook) and then continue sharing it organically once the paid campaign ends. Either way, it\u2019s important to track performance for all promotional initiatives.<\/p>\n\n\n\n
To get a clearer picture of how your campaign could perform well, look back at your audience research and revisit the channels they were most successful with.<\/p>\n\n\n\n
For instance, you might see a pattern where an ebook received the most engagement and downloads from LinkedIn, but it did nothing on Facebook.<\/p>\n\n\n\n
Or, maybe your marketing meme campaign went viral on Instagram and Twitter but failed to generate any website traffic.<\/p>\n\n\n\n
3. To get on the other side of these challenges, performing an analysis of your competitor\u2019s key channels can help inform your decision.<\/p>\n\n\n\n
Just put in the website of your competitor and view estimated monthly traffic, audience insights (including geography and demographic information), and even traffic sources by type.<\/p>\n\n\n\n
Here you can see the biggest sources of traffic for the website, and the top websites people go to when leaving it.<\/p>\n\n\n\n
Like the comparison tables we shared earlier, KPIs for each of your content efforts will depend on which distribution channels you decide to use.<\/p>\n\n\n\n
For example, you might track organic search views rather than downloads depending on whether your content piece is gated or ungated.<\/p>\n\n\n\n
The important point is to focus on the metrics that align with your business goals\u2014not the vanity ones.<\/p>\n\n\n\n
Pro Tip: Ensure each content piece is \u201cequipped\u201d for your set KPIs. For example, include a CTA in a blog post that inspires action to boost lead generation and conversions.<\/p>\n\n\n\n
For instance, below you can see a CTA banner Zendesk added in a blog post targeting SMB retailers.<\/p>\n\n\n\n
Consider the environment and how it addresses your audience\u2019s needs. People react to insensitive messages, and that could seriously hurt your brand.<\/p>\n\n\n\n
For instance, just think of how much the pandemic changed how people work and communicate. With this in mind, it\u2019s important to consider the needs of your target audience and adjust your message in a positive, engaging light.<\/p>\n\n\n\n
A powerful recent example of this is Victoria\u2019s Secret. The lingerie company that long promoted its products in the spirit of male fantasy made a complete turnaround with the \u201cWhat Women Want\u201d campaign.<\/p>\n\n\n\n
In its goal to reach its target audience (women), it replaced its iconic angels with a collective of strong, body-positive women.<\/p>\n\n\n\n
To distribute this message, they launched a podcast featuring its powerful new brand ambassadors. This is considered successful in that they made an effort to reach their target audience through new media platforms\u2014Spotify, Apple Podcasts, the Google Play Store, and iHeart Radio.<\/p>\n\n\n\n
They also shifted their content topics to better align with their new brand message, focusing on work, societal issues, and challenges modern women face.<\/p>\n\n\n\n
Lastly, your promotional message will be impacted by the requirements and style of the third-party channel, so don\u2019t neglect editorial guidelines when using earned and paid channels.<\/p>\n\n\n\n
Pro Tip: If you\u2019re distributing several content pieces on the same topic at the same time, make sure they align with the needs of your target audience. For example, a promoted blog post, a sponsored update on social media, and an email should all have a consistent tone of voice.<\/p>\n\n\n\n
The more analytics data you gather at this step, the easier it will be to make informed decisions on changing channels, repurposing high-performing assets, and boosting your strategy as a whole.<\/p>\n\n\n\n
To collect the data, you can look to our trusty Google Search Console, Google Analytics, and the native analytics of social media platforms.<\/p>\n\n\n\n
Pro Tip: Use Urchin Traffic Monitor codes (UTMs) on earned and paid distribution channels to make performance tracking easier. Check out this guide on how to set them up.<\/p>\n\n\n\n
As the importance of content distribution becomes more understood, more automation is being introduced to support the growing needs of digital marketers. Also, the number of paid and owned platforms continues to rise, providing more choice in where you direct your efforts.<\/p>\n\n\n\n
Below, you\u2019ll find a short overview of the resources that can help you promote your content and more easily measure its performance.<\/p>\n\n\n\n
Facebook : the biggest social networking site (so far), with nearly 3B monthly active users. Brands can leverage both organic and paid content promotion on this platform through Reels, Stories, standard posts, and more.<\/p>\n\n\n\n
Instagram : a photo-based social media platform owned by Meta, Facebook\u2019s parent company. Similar to Facebook, you can post a variety of photos, Stories, and video content either organically or through paid promotion.<\/p>\n\n\n\n
Twitter : a micro-blogging site limited to 280 characters per post. This platform is used by brands of all sizes and industries to connect and engage with their audiences through both organic and paid options.<\/p>\n\n\n\n
LinkedIn : a social channel used primarily for businesses and professionals. Brands can post videos, photos, blogs, and more. Both organic and paid promotions are used, and content tends to be more educational and informative.<\/p>\n\n\n\n
Google Business Profile : a free tool that lets businesses control how they appear in Google Search and Google Maps. You can post blogs, special offers, events, and other details to promote your business. You can also monitor and respond to reviews from customers in your community.<\/p>\n\n\n\n
Medium : an open digital publishing platform with 170M readers which can be connected to Twitter. The range of topics is extremely wide, so you can try using it in addition to your blog to increase brand awareness.<\/p>\n\n\n\n
HARO (Help a Reporter Out): an online platform that helps journalists and bloggers find expert data sources.<\/p>\n\n\n\n
Prowly : a PR and Media Relations platform that will let you manage all your activities in one place. Find the right media contacts, send personalized emails to journalists, create press releases, and create a journalist-friendly newsroom.<\/p>\n\n\n\n
GaggleAMP : a social advocacy platform that allows you to distribute content via the social media accounts of your loyal employees and customers (with their consent, of course).<\/p>\n\n\n\n
Disqus : a networked comment system integrated into 100K+ sites all over the web. You can use it to mention your goods and services in a discussion on a related topic.<\/p>\n\n\n\n
Quora : a social question-and-answer website where people can learn about almost any topic and find a solution for nearly any problem.<\/p>\n\n\n\n
PR Newswire : an international portal that helps you get a press release published on global or local media.<\/p>\n\n\n\n
Outbrain : a recommendation platform powered by native ads. It allows you to promote your content on the web\u2019s largest publisher sites, including CNN and TIME.<\/p>\n\n\n\n
Semrush ImpactHero : uses AI to measure the contribution of each of your website\u2019s pages to lead conversion and can even collect the data for custom events on your website.<\/p>\n\n\n\n
Post Tracking : lets you get information about the referral traffic, backlinks, shares, and estimated reach of your articles distributed from earned and paid channels without contacting the channel\u2019s owner.<\/p>\n\n\n\n
Social Media Analytics : allows you to keep track of your total page likes, new page likes, and when your fans are online on LinkedIn, Facebook, and Instagram (Instagram Business profiles).<\/p>\n\n\n\n
There\u2019s no one-size-fits-all technique in content distribution. That\u2019s why acting without a strategy is a waste of both your money and your effort.<\/p>\n\n\n\n
However, when done right, it won\u2019t take long to see the results you want. Here are some final tips that will point you in the right direction:<\/p>\n\n\n\n
Don\u2019t be afraid to expand to channels you haven\u2019t used before\u2014they may have great potential for your brand<\/p>\n\n\n\n
Always optimize your content to make it easy to find and read, no matter where you publish it<\/p>\n\n\n\n
Don\u2019t let your incredible ideas go unseen\u2014embrace a content distribution strategy that reaches your audiences and builds long-term brand loyalty.<\/p>\n\n\n\n
July 2023 Google SEO office hours This is the transcript for the July 2023 edition of the Goog ..<\/p>\n\n\n\n
Brand SERPs You Really Should Be Tracking (and Improving) Search queries in the SERPs for your ..<\/p>\n\n\n","protected":false},"excerpt":{"rendered":"
The Ultimate 2023 Guide to Content Distribution (+ Examples) As BuzzFeed\u2019s Jonathan Perelman once said, \u201cContent is king, but distribution is queen. And she wears the pants.\u201d In the world of content marketing, this is indeed true\u2014building a smart content distribution strategy is crucial for long-term success. If you produce a remarkable piece of content,<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-32274","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/alienroad.com\/wp-json\/wp\/v2\/posts\/32274","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/alienroad.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/alienroad.com\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/alienroad.com\/wp-json\/wp\/v2\/comments?post=32274"}],"version-history":[{"count":1,"href":"https:\/\/alienroad.com\/wp-json\/wp\/v2\/posts\/32274\/revisions"}],"predecessor-version":[{"id":32538,"href":"https:\/\/alienroad.com\/wp-json\/wp\/v2\/posts\/32274\/revisions\/32538"}],"wp:attachment":[{"href":"https:\/\/alienroad.com\/wp-json\/wp\/v2\/media?parent=32274"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/alienroad.com\/wp-json\/wp\/v2\/categories?post=32274"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/alienroad.com\/wp-json\/wp\/v2\/tags?post=32274"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}