So, you created a stellar roster of content everyone would be happy to read and share with their peers. Now, what to do?
If content is king, its distribution is akin to the kingdom's vast interconnection of roads, bridges, and pathways.
Without the right channels and brilliant execution in disseminating your crafted messages, even the most engaging content risks lying dormant, failing to reach the intended audience.
No one wanted to write tons of copy only for it to drown, along with heaps of trash content permeating the internet.
Fortunately, there are ways to prevent it. One of these is content distribution.
Does it sound like another SEO mystery in the form of ambiguous signs carved on stone tablets?
Don't worry. The DigiSenpai team has already deciphered this puzzle, and we're here to explain it to you in a language we can both comprehend.
We divided this article into the following sections:
Understanding Content Distribution
Content distribution refers to the methods and channels you use to share and promote content. Like a well-orchestrated symphony, the brilliance of content lies not just in its creation but also in the way it is conveyed to the target audience.
The process isn't also a one-off task. It has to be done consistently to be effective. That said, an individual or a team must create calendars, manage distribution channels, engage with the community, and adhere to schedules.
Types of Content Distribution Channels
The digital landscape offers a plethora of channels where you can distribute your content.
Twitter or X, Instagram, Pinterest, podcast interviews, blog posts, and more are a few of these channels. But to orchestrate such campaigns, it's crucial to group these platforms into categories, which would later be helpful in tracking their performances.
These platforms can be broadly categorized into owned, earned, and paid media.
Owned Media: This comprises channels that you own and which you have full rights and control, such as:
Websites and blogs: Your primary digital real estate where you can publish without restrictions.
Email newsletters: Direct communication with an audience that has opted-in to hear from you.
Mobile apps: Mobile interfaces that allow for interactive content delivery.
Earned Media: These channels represent third-party endorsements, particularly those you've obtained organically through quality reviews, recommendations, and word of mouth (reputation).
Guest blogging and features: Offer thought leadership through other platforms or publications.
Social media shares and mentions: When your audience finds your content worthy of sharing.
PR and media mentions: Recognitions or features in media outlets.
Paid Media: This involves leveraging financial resources to amplify reach.
Social media advertising: Ads on platforms like Facebook, Instagram, and LinkedIn.
Pay-per-click (PPC) advertising: Google Ads, for example.
Sponsored content: Paid content placements on relevant platforms.
Identifying these assets will help you gauge aspects you lack and would need to focus on.
Identifying Your Target Audience
Now that you've assessed your arsenal of media, it's time to wear the audience's hat.
Unless you want to spend effort and money on ads and content copy only to reach uninterested people who are very unlikely to engage in your materials, then don't skip this part.
Every message has a designated receiver. For content distribution to be effective, it is paramount to:
Create audience personas: Visualize your ideal consumer. What are their habits, interests, and challenges?
Use data and analytics: Refine your target audience based on interactions, feedback, and consumption patterns.
Properly identifying customer persona is an integral step in ensuring that your digital marketing strategy will bring results.
Setting Clear Distribution Goals
Some businesses run campaigns on their content without a clear objective. Such practice wastes many resources and may do more harm than good.
Strategic intent drives effective distribution. Goals could be:
Driving website traffic: Luring audiences to your primary digital space.
Increasing brand awareness: Making your brand top-of-mind.
Lead generation: Convincing potential customers to show purchase intent.
Enhancing engagement rates: Ensuring your content sparks interaction.
Your goal may depend on the nature of your products and services. It's easy to get confused about defining goals to execute a smooth content distribution plan. Consult content strategy experts on these matters.
Tailoring Content for Distribution Platforms
Another deciding factor in developing a content distribution strategy is the type of content your team needs to create.
Different platforms cater to varying audience behaviors:
Adjusting content format: A blog post might work well on your site, but a condensed version, or an infographic, may be more suitable for social media.
Using platform-specific features: Stories on Instagram, polls on Twitter, or professional articles on LinkedIn.
With heaps of platforms on the internet, it's impossible to remember all the content requirements. A social media strategist or content expert should be able to take this laborious task, so you can focus on other important aspects of the business, which you're incredibly good at.
Optimizing for SEO and Organic Reach
Unlike ads, your SEO achievements will be the gift that keeps giving. Be consistent in fostering the organic prowess of your content and reap the rewards once all your pages begin to rank above your competitors.
Visibility is key. Ensuring your content is easily discoverable involves:
Keyword and meta-tag optimization: Utilize relevant keywords that your audience is searching for.
Backlink strategies: Encourage high-quality external sites to link to your content. High quality link-building is a must!
Local SEO: A boon for local businesses, ensuring they appear in geographically relevant searches.
While an SEO listing bumps the algorithm in favor of your content, it's important to avoid abusing this feature to avoid Google penalties. Spamming the internet with less regard to quality publications will only result in naught.
Leveraging Analytics for Distribution Strategy
As we go deeper into the age of data, every digital marketer is expected to be adept at tracking performance. It's imperative to understand your campaign's misses and opportunities to formulate a stronger method for your content distribution strategy.
Tools and metrics guide adjustments include:
Performance tracking tools: Google Analytics, HubSpot, or SEMrush can provide detailed insights.
Interpreting data: Analyzing which content performs best can guide future distribution efforts.
A digital marketing expert can aid through performance tracking, monitoring, and analysis. As an owner or marketing manager, your campaigns' success will still rely on your effective delegation of tasks.
Budgeting for Paid Distribution
Paid strategies offer controlled and targeted reach. However:
Determining budgets: Allocating finances based on desired reach and audience targeting.
Monitoring ROI: Ensuring that the budget spent is generating desired results.
These considerations are enough reasons why a business owner must plan their content distribution strategy from the tiniest detail.
The Role of Social Media in Content
Distribution social platforms are today's digital town squares:
Choosing platforms judiciously: Not all platforms cater to the same demographic.
Influencer collaborations: Leverage influencers to reach their followers.
Audience engagement: Authentic interactions on social media can organically boost content reach.
Even small influencers with zero knowledge of digital marketing know these distribution platforms' power. Establishing an authoritative page that earns good engagement and monetization isn't easy, so this aspect is another riddle to solve.
Consistency and Regularity in Distribution
Like we said earlier in this article, content distribution isn't a one-off task. It has to be done and monitored consistently for it to be considered efficient. Here are some things to remember about consistency in distribution:
Content calendar: Regularly scheduled content ensures sustained audience engagement.
Adapting to trends: While consistency is key, adaptability ensures your content remains relevant.
Taking ownership is a must for social media strategists. Owners need a different level of planning and execution, especially for a one-man-team.
Challenges in Content Distribution and Overcoming Them
Every strategy faces obstacles. Content distribution's primary challenges are:
Algorithm changes: Platforms like Facebook and Google often tweak their algorithms, affecting content visibility.
Saturated platforms: With everyone vying for attention, some platforms are overcrowded.
Evolving audience preferences: With generational shifts and cultural changes, audience tastes evolve.
There's no one fix for everything. Content distribution is a consistently changing aspect of digital marketing. While quality is the priority, marketers must pay great attention to these roadblocks and identify the solutions to these problems before they make an impact for smoother execution of campaigns.
Conclusion
Content distribution is the lifeblood of any content strategy. In the sprawling digital metropolis, your content's visibility hinges on its quality and the method employed to disseminate it.
By understanding and leveraging the myriad channels available, aligning your distribution to audience preferences, and regularly tracking performance, your content can shine the light of day.
This article may not be enough to discuss every step of the way. Content distribution standards continuously evolve, and there is no fixed set of workarounds to guarantee the best results.
As content distribution isn't a walk in the park, it is a sound decision to outsource this digital marketing task to an expert. Digisenpai offers content strategy, writing, and distribution services.
Talk to a Digisenpai content expert for more information about this.