Let’s play a game. Close your right eye if you feel that your content distribution is not living up to its potential.
Close your other eye if you don’t know why.
Oh frick, now we all can’t see.
Something Everybody Relates With
The perils of content distribution and outreach are something everybody can relate to. If you take a closer look at society, then you’ll realize that selling people content is the second hardest job out there – right after selling them insurance.
You’re walking down the street, and there’s a group of campus kids handing out flyers. It’s something about supporting something you know nothing about. There’s an internal debate in your head. You’re trying to convince yourself to walk past.
“Ok, I’m too busy
I don’t want to be rude,
I’ll just walk straight ahead,
it probably won’t make me a bad person.”
Ah! You eventually can’t contain your inner good and decide to take the flyer not to hurt the kid’s feelings. Then you turn the corner, make sure they can’t see you, and throw it in the nearest trashcan.
It falls right there, besides hundreds of other flyers.
That right there is the story of every content marketing distributor that ever lived.
How To Fix It: A Content Distribution Strategy
The struggle of getting a book, blog, webinar, white paper, video ad, or website to the right audience is shared and universal. You’re not alone.
Getting your new content to someone and having them read it is probably the only thing that can bring bloggers, influencers, Jehovah witnesses, content creators, and podcast guys together, probably in a bar for some Budweiser therapy.
Not that they love each other. Rather, it’s their misery that loves the company.
Now that we’re done complaining, what can you do about it? This time, you’re not fixing your content distribution issues with a few brews (at least not entirely). Instead, we’ll give you the lowdown on some marketing tips so you can appreciate how:
- Producing Content Is One Thing – Distributing It is Another
- Inbound Marketing Is the Key To Distributing Great Content
- Creating a content distribution strategy is essential to any marketing plan
Producing Content Is One Thing – Distributing It Is Another
It’s almost impossible to distribute poor content, however good your content distribution strategy is. This may be common knowledge, something that many marketers know and appreciate, but it’s worth repeating.
The focus on high-quality content creation as the end-all-be-all of digital marketing unintentionally left out one crucial piece of this puzzle. It’s distribution.
It’s essential to understand that however much you optimize your content creation, influencer campaigns, and email marketing, its chances of success without solid distribution platforms are almost impossible.
That said, if your outreach metrics are worrying, it’s as crucial to evaluate the content distribution as it is to evaluate its quality.
Inbound Marketing Is The Key To Great Content Distribution
After Budweiser, inbound marketing is probably the best thing that ever happened to content distributors. In fact, the inventor of this marketing methodology deserves a lifetime supply of free beer.
In all instances of outreach and content distribution, people often assume that it’s the content creators searching for the right target audiences. This excludes an essential segment of your audience: the audiences looking for content.
This is what inbound marketing comes to fix. Native marketing strategies like SEO and Pay per Click (PPC) always ensure that your content is there whenever your audiences come looking for it.
Your Content Distribution Strategy
Have you been operating on a spray and pray content strategy – posting your content anywhere, anytime, and for everybody? Then content marketer, meet content distribution strategy.
While you two are catching up, understand that a distribution strategy is essential for four reasons:
- To generate metric confirmed leads and conversion
- To give your distribution team peace of mind
- To bring logical order to your content distribution strategy (pun intended)
- To revolutionize your content distribution strategy
Your content distribution strategy is a distribution plan that outlines how your company should disseminate its content.
For the best results, your content marketing strategy should follow these guidelines:
1. Know ThySelf! (or ThyBusiness)
You’ve probably heard it a million times, but no two businesses are the same. Your content distribution strategy largely depends on your type of business.
Is your business a B2B, or is it a B2C? Is it a startup, small, medium, or established company? Answering these questions goes a long way in determining the best distribution channel for your target audience.
A B2B organization will probably channel its content through infographic white papers, webinars, LinkedIn, and long-form content. A startup B2C can use influencer marketing on YouTube and Facebook to generate leads.
- Read industry statistics, insights, and case studies to learn about the landscape and your options. For example, 80% of B2B leads come from LinkedIn.
- Conduct industry research to determine the best marketing distribution platforms for your business
2. Know Thy Audience
If there’s one thing that your content distribution can’t afford not to be, it’s customer-centric. The customer should always be at the center of your strategy.
But first, you have to know who your customers are.
Where are you likely to find your young millennial customers on a Thursday evening? Reading emails on a computer or working out their thumb with Instagram’s infinite scroll?
But knowing their distribution channel isn’t enough on its own. You also need to understand their preferred type of content. For example, if John is having a beer with his friends, a 12-page infographic ebook probably won’t be the best way to win him over that night.
- Interview your people
- Create buyer personas
3. Know Where Thine Audience Resides
Thirdly, choose the proper distribution channels for each audience. Your audience is probably on LinkedIn, YouTube, Gmail, and receiving ads and outreach from a myriad of other social networks.
Nothing to see here; it’s just another day in the age of information overload. When you want your content has to stand out from the competition, understanding the platform goes a long way.
You can do this using a three-pronged strategy. Distribute content for your customers on:
- Owned Media — These are those outreach channels that your marketing campaign owns. They include your blogs and websites.
- Shared Media — These are the outreach channels that you or your competitors do not own. They include social network sites such as Twitter, email marketing, and are great for brand awareness and lead generation.
- Paid Media — This is your typical paid advertising for content promotion. Think everything from PPC to influencers to native blogging.
- Look at your analytics – Google Analytics will do
- Always ensure that your owned media has backlinks
- Consult on forums like Reddit or quora
4. Customize Thine Outreach For Thine Platforms
It’s essential to understand that in content promotion, not all pieces of content are created equal. Your social media campaign is different from your email campaign, which is different from other digital marketing campaigns.
That’s why your marketing campaign roadmap should always plan for different content distribution for different types of content.
You launch your podcast through your blog and on social networks such as YouTube. However, launching your podcast through your email newsletter or white paper is a stretch and just sounds like a waste of manpower.
Have different distribution channels for each platform
5. Scale Thine Content Distribution Channels
86% of people skip TV ads, and no, the problem is not TV. 65% of people skip YouTube ads, too. Five bucks you’re guilty of hovering over the corner of a video, just waiting for that “skip ad” button to pop up.
These statistics are damning in themselves. Maybe so much so that advertising your piece of content on these platforms may seem like a wanton waste of money.
Then why do these platforms exist? One word: scale. You can scale your:
- Content marketing
- Influencer Marketing
- Email marketing
In content marketing, 1% is not always a small number. It depends on how you answer the question “1% of what?” After all, 1% of a billion viewers is a lot of leads. Think about it.
If you’ve been sending out 20,000 emails, but only 50 get opened, then how do you meet your goal of getting 100 opened? Well, if everything else fails, you can start sending 40,000 emails.
For a successful marketing campaign, your strategy should always have room to scale. That’s why cheap and easily scalable tactics like email marketing and social media marketing are crucial to your campaign’s success.
5. Look Into Thine Strategy – Evaluation
You’ve worked hard and done all the work – your site is full of backlinks, you have podcasts that launch monthly, pay-per-click ads in search engines, email newsletters are sent every morning, and new content is posted on your blog each day. And all of it, SEO enabled.
Before you sit back with that Budweiser and admire the digital marketing empire you’ve built, ask yourself: how do you know it’s working? After all of this work, what if your content isn’t making it to the right audience?
Once again, content marketer, meet metrics – the foundation of informed decision-making in marketing campaigns. With metrics, your days of trial and error on social media platform distribution will come to an end.
Metrics and KPIs give you insight into whether your marketing efforts are paying off. They’re good for singling out issues, make an excellent reference for decision making, and a great tool to outbrain your competitors.
- Leverage content distribution metrics like customer review scores, engagement, SEO, sales, and social shares.
- Use analytics tools such as Google Analytics to measure your content promotion.
6. Embrace Consistency
The struggle for real estate on search engines, the constant fight with algorithms, and the race to share your own content on different channels never ends.
With awesome content distribution tools, great content, amazing content marketing, and metric-supported decision making, the only thing that’s left is consistency.
Your marketing campaign should always churn out new content while repurposing old content, ensuring your marketing campaign runs on the distribution of evergreen content.
Where To Go Now
What your marketing strategy really needs is solid management, and this is where Welcome comes in. we’re your one-stop-shop for all things content marketing – be it SEO, Pay-Per-Click, or email marketing.
Why wait when you can start today? Ready to give it a try? Get started with a free Welcome account today!