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Have you ever heard of content distribution and wondered how it works? Are you looking for ways to increase the reach of your content?
Content distribution is the practice of getting your content in front of as many people as possible. It includes tactics like optimizing your website for organic search results and sharing it on social media sites like Facebook, Twitter, and LinkedIn.
Content distribution also involves paid media channels such as native advertising and pay-per-click campaigns.
Content Distribution is an important part of a successful online marketing strategy and can have a huge impact on the success or failure of a campaign.
In this article, we’ll discuss what content distribution is, the benefits, and outline some common strategies used to maximize reach.
Content Distribution
Content distribution refers to any means used by brands to disseminate content to large and targeted audiences.
What is Content Distribution?
Content distribution is an essential part of any successful content marketing strategy. It involves promoting your content across multiple channels and media platforms in various formats, including owned, earned, and paid distribution.
A well-defined distribution strategy will ensure .
Unfortunately, brands invest billions of dollars each year in content that nobody sees or engages with due to inadequate distribution plans. Ahrefs estimates that 90.63% of all web pages get no traffic from Google, simply because they lack a proper distribution strategy.
For this reason, it’s important to create a comprehensive yet agile strategy for content distribution that evolves with changing trends and technologies. By investing in the right channels at the right time, you can ensure maximum visibility for your content and maximize its ROI potential.
Why is Content Distribution Important?
In today's digital age, where attention is a scarce commodity, creating valuable and engaging content is not enough. Your content needs to reach the right people at the right time, and that's where content distribution comes into play. Content distribution refers to the process of sharing and promoting your content across various platforms, such as social media, email, influencer networks, and paid advertising.
When you distribute your content effectively, it can help you to achieve several important marketing goals. First and foremost, it can increase brand awareness by exposing your content to a wider audience. By consistently sharing valuable content, you can establish your brand's authority in your industry, positioning your business as a go-to resource for your target audience.
Furthermore, content distribution can help you to build a loyal following of fans and customers who look forward to engaging with your brand. By creating valuable content that resonates with your audience, you can turn them into brand advocates who are more likely to recommend your products or services to others.
In addition to these benefits, effective content distribution can also help you to earn media mentions, backlinks, and social media shares. When your content is shared by others, it can increase your reach and credibility, leading to even more traffic, leads, and sales.
Ultimately, the importance of content distribution cannot be overstated. Without it, your content may go unnoticed, leading to missed opportunities and a lack of ROI. By including content distribution as a key component of your digital marketing strategy, you can increase your brand's visibility, attract new customers, and ultimately drive growth for your business.
Content distribution channels
When it comes to content marketing, the distribution channels you utilize are just as important as the content itself. Content can be distributed through either owned, earned, or paid channels.
The combination of these three distribution channels will depend on your target audience and the types of content formats you’re using. For example, focusing on social media platforms may be more effective than SEO efforts if you're targeting younger audiences with videos.
On the other hand, if you’re looking to reach an older demographic with written content, then SEO might be a better option than social media advertising. Knowing which tools and strategies best fit your goals is essential for successful brand distribution strategy implementation.
Owned content distribution channels
Owned content distribution channels are important for companies to have control over the content they create and publish. These channels include websites, social media profiles, blogs, email newsletters, and videos on YouTube.
Owned distribution channels are valuable because they allow your company complete control over what is published and when.
While you may not own the platform itself (such as YouTube), you still have full control over the content that is shared through that platform. This gives your company a safe and secure way to distribute its content, ensuring that only approved information is seen by customers.
With these owned channels, companies can ensure that their message is consistent and clear across all platforms, giving them an advantage in the competitive world of marketing.
Earned content distribution channels
Brand distribution strategy involves the use of earned channels to build brand awareness at the top of the marketing funnel. Earned channels include social media, online communities, online product reviews, mentions in articles, word of mouth (WOM), and search engine optimization (SEO).
Through effective content creation and strategic placement, businesses can gain exposure without having to pay for it. This type of promotion is often seen as a result of marketing efforts including public relations and direct media outreach, or organic amplification.
By leveraging these earned channels in their brand distribution strategy, businesses can connect with new customers while building relationships with existing ones.
Paid content distribution channels
Brand distribution strategy is an essential part of any successful marketing plan. It involves leveraging paid distribution channels to get your content seen by the right people.
Paid distribution channels include pay-per-click (PPC) advertising, social media advertising, sponsored content, and influencers. Each channel offers different benefits and should be considered when creating a comprehensive brand distribution strategy. PPC allows you to target specific users with tailored ads that appear in search engine results or on websites they visit.
Social media ads can reach highly targeted audiences who are likely to engage with your content. Influencers provide organic reach through their large followings while sponsored content gives you control over placement, message, and audience.
By utilizing a combination of these strategies, businesses can effectively spread their message in front of the right people without breaking the bank!
Types and formats for content marketing distribution
Brand distribution strategy refers to the various ways in which a company can reach its target audience. It includes utilizing multiple platforms and formats to increase visibility, engagement, and awareness of their brand.
Content marketing is an important part of any successful brand distribution strategy as it helps to capture the attention of potential customers by providing them with useful information or entertainment.
Content types such as blog posts, infographics, videos, podcasts, webinars, and social media posts are all effective forms of content marketing that help your business stand out from the competition. Each type has its advantages and should be chosen based on needs and goals.
For example, videos are excellent for storytelling while podcasts are great for delivering long-form content on topics related to your business. Infographics are great for conveying complex data in an easily digestible format while webinars provide an interactive platform for engaging with potential customers.
Social media is also a key component in any brand distribution strategy as it enables businesses to create personalized messages that will reach their target audiences quickly and efficiently.
Articles and blog posts
Articles and blog posts can be a great way to increase your reach and visibility online. Publishing high-quality, long-form content that is optimized for relevant keywords can help you rank in the Google SERPs and drive organic traffic to your website.
It's essential to ensure you're not syndicating your content, as this could result in Google ranking the syndicated piece instead of yours. Longer articles allow you to incorporate long-tail keywords into your content, which can improve your rankings even more.
Ultimately, publishing quality content is an effective way to increase brand awareness and engage new audiences.
Ebooks
Ebooks are an excellent way to distribute in-depth content on a subject to your audience. As a growth marketing strategy, Ebooks can be used to expand your email list. By creating a quality free ebook and using it as an opt-in offer, you can build your list quickly.
You can also place the opt-in form in multiple locations across your website such as dedicated landing pages, at the end of blog posts, or within a pop-up window. Ebooks provide a great opportunity for businesses to reach their target audience and grow their email lists effectively.
Podcasts
Podcasts have become an essential part of the modern media landscape and for good reason. They offer convenient audio content to audiences on the go, from interviews with industry experts to repurposing existing videos.
With 38% of the U.S. population reporting to have listened to a podcast in the last month, it is clear that this platform has immense potential for distributing your brand's message. By creating relevant and engaging content, you can reach a wider audience than ever before – including those who may not have watched your videos otherwise.
Whether you're looking to give listeners valuable insights or simply share your brand story, podcasts can be a powerful tool in your overall distribution strategy.
White papers
White papers are a highly effective way to demonstrate your expertise in a specific area. They offer an authoritative report on a particular problem and provide a comprehensive solution to that problem. These documents tend to be more technical than other forms of content such as articles and ebooks, and they are often tailored to a specific audience such as CMOs or HR directors.
White papers can also be used for list building, by requiring readers to opt-in for access, or they can simply be made available without any restrictions to allow easy access and demonstrate your knowledge.
For example, Terakeet's white paper offers valuable insights into digital marketing best practices. In short, white papers can be an invaluable tool in showcasing your expertise and helping you build relationships with potential customers.
Video content distribution
Brand distribution strategy is the practice of leveraging video content on multiple channels to reach a wider audience. YouTube is the most popular platform for video content, followed by other social media platforms such as Facebook, Instagram, LinkedIn, Twitter, and TikTok.
By creating longer videos for YouTube and shorter clips for other social media platforms, brands can benefit from an increased reach and engagement with their target audiences.
The data collected from Wistia's 2021 State of Video report highlights that there has been an 84.8% increase in minutes of videos watched on their platform from 2019 to 2020. This demonstrates the growing importance of video content in modern marketing strategies and shows that brands need to be leveraging it across various channels to maximize their outreach potential.
Additionally, by using data-driven insights about user preferences and interests, marketers can tailor their messages more effectively across different platforms.
Infographics and data visualizations
Infographics and data visualizations are great ways to communicate complex information in an engaging and visually appealing manner. Not only do these visuals attract viewers, but they also have the potential to be shared through social networks, driving traffic back to your website.
To supplement this approach, you can create a snippet of HTML code that allows the image to be embedded on other websites with a link back to your website, giving your SEO a boost.
By strategically using infographics and data visualizations in your brand distribution strategy, you can effectively reach out to new customers and strengthen relationships with existing customers.
Case studies
Case studies are a powerful tool for businesses to showcase their capabilities and demonstrate how they have effectively solved problems for their customers.
By providing in-depth details about specific customer challenges, case studies can be used to build trust with potential customers, while also highlighting the expertise of the company.
Case studies can be used as part of any brand distribution strategy and usually take the form of a dedicated page on the company website, with one or more highlighted on the home page or other relevant pages.
By making use of case studies, companies can show potential customers that they have the experience and skills necessary to help them achieve great results.
Webinars
Webinars are a powerful tool that can help you establish yourself as an expert in your field and provide value to your audience. Whether you're hosting a live webinar or recording one for later use, webinars offer a unique opportunity to interact with your audience in real time.
This means you can answer questions, conduct polls, and provide additional insights, making the experience more engaging and valuable for viewers.
Moreover, webinars can be repurposed in various ways to maximize their impact. For instance, a recording of the webinar can be uploaded to YouTube, where it can continue to generate views and engagement over time. Alternatively, you can use the recording as an evergreen webinar on your website, allowing visitors to access the content at their convenience.
Additionally, you can extract smaller clips from the webinar and share them on social media channels or embed them within relevant blog posts, helping to extend the reach of your content and attract new viewers.
Overall, webinars are versatile and effective marketing tools that can help you build your brand, engage your audience, and drive results. By leveraging the power of webinars, you can create valuable content that resonates with your target audience and establishes your brand as a trusted source of expertise in your industry.
Surveys
Surveys are a great way to gather valuable insights and data from your audience. By repurposing survey data, you can get more ROI out of your digital content distribution program.
For example, you could survey top email marketers about best practices, compile the responses into different formats like blog posts, SlideShares, infographics, and webinars, and distribute them to your audience.
One company that successfully executed a survey is Wrike, a work management software company. They surveyed over 1,400 office workers on work management, which resulted in authority backlinks from news outlets like The Washington Post, Entrepreneur, and Fast Company. One of the highlights of the survey was the section on "swearing in the workplace."
Presentations are another versatile type of content that can be created and distributed in several different ways. They can be done live, such as at a conference, or pre-recorded using a screen-sharing tool like Loom. The recording and slides can then be made available across multiple channels, such as YouTube, SlideShare, etc.
If you're not comfortable presenting live or recording a presentation, even creating a SlideShare deck and sharing that with your audience can be valuable. Overall, surveys and presentations are effective ways to engage with your audience, increase brand awareness, and gain valuable insights.
Surveys
Surveys are a great way to gather valuable insights and data from your audience. By repurposing survey data, you can get more ROI out of your digital content distribution program.
For example, you could survey top email marketers about best practices, compile the responses into different formats like blog posts, SlideShares, infographics, and webinars, and distribute them to your audience.
One company that successfully executed a survey is Wrike, a work management software company. They surveyed over 1,400 office workers on work management, which resulted in authority backlinks from news outlets like The Washington Post, Entrepreneur, and Fast Company. One of the highlights of the survey was the section on "swearing in the workplace."
Presentations are another versatile type of content that can be created and distributed in several different ways. They can be done live, such as at a conference, or pre-recorded using a screen-sharing tool like Loom. The recording and slides can then be made available across multiple channels, such as YouTube, SlideShare, etc.
If you're not comfortable presenting live or recording a presentation, even creating a SlideShare deck and sharing that with your audience can be valuable. Overall, surveys and presentations are effective ways to engage with your audience, increase brand awareness, and gain valuable insights.
Email Newsletters
Email newsletters have become an increasingly important part of digital marketing strategies, with a recent resurgence in popularity due to their effectiveness in reaching target audiences. Companies like The Hustle have demonstrated that email is still a powerful distribution channel, as evidenced by HubSpot's acquisition of The Hustle for approximately $30 million after it grew its email subscriber list to more than one million people.
Email newsletters allow for the curation of content around a specific topic that is relevant to both your brand and your audience. They are a great way to showcase new products, highlight customer successes, and promote blog posts on your website. Additionally, email newsletters provide an opportunity to offer exclusive content or promotions to subscribers, helping to build brand loyalty and increase sales.
To ensure the success of an email newsletter, it's important to keep the content engaging, personalized, and relevant to the audience. Segmenting your email list based on demographics, behavior, or other factors can help tailor content to specific subscribers and improve open and click-through rates.
Email newsletters can help solidify your brand's authority and build a loyal following by providing valuable information and keeping your subscribers engaged.
Distribute Your Content to Grow Better
It's no secret that producing high-quality content is a significant investment for any business. However, this investment is a waste if your content doesn't reach your target audience. This is where content distribution comes in; it is a crucial piece of the content marketing puzzle that helps to maximize the return on your investment.
Effective content distribution is the key to boosting your brand's visibility, generating brand loyalty, and driving conversion rates. By utilizing the various distribution channels and techniques available, you can get your content in front of a wider audience and increase the likelihood of engagement, social media shares, and backlinks.
Whether it's through email newsletters, social media, webinars, presentations, or surveys, the goal is to get your content seen by as many people as possible. By applying the tips and tools outlined in this article, you can ensure your content is distributed effectively and put your business on the path to success. So, don't let your amazing content go to waste.
Start distributing it today!
