What Is Content Distribution?
You’re already creating excellent content for your audience, but you still don’t achieve your desired level of engagement from them. You begin to wonder why that’s the case. Because, honestly, your content is so good.
Well, the answer to that lies with content distribution. It’s a component of marketing that plays a massive role in content success.
So, what exactly is it?
Content distribution, according to Hubspot, is the process of sharing, publishing, and promoting your content. While this may sound simple, knowing the right strategy for your content distribution can do wonders for your marketing success.
The reason for this is that it’s no longer enough to produce high-quality content. It would help to make sure that this content gets delivered to the right audience. Otherwise, you’re just wasting your resources.
There are three types of channels for distributing your content:
- Owned – These channels are the properties that you and your company own. You have the maximum control over how content is published and distributed. This includes your social media accounts, email newsletters, and your websites.
- Shared – These channels are run by third-party companies, most notably social media companies. Policies such as algorithms and censorship play a considerable role in controlling content in these channels. However, shared media can also extend to press coverage, retweets and shares, product reviews, and guest articles.
- Paid – These are the channels where you pay for distributing your content. While there are many methods of payment, the most common would be pay-per-click (PPC). This payment model means that the distribution is paid every time someone clicks to view your content.
How To Find the Right Channels
Knowing which channel to prioritize can be tricky. There are a lot of factors to consider before you can find the right track for your content.
Firstly, you have to make sure that you have a clear idea about your goals. Do you want to increase your followers? Are you looking to boost your content engagement? Or maybe you want to increase your website traffic?
Knowing the goal of your content marketing campaign will give a clearer idea of what to do and which channels you should use.
Secondly, you need to know your audience. This is not just limited to their demographic but rather to their behavior in terms of media consumption. Asking the following questions can help you better understand who you’re trying to cater to:
- What platforms do they spend most of their time on?
- Where do they get most of their information from?
- What content formats do they engage the most with?
- Do they have a preferred social media platform?
Knowing the answers to these questions can help you narrow down the list of content channels you can invest in. Creating a persona for your audience will make it easier to craft your content marketing strategy.
Lastly, you need to identify your priority channels. While it’s true that you still need to maintain a presence in your own earned and paid media, you have to position your resources strategically as well.
Understand Your Analytics
So, you finally decided what channels to prioritize. Now, the next step should be to monitor your performance in each of these channels. But how exactly can you measure them? There are five key metrics that you can use to measure the mileage of your content:
- Reach – You can use the different tools of your website or social media accounts to see how much traffic and unique views you get for each content. The higher the reach, the better your content performs.
- Engagement – You can see this by the length of time that a user stays on your website or page. If they leave immediately, then you should take the time to audit the quality of the content you’re publishing in your channels.
- Top Content – You will see this with each number of views and performance of your content in relation to each other. You may want to replicate the success of your top content and rethink the strategies for your falling content.
- Impact – How many conversions do you get for each piece of your content? Do they fulfill expectations in driving decisions towards redirecting your website or making a purchase?
- Sentiment – This is done by sifting through comments and shares by users all around your distribution channels.
Organic Distribution (Types of Content)
Organic distribution is the use of content marketing organically growing. There are a lot of content types that you can choose from to distribute in your channels:
Blogs
Blogs are the most commonplace content that you can use. A blog article can be quickly published to establish yourself as an authority in a subject matter.
Podcasts
Podcasts are rising in popularity today. You can reach your ideal audience just by recording your audio content.
Infographics
This visual content type makes it easier to compress data and ideas easily digestible by consumers.
Case Studies and Success Stories
This type of content is best used on a dedicated page of your website to demonstrate the effectiveness of your product or service offerings.
Webinars
This is also a demonstration of your expertise in a field. However, some of your audience would prefer learning through a webinar-style video. Your webinars can be a perfect way to position your company and yourself as an authority in a niche.
Paid Distribution
If you want to boost your content’s success further, then you can use different paid solutions for content distribution.
We’ve already talked about PPC, which is the payment for each click of your content. But there are other methods to grow your content, such as influencer marketing, which uses a social media influencer to promote your content.
You can also use promotional media to sponsor your content and reach a more comprehensive set of audiences. You can approach brands, publishers, or celebrities to support your content.
And then you have paid social ads where you basically pay a social media platform to distribute your content for you. This paid method can include PPC, influencer marketing, and sponsored content.
Distribution Is Key To Success of Consumption of Your Content
While it’s true that high-quality content can attract consumers, its distribution is equally important, if not more. You need to make sure that your content reaches the right people to get the engagement that it deserves.
References:
https://www.outbrain.com/blog/content-distribution/
https://contentmarketinginstitute.com/2019/09/create-distribution-plan/
https://contentmarketinginstitute.com/2019/07/match-content-distribution/
https://respona.com/blog/content-distribution/
https://www.columnfivemedia.com/determine-best-distribution-channels-content/
https://www.columnfivemedia.com/metrics-content-distribution-strategy/
https://foundationinc.co/lab/content-distribution-plan/
https://www.simplilearn.com/what-is-content-distribution-article
https://flippingbook.com/blog/marketing-tips/top-content-distribution-channels
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