A proper content distribution strategy focuses on making sure that you make the most of your content. Content, let’s face it, is hard, time-consuming, and expensive. Therefore, writing a 2500-word blog and simply letting it loose into the vast Google universe may not be the best strategy.
A robust content distribution strategy involves tailoring your content for various platforms. This means repurposing content. For example, a podcast can be turned into a 2000-word blog. A 2000-word blog can be turned into a series of LinkedIn posts, and so on.
In any case, when distributing content always consider the platform in which you are distributing it, your goals, and the nature of the target audience. Knowing the nature of your target audience isn’t enough.
You should also take into account how they behave according to the platform. A potential prospect on LinkedIn won’t tend to behave on that platform the same way they behave on Twitter.
These and a range of factors should be considered for an effective content distribution strategy. Read on to learn how conversions.
Understanding Content Distribution Strategy
Content distribution refers to how you share and promote your content across different channels to reach your target audience. In other words, how to get your content in front of those who matter.
You can think of it as the tactical component of content marketing. To optimize this process, “Just build it, and they will come” is not a philosophy that is likely to work.
Instead, you have to be intentional about every step of the process. Your content distribution strategy, in other words, should be carefully planned in terms 1.) Method of distribution, 2) Platform of distribution, and 3.) Timing of distribution.
Content distribution is divided into three main categories: 1.) Owned Media; 2. Earned Media; 3. Paid Media. In the section below, we take a look at what each of these types of media entail.
1. Owned media
This refers to channels that you have direct control over. That would include your website and email lists. Also, social media posts from social media accounts you own can also be described as owned media.
In terms of your website, relevant content would include landing pages, blog articles, product pages, and website copy. However, the most important form of content on a website would be blog articles or your blog in its entirety.
Blogs are essential in terms of:
Search engine optimization
Keeping consumers informed
Capturing consumers at various stages of their journeys
SEO marketing would be the factor that you would be the most interested in. It provides an excellent opportunity to advertise and appeal to prospects without paying for it.
Also, when taking into account the customer journey, you can utilize your blog to take advantage of the customer at every stage of the journey. By customer journey, we mean the AIDA model— Awareness, Interest, Desire, and Action.
You do so by writing content that speaks to the needs of the customers by arranging your blog article around the concepts of TOFU (top of the funnel), MOFU (middle of the funnel), and BOFU (bottom of the funnel). TOFU refers to content geared toward customers who are aware or curious about your product or service.
MOFU refers to content that appeals to consumers interested in buying or who desire to purchase and want to learn more before doing so. TOFU content speaks directly to prospects ready to take action by making a purchase.
Social media
A similar system can be set up for social media. Social media platforms such as Twitter, Facebook, and LinkedIn. This type of selling on social media is known as social selling.
LinkedIn is probably the ideal platform for this. Other social media sites such as Twitter and Facebook, can be quite noisy in terms of intent. However, LinkedIn is the prime B2B media platform. So if you’re interested in selling to a business audience who are poised to buy, LinkedIn is the place to be.
Social selling refers to selling through social media interaction. Besides not having to pay for such publicity, another advantage is thought leadership. LinkedIn with its high density of CEOs and other business leaders represents the ideal place to implement a thought leadership strategy.
2. Earned media
This refers to external sites, such as backlinks, that is other sites linking to you or press coverage. Earned media is something you achieve through a variety of methods. This includes 1. Making the news; 2. Contributing articles in prominent newspapers or magazines; and 3. Guest blogs on other websites.
Let’s take a look at each.
i. Making the news
This means that you or your enterprise engage in behavior that captures the attention of news websites that write about you or an event that you’re engaged in. It could also mean that you are featured as a guest contributor being interviewed on an important issue of public interest.
The more prestigious the reputation of the news publication, the better it is for you. For example, featuring on Forbes or the New York Times would be of higher value than a local newspaper. At least generally speaking.
There are factors and circumstances where featuring in more niche or local publications would make more sense. For example, if your target audience or market is located in a small town, then there is no need to target a national or global newspaper.
Your goal would be popular local newspapers.
ii. Contributing articles
This is one step below the first method — making the news. The first method is somewhat organic: Your thought leadership position in your industry would make you a go-to person for reporters in case of news events where expert commentary is required.
The difference with contributing articles is that you actively seek to contribute to newspapers or magazines. These pieces won’t be news or features. Instead, they would be opinion pieces or guest posts on issues that may or may not be current.
Often, this form of media distribution may not even be free. Some publications may be enticed to allow you to make a contribution by making a “contribution” monetary-wise.
iii. Guest blogs
Guest blogs ideally are not paid media. They refer to guess contributions on other sites in a related industry. It also is a traditional backlink-building and SEO strategy.
In this strategy, instead of going after publications associated with news, the target would be blogs in the same industry as you. In the most ideal case, it would be a mutually beneficial relationship.
As a guest blog contributor, you would end up writing blogs that are differentiated by your expertise, experience, and writing skills. These blogs will be written and edited for SEO so they can reach as wide an audience as possible.
In turn, the owner of the website instead of paying you would allow you to include URLs from your website into the articles that you write on that other website.
As with contributing articles mentioned earlier, there is also a hidden industry of backlink exchanges for money. This means you end up paying website owners to gain permission to write articles and embed URLs or backlinks from your website.
This tactic is something that you probably should avoid. Google doesn’t approve of it. And it would be ideal to find genuinely mutually beneficial partnerships for the long term.
3. Paid media
This would refer to Advertising, Paid partnerships, and other forms of sponsored content, such as Influencer marketing.
Each of these plays a key role in disseminating content. The most successful distribution strategies often blend all three types. Let’s take a look at each of the three methods of paid media.
Paid media has both advantages and disadvantages compared to earned media. Paid media is more straightforward and efficient. You don’t have to wait for the sheer luck of relevant news events that would require your expertise for commentary.
You also don’t have to worry about spending time searching and finding appropriate blogs or websites that are industry-relevant and would allow you to publish on their website without them asking you for money to do so.
With paid media, you pay and your ad goes up either on Facebook, LinkedIn, Twitter, or traditional TV or radio ads. The main disadvantages are that 1.) it’s expensive, and 2) it has a short life cycle. As soon as you stop paying, the effects of your ad die off.
Nonetheless, paid media is the quickest and most hassle-free way to gain the attention of consumers and push up conversion rates.
Push vs. Pull Strategies
The different types of distribution channels we just mentioned can be categorized into Push and Pull marketing strategies. A successful and comprehensive content distribution strategy employs both.
1. Pull marketing includes marketing strategies that rely on organic traffic as opposed to paid traffic. This means we’re talking about:
SEO-optimized Blog posts on your website
Social media posts
Guest blogs
It focuses on attracting customers to you naturally or organically. This also provides opportunities for inbound marketing. In addition, it also puts a premium on building trust and nurturing leads. We mentioned the TOFU, MOFU, and BOFU concepts in relation to the AIDA model earlier.
This would play a significant role in nurturing leads at the proper stage of the customer journey with blog or social media content that relates to prospective customers at whatever stage they are in the process.
2. Push marketing describes marketing strategies that attract customers by putting your brand or product directly in front of potential customers. This is, of course, paid media:
Advertisements
Direct outreach
Media buying
The advantage of push marketing is that its effects are much more immediate, and it can generate quicker results. This can be easily seen in pay-per-click (PPC) advertising or display ads.
For example, the average business makes $2 for every $1 spent on Google Ads. This translates into an ROI of 200%!
Nonetheless, you should adopt a judicious mix of pull and push strategies to distribute your content. Leveraging both ensures your content drives immediate engagement through push methods while also building long-term audience relationships through pull methods.
Choosing the Right Content Distribution Channels
When choosing your distribution channels, consider the following factors:
1. Target Audience. Know where your audience spends time online and tailor your content to fit both the platform and your target segment. If your audience for example is based on LinkedIn, then social media posting around thought leadership content will be ideal.
2. Budget. Organic channels are ideal for those with a limited budget. Paid channels can be costly but deliver more precise targeting. You need to consider the opportunity cost of spending time and energy doping organic content versus using paid media and getting more immediate and direct results.
3. Content Type. You should adapt your content to meet the standards and sensibility of the platform that you’re posting on. For instance, if you’re posting on social media, 500-1000 word posts might not be the best idea. Instead, this long-form content might be more suitable for your website blog. On the other hand, for social media, shorter posts that resemble the more popular posting styles on the platform you are on would make more sense.
Another key factor is content repurposing — adjusting a single piece of content to fit multiple channels. A blog can turn into an infographic, a social post, or a podcast topic, thus extending its reach.
Steps to Refine Your Content Distribution Strategy
Refining your content strategy involves 1. Taking stock of where you at, 2. Creating goals, 3. Planning strategies to distribute content, and Implementing these strategies effectively. Each of these steps involves several aspects. Let’s take a look at each below.
1. Conduct a Content Audit. Evaluate your existing content to identify what’s performing well and what needs updating. An audit helps pinpoint gaps and informs future content creation. This guarantees that your content is aligned with your distribution plan.
2. Review Your Audience. Always keep your buyer personas and audience at the top of your mind. You should remain updated on market research and your own in-house customer data to ensure your content aligns with your audience's evolving preferences. Never be afraid to pivot to changing your content to suit the changing tastes of your audience.
3. Utilize Distribution Tools. Automating the distribution process can save time and improve reach. Tools like Buffer, HubSpot, Hootsuite, and PR syndication platforms make it easier to publish across channels consistently. This means you can write social media posts in advance and schedule for them to be distributed to different platforms.
4. Centralize Your Brand Messaging. Ensure all distributed content aligns with the core message of your brand or your thought leadership principles or messaging. Consistent branding reinforces recognition and builds trust across platforms. This can be done even if the tone of content across the different platforms may vary.
5. Build a Content Calendar. Organization is key. A detailed content calendar helps keep track of what content is being posted and when. It allows you to spot opportunities for cross-promotion or gaps that need filling.
6. Repurpose content. This is an important part of content distribution. It saves time and money and also makes your content production more efficient.
Content distribution for Thought Leadership
A refined content distribution strategy is essential for thought leadership. With thought leadership, it is not enough to rely on SEO-optimized blogs and social media posts geared toward vanity metrics or engagement farming.
Instead, a thought leader focuses on setting the trend and standing out. This is where we need to point out the difference between a thought leader and an entrepreneur. An entrepreneur finds a gap in the market and comes up with a product and service to stop that gap.
On the other hand, a thought leader is in an established position of authority. They have enough social capital and prestige to set new trends and give answers to new or emerging problems that people have not figured out yet.
As a result, the content distribution strategy of a thought leader would differ from someone simply interested in short-term sales and simply increasing engagement and visibility. To deliver a successful content distribution strategy, a thought leader first has to decide their medium of communication.
Apart from that, you need to ask yourself what medium is appropriate for thought leadership.
For example, Twitter with everything going on there is not ideal for thought leadership. FaceBook with all the noise is also not ideal. Here is a list of media channels that are most suitable for a thought leader:
Articles or blogs
Videos and podcasts
Books
Each of these mediums has their own unique pros. With thought leadership, it is best to have a long-term view. This plays a big role in the type of channel you decide to go with. For example, a post on LinkedIn will last at best for a few days. However, a book could resonate for years if not decades.
1. Articles and blogs. Articles and blogs have a much longer shelf-life than social media posts. They typically have more substance and are lengthier than the typical social media post. The other advantage is that articles and blogs have reach that goes beyond any specific social media platform. An SEO-optimized is designed to reach its target audience based on the search terms the audience uses.
More importantly, writing or contributing articles in newspapers or concerning current or pertinent newsworthy developments in your industry enhances your prestige as a thought leader. This covers publishing articles in online publications such as The New York Times, Forbes, CNN, and so on.
2. Videos and podcasts. Videos and podcasts are ideal for keeping your followers engaged with your content. Instead of waiting for the news to make you relevant. As long as you have something interesting to say, people will want to hear or consume your content. Posting videos on your YouTube or podcast channel provides your audience with the opportunity to binge your content.
You may even become a kind of celebrity among your followers. More than that, this type of content and dynamic will cement the relationship between you and your audience, and develop a more loyal following in the process.
3. Books. Books are among the most solid or effective mediums for thought leadership in terms of durability or long-term effects. They are excellent in terms of establishing your authority on a given topic. A book is more or less a badge signifying your qualification to speak on a subject.
There are many advantages to authoring a book:
Your visibility and credibility are increased
Your authority in your field is more easily established
Your personal brand is boosted
You gain more leads and sales
A good example of a book that established its author as a leading authority in their field is the Four-Hour Work Week. This book was a bestseller that made Tim Ferris, its author, the leading, and for a long time, the only thought leader on remote work and laissez-faire entrepreneurship.
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Final thoughts on refining your content distribution strategy
A refined distribution strategy offers multiple benefits. These benefits are based on the fact that it allows you to adapt to a fragmented or diverse audience, as well as diverse channels. Here is a quick list of the benefits of such a defined content distribution strategy:
Increased Brand Visibility: By leveraging multiple channels, you can maintain a consistent brand presence, increasing recognition and authority.
Higher Conversion Rates: Reaching your audience through multiple tailored touchpoints improves the likelihood of converting leads.
Higher Return on Investment: Smart distribution maximizes the value of the content you’ve already produced, driving more engagement without the need for constant content creation.
Valuable Customer Data: Distribution strategies offer insights into how users engage with your content, giving you a clearer understanding of the customer journey.
Stronger Audience Relationships: Consistently engaging your audience across channels fosters trust and builds long-term relationships.
Your content distribution strategy should adapt to meet the market that you are in and the sensibility of your target market. You should remain flexible and think quickly on your feet. A content distribution strategy is not something you implement and forget about.
Instead, it requires constant monitoring and adjustment. Repurposing content is a huge part of adapting your content. By repurposing your content you can breathe new life into old posts or ld blogs by turning them into other forms.
For example, while someone may find a blog too long to read, taking the central idea of that blog and turning it into a neat infographic that you post on LinkedIn may attract a new audience.
Cite this EminentEdit article |
Antoine, M. (2024, September 22). How to Refine Your Content Distribution Strategy In 2024. https://www.eminentediting.com/post/how-to-refine-your-content-distribution-strategy-in-2024 |
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