Are you tired of pouring your heart and soul into creating killer content only for it to get lost in the vast abyss of the internet?
While creating great content is crucial, getting it seen by the right people is equally important. That’s where content distribution comes in.
Think of it as a matchmaking service for your content, connecting it with the audience it’s meant to reach. Without proper distribution, your content is just a diamond in the rough, waiting to be discovered.
In this article, we’ll help you navigate the world of content distribution. We’ll explore the importance of content distribution and share actionable tips on how you can make it work for you.
So, sit tight, and let’s dive into the power of content distribution!
Table of Contents
What do we mean by content distribution?
When we talk about content distribution, we’re referring to the process of sharing your content with a wider audience.
This involves more than just uploading your content to your website or social media channels and hoping for the best.
Content distribution is all about reaching your target audience where they are, on the channels they prefer. This means identifying the platforms and channels that are most relevant to your audience and then creating tailored content and distribution strategies for each one.
Here are some examples of content distribution channels:
- Social media platforms (e.g., Facebook, Twitter, LinkedIn, Instagram, TikTok)
- Content discovery platforms (e.g., Outbrain, Taboola, Revcontent)
- Email newsletters
- Podcasts and webinars
- Influencer partnerships and collaborations
Each of these channels requires a unique approach and strategy to ensure your content resonates with the audience and performs well.
For example, social media content needs to be visually appealing, concise, and shareable, while email newsletters require more in-depth and engaging content.
The key takeaway here is that content distribution isn’t a one-size-fits-all approach. It requires research, planning, and ongoing analysis to ensure you’re reaching the right people in the right way.
Why is content distribution important?
There are good reasons why you need to practice content distribution, just as sincerely you would with other marketing practices.
- Reaches a wider audience
- Improves SEO
- Builds credibility and authority
- Increases engagement and conversions
- Boosts ROI
Let’s see why.
1. Reaches a wider audience
Your content is amazing, and it deserves to be seen by as many people as possible. That’s where content distribution comes in.
By sharing your content on various platforms and channels, you can expand your reach beyond your website and social media profiles.
This means more eyes on your content, more brand awareness, and more leads.
2. Improves SEO
Who doesn’t want to rank higher on search engines? By distributing your content on reputable platforms, you can boost your SEO efforts and climb up those search engine rankings.
When your content is shared on respected websites and platforms, search engines see it as high-quality and valuable – and that’s great news for your website’s traffic and visibility.
3. Builds credibility and authority
We all want to be the go-to expert in our industry, right? Well, by sharing your content on reputable platforms and working with influencers, you can.
It’s a brilliant way to build your credibility and establish yourself as an authority in your field. This can lead to more trust from potential customers and ultimately, more business.
4. Increases engagement and conversions
All that said and done, you want engagement and conversions, By tailoring your content and distribution strategies to different platforms, you can increase engagement and boost conversions.
Whether it’s through social media, email newsletters, or content discovery platforms, each channel offers a unique opportunity to connect with your audience and turn them into loyal customers.
5. Boosts ROI
Last but not least, content distribution can help boost your return on investment (ROI). It reaches your target audience more effectively and efficiently, which means you can generate more conversions and revenue for your business.
So, if you’re looking to get more bang for your content marketing buck, content distribution is a must-have practice in your marketing strategy.
How to distribute your content organically
Typically, there are three content distribution channels:
- Owned Media refers to the channels and platforms that a company owns and controls, such as its website, social media profiles, and email newsletter.
- Paid Media as the name suggests, refers to advertising and other promotional content that a company pays for to reach its target audience, such as display ads, sponsored content, and paid search ads.
- Earned Media refers to the organic, unpaid exposure and promotion that a company receives through word-of-mouth, social media shares, and media coverage.
For this article, we will be focusing on organic content distribution, which is leveraging earned media channels to promote owned media content.
This content distribution framework will set the stage for a 6-day distribution schedule that you can use. It goes like this:
- Day 0 – Third-party blogging platforms
- Day 1 – Social push
- Day 2 – Community Distribution
- Day 3 – Internal Push
- Day 4 – Influencer Outreach
- Day 5 – Repurposing Efforts
Let’s dive deeper.
Day 0 - Third-Party Blogging Platforms
You’ve poured your heart and soul into creating amazing content, but what good is it if no one sees it? That’s where third-party blogging platforms come in!
So on Day 0, i.e., the day you’ve published your article, sit down and push your content on platforms like Medium, LinkedIn, and Quora.
You can reach a much wider audience, establish yourself as an industry expert, and drive traffic back to your website.
Plus, you might even score some valuable backlinks, which can boost your search engine ranking.
How to go about it
Before doing anything else, take some time to research the external blog websites you’re planning to publish on. Look into their audience demographics, content preferences, and submission guidelines.
And don’t forget to also research your industry or niche to identify other potential external blog websites for content distribution.
Next, identify relevant external blog websites in your industry or niche. Look for platforms that have an active and engaged audience and accept guest posts or allow you to republish your content.
Once you’ve found some suitable options, create an account and get familiar with their submission guidelines. Some sites may require you to pitch your idea before submitting a full article, while others may have specific formatting requirements or word count limits.
Once you’re all set up, it’s time to adapt your content for each platform. Don’t just copy and paste your existing content – customize it to fit the specific audience and tone of each website.
For example, if you’re publishing on LinkedIn, consider adding a personal anecdote or story to make your content more relatable and engaging. If it’s on Medium, we’ve seen that a well-crafted summary with a link to the main article does really well.
Research the target audience and content preferences of each external blog website you plan to publish on. This will help you tailor your content and increase your chances of getting accepted and shared.
Day 1 - Social Push
Social media has completely transformed the way we consume and share content.
By leveraging social media channels like Facebook, Twitter, and Instagram, you can amplify your content reach, increase engagement, and drive traffic back to your website.
Plus, social media platforms allow you to engage directly with your audience and build a loyal following.
Before diving into social media promotion, it’s important to research which channels are most relevant to your audience and industry.
Look into factors like audience demographics, platform usage trends, and content preferences to identify which channels are likely to be the most effective. This will also give you a good idea of when to post and who to target.
You can also research the competition to see what social media strategies they’re using and what seems to be working for them.
How to go about it
The first step is to identify which social media channels are most relevant to your audience and industry.
For instance, if you’re in the B2B space, LinkedIn might be your best bet, while visual-heavy industries like fashion or food might find more success on Instagram or Pinterest.
Once you’ve identified your social media channels, start sharing your content across them. However, again, don’t just copy and paste your content across all channels – customize your messaging and formatting for each platform.
For instance, Twitter has a 280-character limit, so you’ll need to condense your message accordingly, while Instagram is all about visually striking images.
But most importantly, make it easy for your audience to share your content by including social sharing buttons on your website and blog. If your content is genuinely share-worthy, you’ll have a massive follower base in a short period of time.
Day 2 - Community Distribution
Community channels like Facebook or Slack communities can be incredibly effective for getting your content in front of a targeted and engaged audience.
These channels are often filled with people who are passionate about a particular topic or industry, which means that if you can get them interested in your content, they’re likely to share it with their own networks.
Plus, community channels offer a more personalized and conversational way of engaging with your audience.
Before diving into community promotion, research. Look for communities that are active, engaged, and relevant to your niche.
It’s important to understand the rules and etiquette of the community – for instance, some communities, especially on Reddit, may have strict guidelines around self-promotion, so pay close attention.
By understanding the community, you can ensure that your content is well-received and effective.
How to go about it
The first step is to identify relevant communities where your target audience is likely to hang out. This could be a Facebook group, a Slack channel, or even a Discord server.
Identified your communities? Cool. Start by engaging with the members by sharing helpful and insightful comments, answering questions, and building relationships.
Once you’ve established a presence in the community, start sharing your content. However, it’s important to avoid spamming the community with your content – instead, share your content in a way that adds value to the community.
Let’s say you wrote a blog post on “10 Ways to Improve Your Social Media Strategy” and you’re a member of a Facebook group discussing social media metrics. Share your post as a resource that could help members in the discussion.
Say, “Hey everyone, I wrote a blog post that covers tips for improving your social media strategy. It might be helpful as a resource. Let me know if you have any questions!”
By framing your content as a resource that might be helpful to the members, you’re not only promoting your content but also providing value to the community.
Plus, since the content is directly relevant to the ongoing discussion, it’s more likely to be well-received and shared.
But remember, don’t just share your own content – share other people’s content too. This helps you build relationships with other members of the community and positions you as a helpful and valuable contributor.
Day 3 - Internal Push
Day 3 of our content distribution framework is all about leveraging your own network for distribution.
This includes reaching out to friendly contacts for engagement, adding your content to your email signature for the week, promoting internally for employee advocacy, and even writing scripts for your sales and business development reps to use with prospects and leads.
So, why is this important?
Well, your own network is a valuable asset when it comes to content distribution. These are the people who know you best and are likely to be interested in what you have to say. By engaging with them, you increase the chances of your content being shared and reaching a wider audience.
It’s important to do some research to identify the most valuable contacts to engage with. This could include colleagues, industry influencers, or thought leaders in your space.
By focusing on the right people, you can maximize the impact of your content and ensure that it’s reaching the right audience.
How to go about it
One great way to engage with your network is to reach out to friendly contacts and ask for their thoughts on your content.
This can be a great way to start a conversation and encourage them to share your content with their own networks.
Another tactic is to add your content to your email signature for the week.
This way, everyone you correspond with will be reminded of your latest piece and may feel compelled to check it out.
To promote internally for employee advocacy, it’s important to get buy-in from the higher-ups in your organization. Encourage them to share your content with their own opinions on the topic.
This will help to give your content more credibility and encourage others to share it as well.
Finally, consider writing scripts for your sales and business development reps to use with prospects and leads. This can help to ensure that your content is being promoted consistently across your organization and that everyone is on the same page when it comes to messaging.
Day 4 - Influencer Outreach
Ah, the influencers! What makes them so special, you might ask?
Well, for starters, they have a loyal following of people – and a massive one at that – who look up to them for inspiration and guidance.
By leveraging their influence, you can tap into their network and reach a wider audience that might not have heard about you otherwise.
How to go about it
Research and identify relevant influencers in your industry or niche. Look for influencers who have an engaged following and align with your brand values.
Build a relationship with the influencer before asking for a share. Engage with their content on social media, leave thoughtful comments, and offer value before asking for anything in return.
Reach out to the influencer with a personalized message. Explain why you think your content would be valuable to their audience and how it aligns with their brand.
Be clear and concise in your ask, and make it easy for them to share your content.
Pin your content to the top of your social media channels, so it’s the first thing people see when they visit your profile.
Respond to the influencer’s tweets or social media posts with thoughtful comments and include a link to your content if it’s relevant.
Consider partnering with a social platform influencer to create content about your asset. This can be in the form of a blog post, video, or social media post that highlights the value of your content to their followers.
By executing these influencer outreach strategies, you can increase your reach, build brand awareness, and establish credibility in your industry or niche.
Day 5 - Repurposing Efforts
The final part of our content distribution framework is repurposing efforts, which involves taking your existing blog content and repurposing it into other forms of outreach such as infographics, Instagram carousel posts, videos, Slideshare decks, and more.
The benefits of repurposing your content are numerous. Firstly, it allows you to reach new audiences who may prefer different forms of content consumption.
For example, some people may prefer visual content like infographics or videos, while others may prefer more interactive formats like quizzes or surveys.
Repurposing your content into different formats allows you to cater to all these preferences and reach a wider audience.
Additionally, repurposing your content can help to improve your SEO efforts.
By using keywords and optimizing the new content pieces for search engines, you can improve your chances of ranking higher in search results and drive more traffic to your website.
How to go about it
First up, do some research to understand what formats are popular and effective for your industry and audience.
Look at what your competitors are doing, and also consider conducting surveys or polls to get direct feedback from your audience on what types of content they prefer.
Here are some examples of repurposed content for different channels:
- Instagram: Turn a blog post into a visually appealing carousel post on Instagram. Each slide can have a snippet of information, an image, and a CTA to read the full post on your website.
- LinkedIn: Repurpose a blog post into a slide deck and share it on LinkedIn. You can also post a short summary of the post as a status update with a link to the slide deck.
- YouTube: Turn a blog post into a video by creating a script based on the content and adding visuals to it. This can help reach a wider audience who prefer watching videos over reading blog posts.
- Infographics: Use a blog post to create an infographic that highlights the main points in a visually appealing way. Infographics are easily shareable and can help attract more backlinks to your website.
- Podcasts: Repurpose a blog post into a podcast episode by reading the post out loud and adding your own commentary to it. This can help attract a new audience who prefer listening to podcasts over reading.
Remember, the key is to identify which channels your target audience is most active on and then repurpose your content accordingly. This can help you reach a wider audience and increase the visibility of your content.
Secondly, make sure you’re optimizing your repurposed content for search engines. This means using relevant keywords in your titles and descriptions and making sure your content is properly formatted and structured for easy reading and scanning.
Enhance your organic content distribution strategy with Scale It Right
Effective content distribution is crucial to the success of any content marketing strategy. By utilizing the six-day process we discussed, you can ensure that your content is reaching its intended audience and driving traffic to your website.
Remember, it’s not just about creating great content; it’s about getting that content in front of the right people. Each day of the process plays a crucial role in expanding your reach and building brand awareness.
If you’re looking to take your content distribution game to the next level, consider partnering with Scale It Right.
Our team of experts can help you develop and execute a comprehensive content distribution framework tailored to your specific needs.
With our expertise in SEO, social media, content, email, paid ads, and more, we can help you unlock consistent, sustainable growth and take your business to new heights.
Contact us today to see how we can help you gain maximum value and exposure from your content distribution strategies!