Is your content distribution strategy optimized for your business goals?
Do you even have a content distribution strategy in place? If so, are you constantly optimizing it to help your content distribution efforts perform as best they can? Learn how you can optimize your content distribution strategy.
How do you know if the content you create is being seen by your audience? Without a proper content distribution strategy, even your most creative, innovative, and groundbreaking content will never be discovered. With an effective content distribution strategy in place, you’ll be able to not only ensure that your content is getting in front of your audience, but you’ll also be able to build a meaningful relationship with them. A well-executed content distribution strategy will ultimately lead your audience to complete a desired action like watch a video you post, sign up for your newsletter, download an article from your site or other desired actions.
Since your content distribution strategy can consist of paid and unpaid distribution channels, make sure you choose channels that will help you meet your business goals before you spend loads of time creating compelling content for them. Remember, when it comes to the perfect content distribution model, there is none. When it comes to the perfect content marketing strategy, each business will have a different one and you’ll be able to determine yours after you’ve identified your audience, the goals you wish to achieve, you’ve conducted a business analysis, and you continue to optimize every aspect of your marketing efforts.
Before you begin your digital content distribution strategy, ask yourself these important questions. Answering these questions will allow you to ensure that your strategy is strong and effective.
- Why do you want people to read your content?
- Who is your audience?
- How does your audience consume content?
Properly answering these questions will help you identify your business goals, your target audience, and the behavior of your customers. Knowing the answers to these essential questions will allow you to use these data points to create an informed, effective distribution strategy.
Paid Content Distribution
When it comes to content distribution and marketing, paid distribution channels are perfect for when you need a reliable traffic source. Some examples of this include when you’re launching a new campaign and you haven’t yet built enough attention around it, when you’re looking to give your high-performance content a boost or when you want to target potential leads. Paid distribution is not organic, so it is essential to remember that once you stop funding your paid distribution efforts, your numbers will decrease substantially. When utilizing paid distribution channels, have a strategy in place that will convert the people you reach into earned or organic traffic. There are a few paid distribution channels you can use to improve your content distribution strategy including:
- Ad Networks or PPC (Pay-Per-Click Advertising)
- Content PPC
- Paid Social (Facebook, Instagram, Twitter, etc.)
- Native Advertising or Branded Content
Unpaid Content Distribution
Unpaid distribution, also known as organic distribution, refers to building your audience without spending money by leveraging multiple channels. These channels can include your social networks, your email program, and other free content distribution platforms. When it comes to using unpaid channels in your content distribution strategy, it is important to remember that your audience will grow over time, so don’t get discouraged if it takes multiple months to see a substantial improvement in the size of your audience. There are a few unpaid distribution channels you can use to improve your content distribution strategy including:
- Social Media
- SEO (Search Engine Optimization)
- Free Content Platforms (YouTube & SlideShare)
- Lead Nurturing Through Email and Personalization
It is essential to remember that creating a proper content distribution strategy takes a lot of work and is a continual process that must be constantly improved upon. You can easily grow your audience, though, by trying different distribution channels and optimizing your strategy as you continue to develop it. Once you begin to develop your content distribution strategy, you’ll find that you can get your brand message across more seamlessly to your audience and you’ll encourage more people to convert into loyal customers.