In content marketing, many adhere to the “get it first” principle. There is a myth that says: first gain experience, acquire in-depth knowledge in your field, and only think about blogs and publications.
No one gives anyone the right to vote. Anyone has the opportunity to convey their ideas to the target audience.
If you have good content, it is not yet the final step of success. The impact of this content on consumers depends on the channels it is distributed through. And the selection of communication channels as part of the implementation of a content marketing strategy largely determines its success. Generally, it’s all about three main types of content distribution channels: owned media earned media and paid media.
Content Distribution is the action of elevating the content to online audiences in multiple media formats through various channels.
OWN CHANNELS (owned media)
Own content distribution channels include routes under the direct control of the company – corporate website, blog, social media accounts, email newsletters, and so on. Full control over them allows them to maximize their adaptation to the needs of consumers.
For example, to increase the conversion of email newsletters, use personalization: analyze what content is most interesting to your users and send them targeted information, taking into account their preferences.
When you work with social networks, great importance has a posting time. Keep track of when users are most active, and try to post materials in advance, providing the necessary information conveniently.
“EARNED” OR FREE CHANNELS (Earned by media)
Free content distribution channels are efficient but difficult to manage. In this case, the corporation itself does not generate substance, which is distributed through earned media.
The topics are produced by other actors – clients, journalists, or bloggers. These routes include, for example, reviews on social networks, tweets from influential influencers, or even full-fledged publications in publications. Content like this raises brand alertness and consumer perception.
There is a set of rules to gain the trust of influencers.
If you can engage with 10-20 influencers weekly, it gives us better chances to raise your content faster.
Paid CHANNELS (paid media)
Paid content distribution channels have many options. It includes paid social media promotion tools, paid placement of content on popular sites and platforms, publications in significant publications, or even paid tweets and posts. Here is essential to choose among the abundance of offers that are most suitable for your target audience.
Choose the thematic platforms that are most closely related to your brand, products, and services. If your budget allows, you should also use paid publications in reputable publications such as Forbes, Business Insider, etc.
That is how your distributed content delivery can be useful.
A content distribution network, frequently admitted as a content delivery network, is an extensive geographically distributed network infrastructure that optimizes the delivery and sharing of digital content to end-users on the Internet.
The primary method for CDN (Content Delivery Network) is a geographically dispersed network infrastructure that delivers users of web services and sites.
The number of CDNs is continuously growing all over the world. Relevant services are provided by large international companies (for example, Akamai, Amazon, Cloudflare) and numerous regional providers.
A CDN is used not only for serving static content in the strict sense of the word: distributing content across multiple servers around the world helps ensure availability during peak periods.
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A content distribution network gives substantial benefits to web users, content and application owners, and network service providers:
CDNs primarily uses for projects with a broad audience in different regions or countries. It’s clear why: reduced latency, faster content distribution, and increased convenience, and, as a result, more satisfied users.
A CDN also can be useful for mobile application developers. According to statistics, users often refuse to continue working with the application due to speed problems.
CDN technology helps to avoid data delays, possible interruptions, and losses on congested channels and joints between them. While transmitting network traffic, load management allows you to unload the backbone and network nodes, distributing the load between remote servers.
Placing servers near end users can increase system-wide bandwidth.
Caching is the most common method for implementing a CDN solution since it assumes the optimal use of disk space and network connection channels. Simultaneously, the first user who contacts the original server of the content provider takes on the maximum cost of downloading a file (file queue). All subsequent users will access already loaded replicas (HTTP objects) from the server closest to them. Thus, the only popular and the frequently requested content is stored on remote servers.
Choosing the best channel or channels to promote your content is an essential thing in business marketing. Ultimately, choosing the right platform will grab the attention of your point audience, increase brand awareness, and drive sales.
It takes time and effort to create blog posts, infographics, videos, case studies, and other types of content, so it’s important to distribute that content on the right platforms to maximize your impact. And this is what you should know about content distribution platforms.
You have to remember that it is good to have a budget for paid placement for content distribution. It’s good if you keep track of the changes in content formats, update it, create presentations, and customize ads on social media and other channels.
You must have employees or freelance agencies for distribution and other operations.
In the marketing world, everything is filled with content distribution platforms. Both free and paid platforms have their advantages and usability. Here’s a look at some of the most common tools you can use to publish and promote your content.
And above all, at the very beginning, you should have a clear idea of what a content distribution strategy is and what platforms and methods you are willing to use.
After that, you can start creating a content distribution strategy. It usually includes the following steps:
Step 1: Find your key audience
The content distribution itself has the goal – to reach your audience. Not any other. Before building your strategy, research your point audience, so you precisely will consume your blog information.
Here you should start by collecting different data from your website visitors. What gender is your audience, age, income, education? Where are they from geographically? Good news – this information can be obtained from Google Analytics or your social media analytics tools.
Step 2: Competitor analysis.
Identify five main competitors in your field and research their content. You be up to know what routes they use to communicate with their audience (social networks, blog, email newsletters, media publications);
what exactly they publish (a form of content presentation, frequency of release);
what content they do is most successful and popular with the target audience.
In the process of analysis, you can note the most successful cases, understand what not to do, and think about what will help your brand stand out from the competition. Don’t be afraid to use the same search terms that your competitors use. The main thing is that you can make more exciting and useful content based on them.
Step 3: Audit your content.
It is crucial if you already have published content. Perhaps you are changing your distribution strategy, and you need to know that past content matches new solutions. Checking your current content will also remind you which topics you have already written about and which you can expand on.
Step 4: Select your ways to content distribution.
This step can be even more important than your content itself. Once you’ve identified your target audience, you can create an accurate plan for distributing your content to the right target audience.
After the analysis, it will become clear whether it is worth posting on forums and communities such as https://www.reddit.com/ Reddit or https://www.quora.com/ and paying to promote your content sites. At the same time, you can think of alternatives and create exclusive content sharing on social media.
Step 5: Write down your keywords.
To rank first in search engines in organic SERPs, your content must be generated with keywords. Therefore, it is necessary to collect all of these possible keywords before writing content. But don’t overdo it with keywords, search engines really don’t like this. The main goal is to create content for people, be useful, and answer their questions.
Step 6. Set your content distribution KPIs and goals.
You need to have a waypoint to know where to go—the easiest way to assess the success of a company by the goals achieved.
You have to know precisely what you want to achieve. Your content distribution method should include setting goals for key content performance indicators (KPIs).
Step 7: Publication schedule.
The content plan in marketing is just as important as the creation and distribution of materials. It is convenient to have such an idea in the form of a table. For each publication, you need to indicate the purpose of its creation, the format of placement, the intended effect (transitions to the site, likes, subscriptions, an increase in incoming calls, etc.) and publication date. Besides, such a table allows you to track the timing and effectiveness of each task. Documented information increases accountability. An article scheduled for a particular date is more likely to be written on time than an item that is simply planned for “the next two weeks.”
After a specific time, you can track if the post was useful on a certain channel.
Step 8: Distribute and market your content.
Now your contents are done. And it’s time to put it out on the net. Follow your publication schedule and choose Dispersal channels, produce, and place your new content. Optimize your posts on every channel. Optimize your posts on each channel.
When producing a content strategy, be sure to indicate the channels for promoting articles to immediately understand what will need to be done with the finished materials. The effectiveness of each publication must be digitized. Those who choose one or another channel to promote an article or video must calculate what result you will have in the end.
Step 9: Track and analyze results.
The finishing step in the formation of a content strategy is the analysis of the results. When all the texts have been written and distributed, it is time to take stock. What should be analyzed?
Brand recognition. It is a qualitative, not a quantitative indicator (as in the previous paragraphs). Therefore, its effectiveness is more difficult to track but possible. For example, through surveys and research. You can run contextual advertising with an ad: do you know [brand name]? From the responses received, it will be possible to understand how well the audience’s brand is.
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The blog content distribution methods can vary depending on the audience you want to reach. Here are some easy ways to distribute your blog to a broader audience.
LinkedIn, Twitter, Google, Facebook are great sources to distribute your digital content.
Use your newsletter list to spread your blog content. Try to contemplate starting a dedicated newsletter to promote new blog content.
Use Email signature
Insert a link to your blog in your email signature. Thus, any addressee of your letter will be able to look into your link.
If you have exciting blog topics and know which influential bloggers can be interested in the current theme – write to them!
Offering mutually beneficial partnerships is an excellent chance to spread your content to the right audience.
Whichever ways to distribute you choose, it increases chances for your digital content to get away to reach its audience.
The final stage of preparation is the definition of a working group responsible for generating content. We have to identify curators and performers responsible for specific tasks and clearly outline the chain of interaction from the birth of an idea to the implementation of the final product.
Important: dependencies are more critical than specific roles. Even if you stipulate the entire chain of key players, this does not mean that it will go smoothly. Be sure to consider replacing links – as trite as it sounds; a little paranoia will save a lot of your deadlines.
Deadline tricks, or how to change your time
Is it done? Let’s get to the fun part:
If you thoughtfully answer these questions, not only the approach to content production (from the selection of keywords to design) will become apparent, but also the scheme of interaction between different performers, whose coordinated work is the key to the regularity of the release and the quality of the final “product,” will also become apparent.
Staggering content is misspent if no one is consuming it. Content distribution is a masterpiece of the content marketing puzzle. It is the key to uplift your brand awareness, accumulate loyal followers, and inspire your readers to click, act, and become customers.
Thus, it becomes apparent that with every opportunity to spread your brand value everywhere, there is no excuse for your best assets to wither and die in obscurity. Distribute your content wisely and promote it in good faith, and your brand will enjoy improved production of every bite of content you create.
The best strategy with content distributions involves here – trying a mix of three types of media (owned, earned, and paid) in order to maximize spend and results. It can be leading distribution solutions for your business, by the way.
If you’re just getting started with content marketing, you probably don’t want to make mistakes and take the right steps immediately.
Create and promote content following all the rules and advice of marketing gurus.
But the question is, is this content reaching the right audience? Getting ROI on your content requires hitting the screens of the relevant viewers.
It will be impossible to return the money and time invested if your content does not reach viewers and readers. Yes, today, it has become more challenging to achieve this goal – the market is saturated with content, sites clone each other and grow as similar to each other as possible. The end consumer gets lost in all this and becomes less decisive in consuming content.
Another challenge is the ever-growing difficulty of getting organic traffic, as most social media platforms now expect brands to “pay to play.”
When we talk about content distribution, we mean using brands to distribute content to a broad and targeted audience. There are many content distribution platforms, and their number is growing every day.
The final checklist includes the main analytical techniques we learned earlier. After the content is ready and spread across the Internet, it’s time to pick up the cream:
What conclusions have you drawn? Which ways to distribute should I prefer? Perhaps you are having problems in the process of preparing materials, or have you figured out how to improve the existing indicators?
And finally: don’t forget to change! Let’s say if you used to do a monthly newsletter with a few posts from your blog and the latest news, stop. Redraw your letters, come up with a new heading, and send them weekly. Or ditch your daily blog posts and instead release some smart white papers with fresh designs and content. Whatever you want – the main thing is to shake yourself and your readers regularly.
After all, our main enemy is boredom.
Good stuff, like a cat, has multiple lives. An excellent article can become a podcast, white paper, infographic, presentation, or webinar. And vise versa: in no particular order, without objective rules and restrictions. In general, it is surprising how few cases have been written about high-quality recycling of materials. Maybe it becomes one of the most challenging tasks for content marketers, and we will return to it more than once in the future.
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