If you have been in business for a while but are not getting any traction despite consistently putting out marketing content, then it’s time to take drastic steps and overhaul your content distribution system and prepare a strategy that works. If you’re new to content distribution, then it is extremely important to understand why just content creation won’t bring you results and what Content Distribution actually is.
A good strategy will get your content to the right audience (customers who will find your content relevant, and who will be drawn to your offerings). When you plan your strategy, begin by taking the following into consideration:
Are the platforms you are using suited for the kind of content you are sharing?
It’s useless to target every platform and counterproductive to focus on platforms that your audience does not typically use.
Is your content being helpful to your customers – or is it just salesy?
If your content is not going to add value to your customers, don’t share it. If you develop a reputation for sharing content that’s not helpful, you will lose your customers’ trust.
Are customers going to click on your content?
If you’re running a B2C business, your customers might find long-form content off putting. A short and easy-to-read blog post (example: ‘listicles’) might be more suitable for such an audience.
On the other hand, B2B customers who are looking for in-depth coverage of topics might not appreciate short-form content and might prefer white papers, detailed infographics, eBooks, and detailed articles and videos.
Are your efforts yielding the results you want?
Your efforts need to be bringing in more leads and should result in more conversions. Use analytics tools to monitor which types of content and platforms give you the best results, and try to replicate these results for all the content you share. It is important to keep track of analytics to modify your strategies accordingly.
Not all content is created equal and one method/platform/tool/channel of distribution will not work for all types of content.
Written content is one of the most valuable and effective methods of marketing, especially when the subject matter is current and provides insight to readers.
It’s not enough to publish written content on your blog; you should also share your content on other sites to give your brand more exposure and drive leads back to your website. For example, publishing content on your LinkedIn profile will increase the chances of industry leaders frequenting your website.
With channels like Flickr, Picasa, and others, there are many ways to attract visibility to your images and photos.
Instagram and Pinterest are some popular social media sites that anyone who’s keen on marketing their brand with visual content should use.
Videos are self-explanatory and this makes them better than written content or still images. Video offers a great way to provide entertainment, offer expertise, and connect with your audience. Cisco estimates that by 2017, 70 % of internet traffic will come from video.
What’s so great about video is that written content can be repurposed for video and vice versa, thus allowing you to get more mileage with the same content.
You can share videos on platforms like YouTube and Vimeo. Both allow you to create your own channel, customize it, and have it link back to your owned media. Using video content can make you a search engine favorite as well.
As already established, without distribution, your content – no matter how creative or ground breaking it is – will go undiscovered. A good content distribution strategy should everything depicted in the infographic:
To create the kind of content that will attract and convert customers – as well as turn them into brand ambassadors:
When you have your content ready,
Bottom Line: Key Points to Take Away
What are your ideas for how to promote or distribute content?