Content Distribution Strategy — Everything You Need to Know!

What Is Content Distribution?

Simply put, content distribution is the process of disseminating content. This involves sharing, publishing, and uploading content across different platforms. This can be done in multiple formats. So your content distribution strategy can entail videos, ebooks, interactive content, and much more.

Types of Content You Can Distribute

There are a plethora of content types you can distribute. We discuss some of them here. But sure to add them to your content distribution strategy and leverage their benefits on different platforms.

1. Ebooks

One content type that marketers have been using since time immemorial is ebooks. Ebooks have traditionally been used to act as a guide. There are ebooks on content marketing, content distribution, ecommerce businesses, and more.

2. Videos

Did you know that close to 5 billion videos are watched on youtube every day? That’s a massive share of viewership to miss out on. With video, you can not only offer bite-sized media but also long informative videos and product tutorials. You can also repurpose existing content in the form of videos to grow your reach on social media platforms. This can include sharing long 30–40 min clips on YouTube and sharing snippets of these videos on social media platforms or your own media channels like newsletters, blogs, websites, etc.

3. Interactive Content

When we talk of types of content to distribute, how can we leave interactive content behind?

4. Infographics

Infographics are the right mix of visual appeal and knowledge dissemination. Having these as part of your content distribution strategy can help you grab more eyeballs. In fact, 65% of B2B marketers used infographics in 2020.

5. Webinar

One thing that covid has left us with is our obsession with webinars. Even with lurking new variants, businesses are functioning. Some remote, some hybrid. They are all relying on webinars to engage industry experts and start conversations around their products. You can even create a webinar landing page to track better results from webinars.

6. Podcast

Podcasts are a fantastic addition to your content marketing strategy. They allow you to interact with industry leaders and founders to give useful insights to your audience. Moreover, publishing podcasts across multiple aggregation platforms opens doors for more attention and engagement.

Organic Content Distribution Channels

Organic content distribution channels essentially allow for free distribution of content. These can be in-house or supported by external platforms.

1. Blogs

Blogs are an obvious example of an in-house content distribution channel. They are the entry point for most potential customers and are a low-cost high-impact method to grow your business over time.

2. Landing Pages

Landing pages can be used for anything starting from post-ad experiences to webinars and podcasts. The potential to distribute high-value content through this channel is super high. And so, it must form an important part of your content distribution strategy.

3. Product Pages

Product pages are a must to showcase the features of your product. They can be one of the most important organic distribution channels since they show up on Google searches. Optimizing your product pages for SEO helps you rank well when your prospects are searching for such solutions. Consider adding important keywords that your competitors are adding to increase the chances of people clicking on your product page link.

4. Newsletters

If you think email marketing is dead you might want to rethink that. Newsletters still are one of the best ways to communicate with your customers and qualified leads. Through newsletters, you can act as a thought leader by sharing your expertise, industry insights, product updates, awards, recognitions, etc.

5. Social Media

Today, social media presence has become a source of credibility, value, and good service. The more engagement and “cult-like” following you have, the more people will trust you and buy from you.

6. Guest Posting

We know most of you have already used this tactic. But we couldn’t skip mentioning such a cult favorite channel in this comprehensive guide.

7. Community Engagement

Promote your business by establishing your presence on community-driven platforms like Product Hunt, Slant.io, etc. These platforms can help you find early adopters if you’re just starting your business. Or they can be used to find loyal customers who love your product and act as evangelists.

Paid Content Distribution Channels

Now that we have discussed the organic content channels that you can adopt as part of your content distribution strategies, let’s look at some paid distribution channels.

1. PPC Ads

PPC ads or pay-per-click ads essentially require you to pay for getting clicks on your ads. These include ads on search engines like Google, Bing, etc. PPC ads are a must in today’s time for businesses to rank with high-traffic competitive keywords.

2. Influencer Marketing

Influencer marketing became a buzzword in 2020 but stayed longer than expected. As of January, there are close to 500,000 influencers on Instagram alone. And that number seems to be increasing across other platforms as well.

3. Social Media Ads

Companies are investing huge sums in social media ads due to the growing number of people on these platforms. In fact, spending on social media ads is expected to cross $200 million in 2024. And rightly so, the organic reach on these platforms is dropping and social media giants are nudging people to spend more on ads to drive results.

How to Build a Content Distribution Strategy

Based on what we have learned so far, creating a content distribution strategy will be easier. Let’s begin by briefly explaining the different steps in the process.

1. Know your target audience

Before anything, having a clear picture of who your audience is and what an ideal buyer looks like is very important. Hence, the first step is to thoroughly research your audience. What are their pain points, which of those are you solving, and what is it that they can get from you that they can’t from your competitors? Those are some basic yet important considerations that you should jot down.

2. Pick the right content distribution channels

We listed a bunch of content distribution channels in the previous section of this blog. But not each platform might be right for you Understand the benefits from each channel and only then move ahead to plan a content distribution strategy for that channel.

3. Choose the right content types

It’s imperative to experiment with different content types before choosing one that drives the most results for your business. So if you think your product requires organic video content more than written content like ebooks, then drop ebooks and focus more on video creation.

4. Have a clear goal in mind

Knowing what you wish to achieve through a content distribution strategy is very important so that you don’t lose focus midway. The aim could be to increase:

  • organic reach
  • traffic
  • engagement
  • brand presence

5. Create your content

This is the step where you create the content that you wish to distribute across multiple platforms. Multiple important points need to be kept in mind to ensure the best results.

  • Have some best practices in mind for different types of content
  • Choose the right content for the right platform
  • Use the right keywords to reach your target audience
  • Optimize and improve content based on the results you see
  • Take note of what your competitors are doing and experiment

6. Distribute your content

We have arrived at the action step. This is the point where you start publishing, uploading, and making your content available on the different platforms that you finalized in the previous steps. The important thing to note in this step is that some channels may require repeated improvements and optimizations to ensure that the distribution is driving results. For example, you may want to revisit the blogs you have written in the past to ensure that they have improved in terms of their ranking. Or even optimize the contents of the blog based on new trends, updates, etc.

7. Analyze your content performance

You can never improve your content distribution strategy unless you identify where you have gone wrong. It’s important to review and analyze the results from your content distribution strategy in order to benchmark them against your expected results and find deviations if any. This will allow you to plan better for your next cycle of distribution.

Content Distribution Tools

Content distribution tools form a necessary part of the content distribution strategy. Some tools that we use and that have helped us boost our content distribution efforts are as follows:

1. Hootsuite

2. MailerLite

3. Outgrow

4. Unbounce

Conclusion

Content distribution strategy is a massive responsibility to have in place. Any business when starting must focus on planning this out properly to help get the word across to their target audience.

FAQs

Q1 What is a content distribution channel?

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