If you work in the digital marketing industry you know how the content distribution process works:
Plan an exciting article or marketing material based on that brilliant insight you had the other day.
- Do some research
- Organize your thoughts
- Put it all together
- Send to co-worker for some feedback
- Get back to work, make changes, add some detail, remove fluffy
- Send it for more revisions
And now it’s ready for your audience
But how do you get it there? Is the content distribution plan an effective one? Is the content even getting to your target audience?
To ensure the best ROI on your work, making sure it makes it to the eyes of your audience is critical. This is where the distribution of your content is key, it can accelerate (or crash and burn) the reach of your campaign.
Your content distribution should be considered at the earliest planning stage as it might influence the others.
Content Distribution Breakdown
Content Distribution includes all sorts of channels used by marketers to share their content to extensive and targeted audiences. There are a vast number of channels, but overall, they can be grouped into three broad channels – owned media, earned media, and paid media.
OWNED MEDIA – this is yours. It’s under your control, belongs to you and your team, no one else. Examples are websites, landing pages, webinars and blogs. Your core content is your most important asset, thus it should only be posted to platforms owned by you. By following this simple rule you can ensure that your traffic is being driven to your own online properties and the content is not subject to changing rules. As such, social media channels are really considered more like “borrowed media” since they are presumably yours and under your control – until the platform changes, charges more or just goes offline altogether.
EARNED MEDIA – efforts in products, marketing, branding and customer success should earn you some recommendations. Part of this idea is to build partnerships with co-related blogs and use different PR efforts to earn promotion in websites from your industry. These are generally really positive because when others see someone else satisfied with your brand, they immediately give you more credibility and trust.
PAID MEDIA – any channel you pay to use to get a broader reach for your content. Building audiences from scratch is very difficult, that’s why pay for content marketing and distribution can be the shortest path to establish a presence on any platform that people are already engaged in. When doing this, making sure your ads link users back to your own media secures their spot as a new follower.
How to Scale
Content distribution efforts can scale reach and maximize ROI, but there’s no silver bullet for this. Repurposing content, using social media and email marketing to increase traffic are common practices. And when put to good use can reaffirm your content distribution. Depending on the industry will determine which channels are favored. Indoor Billboards are an effect channel to get a broad ranged audience to help scale any business. This coupled with effective marketing can reaffirm the message across the board.
“Content is king, but distribution is queen. And she wears the pants”
J. Peretti – CEO Buzzfeed
Quality and relevance precedes content distribution.
Content distribution has potential to scale (or ruin) your content’s ROI.
Content distribution should be planned at the beginning.
Merging owned, earned and paid media is gold.
Segmentation allows the use of different strategies to specific target audiences.
A stack of tools can boost your team’s performance.
Have you tried any of these tools and know its shortcuts? Do you employ different platforms in your stack? Would you recommend them to others? Let us know in the comment section below!