This Simple Secret Will Revolutionize Your Content Distribution Strategy!
This Simple Secret Will Revolutionize Your Content Distribution Strategy!
MaiLy Thao
18.7.2024
Content distribution is the key to delivering your posts to the right audience, increasing brand awareness, and driving more engagement.
Why is creating impressive content no longer enough? Globally, every second sees approximately 500 minutes of video uploaded to YouTube, 116 blog posts published, 1,099 Instagram posts shared, and 6 new websites created. Not to mention TikTok, where an estimated 34 million videos are uploaded daily. Without an effective distribution strategy, even the most creative content can get lost in this massive sea of content.
I. What is Content Distribution?
Content distribution involves publishing, sharing, and promoting your content to the right target audience. It leverages online channels such as social media, email, and advertising. However, you can also take advantage of offline distribution channels, such as magazines, newspapers, conferences, or trade shows. From images and videos to blogs, nearly any type of content can be distributed. The most important aspect is tailoring it to fit each audience and sharing it on platforms they frequently use.
II. Types of Content Distribution Channels
Content distribution channels fall into three main categories: owned channels, earned channels, and paid channels. Here’s a detailed breakdown of each type and how they fit into your strategy.
1. Owned Channels
Owned channels include platforms that you have full control over, such as your website, fan pages, groups, and blogs. These channels allow you to closely monitor and fine-tune your content distribution plan.
Moreover, owned channels offer the greatest freedom for creativity. A prime example is Elon Musk, the founder of Tesla and owner of X (formerly Twitter). Many of his posts are controversial, but he has the freedom to share them on his own platform — and they undoubtedly generate significant attention.
A potential drawback of using owned channels is the time required to build them. You also need to consistently create and share content to drive engagement and maintain momentum.
2. Earned Channels
Earned channels refer to third-party platforms such as bloggers, news websites, review platforms, and PR efforts where your brand’s content is shared or mentioned. Since these channels are not directly controlled by you, your influence over them is minimal or nonexistent. For example, reviews left by travelers on TripAdvisor are considered earned channels for the businesses being reviewed.
The good news is that consumers tend to trust these channels. In a 2024 survey, 36% of consumers stated they check at least two review websites or apps before using a business’s products or services, while another 25% admitted to visiting at least three sites before making a decision.
Earned channels can boost brand awareness and enhance your reputation. In some cases, they can also drive traffic to your website or blog. The downside is that any brand mentions on these platforms are controlled by others. As a result, these mentions could potentially be negative, inaccurate, or even offensive.
The best way to manage this is to patiently respond to all feedback you receive on earned channels. Research shows that 88% of consumers actually appreciate businesses that respond to every review, helping to foster trust and improve perception.
3. Paid Channels
Paid channels include PPC (Pay-Per-Click) advertising, sponsored posts, and influencer partnerships, typically conducted on social media platforms and search engines. The defining feature of paid channels is that you pay to share and promote your content.
For example, the fashion brand Coach paid actress Selena Gomez to advertise a leather jacket and a bag on Instagram.
Paid channels allow you to reach customers who may not be aware of your products or services. Additionally, you have full control over the content shared on these channels.
One downside is that paid channels are often perceived as less trustworthy compared to earned or owned media. While nearly 90% of people trust personal recommendations, 80% trust brand sponsorships, 78% trust TV advertisements, 71% trust influencers, and only 64% say they trust social media ads.
III. How to Choose the Right Distribution Channel
- Owned channels offer the most flexibility and control but require a significant time investment.
- Paid channels can generate immediate brand awareness but, of course, come at a cost.
- Earned channels can help build trust and credibility but are beyond your control.
So, which channel should you prioritize? The answer depends on your budget, target audience, and the type of content you’re distributing. To make an informed decision:
- Analyze your traffic sources using analytics tools to determine where your website visitors are coming from. Focus on the channels driving the most traffic and conversions.
- Experiment with different channels by testing one or two at a time and monitoring the results over four weeks.
- Study your competitors’ content distribution strategies to identify the channels and content that work best for them, and spot gaps in your own approach.
- Align with your marketing goals. For instance, investing more in paid channels might make sense during a promotional campaign.
Finally, remember the old saying: "Don't put all your eggs in one basket." Diversify your strategy for the best results.
IV. How to Build a Content Distribution Strategy
Creating high-quality content is always important, but the reach of your content depends on what you do afterward.
Simply put, you need a well-planned content distribution strategy to attract, engage, and convert your ideal customers. Here’s how to start building a successful content distribution strategy:
1. Research Your Audience
As a business owner, you already know who your target audience is. However, when it comes to content distribution, you need to dig deeper into their interests and demographics.
- Demographic Information: What are their locations, genders, ages, and ideal times of activity?
- Content Preferences: What type of content do they prefer?
- Product Awareness: How much do they know about your products or services?
- Audience Needs and Pain Points: Why do they want to read your content? What are their needs and challenges?
2. Choose a Primary Distribution Channel
As discussed earlier, it’s best to diversify your content distribution channels. However, if you’re just starting out, choose one primary distribution platform and start distributing your content there. This could be your website, blog, email, or other owned channels.
In a HubSpot survey, nearly 60% of marketers said their blog was the "most valuable channel." Over 90% agreed that owned media was "important" or "very important" for their content distribution strategy.
3. Review Your Content
What will you share first? Check which content is ready to be shared. Look for high-performing content and pieces that are optimized for your audience. Once identified, determine which channels to share them on for maximum impact.
Next, repurpose the content you’ve chosen so you can share it in different ways across various platforms and channels. For example, you can turn a blog post into a shared post on your fanpage or Facebook groups, convert text blogs into shareable images across multiple platforms, or even turn that blog content into a Script for a TikTok video. The key is knowing how to break it down into social media posts or transform it into videos.
With this approach, you can see how your content performs across different platforms. Analyze the results before moving on to creating new content.
4. Create a Content Posting Schedule
Determine the frequency at which you want to share content on each channel—and then create an editorial calendar.
For example, TikTok recommends posting up to four times a day. Similarly, LinkedIn suggests posting content daily. If you're active on Instagram, share one or two stories daily and several feed posts each week.
These numbers are not fixed. The ideal posting frequency depends on your business size, industry, resources, and target audience. It's best to focus on quality, consistency, and the insights that your metrics provide (we’ll discuss this more later).
Remember to set aside time to respond to comments and engage in conversations. These activities are essential to drive engagement.
>>> Related topic: Top 3 applications to schedule Facebook posts effectively
5. Promote Your Content
To maximize the reach of your content, it's essential to distribute it across a variety of channels. Start by sharing your content on popular social media platforms such as Facebook, Twitter, Instagram, LinkedIn, and TikTok. Tailor your posts to each platform's audience and best practices, such as using hashtags, tagging relevant accounts, and including compelling visuals or captions. Don't forget to engage with your audience by responding to comments and participating in conversations, as this will help build a loyal community around your content.
6. Content Distribution Metrics to Track Your Results
The performance of your content will vary across channels and depend on factors like posting times, current trends, or ongoing events.
If you want to boost engagement, track the following metrics:
- Number of views on posts and content
- Like or heart reactions
- Share rate
- Comment rate
7. Write Blogs on Third-Party Websites to Reach a Wider Audience
Building traffic to your own website or blog takes time, especially if you’re starting from scratch. Search engines and organic visitors need time to discover your content, and without consistent promotion, it can take months before you see significant results. Instead of focusing solely on your own platform in the early stages, leverage the reach and reputation of third-party websites to distribute your content more effectively.
When writing for third-party sites, tailor your content to the platform’s style and audience. Provide value by addressing common pain points, sharing actionable insights, or offering unique perspectives. Include a bio or author byline that links back to your website or social media pages to drive traffic and encourage readers to explore more of your work.
Additionally, track the performance of these guest posts by monitoring referral traffic and engagement metrics. This data can help you identify which platforms are most effective at driving readers to your site, allowing you to refine your guest blogging strategy for better results.
8. Leverage Online Communities Creatively to Foster Meaningful Connections
Start by identifying the most relevant communities where your target audience is active. For example, join LinkedIn groups focused on your industry, participate in Reddit threads or Facebook groups related to your niche, or engage on platforms like Quora, where users actively seek answers to their questions. Research each community’s guidelines to ensure your participation aligns with its rules and values, as overly promotional behavior may be discouraged.
When promoting your content, avoid spamming or overly self-promotional tactics. Instead, focus on contributing valuable insights and engaging genuinely. Share your expertise through helpful comments, initiate discussions, or answer questions with well-thought-out responses. For example, if you’ve written a detailed guide on improving cold outreach strategies, share a snippet or key insight from your content and link to the full article as a resource.
Conclusion
Effective content distribution brings many benefits to your business, including increased brand awareness, engagement, productivity, and improved marketing campaign performance. This article provides ways to help you build an efficient content distribution strategy quickly. I hope the information shared in this article will be helpful in managing your social media channels. Also, don’t forget to visit SO9 to explore the latest business operation knowledge! Wishing you success!
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