Even with careful search engine optimization, your blog can cost you more money than it brings in and hardly attracts visitors. It's not just content creation that matters: content distribution is an essential part of any content marketing strategy.
Good content is the foundation of a functional site. However, informative and interesting texts do not auto-generate the desired traffic. The best content is of no use to you if no one on the web notices it.
If you want to be successful in online business, you need to take care of the strategy for distributing your content. How do you generate more views and elicit user reactions?
Content distribution is a very complex topic, the approach to which has changed a lot, especially in the last five to ten years, because of the appearance of many distribution channels.
Content can be optimally delivered to customers if it is correctly distributed across various channels. However, before designing a global distribution strategy, you need to have settled on the three most important points: goal, target audience, and distribution channels.
A good content distribution strategy in three steps :
- Setting goals for yourself
Before planning your distribution strategy, you need to set goals for yourself. For example, do you want to use your strategy to generate new backlinks on different platforms, attract the largest number of visitors to your site, or achieve a high conversion rate? You need to allow for some flexibility in your campaign goals, as very few strategies achieve exactly what they were planned for.
For example, if you find that one of the chosen channels does not bring the expected results, you need to adapt to your strategy.
- Define the target group
To select the right channels and suitable methods, the target group must be determined before the content is distributed because the correct reception of the content largely depends on your ability to reach the right people, who are usually active on the web.
For example, depending on the target group, a link on a small niche forum can have a greater impact than a post on Facebook with 10,000 views. The interests and age of the customers play an essential role.
Those who practice the personas technique are particularly well equipped to assess the needs of potential customers and where to meet them.
- Select channels
Once you have identified and defined your target audience, you can choose from countless channels to distribute your content. At first, it is difficult to get an overview of the offer. So it makes sense to start with the established platforms.
A newsletter, a newsletter, or publications on social media are all supports for successful marketing. Why? Simply because your target audience has already expressed an interest in your content by subscribing.
Since most companies and customers are active on Facebook, this platform is suitable most times as a distribution base. However, Facebook can be the wrong channel, for example, for content distribution for B2B companies. Here, a well-placed backlink can be a more effective tool.
If your company works in a specific industry, first try to find forums that deal with your topics. Familiarize yourself with the guidelines of the forums, because advertising and backlinks to your pages are usually allowed only under certain conditions.
One way to generate this type of link is to create Q&A sites, where registered users can create content, answer questions and offer help.
Use techniques to multiply the distribution of content
Blogs or recognized influencers can help in the marketing of a product. You can suggest topics for articles or order paid articles.
These materials can place useful information and offer a backlink to your site, where you will offer additional information.
Example: a manufacturer of car rims contacts a portal for tuning enthusiasts to place a paid article on his product. In this way, he reaches his target group exactly and can take advantage of the serious reputation of the portal.
For blog authors, platforms, or influencers to help you, you need to carefully cultivate your relationships with them.
For example, if you like a blogger and want to post an article on his site, do not burn the steps. Start by commenting and showing interest in what he is doing by sharing a few posts and joining his community.
As soon as you get to know each other a little better, you can make an initial request to exchange articles or content. Remember that your content must fit into the influencer's offer: so choose the multiplier intermediaries carefully.
A winning media trio
- Paid media :
Paid media is simply advertising, for which there are a wide variety of possibilities today. You're buying an audience, so to speak. Google's AdWords with the pay-per-click system and paid ads on Facebook are especially popular at the moment, as are sites such as Outbrain for content distribution. The click-through rate and the data collected on visitors are easy to measure.
However, not all formats are suitable for your target group. For example, more and more people are using blockers to remove banners and pop-ups.
Too aggressive advertising is often perceived as intrusive, especially on social networks. Paid media should therefore always be used specifically. The formats that are most suitable for the target group can be identified by a specific analysis.
- Owned media or proprietary media :
This includes, for example, the company blog, your showcase site, all landing pages, newsletters, and all social media profiles.
You can place any content you deem appropriate there. You can also measure precisely values such as click-through rates and the time that users spend on pages.
The low reach of proprietary media is problematic, at least for new businesses that are new to content marketing.
Some preliminary work may need to be done on social media to build up the critical mass of its followers. Once you have enough followers who like or appreciate your offer, your proprietary media creates the basis for a trusting relationship. If your content reaches the target group, then you will advance in the earned media.
- The earned media :
This is the visibility or advertising that your company gets through the activity of your visitors on the web. These interactions are "earned" in the sense that they result from your efforts to provide quality content. Distribution channels of this type reflect the reaction of users and are characterized above all by sharing your content. This includes reviews of your products, reactions on social media platforms, and unpaid articles.
If users find your articles useful, funny, or interesting, the likelihood that they will click on the "Share" button increases. You don't have to pay anything for this increase in popularity. In addition, potential customers find the content much more authentic and attractive when a friend or one of their contacts advertises it because it seems more honest and disinterested.
Depending on the activity of your subscribers, this can cause an enormous increase in your traffic and visibility. However, it is difficult for you to influence the contributions that are shared and whether they are associated with positive or negative reviews. In addition, concrete results are difficult to measure. User feedback is then the most important indicator of success.
A common mistake is not budgeting for content distribution. This usually results in a reduced and disappointing number of visitors. It can be assumed that only one text out of 1,000 goes viral on its own. So most companies have to distribute their content intelligently.
In short: how to value your efforts?
In most cases, creating and publishing content is not enough to attract many visitors. The content distribution must be planned and executed accurately. For distribution to be effective, content must be disseminated widely using different platforms to reach the desired audience.
At first glance, it may seem tedious to put a lot of effort into promoting content after the long creative process. But the exchange of information via various media pays off in the long run. If you provide quality content over several months, chances are that more and more users will share your content and help you distribute it for free. Consider our advice as a basis for the distribution of organically growing content. This work base can be adapted to your needs as your experience increases.
However, it is better to give preference to quality, rather than quantity. The target group must be precisely defined before the content is broadcast to attract the right visitors and achieve a high conversion rate. Some platforms should always be used, especially your channels, such as the company's website and its newsletter; other platforms should be selected according to the target group.
An effective way to reach customers as quickly as possible is to use forums and influencers who deal with your industry. So do not settle for good content, but work on its distribution. Many people might want to read your content, but one thing is for sure: they will never do it if they don't know it exists yet!