Table Of Contents
- Defining Content Distribution
- Paid Media
- Owned Media
- Earned Media
- Content Distribution Strategies
- Google Ranking
- Press Releases
- Social Media
- Email Marketing
- Influencer Outreach
- The Ideal Content Distribution Budget Allocation
- Key Takeaways
At a time of continuous content creation where lakhs of people simultaneously create content for social media, content distribution plays a vital role. Imagine you’ve tried hard to create content for your business, and it just doesn’t get the expected results and gets lost in the world wide web. You would probably think that your content is not up to the mark. However, this can be because of other issues such as improper content distribution, not reaching the target audience, the wrong algorithm, etc.
This is where a good content distribution strategy comes into play. Once you understand how to plan and execute a content marketing distribution plan, content marketing becomes a much easier task. So, let us dive deeper into the world of content and know what content distribution is and how it works?
Defining Content Distribution
Content distribution is nothing but the process of sharing, publishing, and promoting content in different formats via different media. A content distribution plan is crucial for any digital marketing plan. When you have one in place, you not only reach your target audience but also improve your brand’s awareness, build a database of loyal consumers of your content, and consistently encourage call-to-action on your content for your products or services.
With a proper content distribution strategy in place, your content can get more shares on social media, find an increase in your web traffic and see increased engagement and conversations in your social networks.
The number of content distribution platforms is growing by the day, but the main content distribution channels are,
1. Paid media
Paid channels are when you pay for the distribution of your content on specific channels.
2. Owned media
Owned channels are the content properties that you have control over in terms of when and how content is published on your channels. These include your website, blog and your social media profiles, email newsletters, and mobile publishing apps.
3. Earned media
Earned channels are those through which third parties promote or share your content. Customers, journalists, bloggers, and anyone who freely shares your content are examples of third parties — hence the term ‘earned’.
Until now, we’ve discussed what content distribution is and how it works; so let’s move forward.
Content Distribution Strategies
While it takes time to gain visibility on search engines, it is critical to focus your efforts on Google as a channel because people trust websites with a high Google ranking.
2. Press releases
While a 2014 Panda update means that press releases will no longer result in higher organic rankings, they are still a very effective method of conveying new, helpful, and valuable trade information.
With so many people using social media, it makes sense to use social media for content marketing and distribution strategy. Furthermore, putting impactful content on social media may result in it going viral!
Email addresses gathered through customer subscriptions on your website are a gold mine if you want to target your campaigns to specific topics. Email allows for one-on-one interaction and builds rapport, which is essential for future sales.
Youtube, which has become the world’s second-largest search engine, is at the top of the list for video content distribution. It’s essential for ‘how-to’ content, product demo videos, and when you want to increase the shareability of your content.
6. Influencer outreach
This entails asking people with industry clout to leave comments on your website or share your content on their social media accounts. This method works because readers regard influencers as authority figures in their respective fields of expertise, and your brand will be viewed as an authority on the subject by association.
The Ideal Content Distribution Budget Allocation
Once you’ve decided on a budget that you’re happy with, it’s time to think about which allocations are the most appropriate for your needs. Asking yourself the following questions is a good way to go about this:
• What are the main objectives I hope to achieve with my content?
• How will I distribute the content once it has been created?
• What tools will I require to carry out the content strategy I’ve devised?
• How will I assess the effectiveness of my campaigns?
The answers you provide will assist you in defining your key performance indicators and determining which content distribution strategy will maximize your return on investment.
Choosing the appropriate type of content distribution plan is only one part of the equation. You must also determine the most effective budgeting content distribution strategy for creating and promoting that content. Earlier, the 80/20 rule was considered the gold standard, with 80% of your budget going towards content promotion and only 20 percent going towards content creation. Social media has significantly altered how content is distributed, and I’ve noticed that marketers have shifted away from the 80/20 rule in recent years. Instead, I recommend developing a strategy suited to your marketing strategy and industry. You may discover that a 60/40 or even 50/50 split is a more effective option.
Looking at what’s getting the most attention on your content distribution channels is an excellent place to start. This will allow you to understand what content strikes a chord with your audience and allocate promotional money where they are most needed.
Amazing content is useless if no one consumes it. The content distribution plan is an important piece of the content marketing puzzle.
You waste resources by not focusing on your audience. A solution to this problem can be found in:
- Rethinking your content distribution strategy to find better ways to distribute content within your limited advertising budget.
- Conducting in-depth analysis of customer data to learn more about your customers, their interests, and interactions with your brand. This analysis allows you to categorise customers into groups such as loyal customers, frequent buyers, and uninterested customers.
- Build personas to help you understand your audience. Define their age, expertise level, ambition, interests, and the specific platform from the above discussed content distribution channels that they are likely to use.
- Some examples of content distribution channels are paid media, owned media and earned media.
- Every marketer’s content distribution methods include YouTube, press releases, influencer outreach, social media, etc.
- One should have a proper content distribution plan to allocate the resources to create and promote that content appropriately.
Content distribution is nothing but the process of sharing, publishing, and promoting content in different formats via different media.
A content distribution plan is crucial for any digital marketing plan. When you have one in place, you not only reach your target audience but also improve your brand’s awareness, build a database of loyal consumers of your content, and consistently encourage call-to-action on your content for your products or services
The channel through which you share and promote the content you create is a content distribution channel. This can include websites, blogs, and social media channels.
About 25% to 30% of your marketing budget is recommended to be dedicated to your content marketing strategy.
The distribution of content is an essential piece of content marketing. It is also vital to increase brand awareness, gain loyal followers, and encourage your readers to click, act, and become customers. Use these tips and tools for content marketing distribution to get your content in front of your target audience.