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How To Overcome The Content Distribution Hurdle: Lessons From Top Brands

Team Pepper
Team Pepper
Posted on 27/12/218 min read
How To Overcome The Content Distribution Hurdle: Lessons From Top Brands

Table of Contents Introduction Tips to Overcome Content Distribution Hurdles Insufficient Resources Unrealistic Expectations from the Content Distribution Strategy Maintaining High-Quality Content Growing Competition Maintaining Publishing Routine and Schedule Long-Term Sustainability Risk Aversion Key Takeaways  FAQs The fundamental aspect of content marketing is to provide value. Often marketing professionals fail to realize that it is… Continue reading How To Overcome The Content Distribution Hurdle: Lessons From Top Brands

Table of Contents

  • Introduction
  • Tips to Overcome Content Distribution Hurdles
    • Insufficient Resources
    • Unrealistic Expectations from the Content Distribution Strategy
    • Maintaining High-Quality Content
    • Growing Competition
    • Maintaining Publishing Routine and Schedule
    • Long-Term Sustainability
    • Risk Aversion
  • Key Takeaways 
  • FAQs

The fundamental aspect of content marketing is to provide value. Often marketing professionals fail to realize that it is only a part of the rule. The second part of successful content marketing is delivering it to the people who will find it valuable. 

With time, more and more information is being made available over the internet. So, you have to make sure that you deliver the right information to the right audience. Sure, distribution is the way to get started but there are only a few that know how to get started with it. Also, there are many challenges that can make content distribution difficult. You need to know how to overcome content distribution problems

In this post, we are going to take a look at how you can overcome content creation and distribution issues with insights from top brands. 

Source

Tips on How To Overcome Content Distribution Problems

Here are some of the content distribution challenges an organization might have to face along with content distribution tips to overcome them. 

1. Insufficient resources

It’s not easy to create content. Content creation requires time and skill. Small-sized businesses often have an in-house marketing team and for a good reason. Surely, no one knows your business better than you. Hence, you are the ideal person to write your blog about what you do. 

But creating good content consistently might get in the way of other things, such as running the business. One of the primary barriers to content marketing is time constraints. Another issue is the lack of budget. When you don’t have enough time to create your own content, you will have to pay someone else to do it for you.

However, the issue is, creating great content requires skill. But to get skilled workers, you will have to pay enough money. Since you don’t have the budget, you will have to hire cheaper writers who might create crappy content. 

What’s the solution?

No matter if you are outsourcing the content or have an in-house team, you will have to pay for it. You either have to invest time to create great content or have to pay some writer to do it for you. 

Some consider outsourcing to be an affordable option. However, that too comes with some risks or others. To start with, outsourcing means you will be at the mercy of others in terms of maintenance of regularity. Moreover, you might end up publishing content that doesn’t stand up to your expectation or the industry knowledge standard. This, in turn, can be harmful to your brand. 

But if you are producing your own content, it will save you a great deal of money. But unless you are able to balance running the business and organization, you will have to put in more hours.

We believe content distribution and marketing to be a free marketing strategy but it is not. You have to deal with the tangible cost associated with content marketing even before you start writing the post. 

2. Unrealistic expectations from the content distribution strategy

If you have to make the business case for the content distribution to the managerial department, you might already have any ideas as to how difficult it can be to impose the challenges.  

Content marketing has been in trend for quite some time now. But there is a significant misconception about how it works and what the management should expect from their investment into the content distribution plan.

A big challenge to overcome is impatience. When you talk of ‘years’ in a pitch, you will have to face uncomfortable silences. Nevertheless, even if you have a skilled and big content distribution team, it might take some time for the content to start doing what you expect out of it.

The problem doesn’t lie with marketing but with expectations. Several managers and executives are used to resorting to more conventional marketing strategies. So, making them fund the projects of content distribution and also making them wait for many years to pay them off can be a difficult pill to swallow.

What’s the solution?

The first thing that you have to come to terms with is that content marketing might take time. It can take time to find the right audience and distribute the content to them.

For instance, it took WordStream 6 six years before its content distribution plan really paid off. In fact, it took them over 2 years to draw in traffic. There was no major increase. It was only after 4 years that their content distribution strategies started paying off.

The second thing you have to take care of is your expectations. Decide on realistic engagement and traffic targets, instead of keeping high expectations only to be disappointed later on. Make sure you have manageable goals and try to attain them. 

In case your content distribution campaigns are more successful than you thought adjust the targets accordingly. 

3. Maintaining high-quality content

Even websites that have a large audience base and a big team of professional writers or copy editors tend to publish crappy content that is filled with mistakes or incorrect facts. You might ask why so? Well, it is because they can. 

At times, sites leverage their branding and recognition to get away with crappy content. Some of the best content is often written by small and independent running blogs. It means you always have to publish high-quality and well-written content. 

With a content audit, you can easily get there. 

What’s the solution?

If you push yourself consistently and take time to work on your writing skills, you can only publish the very best content. Keep doing this even if you feel no one is reading your content. 

Moreover, don’t make the mistake of comparing your work with other publications every now and then. Sure, it helps if you know the editorial standards or the content trends. However, you need to concentrate on making your content better than the last post. Don’t lose sleep over the latest article better than the article you read in a popular magazine. 

4. Growing competition

No matter if you are blogging for a big IT organization or a small-scale business, someone else might already be blogging about the same topic. In fact, there is intense competition to draw the attention of the audience through content distribution. 

There is a limited audience but the competition is only getting fierce. So, what should you do? Well, you will have to create better content that requires time, as well as money. As the competition increases to grab the audience’s attention, the reader’s expectation only increases. Thus, you are under pressure to deliver exceptional content.

If you suck at your blog posts, you will get nothing but if you win, you are going to win immeasurably. But creating such excellent content can be really difficult. 

What’s the solution?

When it comes to content distribution, there is no guarantee. However, one thing is for sure, if your content is of bad quality, it is sure to fail. Every blog you are posting has to be good. Moreover, you will have to maintain this for several years if you want to build a sizable audience. 

Hitting the market every time isn’t possible. At times, even the best organizations publish mediocre content. However, you need to strive for nothing but excellence. Moreover, you will have to promote your content actively and give it enough chances to succeed. 

Nevertheless, the good news is the relentless growth of competition in content distribution has led to a unique challenge and opportunity. 

5. Maintaining publishing routine and schedule

Whenever there is a discussion about content distribution, the term ‘noise’ vs. ‘signal’ comes up. Signal signifies your content, while noise comprises other things. Truth be told, a large amount of content is being created every day. So, the urge to publish as much as possible is often difficult to ignore. 

You will find an extensive array of blog posts, how-to guides, white papers, and more than tell you to publish at least once a day. It is crucial to achieving content distribution success.  But what if you are unable to miss this type of publishing schedule.

What’s the solution?

Good content distribution is not easy to scale. In case you want to publish more frequently, you have to invest in more resources. In case you cannot do this, your content quality is going to suffer. So, you have to balance quality with quantity with more emphasis on the former. 

The best strategy is to publish one excellent post rather than four mediocre posts each week. As so many publishers are looking to get noticed, the thing that will set you apart from other publishers in the industry is the quality of your content. Consistent good quality content is more important than updating the blog millions of times in a day. No one would like to read a crappy post when they can really savor them. 

6. Long-term sustainability

As more and more publishers are creating content, a few experts are of the opinion that we might be close to the breaking point of content sustainability. Even though this popularity of content is not going to die down any time soon, it is challenging for content marketers. 

Mark Schaefer has put forward a theory of financial feasibility of content distribution in time to come. He has broken down the content producing cost vs. the return on the investment. 

For instance, according to the estimation in 2019, he had been paying his readers $500 every week for the consumption of his content, depending on an hourly rate of $1000 for his time and this was multiplied by 5-hours each week he was spending to create content. 

According to Schaefer, the figure increased to $1500 per week on the growing time investment crucial to creating content that will hardly sustain the present level of readership drawn by the blog. 

Yes, the model isn’t sustainable if things progress like it has for the last few years. The content marketing benefits outweigh the content creation cost. In case you are encountering the prospect of either spending more to hire extra staff or produce content while making marginal gains by doing so, your current content marketing practice sustainability becomes questionable. 

What’s the solution?

For some content creators, this isn’t an issue. However, for others, the volume of content being developed might lead to additional issues. So, if you belong to the latter category, you will have to look for an alternative approach.

Sure, Schafer’s concerns are urgent but audiences are going to find their way to relevant content. Altering media consumption is a habit that is definitely going to have an impact on content distribution strategies. However, only you will be able to decide when your content distribution strategy becomes really unsustainable.

7. Risk aversion

Content distributors are professionals of habit. Usually, they tend to stick to anything that works. In case they find some post that is relevant to the audience, they apply a similar formula to the following posts.

This might be due to two primary reasons. These businesses genuinely want to provide the readers with content, which they will find useful, valuable, and actionable. The second reason is that organizations are addicted to pageviews. 

You should know that it takes years to establish an audience base and develop consistent traffic from your content distribution campaign. Now, everything you have done has worked well and your page has received thousands of views. Will you be ready to try out something else? What if it tanks your traffic?

This is the reason multiple contents out there are generic and bland. Moreover, they are easily forgettable. 

Usually, the content’s homogeneity out there is not the result of the desire of the publishers to take out mediocre content but due to the goals behind the content strategies’ demand outcome. 

What’s the solution?

The challenge can be mitigated by small blogs or publishers having a limited audience. When you are trying something and it isn’t costing you any money, there is a less inherent risk in trying out new risks or branching out. However, this doesn’t imply that established publishers or blogs will not be able to try this out. When they do, they will need more justification that their prospective gains will outweigh the risk. 

If you are experimenting with new content types, make sure you do it along with the strategies that have already brought you traffic. In case your new strategy works, think about scaling it to include popular topics. 

Key Takeaways

  • Content distribution challenges can be eliminated with the right tactics. 
  • You will have to deal with the tangible cost of content distribution
  • Don’t stick to only one strategy. Try out new strategies along with the old ones. 
  • Only distribute good quality content.
  • Distributing content and developing an audience base will take time.

FAQs

1. What is content distribution?

Content distribution is promoting content to a business’s online audience in different media formats through different channels. These channels are divided into three groups- Paid, Earned, and Owned.

2. What is a content distribution strategy?

Content distribution strategy is basically the plan to help a business disseminate its content, be it sharing a newly created ebook or promoting the recent blog post. With content publishing, you can only go so far. But a content distribution strategy is going to ensure that your content reaches the world.

3. What are the different types of content distribution tools?

There are different content distribution channel-Paid, Earned, and Owned. Paid media is the exposure you are paying. So, it can be display ads, pay-per-click ads, or social ads. Earned media is about sharing the content. It might take the form of guest posts, social media shares, product reviews, or media coverage. Owned media are the channels you own where you are in complete control of the content. It might be your blog, email newsletter, social media profiles, or website. 

4. What are the best ways to distribute a blog post?

There are various ways to distribute blog content. Some of the most effective methods are blog syndication, social media, link outreach, email newsletter, and email signature. But you will have to choose the way that works the best for you. 

5. Are social media platforms a good distribution channel?

Usually, the approach is to use social media platforms as a content distribution channel and also a source of traffic. However, there is a section of publishers taking the social media approach to a whole new level by creating storytelling and using native formats in these platforms. By using social media, you know how to overcome content distribution problems.

6. How to distribute content effectively?

You need to deliver the right content to the right people at the right time. You can take the help of influencers to reach out to your audience or use social media channels. 

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