There’s a whole lot of amazing content being generated each minute on different platforms.
Here are some mind-boggling facts:
Yes, content is essential. Google loves quality content. Your visitors love content. But it simply makes no sense to write content for the sake of writing.
Not only do you have to produce quality content but you also need to adopt methods to distribute it.
Producing content is one side – marketing it is another.
Content marketing is an absolute requirement for brand survival and it focuses on respecting your customers. I’ve grown a big part of ProofHub through content marketing by offering our potential customers information that is relevant to educate them about project management problems they face. And thereby, turn them into customers who are ready to use the tool.
Perhaps, a more accurate explanation of content marketing is provided by Content Marketing Institute:
“Content marketing is a strategic marketing approach to attract and retain customers by consistently creating and distributing relevant and valuable content and drive profitable customer action.”
If you are currently creating and producing content, and not getting it right, in this article I’ve put together a few tips to build a successful content distribution strategy. But before that, to get started, answer these questions:
Why do you want to make your content get noticed?
Is your content actually understood? No comments? No sharing? Make sure you identify your content marketing goals. Do you want to drive leads or increase user engagement through your content? Do you want people to visit your website? Or do you want them to subscribe to your newsletter?
Whom do you want to target?
What kind of leads are you expecting from your content? Define who you’re trying to reach. Are you targeting millennials? Or do you want to reach powerful executives?
Are you talking to your audience in their style? Find how, when, and where they connect with content. How many of them are in-app users and web users?
Once you’ve identified the answers to the questions, start building a content distribution strategy that best suits your brand. Here, below, I’ve got some amazing ideas that work for me and for big brands.
Here are 5 tips for successful content distribution:
Organic social media is a great way to grow your brand awareness and engage in a two-way dialogue with consumers. You get a clear path to inform people about how your brand or product works and respond to any inquiries of customers. Not just this, but you gain valuable insights about how they feel about you.
Crowdsourcing is a way to put tasks or questions out to a large group for their input.
Crowdsourcing content can help you:
For example, on multiple occasions, PepsiCo has asked for input from customers on new potato chip flavors for their Lay’s brand. Their first “Do Us a Flavor” campaign was launched in 2012. Over 14 million results were received, from which “Cheesy Garlic Bread” was the winner. And with these submissions, the new flavor contributed to an8% increase in sales in the three months following its launch.
Platforms, where you can sign up for free and upload content for free, can greatly help you engage with your audience. These platforms will help you reach out to influencersand a target audience that will be interested in your content. The content you share on these platforms will be shown in the search and will give people ways to reach you.
Here are some of the platforms you should try:
SEO is a strategy that enables your business to show up at the top of search engines like Google when customers are actively searching for you.
How to get started:
Paid distribution channels are useful when you need a reliable traffic source. 71% of content marketers are using paid advertisement tactics for their content distribution.
When should you use paid channels as part of your content distribution strategy?
But once you adopt paid distribution, remember that the traffic is not sustainable – your numbers will change after you stop the funding. So you must implement this form of distribution strategically.
Here’s a look at the different types of paid distribution networks:
Getting eyes on your content is quite a difficult task. Use the above tips to optimize your paid and organic content distribution strategy for the ultimate success of your brand.
What strategies do you follow for content distribution? We would love to know in the comments below.
Guest author: Vartika Kashyap is the Marketing Manager at ProofHub and has been one of the LinkedIn Top Voices in 2018. Her articles are inspired by office situations and work-related events. She likes to write about productivity, team building, work culture, leadership, entrepreneurship among others and contributing to a better workplace is what makes her click.