Aug 29, 2023

How to develop an effective content distribution strategy?

Maria Ruocco

In today's saturated content market, having great content is not enough. Marketers need to focus on effective content distribution strategies to ensure their content reaches their target audience and stands out from the competition.

With the influx of content being created every day, it's crucial to have a clear plan for where and how to distribute content before creating it.

The Importance of Content Delivery

What does content distribution mean?

Creating valuable and engaging content is wasted if your target audience doesn't know it exists. Content distribution is the process of sharing, publishing, and promoting your content through various channels to reach your intended audience.

What is the goal of content creation?

The goal of content distribution is to maximize the visibility and impact of your content by reaching as many people as possible who are interested in your industry or niche.

It helps you increase brand awareness, generate leads, drive traffic to your website or blog, and ultimately convert prospects into customers.

Understanding Content Distribution Channels

There are several channels through which you can distribute your content effectively:

Content distribution on social media

Social media platforms play a significant role in distributing and promoting your content.

Platforms like Facebook, Twitter, Instagram, LinkedIn and YouTube offer opportunities to reach large audiences with targeted campaigns.

How to leverage social media for content distribution?

  • Identify which platforms are most relevant to your target audience;

  • Optimize your social media profiles with captivating descriptions and images;

  • Share valuable and engaging posts that drive traffic to your website or blog;

  • Interact with followers by responding promptly to comments and messages;

  • Use paid advertising options on social media platforms for a wider reach.

Owned channels

Owned channels refer to properties controlled by companies such as websites, blogs, social media profiles (e.g. Facebook pages), email newsletters or mobile apps. These channels give you full control over your content and allow you to interact directly with your audience.

How to maximize the impact of owned channels?
  • Optimize your website and blog for search engines (SEO) to improve organic visibility;

  • Regularly publish high-quality content that meets the needs and interests of your audience;

  • Use email newsletters to share updates, promotions or exclusive content with subscribers;

  • Maintain a consistent brand voice across all owned channels.

Earned Channels

Earned channels involve third parties who promote or share your content for free.

This can include guest articles on industry websites, influencer partnerships, customer referrals, or social media shares from satisfied customers.

How to leverage earned channels effectively?

  • Build relationships with industry influencers who can amplify your message;

  • Encourage satisfied customers to leave reviews or testimonials highlighting their positive experiences;

  • Look for guest blogging opportunities on reputable websites in your niche;

  • Partner with other brands or thought leaders through co-created content or cross-promotions.

Paid channels

Paid channels require businesses to invest money in specific distribution channels such as pay-per-click (PPC) ads, sponsored content, native advertising or influencer partnerships. These channels provide targeted exposure and help you reach a larger audience quickly.

When using paid channels?

  • Establish clear goals and budgets for paid advertising campaigns

  • Identify the platforms where your target audience is most active

  • Create eye-catching advertising copy and images that resonate with your target audience

  • Continuously monitor campaign performance and adjust strategies based on data insights

Read more: Why is Content Marketing Important for B2B?

Building a Content Distribution Strategy

To build an effective content distribution strategy:

  1. Research your target audience

    Understand their demographics, preferences, online behavior, and preferred communication channels. Tailor your distribution strategy accordingly.

  2. Audit existing content assets

    Assess the quality and relevance of existing content assets. Determine which ones can be repurposed or optimized for different distribution channels.

  3. Choose the right distribution channels

    Select the channels that align with your target audience and business goals. Consider a mix of owned, earned, and paid channels to maximize reach and engagement.

  4. Create valuable and shareable content

    Develop high-quality content that provides value, answers questions, solves problems, or entertains your audience. Make it shareable by incorporating visually appealing elements (images, videos) and compelling storytelling techniques.

Types of Content for Effective Distribution

Different types of content can be distributed effectively across various channels:

  1. Blog Posts

    Universal consumption format suitable for sharing on websites, social media platforms, email newsletters, or as guest articles on other relevant blogs.

  2. Video Content

    Engaging visual storytelling format ideal for platforms like YouTube, Facebook Watch, Instagram Stories/IGTV, or TikTok.

  3. Social Media Content

    Platform-specific content formats tailored to each social media platform's requirements (e.g., images on Instagram, short updates on Twitter).

Setting Goals and Metrics for Success

To measure the effectiveness of your content distribution efforts:

  1. Identify Key Performance Indicators (KPIs) relevant to your goals
    (e.g., website traffic, social media engagement rates);

  2. Establish Specific Measurable Achievable Relevant Time-bound (SMART) goals for each channel;

  3. Track performance using analytics tools provided by platforms
    (e.g., Google Analytics) or specialized SEO tools like Ahrefs' Site Explorer.

Creating an Editorial Calendar

Plan your content distribution activities in advance using an editorial calendar:

  • Determine the frequency and timing of content publication;

  • Allocate resources for creating and distributing content effectively;

  • Incorporate seasonal trends or industry events into your calendar;

  • Ensure consistency in messaging across all channels.

Tools for Effective Content Distribution

Several tools can help streamline and enhance your content distribution efforts:

  • Ahrefs and Semrush: two comprehensive SEO tools that provides valuable insights into keyword research, competitor analysis, backlink tracking, and more.

  • Buffer and Hootsuite: A social media management platform that allows you to schedule posts across multiple social media accounts and analyze their performance.

  • Mailchimp: An email marketing tool that enables you to create and automate personalized email campaigns, track open rates, click-through rates, and subscriber engagement.

  • Google Analytics: A robust analytics platform that offers in-depth data on website traffic, user behavior, conversion rates, and more.

By leveraging these tools effectively, you can gain valuable insights into your content distribution performance and make data-driven decisions to improve your strategy.

Final Thoughts

In conclusion, developing an effective content distribution strategy is vital for maximizing the reach and impact of your content.

By understanding your target audience, utilizing different distribution channels, creating different content formats, and measuring performance metrics, you can optimize your efforts and achieve success in reaching your intended audience with engaging and valuable content.

Remember to tailor your approach based on the unique characteristics of your business or industry. Continuously refine and adapt your strategy as trends evolve and new opportunities arise.

With a well-executed content distribution plan in place, you can effectively connect with your target audience while achieving your marketing goals.

To do this, Editby can offer a valuable contribution in creating your content much faster and more effectively.

Spanish version 🇪🇸

Maria Ruocco