Publication date: September 21, 2018

3 ways to distribute your content effectively

Distributing content is almost as important as creating it. The first step in this will often be publishing it on your own website, but that won’t be enough to achieve maximum impact. Even companies with an immense audience such as The New York Times or Red Bull use an extensive arsenal of channels to share their content. In order to develop a good distribution plan for your content, it is very important to put yourself in your target group’s shoes. Where are they active, and which channels do they want to use to see and consume your content? Use your buyer personas for this! Distribution channels can be divided into three groups: owned media, paid media and earned media.

Owned media

You probably already have a wide variety of channels you can use for distributing your content. To begin with, there is of course your website, probably with a corresponding blog. Often, this is the first place where content is published and it can also serve as a starting point for promotion on other channels. Special landing pages for downloads and infographics are also an important part of your website. The big advantage of these pages is that you can set them up completely according to your wishes, with a focus on the desired goal. To reach your target group in a more targeted way, you can use social media such as Twitter, LinkedIn, Instagram, WeChat, YouTube, etc. Another really powerful medium within your own database is of course e-mail.

Paid media

Many external channels offer opportunities to reach a larger audience through paid advertising. A big advantage of this is the possibility to segment your target group on the basis of many different characteristics, such as demographics, interests, geography and much more. Take social media, for example; nowadays, you often also have to pay to reach a large portion of your own followers. The use of native advertising has also become increasingly popular in recent years. This form of advertising enables you to promote your content via external websites or content partners in the shape of ‘editorial’ content such as blogs, infographics or videos. The Teledyne CARIS case study is an excellent example of native content marketing. Finally, we should not forget to mention search engine advertising via channels such as Google AdWords or Bing Ads.

Earned media

The most effective, but at the same time also the most difficult, method of content distribution is earned media. Why is it so difficult? Because you have to rely on third parties to share your content, write about you or talk about you in other (preferably positive!) ways. In order to achieve this, it is important that your content is not only high quality, but also freely available and easy to share. Have you ever seen a video or article go viral that required payment or an e-mail address to be entered first?

One fairly simple way to get others talking about you is to leverage your employees and/or colleagues. They will be able to quickly reach a larger network than your company page via, for example, LinkedIn. In addition, the click-through rate (CTR) of content shared by individuals is on average twice as high as the same content shared by a company.

It can also be very beneficial to use social influencers and guest bloggers. Try to maintain good relationships with influencers within your industry, as that will make them more likely to share your content.

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