You’ve spent hours crafting the perfect article. You’ve pored over sources, done your research and injected each sentence with personality. Now all that’s left to do is post and wait for the magic to happen, right?
Wrong (unfortunately). Distribution may not be the most glamorous part of content marketing, but without it, your articles won’t get noticed, which would be criminal, quite frankly. So many businesses slip up here; they invest time and finances into the creation phase, but fail to deliver it to the right audience at the right time. All that wasted genius – it doesn’t bear thinking about.
Distribution cannot be an afterthought. Instead, you should treat your content like you would a picture drawn by your offspring: stick it on your fridge, shout about it in the playground and share it on every social channel you have.
There is an art to content distribution, and it requires a communal effort and a concrete vision. Business2Community shared some tips for effective distribution that I’d like to build on now.
1. Guest posting
Guest posting is an easy way to position your content and company in front of new audiences. Find out what they read and consider platforms of every kind. Think big (like Forbes, the Entrepreneur or Business Insider) as well as smaller industry outlets and trade publications.
Publishing content in this way has many benefits. Primarily, it aids in cementing your place as a thought leader; after all, these pages don’t let just anyone post. Furthermore, it can significantly boost your reach.
2. Partner with influencers
It may be a tactic as old as marketing itself, but influencer marketing has seen a resurgence thanks to the rise of social media. It’s effective because it builds trust and amplifies your content to a readership that shares your interest area.
However, you can’t just partner with any old social media star – that would be like using Harry Redknapp to sell video games. You need to consider whether they adhere to your brand’s values and goals. Pick the perfect influencer and you’ll expand your reach tenfold – but if you go just by follower count alone, you may end up barking up the wrong tree.
3. Cross-team communication key to content triggers
While this bit of advice traverses slightly into content creation, it does have its merits. Content should be built around client communication. For instance, organisations should note down any interesting interactions, comments, questions or bits of feedback they’ve been given by clients and potential customers. Future content can then be structured around this.
Think about it: who knows the pain points and problem areas of a sector more than those working within it? Content writers should absolutely be in contact with the wider team and regularly work with them to uncover new topics or research areas. Not only can such an action help the writers to create content that really resonates with their audience, but it also helps the business itself better inform and shape its products and services.
As a bonus, when the sales team are out on a call and a customer raises a concern, instead of feeling stumped, they can say, “We have a blog post for that.” Quite literally delivering content into the hands of those who need it.
4. Repurpose content
Recycling existing content may seem a little bit like cheating, but great content doesn’t lose its relevancy or potency a week after publishing. By shaking up content format, you can re-share it in a new light and attract a new audience – for instance, some people may prefer podcasts to eBooks, while others like infographics. Plus, by adapting existing content, you can enhance your reach without having to redo research.
5. Think outside of the social-media box
There is more to the internet than the big social media platforms. Quora, for instance, is an overlooked-but-powerful platform. It has an expansive, international readership, and offers a rare opportunity to amass new customers (and earn their trust) by directly answering their queries.
Reddit can also be helpful for companies wanting to host question-and-answer sessions with their audience. The all-encompassing interest areas of both Quora and Reddit mean that most brands, whatever they sell, will be able to find their niche and flourish.
6. Get it out there
Today’s average adult bounces from platform to platform, and consumes content in a myriad of ways. Therefore, it’s essential that brands diversify the formats they use. So, if your content just isn’t sticking, switch it up; turn a short newsjack into an infographic, or convert a long blog post into a video.
Tailor the content to platform it’s being posted on. What makes a highly sharable post on Facebook may miss the mark on Twitter, just as an emoji-littered LinkedIn post may leave you looking unprofessional. Think about purpose before you click publish. Additionally, use paid promotion to boost your best content so you can cut through the social media noise.
Excellent content requires more than just good writing. Of course, content creation backed by an effective strategy and team are all essential components, but all become obsolete if distribution is dire. So, why not enlist the help of the experts by getting in touch with us today?