How to Distribute Your Content
Written by Joy Beachy
Recently, I had the opportunity to meet with a client to discuss their content marketing strategy. As the conversation moved from discussing goals, strategy and audience, we started talking about the end goal for all of this content: where would it go?
For every business, and in every industry, the answer to that question will be a little different. For this client, much of the focus was on initiating thought leadership, so when their target audience thought of an expert in the industry, they thought of my client. In this case, they needed to rely heavily on pushing their content to known audiences, as well as capitalizing on search marketing to draw new audiences in. This meant using a blend of print and digital methods.
For almost every company, the first thing we recommend is having a content house, or a place where you build a library of content for interested audiences to find more answers, and to build your credibility with search bots. This means creating space for content on your website. By using this digital channel, you also create means for collecting lead information, a way to track engagement, and visibility for any additional call to action you’d like to highlight.
After that, where you distribute will be largely determined by where your target audience – or your buyer persona – likes to congregate. For this client, this meant targeting LinkedIn and Google+ as these social channels tended to have a greater percentage of educated professionals within the client’s targeted industry.
Social media is a great source for reaching untapped audience groups, and with a strong call to action, it can quickly increase click-throughs to your content. It’s important to remember three questions prior to posting, however: 1 ) Does it directly address something this audience would care about? 2) Does it have a visual element to it? 3) Is the title (or blurb) exciting and informative?
Business Insider just released another report on the current audiences most likely to be found on various social channels. To make sure you’re targeting your key buyer personas, start by understanding who congregates in which platform. You can consult the Business Insider report here.
While social media was a platform this client was keen on learning more about, there were other pieces of low hanging fruit in the digital space that plays very well in content distribution. First, the client needed to establish a blog. Blogs are famous for promoting any kind of content, including video, How To articles, infographics, employee bios, and special interest articles, all of which are pieces their target audience would respond to. Posting to a blog on your website not only helps to establish expertise, but it also helps with inbound marketing and search engine marketing. To be a true resource for current clients as well as leads, however, be sure to make your blog searchable, with categories or tags so readers can discover more content on a specific topic.
Email was also a simple digital channel the client hadn’t considered optimizing for delivering quality content. While usually a tool for conveying information quickly, email is also helpful in delivering content such as articles, helpful tips, or blurbs before a call to action. The benefit of email is the metrics: you can quickly see who clicks through to view more of your content, who views your website, and how often a content-heavy email is opened. Once your content library is built up, you might also want to consider a marketing automation software which will deliver content via email to your targeted lists automatically, lending you even more visibility into your email interaction without adding to your day-to-day workload.
As the conversation with this client continued, we also discussed strategies of using industry resources in both print and digital, how to work content into trade show and face-to-face interactions, and when to use print. For more content distribution channels, check out the rest of the presentation on Slideshare, here. While these strategies will work for this client, your own distribution strategy will need to focus on your particular target audience as well as your goals. And remember, content marketing will work best when you have an overarching content marketing plan. Learn more about when content marketing is NOT the right solution for you by reading “When Content Marketing is NOT the Answer.“