Content distribution refers to sharing, publishing, and boosting your content. It’s how you deliver your content to your audience members for their consumption via different channels and media formats.
Social media plays a massive role in content distribution — let’s take a moment to review what this entails.
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What Is Social Media Content Distribution?
Social media content distribution refers to sharing, publishing, and promoting content on various social media platforms. This content may be created precisely for social, or it might be content that’s re-formatted and utilized on social.
In recent years, we’ve seen a quick inflow of content … met with declining needs. With almost 4.5 million blog posts posted every day, there’s only so much content we can complete.
Content Types for Distribution
There are many sorts of content you can start to market your business. But not all types of content are made equal (literally), and each type generally needs its content distribution strategy.
Ebooks
Distribute your eBook content via a gated form on an actual landing page.
Podcasts and Interviews
Distribute your podcast or interview content via Apple Podcasts, Spotify, or Google Podcasts.
Videos
Distribute your video content via YouTube or Video. YouTube shares brand content, videos with how-to instructions, and written content in video type.
Infographics
You can competently distribute your infographic content via Pinterest and your blog.
Case Studies and Success Stories
Distribute case studies and success stories via a dedicated page on your website.
Webinars
Distribute your webinar content through a reliable webinar page on your website and calls-to-action (CTAs) on your blog posts.
Blogs
Distribute your blog content via your blog. You can also send out a day-to-day or weekly newsletter with your best or recently published content round-up. If you know how to drive more traffic to your blog, this will work even better.
Why Is Content Distribution Important?
Content distribution is a vital element of your overall digital marketing strategy. It can boost brand awareness, fortify your brand as an authority, and support building a loyal community of followers.
Gaining access to a broader audience also increases your chances of earning media mentions, backlinks, and social media shares and growing your website traffic. It is simply what every digital marketing agency tries to do.
A comprehensive distribution plan unlocks your brand’s more significant marketing ROI by boosting visibility.
Content Distribution Channels
There are three major content marketing distribution channels. Which ones you use will depend on your audience, content formats, and digital marketing services you use such as tools.
Owned content distribution channels
Your company controls owned content distribution. In other words, you are liable for publishing everything across the channels. Instances include websites, social media profiles, blogs, email newsletters, videos on YouTube, etc.
It’s essential to note that you don’t own the platform on which the channel is hosted with some owned media.
For example, you control your website’s platform and can publish your content in whatever you desire. You don’t possess the LinkedIn platform; you only have your company pages. You have to stay by the platform’s rules, and the LinkedIn algorithm determines the reach of your content.
Why Does This Matter?
Because if you invest all your time developing a channel on a platform, you don’t own, changes in the forum can change how you can distribute your content.
On the other hand, if you concentrate first on boosting branded content distribution platforms, including your website, you have more control over the distribution procedure.
Earned content distribution channels
Acquired distribution is when someone else shares your content. This content promotion might result from marketing endeavors such as public relations and direct media outreach or organic amplification.
For instance, if you publish an article on LinkedIn that moves viral and is seen by hundreds of people, you earned that distribution. You didn’t pay anything for the extra exposure. Instead, you made it through the quality of the content you published.
Paid content distribution channels
Paid distribution channels are the place you pay to get your content before your target audience. Opportunities for paid distribution include:
- Pay-per-click (PPC) advertising
- Social media advertising
- Paid influencers
- Sponsored content
- Display ads
- Native ads
- Press releases via wire service
- Retargeting social ads
The payment you pay and the distribution you get depend heavily on your chosen channel.
For instance, if you boost your content via Facebook ads, you can set your budget and reasonably estimate how many people will notice your content and click on it. You can track the performance of the campaign in real time.
It can be more challenging to estimate your results upfront with influencer marketing since they depend on how the influencer boosts the content, how the audience responds, etc.
Create a Distribution Strategy for Growth
With all the options available to spread your brand’s value far and wide, there’s no reason to let your best help wither and die in obscurity. Distribute your content wisely and boost it conscientiously, and your brand will want an enhanced performance from every part of the content you make.
