March 15, 2021 - Brittany Garlin
I think we all can agree that content is king in digital marketing — but one area that’s often forgotten is how to distribute content in an effective way. Most experienced marketers and online advertising agencies claim this by developing unique and powerful content marketing campaigns — and this is not surprising at all. Content marketing costs 62% less than traditional marketing and generates three times more traffic and potential customers.
You may spend a few hours preparing the content, click on the “Publish” button, perhaps share links to it on social networks, and consider the work is done. This strategy could have worked when content marketing was a new phenomenon and search engines were primitive. But today, the competition has become very fierce, which means that to get the same traffic you’ll need to distribute content when your target audience will be the most likely to engage.
The new reality has changed the approach of many modern marketers to the production and promotion of content. They create fewer pieces of content, but they improve the quality of the content, and they invest much more time, money, and effort in attracting the target audience to it.
Content promotion strategies are insanely effective and popular in today’s market. Regardless of your business type and industry, you can use content to increase your brand awareness, build a strong brand reputation, and ultimately increase your potential customers and sales. Keep reading to learn how to distribute content marketing and grab some useful tips.
From a business point of view, content distribution is sharing useful resources that help your website get into the top search results, attract leads, and expand the brand’s reach.
The content will be useful for any business: online stores, B2B companies, info-businesses, retailers, and manufacturers. You just need to choose the right format and promotion channels.
Here are a few reasons why content marketing is essential for your business:
If your content is really cool but still does not resonate with your audience, it can only mean that you fail to deliver the right content to the right audience at the right time. These things are essential to consider when running an effective strategy on how to distribute content to your target audience.
Use the right content. Thanks to it, high-quality traffic comes from social networks. There are six psychological aspects behind scalable content:
The more these aspects are present in your content, the more likely it is precisely the one that people want to share.
Also, it should be noted that everything is necessary here – the fonts, the words you use, the colors on the page, the themes, and the writing style. If you continuously change these components, you will deviate significantly from the path of creating focused content.
Not to waste the budget on the company’s development and promotion, marketing activities should be aimed at the target audience. Identify customer needs and the benefits of interacting with you. After that, you will better understand through which channels to interact with customers.
You must clearly understand your target audience’s character, mindset, behavior, needs, problems, desires, and habits. Knowing your clients’ portraits and the place where they can be located, you will quickly attract them to your business. Competent entrepreneurs deal with this issue long before the launch of their projects. Still, even at the time of business development, it does not hurt to expand information about potential buyers.
When you are confident in your knowledge and understanding of what your target customers want to hear, you will know for sure that your efforts to develop and promote content will not be in vain.
The success of the material posted on social networks largely depends on the time of publication – different audiences have different preferences, daily routines, work schedules, etc.
Depending on your audience, business area, and overall plan, you will need to research the right time for you. There are specific periods when followers show maximum dynamics. Knowing the best time to post your content on various online platforms will help you reach the largest number of users.
Once all these factors are taken into account, you are ready to go further and learn how to distribute content marketing efficiently.
The content you generate always depends on the specifics of your business, so there are many variations. But all of them are designed to achieve one goal – to present your materials in front of an audience. Below we have listed ten effective channels to improve your content marketing. Go ahead and choose the best strategies for your project.
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Over 3.6 billion people use social media globally, and the number is only projected to increase to 4.41 billion in 2025. Today, social media is necessary and necessary for every type of business, blog, or enterprise. Social media is the perfect place to build brand awareness, build meaningful relationships, and find potential customers who will eventually turn into buyers.
When it comes to promoting your content on social networks, you need to identify the preferable social network for your target audience. Where do your customers hang? What communication channels do they use? How do they spend their time on social media? You can promote your content organically or through paid advertising.
Quality is more important than quantity, so choose the social channel that you will focus on first. Choose Instagram if you are targeting a young audience, Facebook and LinkedIn if you are working with professionals, or Pinterest if you are targeting artists and art lovers.
Marketing with influencers is extremely profitable right now, as using the right industry leaders can help you achieve success and boost your brand’s reputation in a very short time. 75% of brands intend to dedicate a budget to influencer marketing in 2021.
Brands get engagement from the followers of the opinion leaders, and as they promote the result of their collaboration, the opinion leaders get engagement with the brand. And as a result, consumers get really useful content from people they trust.
There are many ways to cooperate with influencers. The most common forms of working with opinion leaders are the following:
Discover seven steps to launching a successful influencer marketing program and get the most of this content distribution channel.
Video content continues to hold the position of one of the most effective digital tools. 54% of consumers want to see more video content from a brand or business they support. This content format has already bypassed text and images and continues to gain popularity. There are several ways to promote videos:
Advertising in the industry communities is another solution to how to distribute content marketing to increase the reach of a potential audience. Reddit and Quora are examples of such community platforms.
The best thing you can do is do some research and target those niche communities where your content is most likely to thrive. Instead of distributing your content through each individual platform, choose a few that you know from your own observations or experience, and go ahead.
When choosing a promotion platform, consider the channel’s characteristics, the audience, and the ways of consuming information — video and audio podcasts, stories, galleries, long posts, or short messages.
Linking to your old blog posts is another effective way to improve your site’s traffic and brand reputation. With internal links that solve various problems, your audience will spend more time on your blog, getting to know your style, value propositions, and products.
Update, reuse, and link the old content to the new one to promote your materials. Old content should not be forgotten, especially if it is high-quality and ever-young. It needs to be updated if necessary and mentioned in all your new blog posts.
Changing the content of your material includes changing the multimedia part of your content. You can turn text into videos, slides, audio, infographics, and vice versa. After receiving multiple versions of the same information, share it through different content channels: YouTube, Pinterest, etc.
When it comes to distributing and promoting content, some of the techniques listed above may take time and effort to achieve good results, but this particular one is an exception.
Under your contact information in the email signature, add a title and a link with your latest blog post or your content project. Do the same with one, two, or three ‘out of the office’ messages. If you use email every day and continuously respond to emails, this technique will attract additional traffic for free.
Every company or brand must have its own blog. Companies with blogs produce an average of 67% more leads monthly than companies that do not blog. What are the necessary components for proper and efficient blogging to consider?
Brands that advertise their products and services on business podcasts enjoy an average 14% rise in purchase intent. And this number is growing. Even if you do not record your own audio yet, you can promote the content in other authors’ shows. Test these ideas:
If you have a budget, regardless of the type of your business and brand, you should definitely try paid promotion to catch up and get ahead of the competition. Here are some of the most popular solutions:
It is even more challenging to stand out in today’s situation with information overload and multiple information consumption channels. Content promotion cannot be useful if you do not do it on time. And it is best to make promotion one of the stages of creating a content plan. In this post, you have discovered a few proven ways on how to distribute content marketing. Stop your choice on those solutions that will bring maximum profit for your specific project. Remember that content marketing is a long-term strategy. Be patient, create valuable content regularly, and experiment with formats.
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