You’ve spent countless hours crafting the perfect blog post, video, or podcast episode. But now what? How do you make sure your hard work reaches the right people?
That’s where content distribution comes in. It’s the strategic approach that can transform your content from an underutilized asset into a powerful tool for generating leads, building brand authority, and driving business growth.
Ready to learn how to get your content in front of the right eyes and ears? Let’s jump right in and discover how to set up a content distribution strategy that’ll make your content work harder for you.
What is Content Distribution?
Content distribution involves getting your content in front of the right people, at the right time, and through the right channels. It’s like a delivery system for your content.
Imagine your company has developed an innovative software solution that streamlines supply chain management. It’s groundbreaking, but if it only exists on your website, potential clients won’t discover it.
Content distribution is like presenting this solution at industry conferences, publishing whitepapers in trade journals, and getting tech analysts to review your software. It’s all about strategically disseminating information and generating interest among key decision-makers in your target market.
But it’s not just about throwing content everywhere. It’s strategic. You need to know where your audience spends time online and offline, then make sure your content appears there. Are they on Instagram? Listening to podcasts? Reading newsletters?
Good content distribution is like being a great party host. You don’t just set out snacks and hope for the best. You introduce people, start conversations, and keep drinks full. With content distribution, you’re connecting your content to the people who’ll value it most.
Keep in mind that content distribution is not a one-time thing. It’s ongoing. You don’t share once and stop. You keep finding new ways to share, repurpose for different platforms, and keep your content relevant over time.
Why Content Distribution Matters
You might be thinking, “If I create great content, won’t people just find it naturally?” Well, not exactly. Without a well-planned approach to sharing, even top-notch material can be overlooked and lost in the ether. Here’s why content distribution is important:
Amplifies Your Reach
Good content distribution can amplify your reach exponentially. Let’s say you write a blog post and share it on your company’s social media accounts. That might reach a few hundred people.
But if you also send it out in an email newsletter, get it republished on a popular industry website, and have your employees share it on their personal LinkedIn profiles, suddenly you’re reaching thousands or even tens of thousands of people.
Maximizes Your ROI
Distribution also helps you get the most bang for your buck from your content creation efforts. Creating high-quality content takes time and resources. By distributing it effectively, you ensure that investment pays off.
Also, good distribution can extend the lifespan of your content. A blog post might get most of its traffic in the first week after publication, but with smart distribution, you can keep driving traffic to it months or even years later.
Boosts Credibility and Authority
Effective content distribution also builds credibility and authority in your field. When your content shows up in respected publications or is shared by industry leaders, it boosts your reputation.
It’s like receiving free endorsements from industry leaders – suddenly, your company is recognized as a thought leader, and potential clients are eager to learn more about your solutions and expertise.
Types of Content Distribution
Content distribution isn’t a one-size-fits-all game. There are different approaches you can take, each with its own strengths and ideal use cases. Let’s break down the main types of content distribution you should know about.
Owned Distribution
Owned distribution is all about the channels you have direct control over. These are your home turf, where you make the rules and call the shots.
Your website or blog is the cornerstone of owned distribution. It’s your digital storefront, where you can showcase your content exactly how you want. You decide the layout, the user experience, and how prominently to feature different pieces of content. Plus, when people visit your website, you’re not competing with other brands for attention.
Email marketing is another powerful owned channel. Your email list is gold – these are people who’ve actively said they want to hear from you. Whether it’s a weekly newsletter or a dedicated campaign for a new piece of content, email lets you land your message directly in your audience’s inbox.
Don’t forget about your company’s social media profiles. While the platforms themselves aren’t owned media, your profiles are spaces you control. You can pin important posts, curate your feed, and use features like Instagram Stories or Facebook Live to distribute content in engaging ways.
Earned Distribution
Earned distribution is essentially word-of-mouth. It’s when other people share your content because they genuinely find it valuable, not because you paid them to do so.
Media coverage falls under earned distribution. When a journalist organically quotes your latest report or a popular blog mentions your recent video, that’s earned media. It’s particularly powerful because it comes with the implicit endorsement of a third party.
Social shares are another form of earned distribution. When someone retweets your post or shares your article on LinkedIn, they’re essentially vouching for your content to their network. This can help your content reach new audiences and gain credibility.
User-generated content (UGC) is a goldmine of earned distribution. When customers talk about your product or service or write reviews, they’re creating and distributing content about your brand. Encourage and amplify this type of content – it’s often more trusted than brand-created content.
Paid Distribution
Paid distribution is where you put some money behind your content to boost its reach. While it requires a budget, it can be highly effective when done right.
Social media ads are a common form of paid distribution. Platforms like Facebook, LinkedIn, and Instagram offer sophisticated targeting options, allowing you to get your content in front of very specific audiences. You can boost posts, create ad campaigns, or even use story ads to reach people where they’re already spending time.
Pay-per-click (PPC) advertising, like Google Ads, can help drive traffic to your content. This is especially useful for content targeting specific keywords or topics. A procurement manager searching for “enterprise resource planning solutions” might see an ad for your comprehensive guide on implementing ERP systems in manufacturing environments.
Sponsored content is another paid distribution channel. This could mean paying for a sponsored article on a popular website, or partnering with an influencer to create content featuring your product. It’s a way to leverage someone else’s audience to distribute your message.
Content Formats and Their Distribution Channels
Different types of content lend themselves to different distribution channels. Let’s look at some common content formats and where they shine.
Blog Posts
Blog posts are versatile pieces of content that can be distributed across multiple channels.
Your own website is the primary home for blog posts. Make sure they’re easy to find and well-organized. Use categories and tags to help readers discover related content.
Social media platforms are great for sharing blog posts. Each platform has its quirks, though. On X (Twitter), you might share a punchy quote from the post. On LinkedIn, you could write a thoughtful introduction that ties the post to current industry trends.
Email newsletters are an effective way to distribute blog posts to your subscribers. You could send out a weekly roundup of your latest posts, or feature one key post with some additional commentary.
Perfect for:
- In-depth explorations of industry topics
- How-to guides and tutorials
- Thought leadership pieces
Pros:
- Great for SEO
- Can be easily updated and repurposed
- Allows for in-depth exploration of topics
Cons:
- Requires consistent effort to maintain
- Can be time-consuming to produce quality posts regularly
- May not engage audiences who prefer visual content
Videos
Video content is increasingly popular and can be distributed across various platforms.
YouTube is the go-to platform for video content. It’s great for longer-form videos and has strong search functionality.
Social media platforms like Facebook, Instagram, and TikTok are ideal for shorter video content. Instagram stories vs posts can be a good way to share different types of video content – use stories for behind-the-scenes or time-sensitive content, and posts for more polished videos.
Your website can also host videos, either embedded from YouTube or hosted directly. This can help keep visitors on your site longer.
Perfect for:
- Product demonstrations
- Interviews and Q&As
- Explainer videos
Pros:
- Highly engaging and shareable
- Can convey complex information quickly
- Works well on mobile devices
Cons:
- Can be expensive and time-consuming to produce
- Requires technical skills or outsourcing
Podcasts
Podcasts have surged in popularity and offer unique distribution opportunities.
Podcast directories like Apple Podcasts, Spotify, and Google Podcasts are essential distribution channels. Make sure your podcast is listed on all major platforms.
Your website should have a dedicated podcast page where people can find all episodes. This can help with SEO and give you a central hub to direct listeners to.
Social media can be used to promote individual episodes or tease upcoming content. Audiograms – short audio clips with a static image – work well on platforms like Instagram, LinkedIn and X (Twitter).
Perfect for:
- In-depth discussions and interviews
- Serialized content
- Building a loyal, engaged audience
Pros:
- Allows for multitasking (listeners can tune in while doing other activities)
- Can establish a strong connection with the audience
- Lower production costs compared to video
Cons:
- Discoverability can be challenging
- Requires consistent output to build an audience
- May not work for all types of content (e.g., visual demonstrations)
Infographics
Infographics are visual content that can be distributed across various channels.
Pinterest is an excellent platform for infographics. Its visual nature and “pin” functionality make it easy for infographics to be shared and discovered.
Social media platforms like Facebook, X (Twitter), and LinkedIn can also be good distribution channels for infographics. They’re highly shareable and can convey information quickly.
Your blog or website can host infographics, often accompanied by explanatory text. This can help boost time on page and provide value to your readers.
Perfect for:
- Presenting data and statistics
- Explaining complex processes
- Comparing different options or ideas
Pros:
- Highly shareable on social media
- Can convey complex information quickly and clearly
- Eye-catching and memorable
Cons:
- Can be time-consuming to create
- May not be accessible to all users (e.g., those using screen readers)
- Can become outdated if they contain time-sensitive information
How Do You Develop an Effective Content Distribution Strategy? (Step-by-Step Guide)
Creating a content distribution strategy is an ongoing process that requires planning, execution, and continuous refinement. Let’s walk through the steps to develop a strategy that’ll get your content in front of the right people.
1. Define Your Goals
Before you start distributing content left and right, you need to know what you’re trying to achieve. Are you looking to increase brand awareness? Drive more traffic to your website? Generate leads? Your goals will shape your entire distribution strategy.
Be specific when setting your goals. Instead of “increase website traffic,” aim for something like “increase organic traffic to our blog by 25% over the next quarter.” This gives you a clear target to work towards and measure against.
2. Know Your Audience
You can’t effectively distribute your content if you don’t know who you’re trying to reach. Develop detailed buyer personas that go beyond basic demographics. What are their pain points? Where do they hang out online? What type of content do they prefer?
Use tools like social media analytics and Google Analytics to gather data about your current audience. This can give you insights into where your content is already resonating and where you might need to adjust your strategy.
3. Audit Your Current Content
Take stock of the content you already have. What’s performing well? What’s falling flat? This audit can help you identify gaps in your content and opportunities for repurposing or updating existing content.
Look at metrics like page views, time on page, social shares, and conversion rates. This data can give you a good idea of what types of content your audience finds most valuable, which can inform both your content creation and distribution efforts going forward.
4. Choose Your Channels
Based on your goals and audience research, decide which distribution channels to focus on. Remember, you don’t need to be everywhere – it’s better to do a great job on a few key channels than to spread yourself too thin across many.
Consider both the nature of your content and where your audience spends their time. If you’re creating long-form, in-depth content, LinkedIn might be a better choice than X (Twitter). If your audience is younger, platforms like Instagram or TikTok might be more effective.
5. Create a Content Calendar
A content calendar is your roadmap for distribution. It helps you plan what content you’ll share when and on which channels. This ensures a consistent flow of content and helps you coordinate across different platforms.
Your calendar should include not just new content, but also plans for redistributing older content. Just because you shared a blog post once doesn’t mean you can’t share it again in the future, especially if you’ve updated it.
6. Optimize Your Content for Each Channel
Each distribution channel has its own quirks and best practices. What works on LinkedIn might not work on Twitter. Take the time to tailor your content for each platform you’re using.
This might mean creating different headlines for different social media platforms, or cutting your content into bite-sized pieces for platforms with character limits. For visual platforms like Instagram, you might need to create custom graphics to accompany your content.
7. Leverage Your Network
Your employees, partners, and loyal customers can be powerful allies in your content distribution efforts. Encourage them to share your content with their networks. This can significantly expand your reach and lend credibility to your content.
Consider creating an employee advocacy program to make it easy for your team to share content. You could provide them with pre-written social media posts or use a tool that allows them to easily share approved content with their networks.
8. Measure and Adjust
Once you’ve put your distribution strategy into action, it’s crucial to track your results. Use the goals you set in step one as your benchmark. Are you seeing the increase in traffic or engagement you were aiming for?
Don’t be afraid to adjust your strategy based on what the data tells you. If you’re not seeing results from a particular channel, it might be time to reallocate your resources. On the flip side, if a channel is performing particularly well, you might want to double down on your efforts there.
Best Practices for Effective Content Distribution
Now that we’ve covered the steps to create a content distribution strategy, let’s look at some best practices that can help you make the most of your efforts.
- Know the best times to post on each platform. Timing can significantly impact the performance of your content.
- Use hashtags strategically. They can help your content get discovered, but don’t overdo it.
- Engage with your audience. Respond to comments and messages promptly to build relationships and encourage further sharing.
- Repurpose your content. Turn blog posts into infographics, videos into podcast episodes, etc. This allows you to reach different audience segments with the same core message.
- Use storytelling techniques. People are more likely to engage with and share content that tells a compelling story.
- Optimize your content for search engines. This can help drive organic traffic long after you’ve initially distributed the content.
- Test different formats and approaches. What works for one audience might not work for another. Continuously experiment and refine your approach.
- Don’t just promote your own content. Share valuable content from other sources as well. This can help position you as a helpful resource rather than just a self-promoter.
- Use eye-catching visuals. Whether it’s a custom graphic for social media or an attractive featured image for a blog post, visuals can help your content stand out.
- Create content worth sharing. At the end of the day, the most effective distribution strategy is to create high-quality, valuable content that people naturally want to share.
Common Content Distribution Challenges and Solutions
Even with a solid strategy in place, you’re likely to encounter some challenges along the way. Let’s look at some common hurdles and how to overcome them.
Challenge #1: Standing Out in a Crowded Space
With so much content being published every day, it can be hard to get your content noticed. You might find that even your best pieces are getting lost in the shuffle.
Solution: Focus on Quality Over Quantity
Instead of trying to churn out content constantly, focus on creating fewer, higher-quality pieces. Put extra effort into making your content truly valuable and unique. This might mean conducting original research, offering a fresh perspective on a common topic, or creating more detailed, comprehensive resources.
You can also try to find underserved niches within your industry. Are there questions your audience is asking that no one else is answering well? Filling these gaps can help your content stand out.
Challenge #2: Keeping Up with Algorithm Changes
Social media platforms and search engines frequently update their algorithms, which can impact how your content is distributed and discovered.
Solution: Stay Informed and Diversify
Make it a point to stay up-to-date with changes on the platforms you use. Follow their official blogs and reliable industry news sources. When changes occur, be prepared to adapt your strategy quickly.
At the same time, don’t rely too heavily on any single platform. Diversify your distribution channels so that you’re not overly dependent on any one platform. This can help protect you from the impact of algorithm changes.
Challenge #3: Limited Resources
Content distribution can be time-consuming, and you might find yourself stretched thin trying to maintain a presence across multiple channels.
Solution: Prioritize and Automate
Be strategic about where you focus your efforts. It’s better to do an excellent job on a few key channels than to spread yourself too thin across many. Use the data you’ve gathered about your audience and content performance to prioritize the most effective channels.
Take advantage of automation tools to streamline your distribution efforts. Tools like Buffer or Hootsuite can help you schedule content across multiple platforms, saving you time and ensuring consistent posting.
Challenge #4: Measuring ROI
It can be challenging to directly tie your content distribution efforts to business results, making it hard to justify the resources invested.
Solution: Set Clear KPIs and Use UTM Parameters
Establish clear key performance indicators (KPIs) that align with your business goals. These might include metrics like website traffic, email signups, or sales inquiries.
Use UTM parameters in the links you share to track where your traffic is coming from. This can help you attribute results to specific distribution efforts. Many distribution tools allow you to add these parameters automatically.
Also, consider the long-term value of content distribution. While you might not see immediate ROI, consistent efforts can build brand awareness and authority over time, leading to results that matter down the line.
Challenge #5: Maintaining Consistency
Keeping up a consistent content distribution schedule can be challenging, especially when you’re juggling multiple channels and other business responsibilities.
Solution: Create a Content Calendar and Bank Content
A detailed content calendar can help you plan ahead and ensure a steady stream of content. Include not just what you’ll publish, but also when and where you’ll distribute it.
Try to create a bank of evergreen content that you can draw from when you’re short on time. This might include timeless how-to guides, FAQs, or industry insights that don’t go out of date quickly.
You can also repurpose content to maintain consistency without always creating something new. For example, you could turn a popular blog post into a series of social media posts or an infographic.
Final Thoughts
Setting up an effective content distribution strategy isn’t a set-it-and-forget-it task. It requires ongoing effort, analysis, and adjustment. But with the right approach, it can significantly amplify the reach and impact of your content.
The key is to start with a clear understanding of your goals and audience. From there, choose your channels wisely, optimize your content for each platform, and consistently measure and refine your approach. Don’t be afraid to experiment and try new things – the digital space is always changing, and your strategy should change with it.
Most importantly, always keep your audience at the center of your strategy. Create content that provides real value, and distribute it in ways that make it easy for your audience to find and engage with.
With persistence and a willingness to learn and adapt, you can create a content distribution strategy that not only gets your content seen but also drives real results for your business.
Struggling with content distribution? We’ll help to create and execute a strategy that will get your content seen by the right audience. Get in touch.