The Ultimate Guide to the Latest Digital Content Distribution Trends and Best Practices
Creating great content is only half the battle - the other half ensures it reaches the people who need to see it. One of the key elements of any digital content strategy is distribution. With a carefully thought plan for getting your content in front of your target audience, all your hard work will be well-spent.
The process of getting your content seen by your target audience can be a tough one, but it s definitely worth it. Using a few key strategies ensures that your content is distributed in the most effective way possible.
This guide will show you how to get started and implement successful Digital Content Distribution Best Practices that will work.
1. Content Distribution - what is it?
Content distribution is the process of making your content available to your audience through various channels. This can include social media, your website, email, and more. It's essential to have a plan for how you will distribute your content so that it reaches your intended audience. Otherwise, all of your hard work creating great content will go to waste.
2. The importance of Content Distribution.
In the world of content creation, "Content is King" is a famous quote that Bill Gates popularized in a speech in 1996. But as Jonathan Perelman once said:
"Content is King, but distribution is Queen, and she wears the pants."
He meant that while great content is essential, it's worthless if no one sees it. That's where content distribution strategy comes in handy. And it's something that every content strategist should be thinking about from the very beginning.
Think of it content distribution this way: have you ever read authors' books or heard of their works if they didn't publish, ship, and sell them through their publishing houses? Most likely not. So, how can you ever expect to communicate with your target audience to a large degree if you don't have a content distribution strategy?
3. Digital Content Distribution Channels to focus on.
Content distribution channels are the media and channels in which you share your content. They vary by resource and your audience's interests, but in general, there are three broad categories:
Own channels - central to your brand
To have a successful online presence, it is crucial to focus on owned channels- the content platforms and channels that belong to your company or brand. They include your website, blog, social media accounts, and email list. By creating and maintaining a strong presence on these channels, you will be better able to control the message and tone of your brand.
Additionally, you will be able to build trust and credibility with your audience by sharing insightful content. The most significant advantage of owned content distribution channels is removing or updating outdated copies, tweaking them to improve performance, boosting effectiveness, and keeping tabs on your backlink profile and interlinking strategy.
These channels belong to an external third party sharing content about your brand. Earned channels are valuable for brands, as they are a form of free advertising, i.e., mentions, shares, reviews, guest posts, etc. Brands need to create shareable and exciting content to take advantage of earned channels.
If you can gain from your earned reputation as an influencer, industry thought leader or media publisher, it will significantly boost your brand visibility. Your brand will be exposed to this media channel's already loyal and sizeable audience.
Paid channels are a form of advertising that allows digital content distribution on an external site in exchange for a fee. This type of marketing can be beneficial for businesses that want to reach a wider audience. Paid channels can be a good way to generate leads and sales. The main benefit of paid content distribution is that it can reach a larger audience.
Please note that paid content distribution channels are the most challenging, as using them requires careful ROI projection and budget planning.
4. Building a Successful Digital Content Distribution Strategy.
Define your target audience.
If you're looking to distribute content that will impact your target audience the most, it's vital to take the time to research them first. Understanding their preferences allows you to tailor your content to meet their needs better. It will ensure that your message is more likely to resonate with them and that they're more likely to see it in a place where they're already spending their time.
Choose the content that you will distribute.
You do not need to develop something new from scratch. Take a close look at your resources and begin to make the most of them by promoting them via various channels. Are you trying to figure out where to start? Check your content inventory first. Is it still relevant and compelling? By using tools like, for example, Google Analytics, you can check out its historical performance. Investigate precisely how various kinds of content have performed on multiple media platforms in the past. This will give you a good indication of which platforms were the most effective and can help you decide where to distribute and promote your content.
Select Content Distribution Channels.
Organic and paid distribution channels are not mutually exclusive and can actually complement each other quite well. In some cases, it is beneficial to use both simultaneously. For example, if you have a limited budget, using organic methods to grow your audience first and then supplementing with paid ads once you have a more significant following can be a great way to get the most bang for your efforts. Starting with a paid campaign can jump-start the process and see quick results. Once the paid campaign ends, continue sharing your content organically to keep the momentum going. With a little effort and patience, you'll surely see the success you are looking for.
Track metrics that align with your business goals.
Tracking metrics that align with your business goals is crucial to implement a successful Digital Content Distribution Strategy. You can do this by ensuring that each content piece is equipped for your set KPIs. For example, if you want to boost lead generation, you should include a CTA in a blog post that inspires action. By tracking the right metrics, you will be able to make changes, adjust your promotional message and improve your content as needed.
5. Digital Content Distribution - in conclusion.
Digital content distribution is a key part of any content marketing strategy. It allows you to reach your target audience with your message in a way that is most effective for them. However, there is no one-size-fits-all approach to content distribution. That's why acting without a strategy is a waste of both your money and your effort.
Without a clear plan, you'll likely end up using a mix of techniques that don't work together cohesively. This will cost you more in the long run and won't produce the results you're hoping for. However, when done right, it won't take long to see the results of your hard work pay off. No matter how you distribute your content, always SEO-optimize it for ease of finding and reading.
Do you have questions or need help creating and distributing compelling content that will help your business grow?
Get in touch with Vision Marketing professional content creators and strategists that are here to help you enhance online visibility, reach new customers, and generate leads.