You and your team spend hours planning, researching, and developing tailored content in the form of ebooks, blog posts, podcasts, whitepapers, and more, and now it’s time to publish. Once the content goes live, what next?
Even the best, most informative content is useless if no one sees it. It’s important to make sure your content is shared in the places your target audience is looking. Having a content distribution plan in place for each piece of content you create is the best way to ensure that you’re getting the most out of your content marketing strategy.
No doubt, if you’ve already created effective, thoughtful content, you’ve already thought about who it’s for. You may have buyer personas figured out for your business, or customer profiles that give valuable information about who’s buying your products or services. However you gather data about your customer or client base, it’s important to use this data in your content distribution strategy.
Ask yourself these questions:
Your answers to the above questions will vary, depending on your industry and your business goals. Are you hoping to spread awareness to a broad audience about a new product, or are you trying to generate new leads for a specific service you offer? Are your customers on Facebook and Instagram, or are you more likely to reach them on LinkedIn and through an industry newsletter?
It’s difficult and time consuming to put your business on every distribution channel. If you’re using paid distribution methods such as Facebook ads, sponsored content, and PPC advertising, you could be losing money by distributing content to the wrong channels. Distributing your content to the wrong places is like shouting at an empty room.
Narrowing down the right channels for your content will save you time and money, and increase your lead generation. Don’t limit yourself to one channel, and don’t hesitate to try something new if your budget and research supports it. Once you’ve decided on your content distribution channels, it’s time to launch!
Now that your content is available for your audience to find, it’s important to make sure you’ve made it easy for potential new leads to take that important next step that could eventually land on a sale, subscription, or whatever else your goal is for your content. This is done by optimizing your distribution channels and delivering your content with a clear, decisive message.
No content marketing strategy is complete without a step to monitor the results of your campaign. Determine which KPIs (Key Performance Indicators) are important to understanding the success of your content distribution. Look at metrics such as click through rate, open rate for emails, and the amount of engagement generated on a social media post. Most importantly, record the number of leads attributed to both the content and the channel used for distribution.
Once you have the data, don’t let it go to waste. Use it to learn what worked in your content distribution plan, and what needs to be improved or reworked. The insights you pull from your monitoring will allow you to create a more effective content distribution plan for your next piece of content.
Getting people to view your content isn’t easy. Your content distribution strategy will need to be monitored, revised, and revisited on a regular basis in order to remain effective. Over time, maintaining a content distribution strategy will help you grow your audience and generate more and more brand advocates who will be loyal to your content and help you convert more people into valuable leads for your business.
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