Any business that wants to get more reach and interaction online must create more content. Content drives engagement with your target audience. The more people engage with your brand, the more they’ll learn about you. The more they get to know you, the more chances they’ll convert into actual customers or followers.
You may have been familiar with this marketing strategy. It is still right and true, but did you know that every day, around 4.4 million blog articles are posted online? It means no matter how many posts you create, without the right strategy, it would be impossible for you to be seen or discovered by a new audience.
One way to address this is by content distribution.
What is content distribution?
Content distribution is the way of promoting your content in different channels through different media formats. It is what the creatives in agencies called the COPE method: Create Once, Publish Everywhere.
It increases the chance of more people seeing your content because you’re tapping into other platforms and mediums. It may occur in different domains and across different brands too.
Here are three types of content distribution you should know about:
1. Promotional Outreach
It is the organic way of promoting your content. For more people to see your blog post, you need more reliable domains or individuals to mention or post backlinks to your blog. One way of doing this is nicely asking people to share or promote your content. They can share your blog link on their Facebook pages or mention it on their Twitter posts. Another way to do it is by buying backlinks. Some online publications offer this service where you pay a certain amount for them to repost your content.
2. Co-Marketing Projects
From the term co-marketing, this is one type of content distribution where you work with another brand in both producing and distributing the content. In this relationship, both brands promote the content and share the results of the promotion. It is also designed to deliver better results with lesser work since two different brands work together.
Brands involved do not necessarily need to create new content for this type of distribution. They can be creative in repurposing existing content and tweaking them to meet their current goals and needs.
Before entering a co-marketing project, however, each brand should be specific and clear with its target and expectations.
Another way of distributing your content online is by repurposing it to become another piece of content. Not all your target market loves to read blog posts or watch videos. You can take the existing information you have and create new content based on it.
For example, you can create an infographic or a short educational video out of your existing blog post and share it on your other platforms.
If you have a podcast episode to promote, you can create a blog post or a graphic post about it and share it on your other platforms. This way, you get to promote your brand and the same message while targeting a new set of audience.
The online world is currently overflowing with content that even the top-most brands have the risk of not getting any engagement or interaction from their followers. Properly distributing your content online can prevent your post from getting lost in the black internet hole. To make it more effective, research and determine the proper channels and medium that would work for you.
We’re a content distribution agency based in Arizona, if you need help in strategizing your content distribution, get in touch with us today at EIC Agency!