Content distribution is a strategy for taking existing content about your company and pushing it out across multiple platforms.
The more your brand is out there, the more likely it is to be seen.
For example, you can take a blog post from your site and publish it on Medium, a site that’s very friendly for text-heavy posts. If you have a podcast, you can post it on iTunes, then make that link available through all your social channels. This is what creatives in agencies call the COPE strategy: Create Once, Publish Everywhere.
You can also take the best content you produce, put some money behind it and serve it up across the web, through Google Ads, Facebook, Instagram and Twitter ads. and more. Content distribution means choosing the content your audience wants (even if they don’t know it yet) and pushing it out on the platforms where they spend their time.
If you’re doing digital marketing right, creating content takes time, thought and effort. It’s not like posting weekend plans on a personal Facebook page. Your brand it too important not to spend the time it takes to represent it well.
So if you’re going to spend that time and effort, doesn’t it make sense to get the most of what you create by putting it on the web in as many ways as you can?
Content distribution is also important because you want your brand to be “top of mind” for your audience when they’re ready to make a purchase. And you want to always be finding new audiences who don’t know your brand yet. For both of those kinds of viewers, you want to have content that answers their questions even before they ask them.
If that’s the quality of content you’re producing, make sure you’re getting it in front of as many eyes as possible. You’ll be building your brand, providing value to potential customers and increasing the chances of viewers choosing you when they’re ready to buy.
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WILL HELP YOU
Content distribution is one of these areas of your digital marketing efforts where we first look at what you’ve already been doing. We then look at your audiences — the one you have and the one you want — and make adjustments to your approach to reach them better. That also helps us decide which digital platforms are the best ones for you to focus your efforts on first.
When it comes to paid distribution, we’ll make recommendations that will build your audience through Facebook Twitter, Google and others.
The data we get back as we’re distributing your content will help us refine your strategy even more, based not only on where your content is being consumed, but where it’s driving results.
The best thing about content distribution is it’s like a spiral, always spreading outward. If your content is good, and it’s on as many platforms as you can take advantage of, it will engage more and more viewers. That improves your search engine optimization, increases your click-through rates, lowers your ad costs and generates more and more sales. There really is no downside to content distribution.