You’ve done it. You’ve written the ultimate guide to something that your audience is sure to love. You’ve researched all the facts, interlinked the post with other pieces and you’re ready to launch it out into the world where it can discover its wings and reach a whole new level of promotion.
You dream about influencers and thought leaders sharing and discussing your piece, as more and more of your target audience discovers your brand and happily flocks to your business, placing more orders than you can keep up with.
It’s every content marketer’s dream, but sadly not every piece of content will get the attention and recognition it deserves. The truth is that having the right content distribution approach is just as important as all of the time and effort that goes into creating it in the first place. Here’s what to know before you set out on your content distribution journey:
Owned vs. Shared vs. Paid
First, it’s important to have a basic understanding of the types of content out there.
Owned is content that is shared and controlled on a platform you own, such as sharing your posts on your blog, or tips in your newsletter. It’s easy to control what gets shared here because it’s uniquely yours. However, most people won’t visit this regularly, which is why it’s more common to find them on other platforms.
Shared platforms are places where you can post and share your content for free, but they’re not owned by you. Social media sites like Facebook, Twitter, and Medium are examples of shared content distribution platforms. Although you can’t control who sees and shares your content here as rigorously as you can with owned content, nevertheless these platforms will likely get your content seen and interacted with by more people than if you simply published them on your blog and hoped for the best.
Paid platforms can also be shared. For example, Facebook advertising is the paid content distribution arm of the Facebook shared social media platform. Just like owned media, you can control who sees your content and where it is seen, but you pay for it.
Knowing how you’d like to divide up your content marketing strategy across these three different groups will in turn affect your distribution. It’s entirely possible to use a mix of all of them as well. For example, you might want to start with paid platforms to get your message out, then regular shared platforms to build exposure over time, and then gradually move to owned as your brand becomes more well-known.
Choose Your Platforms Wisely
It can be incredibly tempting to want to blast your content out to every known platform in a sort of “spray and pray” method, but it’s far better (and gets better results) to concentrate on a certain set of platforms that your target audience can be found on regularly, and refining your content to perform on those platforms. For example, a piece written specifically for an audience on Facebook may not have the same effect when it is shared on LinkedIn or Medium.
Create a Plan of Action
Having a content marketing plan means more than just deciding what to publish and where. It also means having a concrete strategy in place for how often you should post, what time you should post, what style and tone you want your writing to have and much more.
Taking these steps might seem like overkill, but remember that this is often the first experience that many people will have with your brand, so nailing down the voice, tone, style, and other points of your content strategy now will save you a lot of headache and hassle later!
Optimization Baked Right In
Along with refining your content strategy about what to post, when and where, it’s also important not to forget properly optimizing every post. That means using relevant tags, imagery, keywords, description and more when the post is written to ensure that it casts the widest net possible for your target audience. When every post is properly optimized, it also does double-duty for both search engines and readers, helping to rank your post but also direct traffic back to your content vehicle of choice, creating an ongoing cycle of exposure with every distribution.
Get Help Amplifying Your Distribution
As you can see, content distribution doesn’t end the moment you hit “Publish”. To help take your content to the next level, contact the senior advertising professionals at Workdom today. Our content specialists can help to amplify your content across any platform: shared or paid, and work with you to develop and follow a plan of action that works. Contact us today to learn more!