All content marketing campaigns should start with a strategic, business process which focuses on distributing valuable and relevant content. Before you start with content distribution, stop and think about the wider context and your marketing goals; who are you targeting? What strategy objective are you achieving with this piece of content?
By sticking to your content strategy, you can ensure that you stay organised and give yourself the best chance of achieving your goals. Once you have outlined and identified your goals, you’ll want to make sure you distribute your content in effective ways.
How can content be distributed through social media?
Social Media is everywhere; with a phone in everyone’s hands, utilising social media is key to every marketer. Each social media platform will have its own strengths, depending on industries, target audience and objectives:
- Facebook: marketers have the ability to place targeted ads and monitor content marketing campaigns. Facebook is also great for hosting and distributing videos and image advertisements. The targeting options on advertising are huge reasons why it’s still a popular content distribution tool.
- Twitter: the use of hashtags will enable a marketer’s post to go further. Character limitations ensure that your headline is concise and eye-catching, whilst retweeting relevant posts will help you stay connected. Twitter also has features such as lists, moments and polls, where you can interact with your audience as well as solely use it to distribute content. This can help you gauge audience sentiment and get ideas for future content marketing campaigns.
- LinkedIn: By sharing articles and posts in groups, a marketer’s post can engage with and subsequently connect with other professionals. Users frequently comment and interact on the content itself, and gives a personal feel behind each piece of content. LinkedIn Publisher posts are a great way to extend the reach of your content.
- YouTube: video is becoming increasingly popular; YouTube is a very useful platform for marketers to share knowledge and insights about a brand in a captivating and easily consumable way. Add your content to playlists and embed it on your website and in blogs as a next step.
- Instagram: starting to emerge as the ‘dark horse’ for B2B content marketing, Instagram is the social platform that users engage with most frequently. Although long form content isn’t as effective here, smaller snippets gain traction and interaction. Look at GE for example.
- Soundcloud: maybe you don’t have the resource to design content, but you have the industry expertise to showcase internally. Podcasting through Soundcloud is a great way to communicate your leadership. All you need is a phone and a microphone to get started.
Distributing your content through these different channels will help you to effectively build brand awareness and give knowledge to your target audience. Successful content distribution will make your audience feel more empowered with the knowledge that you are giving them, making your marketing more customer centric, rather than sales centric, helping your audience to feel more connected and educated about your brand.