Content marketing means a lot of things to a lot of people. And creating content is the first of many steps towards your marketing objectives. Once your content has been designed, the copy has been written and the content marketing strategy has taken shape, it’s time to start thinking about content distribution.
Around distribution, there are two core questions that you need to ask yourself before you get started:
- Who is my content aimed at
- How do I reach those people
Beyond the distribution strategy are the fundamentals; the five core distribution channels in marketing.
1. SEO / Organic Search Strategy
Optimising your content for search engines is easy, but how do you know what you want to rank for? The research goes alongside your content marketing strategy, answer questions you know people are asking for and keep a theme to your content.
Use a research platform to get search numbers and competition levels to find opportunity and spot the gaps in the content sphere. We personally like to use Moz, but there are plenty of other options out there.
2. Get Social
Sure, tweeting a content piece is great, but realistically you need to share that content weekly across a variety of social outlets to get users to interact with it. This helps increase recognition and continually drives website content.
Go beyond your regular channels and expand your reach. To make your content go even further, consider an influencer marketing strategy and utilise the power of your team’s social media accounts.
3. Email marketing
With GDPR ensuring your data opts in, now is the perfect time to email your engaged contacts with your fantastic piece of content. If you have no data, don’t panic. There are organisations that will include your copy in their email newsletters. Talk to the CML team now to find out how.
4. Paid Solutions
This may not always be right for you, but it’s always worth considering. How can you target people that are beyond your standard reach? With social media, you can target by keyword, followers of accounts, groups and by location, so it’s definitely worth looking at these paid options.
On Google, targeted keywords might not be right for a content marketing strategy, but banner ads work on industry-specific websites and YouTube pre-roll campaigns on specific channels both work. With banner advertising, some sites can be targeted through Google, others you need to contact for a quote directly.
Finally, remarketing options go across social media and banner advertising through Google. If your content is relevant to a specific section of the site, these campaigns can be tailored to individuals that visit your site but aren’t customers.
5. Referral and PR
Beyond your distribution, how can you get a new audience to read your content? Reach out to industry thought leaders and get your content in front of their audience.
These are the five pillars. What have you found to be the most effective methods of distributing content?