So you have spent your time, planned and created an amazing infographic, or a killer explainer video. You feel like your job as a content creator is done? Far from it!
Having a smart distribution model or plan for your content is just as important as creating amazing content. We live in times where customers at any given point are bombarded with a gazillion messages across various channels from smartphones to social media to video platforms like YouTube.
Here are a few tips to ensure content distribution success:
Know what your audience wants to consume: Is your target audience form a B2C or B2B background? Are you just connecting with them are or are you trying to influence a purchasing decision? Your distribution channels should be tailored based on these facts.
Know how and where they spend their time: This involves a through grasp you target audience’s behaviour. When do they consume your content? Do they consume competitor content as well? How do they discover your content? Using analytical and digital listening tools prove handy in this process.
Paid Advertising: With the abundance of options available nowadays it is vital that you understand what method of delivery is perfect for your audience. Paid ads are super effective when it comes to getting you that additional reach. There are several options to choose from Native Advertising, Programmatic Placements, Paid social promotion and ad networks.
Pay attention to what you say and how you say it: Based on the ad network or paid ad method you use, pay special attention to the keywords you use in your campaign. Another point to keep in mind is the kind of call to action you use in these scenarios.
You can get it done for free too! Apart from the tactics outlines earlier, here are a few low cost distribution tactics which are effective. Lead nurturing, social media, free content platforms, and SEO.
Lead Nurturing helps you customize content based on audience properties like industry, web behaviour, job, function or vertical.
Social platforms have proven to have a 13% higher chance of lead conversion through content distribution. Each platform though has its own rules for successful distribution.
Free content platforms, like YouTube and Slideshare, give brands the functionality to distribute content and engage with a built-in audience. Both provide brands the opportunity to promote anything from thought leadership to events and campaigns.
SEO helps search engines figure out what each page on the web contains and how useful it might be to users. For maximum success focus your content around one keyword. Too many keywords will confuse the search engine and may trigger filters.