Great content is useless if nobody’s reading it.
It’s extremely important to have a content distribution strategy because it boosts your impact – and who doesn’t want that?
By implementing a strategy, you can properly align your team who actually create and share the content. If you have a large company, you may have several writers, designers and editors, so all parties need to collaborate effectively to make the end result successful.
We also recommend setting goals and benchmarks to measure the performance of your distribution efforts.
Read on to find out how to go about creating a solid content distribution strategy.
Step 1: Research Your Target Audience
If you don’t understand where your audience consumes content, you’ll find it very hard to get their attention.
As previously mentioned, content distribution is all about getting your target audience to see your content.
Therefore, you must thoroughly research who and where your content will be consumed, as well as what type of content resonates with them the most.
Start by looking at your website analytics and collating them with your email subscribers, social followers and customers.
The important metrics to take into consideration should be the same as any other marketing strategy:
- And any other related categories.
Collect feedback directly from your customers, email subscribers and social followers by sending them surveys. Incentivise this if you need to.
Next, collate the data to make a buyer persona. These will be your ideal target consumers who you will target with your content.
Step 2: Audit Your Content
Log your content, assess its impact and identify the gaps.
Performing an audit on all your existing content will help you to understand what style of content has and hasn’t worked in the past. This will also avoid the risk of duplicating content.
A thorough audit is comprised of three main parts:
1. Logging your content. This can be done manually or with a tool.
2. Assessing the impact of your content. By crawling your content with tools such as SEM Rush, you can assess the length, social share and backlinks attributed to your content.
3. Identifying the gaps. By performing keyword research you can discover new keywords and phrases to add to your content plan, helping your content to rank higher in search engines.
Step 3: Choose Your Content Distribution Channels
The channels you decide to share on need to align with your audience.
The channels which you choose to distribute your content on could be considered more important than your actual content. Once you know your target audience you’ll have a much better idea of how to get your content in front of them.
Whichever channels you decide to share your content on, ensure they align with your audiences preference and behaviours.
Be sure to optimise your owned distribution channels, such as a website or blog, as these are relatively inexpensive and are under your control.
Step 4: Decide on Your Content Type
Repurpose long-form content into micro-content.
Now you can decide what type of content you are going to create.
A great way to create many pieces of content is by creating one piece of long-form content and then repurpose this for different channels in the form of micro-content.
Don’t forget about the other forms of content we discussed earlier in this guide, and think about how you can repurpose and distribute these too.
Step 5: Set Your Content Distribution KPIs and Goals
Goals help you to determine your success.
Goals will help you to determine the success of your distribution efforts. Always set clear goals when outlining your distribution strategy.
Metrics may vary by channel, so be sure to choose the metrics that are best suited to demonstrate each channel’s success. It may take a few months before you’re able to establish a baseline for each channel.
Step 6: Create a Content Calendar
Content calendars keep your team focused and aligned.
If you want to be successful you must plan. You can create content calendars in a simple Excel spreadsheet, although there are other tools available that do the same.
Content calendars are also good for keeping your content team focused and aligned.
Step 7: Create your Content
Time to get creative!
Now it’s time to create your blog, graphic, video, or whatever you have been planning to share.
The type of content you create will depend on the research you have previously undertaken and the resources you have available to you.
Step 8: Distribute
Don’t forget to optimise your content for each channel.
Now show the world what you’ve created.
Following your content calendar, start scheduling and publishing your content–and don’t forget to optimise your content for each channel you are posting on.
Step 9: Measure and Analyse Your Results
Measure your content performance weekly, monthly, or quarterly.
Keep an eye on your results, and compare them to the goals you have previously set.
It’s a good idea to set a routine time to measure your content performance, whether this is weekly, monthly, or even quarterly.
This will allow you to establish your baseline and know what content is or isn’t working so you can optimise.
Step 10: Distribute and Grow
Content distribution is critical for growth.
Content distribution is key to boosting brand awareness, engagement and customer conversions.
So there you have it! Put these tips into practice and you’ll ensure your content isn’t wasted on your audience.
Want more guidance on handling your marketing? Have a gander at our other blog posts here.