Content Distribution Strategies: Maximizing the Reach of Your Content

Content creation is only half the battle in digital marketing. The other half is content distribution, which is the process of getting your content in front of your target audience and maximizing its reach and impact. Content distribution can make or break your marketing efforts, as it determines how many people will see, engage with, and share your content.

But how do you distribute your content effectively? What are the best channels and platforms to use? And what are some examples of successful content distribution strategies that you can learn from?

In this issue, we will answer these questions and more. We will also share some cool facts and tips along the way. Let’s get started!

Choosing the Right Platforms for Your Content Distribution

Before you start distributing your content, you need to have a clear idea of who your target audience is, what your brand goals are, and what kind of content you are creating. These factors will help you choose the right platforms and channels for your content distribution.

There are three main types of platforms and channels that you can use to distribute your content: owned, earned, and paid.

• Owned platforms and channels are the ones that you have full control over, such as your website, blog, email list, social media accounts, podcast, YouTube channel, etc.

  These are the platforms and channels where you can build your brand identity, authority, and loyalty, and where you can directly communicate with your audience. You should optimize your owned platforms and channels for SEO, user experience, and conversion, and use them to distribute your content regularly and consistently.

• Earned platforms and channels are the ones where your content is shared, promoted, or featured by third parties, such as influencers, media outlets, industry publications, online communities, etc.

  These are the platforms and channels where you can leverage the credibility, reach, and trust of others to amplify your content and increase your brand awareness and reputation. You should identify and build relationships with relevant and reputable earned platforms and channels, and provide them with valuable and shareable content that aligns with their audience and goals.

• Paid platforms and channels are the ones where you pay to distribute your content, such as ads, sponsored posts, native advertising, etc.

  These are the platforms and channels where you can target specific segments of your audience, boost your content visibility and reach, and drive traffic and conversions. You should use paid platforms and channels strategically and sparingly, and measure and optimize your return on investment.

Depending on your content type, audience, and goals, you can use a combination of these platforms and channels to distribute your content. However, you should not rely on one type alone, as each has its own advantages and limitations. For example, owned platforms and channels give you more control and flexibility, but they may have limited reach and organic growth. Earned platforms and channels give you more credibility and exposure, but they may have less consistency and predictability. Paid platforms and channels give you more targeting and scalability, but they may have higher costs and lower trust.

Therefore, you should aim for a balanced and diversified content distribution strategy that leverages the strengths and minimizes the weaknesses of each type of platform and channel.

Choosing the Right Social Media Platforms for Your Content Distribution

Building on social media is a crucial part of any business today no matter what business model you operate on. Choosing the right social media to build on is essentially the most important decision. The decision should be made based on where your audience hangs out

For example, if you offer copywriting or email marketing to ecommerce owners, building on Linkedin would be your best bet as it’s the easiest to find ecommerce owners there.

Content Distribution Strategies:

Now that you have an idea of how to choose the right platforms and channels for your content distribution, let’s look at some examples and tips of content distribution strategies that you can use to maximize the reach of your content.

1. Leveraging Micro-Communities

Leveraging micro communities can give you the opportunity of targeting high quality followers that are more likely to interact with you. It most probably won’t get you millions of likes and comments but can help you build a good base. Here’s how you can do it:

• Find micro-communities that are relevant to your niche, expertise, or passion, and join them as a member. For example, if you are a travel blogger, you can join subreddits like r/travel, r/solotravel, or r/backpacking.

• Engage with the members of the micro-communities by providing value, feedback, and support. For example, you can answer questions, share tips, or offer advice related to your niche or topic.

• Create content that is tailored to the needs, interests, and challenges of the micro-communities, and share it with them. For example, you can create a blog post, a video, or a podcast episode that addresses a common problem or question that the members have, and link it to the relevant group or forum.

• Be authentic, transparent, and respectful when engaging with the micro-communities, and avoid being too promotional or spammy. For example, you can disclose your affiliation, ask for permission, or provide a disclaimer when sharing your content, and respect the rules and norms of the group or forum.

Real world Examples

Lush: Lush is a cosmetics company that sells handmade products with natural ingredients. They engage with micro-communities by creating and joining various hashtags on Instagram, such as #LushCommunity, #LushLabs, and #LushShowcase. These hashtags allow them to showcase their products, feature user-generated content, and interact with their fans

HubSpot: HubSpot is a software company that provides tools for inbound marketing, sales, and customer service. They leverage micro-communities by creating and participating in various groups on LinkedIn, such as HubSpot Academy, HubSpot Partners, and HubSpot User Groups. These groups allow them to share valuable content, answer questions, and build relationships with their prospects and customers

If you are interested in learning more about leveraging micro communities through examples you can refer to this article.

2. Interactive Content Campaigns

Having interactive content develops a stronger relation with the audience while also giving the algorithm a boost if you do it on social media. Here’s how you can do it:

• Choose interactive formats that are suitable for your content type, platform, and audience. For example, if you are a fitness coach, you can create a quiz that helps your audience find their fitness level, a poll that asks them about their fitness goals, or a live Q&A session that answers their fitness questions.

• Encourage your audience to share their experiences, opinions, or results with you and with others. For example, you can ask them to tag you, use a hashtag, or leave a comment when they complete your quiz, poll, or Q&A session, and share their feedback or suggestions.

• Track and measure the engagement metrics of your interactive content campaigns, and use them to improve your content creation and distribution. For example, you can monitor how many people participated, how long they spent, how many shares or comments they generated, and what they liked or disliked about your interactive content.

Real world Examples

Buzzfeed is a media company that produces news, entertainment, and lifestyle content. They create interactive content campaigns by publishing quizzes, polls, and surveys on various topics, such as personality, trivia, and opinions. These quizzes, polls, and surveys allow users to test their knowledge, express their preferences, and share their results

If you are interested in learning more about leveraging micro communities through examples you can refer to this article

3. Collaborative Content Projects

Taking part in collaborative projects can open room for several advantages. You get exposed to your target audience again and again if you do a lot of collabs. This lets you leverage the frequency illusion, a psychological tactic. You also build more trust among the audience as you are introduced by someone they already follow. Also, you establish a network of like minded people working on the same thing as you. To do this, you can:

• Identify suitable partners who have a similar or complementary niche, audience, or goal as you, and who can add value or expertise to your content. For example, if you are a graphic designer, you can collaborate with a web developer, a copywriter, or a marketer to create and distribute content that showcases your skills and services.

• Co-create compelling content that benefits both you and your partners, and that resonates with both your and their audiences. For example, you can create a case study, a tutorial, or a webinar that demonstrates how you and your partners work together to solve a problem or achieve a goal for a client or a project.

• Leverage your and your partners’ networks to cross-promote your content and maximize its visibility and reach. For example, you can share your content on your and your partners’ platforms and channels, such as your websites, blogs, social media accounts, email lists, etc., and encourage your and their audiences to check it out and share it.

Real world Examples

Nike: Nike is a sports brand that sells footwear, apparel, and equipment. They collaborate with influencers, athletes, and celebrities to create and distribute content that showcases their products and values. For example, they partnered with Colin Kaepernick, Serena Williams, and LeBron James to produce the Dream Crazy, Dream Crazier, and Dream With Us campaigns, which celebrate diversity, empowerment, and inspiration

That concludes a few strategies you can consider while developing your content game. We hope this helps. All sorts of questions and feedbacks are highly appreciated

Love & Peace

Kranstar Media