So you’ve created a whole bunch of great content for your website’s blog. But is anyone going to see it?
Just over three out of four (77%) Internet users read blog content. Do not let the time and resources that you have put into content creation go to waste. Once you have documented your content creation strategy, create an accompanying content distribution strategy. The more your content is distributed online, the more backlinks you will generate, the more traffic you will generate, and the higher domain authority score your website and content will earn.
Don’t put your distribution strategy off until you have already created your content. A lot of elements in your content distribution content can influence what you put into your content and who you write your content for. Distribution strategies can also give you ideas for repurposing and recycling content to appeal to audiences on different social media websites.
So let’s dive into the elements of a content distribution strategy, and the key places where you can put content.
Your Social Media Strategy
One of the first things you should do after scheduling or publishing content is putting it on your social media websites. This gives social media followers the easy task of clicking “share” to further distribute your content with their networks.
Research Optimal Times for Posting
Social media content will get different levels of engagement throughout the day. Work, travel, and online behaviour will vary depending on the audience you are trying to reach. Put your content in front of your audience at the right times. You can see the best times for posting in the analytics and insights section of your social media profile. Often, these insights are reserved for business accounts; if you haven’t switched over yet, you will be missing out on key data for improving content creation and distribution.
You don’t have to wait to schedule content. Bulk scheduling can help you to post at the optimal times for sharing content and save you and your team a lot of time. If you want to recycle content and share a blog post or landing page more than once, you can schedule that post to circulate multiple times throughout your campaign.
Groups, Tribes, and Pods
There are many different businesses and content creators throughout your industry that have similar content distribution goals. They congregate in different social media groups that share and engage with content together. Some of these groups can be accessed on the platform itself; others use third-party websites (or even other social media platforms) to meet and exchange content.
Consider how you can use any of the following groups to distribute content:
- Facebook Groups
- Instagram Pods
- Tailwind Tribes (useful for sharing Pinterest pins)
- LinkedIn Groups
These groups are great opportunities to network and see what topics businesses throughout your industry are talking about. Generate ideas and feedback that you can use as you create further content.
Include Visual Content in Your Posts
Content distribution is a much easier process when you have a mix of visual and text content. Before you create content, ask your team, “How can we repurpose our content or create it for a visual format?” When you have photos or videos that link back to your content, you can expand your social media distribution to visual platforms like Instagram and Pinterest.
One of the most useful strategies for creating visual content for distribution is to add an infographic with each piece of content. They are pretty easy to make (hint: use Canva,) and are shared on social media 3x more than any other type of content; let your readers do the work for you.
If you have enough pieces of visual content, you can put it together in a slideshow for SlideShare. The website shares presentations with its 50 million monthly unique visitors. An optimised powerpoint can skyrocket your website traffic, making it one of the top channels for distributing repurposed content.
Repurpose Content Or Link Back To Your Website
Outside of social media, there are a lot of platforms where you can create, repurpose, or share your content. Take a look around the following websites and get creative with sharing and repurposing content:
- Huffington Post
- Blogs and websites looking for guest posts
Whether you are answering questions or creating full-length blog posts that link back to your website, you can take advantage of a website’s high traffic by adding your own content and links. Play around with a few of these websites and track where your page views are coming from. When you create new content, you can spend more time and resources on the websites that refer the most traffic to your website.
You have a way to send your content directly to a reader’s inbox, so why don’t you? Consider the following ways to use email as a means of distributing your content.
Quarterly, monthly, or weekly newsletters are a great way to keep in touch with your leads. You can provide updates on your company, share testimonials from new customers, and also distribute your content. Many businesses include the start of a recent blog post in their email newsletter, and provide a link for recipients to read further. Even if your blog content isn’t the focus of your newsletter, include links to insights and other content that you have produced since the last newsletter was sent out.
Your email signature appears automatically at the bottom of every message you send; take advantage of it! Add a link to your website or a recent piece of content under your current signature. With the amount of emails that you send a day, someone is bound to give it a look.
Supporting Your Story
If you are currently using the Soap Opera Sequence, or any other template for nurturing leads through email marketing, write blog posts with similar content. Talk to your team about how to create content that supports and assists in the storytelling process.
Let’s look at an example.
A construction company is using the Soap Opera Sequence to tell leads about a recent customer experience. The customer wanted to completely remodel their home to become more accessible for limited mobility family members, and with the help of the company, they were able to make everyone feel more comfortable.
Blog posts and other content that could support this story could include:
- # Remodeling Ideas That Promote Accessibility
- # Accessibility Features to Look For When Buying a House
- A case study detailing how the construction company planned their remodeling
- Video how-to guides on using or installing gadgets and machines for people with limited mobility
All of these ideas can be integrated into your email marketing. Don’t forget to include internal links in every email that you send to nurture leads.
Remember That Optimised, Relevant Content is The Best Distribution Strategy
You can put your content in front of as many people as you want, but if the information is not what your readers are looking for, they won’t pass the information on to their networks. Half of all content gets eight shares or less on social media; don’t be in that half. Before you begin any sort of distribution strategy, make sure that the content that you are distributing is relevant to readers. Ask yourself the following questions before putting content in front of viewers:
- Does this provide information that my buyer personas are looking for?
- Is the content compatible with mobile and tablet devices?
- Does the page offer options to share the content on social media or through email?
- Have I added relevant internal and external links so readers can learn more and visit more pages on the website?
- Will website visitors be able to find and load the information they need in a timely manner?
- Is there anything else I can do to improve user experience?
- What tools can I use to collect data on this piece of content? Will I be able to track what is referring users to this content?
Is your content optimised and useful for your readers? Great. Once you start sharing it, readers will be more likely to continue the distribution process and generate even more traffic.
Create a Traffic-Boosting Content Marketing Strategy with Digital Squad
Content distribution is often overlooked in content marketing strategies. Make sure you don’t miss any pieces to this puzzle by enlisting the help of a top Melbourne content marketing strategy.
At Digital Squad, we marry our expertise in search engine optimisation with our experience in content marketing. Whether you want to generate leads, boost traffic, or create content that ranks high on SERPs, we can deliver you the results that you want.
We are also experts at data analytics. Want to know what elements of your distribution strategy are driving the most traffic? Leave the work to us. We constantly monitor and report on where you can focus your digital strategy to reach your growth goals.
Reach out to our experts to learn more about creating an optimised content marketing strategy with Digital Squad. So, give us a call to see how we can also help you with SEO services, Facebook marketing Auckland, LinkedIn marketing, AdWords management agency Auckland and more.
Megan Okonsky is a copywriter and content marketing specialist with Digital Squad. She is originally from Philadelphia but has landed in Melbourne after traveling for eight months in Southeast Asia and New Zealand. She also teaches vinyasa yoga online.