Maximizing Reach: Optimal Content Distribution Strategies

Content distribution is the process of delivering content to your audience through various channels and media formats. A successful content distribution strategy requires you to research and document a plan for where and how you will publish and promote your content before you start producing it.

There is a tendency for brands to assume they need to post content everywhere. This content distribution approach does not consider whether the right people are being reached, whether those being reached are receptive to your particular messages, or whether building relationships with these audiences will have a meaningful impact on your business.

Following is a list of what's involved in determining your brand's best content distribution plan and factors to be considered as you document that plan.

On any given day, there is no certainty that any list is comprehensive, but it reflects current practices and concepts encompassed by the phrase "content distribution."

Media Platform Options for Content Distribution

There are three primary media platform categories for a content distribution strategy: owned, shared, and paid media.

Eventually, your content distribution strategy will likely need to span various platforms to be competitive and grow. When you launch a new initiative, start with something like a company blog or a podcast on your business website. It establishes a home base for the traffic your content generates, and you can control the flow of information.

Choose the Most Appropriate Platforms for your Content

You need to clearly understand each channel's unique value proposition and if those benefits align with your audience, brand voice, and content distribution goals. How do you do that?

• Determine what audience you will reach with each particular channel. Be sure the audience aligns with your content personas and finds value in your content.

• Satisfy yourself that your brand's tone, voice, and style fit this audience well.

• Research how often this audience wants to hear from you. Identify what topics are off-limits. Determine if photos, videos, or long text-based content fits best.

• Identify the resources you need to engage consistently on this channel. Be sure you can listen to, respond to, and participate in conversations and start conversations yourself.

Develop a Plan for Each Channel

• Define the audience most engaged on this channel.

• Articulate what goals this channel will help you accomplish. Determine whether this is an opportunity to achieve something you can't on another channel.

• Specify which specific subjects will resonate with this community.

• Use metrics to decide how often and when (days and times of day) you should post on this channel.

• Apportion your time between contributing to conversations and listening to the conversations.

• Evaluate which content types and formats work best on this channel.

• Compose a list of the specific criteria and considerations determining each channel's voice and conversational style.

• Identify the team member to be specifically in charge of communicating on this channel, as well as any others to be authorized to post. Also, identify the team member(s) who will handle questions or issues that may escalate.

• Decide what your calls to action will be. Identify what owned media and conversion points you will drive traffic to.

• Specify the metrics you will use to test content performance against stated goals.

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Create and Promote Your Content

As you produce your content, consider how these factors will aid in achieving greater search success and stronger performance for your content distribution strategy:

• Metadata: Metadata is data that enables search engines to rank and display your content effectively. Maximize the usefulness of categories, page titles, URLs, and tags to provide context and meaning to your content.
• Keywords: Keywords are terms and phrases that tell search engines what your content is about, helping them connect you with an audience seeking that information. Ensure you choose keywords that are clear, relevant, and descriptive.
• Calls to Action (CTAs): A call to action is a prompt designed to guide users toward a conversion path. CTAs signal the specific action you want users to take after engaging with your content.
• Backlinks: To achieve successful SEO results, earn referral traffic by acquiring backlinks to your content from respected publications, relevant social media influencers, and industry thought leaders. Do you want to know more about backlinks?

Beyond Paid and Organic, there's Evergreen Content

Extend the impact of high-performing content by reusing and resurfacing it. By amplifying these content pieces, you're reinforcing your brand's value and increasing the odds that it will be discovered by audiences that may have missed it previously. Try these techniques, either on their own or in combination:

1. Republish. Assuming the value is still there, just update anything that's outdated and get it back into readers' feeds.

2. Repackage. Deconstruct long-form content, such as white papers and ebooks, into smaller, modular pieces. Then recombine with relevant information on a topic to form a new piece.

3. Repurpose. Deconstruct the original piece and create new conversations. Leave the original message intact. Be sure to tailor it to a new platform.

Read more about evergreen content.