How to create a better distribution plan for your content to be seen

Editor's Note: The essential of content marketing is constantly evolving. That's why we're updating our practice guides on strategy, planning and creation. Today, we update the distribution version. And the next – and last – is the measure.

It does not matter how much time and attention you devote to developing your strategy, defining your editorial plans and processes or achieving a compelling, engaging and engaging copy. high quality, the potential for success of your brand often depends on your distribution and promotion choices

The #content success of your brand is often dependent on distribution and promotion choices, says @joderama. #CMWorld Click to Tweet

Although a lot of work is needed to get to this point, the distribution phase of the content marketing program is a zero point – the point where your goals, your public understanding, your tactical choices and your creative executions are put to the test. And remember, with so many media channels and platforms to choose from and many competing messages to grab the attention of your audience, you also need to promote what you post (through social media or other paid or unpaid techniques) to fulfill its marketing promises.

Ready to set the stage for discovery, engagement and optimal content performance? Read on for a practical tutorial on the basics, as well as resources to help you get started.

Before you begin: If you're not sure if you have the basics to support your distribution and promotion – or if you just need a quick update on a topic – check out our previous guides:

Update Your Content Marketing Program: The Essential Guide
Content Marketing Strategy: The Essential Guide
Planning for Content Marketing: The Essential Guide
Content Creation: The Essential Guide
Content Measurement: The Essential Guide (published September 16)

Convenient View of Content Distribution

Three main components of the process allow your brand to create (and develop) loyal and committed consumer communities around your content:

Evaluate your distribution options.
Develop and document your channel plan.
Promote your content and amplify its impact.

1. Evaluate your distribution options

Many brands incorrectly assume that they need to publish their content anywhere and everywhere to increase their chances of getting the desired results. However, the problem with the spraying approach of content distribution is that it does not matter whether the right people are affected, whether these communities are receptive to messages or whether public relations have a significant impact on your audience. business.

Many brands mistakenly use the spray and prayer approach for distributing # content. @joderama Click to Tweet

Because your team's ability to produce, track, and measure content exponentially becomes more complex with each position added to your marketing matrix, it is important to accurately assess the relative value of each platform and channel. before you share your content.

Explore the options of your multimedia platform

Content distribution capabilities are generally in one of three categories of platforms:

Own Media: Your brand owns and controls such content and distribution channels, such as your websites, e-mails, newsletters and (to a certain extent) your advertising accounts. social media. However, it can be difficult to condition the public to visit these outposts regularly.
Shared Media: Social media has opened up many opportunities for marketers to publish original content – according to a specific schedule or in response to meaningful conversations with consumers in the community. However, your activities on these platforms are ultimately controlled by third-party business decisions, which may change your policies and procedures – or even terminate your business – at any time.
Paying Media: I'm more interested in this category when I discuss promotion (part 3 below), but from a general point of view, these Opportunities allow your company to share the messages it wishes and control the environment in which they appear at a cost.

Establish your primary distribution media model

Most brands must ultimately distribute the content effectively on different platforms to remain competitive and increase their influence. However, when starting your program (or launching a new initiative as part of an existing program), it may be helpful to start with a single channel on a media platform belonging to an owner, such as a business blog or podcast on your website.

Not only is it easier to control the flow of information on a channel you own, but it can also serve as a baseline for the flow of traffic generated by your content. Once you have created a large audience of committed followers, you can expand to other channels to generate more traffic and broaden and improve the public experience with your brand.

Owned channels serve as the basis for your content traffic, says @joderama. #contentdistribution Click to Tweet

Make intelligent channel choices

Whether you're a novice in content marketing looking to start small, an experienced practitioner looking to refresh an endangered initiative or a seasoned expert wanting to make the biggest hit with a massive, multiplatform content launch, you need to choose the distribution options. work best for your needs. Some channels are more appropriate for some content than others. You want to understand the pros and cons of each and their degree of adequacy to your audience, the voice of your brand and your goals.

Here are some factors to consider:

Characteristics of the audience : Which audience are you most likely to reach on this channel? Does this match the content you want to reach? Does your content match the audience's intentions towards the channel?
Rules of Engagement: How often would this audience be willing to hear from you? Are some topics forbidden? Would it be acceptable to share long textual content or would photos or videos be more suitable?
Communication Style: Will the tone, voice and style of your brand content work for this community? Are there sensitive conversations that could put your brand at risk?
Resources and capabilities of the brand: Do you have the right team resources to engage consistently here? Are you ready to listen, respond and participate in existing discussions and start conversations?

Deepen your understanding

Need help choosing the best media, formats and distribution channels for your business? Start your journey of discovery with these key resources:

2. Develop and document your distribution plan

Determining your most valuable sites is an essential step in the content distribution process. It is equally important (if not more important) to document your channel plan (or use case) so that all members of your team know what is expected and can move in the same direction.

Map of targeted use of the canal

Once you've generated a short list of the most viable channel options, creating an exploitable distribution plan is simple. Start the discussion by looking at how each channel fits the audience, goals, and priorities outlined in your content marketing strategy, as well as the team's resources and the types of content defined in your editorial plan. If a channel does not line up for any reason, consider keeping it out of your package (you can always go back and add it later).

You do not have a documented content marketing strategy or editorial plan? Use this list of considerations to build a fast distribution framework:

Audience: Which character (s) is / are most active on this channel?
Objectives / Benefits: What will this chain help you accomplish? Are there unique opportunities that you can not reach elsewhere?
Topics: Specify domains / conversations that may resonate with this community.
Velocity: How often and at what time of day should you publish on this channel? How much does it cost to listen to relevant conversations?
Formats: What types of content will you use here? Which formats could give you a competitive advantage in this space?
Tone and rules of engagement: What style of conversation and which voice works best? What are the special criteria or considerations to follow?
Team Resources: Who is the member of the team in charge of communication on this channel? Will other staff members be allowed to publish on behalf of the company? Who will be notified if questions arise or problems get worse?
Calls To Action : To which property carriers / conversion points should be conducted?
Key Performance Indicators ( KPIs ): What parameters will be used to measure the performance of the content in relation to your objectives?

Put all the pieces in place

Looking for additional tools and templates to develop your distribution plan? These resources could help:

3. Promote your content and amplify its impact

Just post your content and wait for your ideal audience to magically discover that the content does not cut it. You need to do a little marketing to ensure that your efforts are found and consumed by the right audiences (at the right times and in the right places), meet their expectations and allow them to further spread the influence of your brand, wherever you decide to do. publish.

Publish your # content and wait for the ideal audience to find out they're not cutting it, says @joderama. Click to tweet

Target Real Decision-Makers

In the standard funnel model of content marketing (going down), it can be difficult to know if you reach and engage the right audience, let alone provide the right content at the right time to influence their decisions. # 39; s purchase. Using an Account-Based Marketing Approach (ABM) – where sales identify their most valuable prospects and prequalify the leads they want to target for content marketing – can make the process an indispensable focus and facilitate the distribution of designed content to be successful. main objectives of the company.

Customize your messages to deepen the relationship

Content designed to speak to an individual or group based on their known characteristics, such as their name, geographic area, expressed behaviors and interests, may make your content more accessible, resonant and engaging. .

Considering that studies such as Evergage's Personalization Trends Survey in 2019 show that personalized content can improve customer relationships and generate measurable business gains, this is a technique to explore for increase your open rates, engagement rates, and conversions.

Optimize your content for biological research

The way you position your assets largely determines whether they reach your intended recipients. For content discovery, it's critical that your content be optimized for search engines to discover, categorize, and easily present when your target audience is running queries that are relevant to your business.

Consider these factors when setting up your content to optimize search results and improve overall performance:

Metadata : This category includes a variety of ways to assign meaning and context to your content resources, including categories, tags, page titles, and URLs: search engines can efficiently categorize and display your content.
Keywords / Keyphrases : Another type of metadata tags, keywords allow search engines to describe the content of your content so that it can inform your audience information that researchers are looking for. Make sure you choose descriptive and clear keywords that are halfway between the search volume and the level of competition.
Link Building : Earn referral traffic via backlinks to your content, from authoritative and reputable publications, influential social media personalities, thought leaders thought of the sector and other reputed communities. currency on which SEO successes are trading.
Calls To Action : These "small statements that could" tell users that you want them to do something after they interact with your content and place them on the path you defined for the conversion.

Explore paid opportunities to expand the authority and influence of your content

While organic social media coverage is declining, and search trends and algorithmic changes are complicating the game, you should consider boosting the power of your content with a paid promotion.

Most marketers are familiar with paid advertising techniques – banner ads, sponsorship deals, paid product placement, and so on. You can use these techniques to promote your content, as you would with a product or service. But you can also take advantage of more strategic, subtle, and immersive ways to place your high-quality content efforts in front of more appropriate consumers, such as:

Native Advertising: Rather than disrupting the reader's editorial experience, the native advertising content is designed to match the tone, format and theme of the articles that a reader s & rsquo; Is waiting to be found on this third party site. .
Branded Content: Like native advertising, branded content works in partnership with relevant publishers who enjoy the trust of your target audience. But this technique takes a more immersive and sensory approach to storytelling, making the experience more entertaining, rewarding and memorable.
Paid Search: This technique involves buying pay-per-click ads or other sponsored ads that appear near the top of search engine results (SERP) pages when people search for relevant information for your content.
Influential Marketing: Influence marketing programs involve influential people in your industry – those who have the ear of your target audience. – to help you attract your content. But be careful when working with influence campaigns, as some dubious industry practices can prevent your business from achieving optimal results.
Social Paid Promotion: You can increase the reach of your content by creating paid promotional campaigns – on Facebook, Instagram, Twitter and other platforms – around your content assets and features Special.

Recycle high-performance actives in evergreen classics

Beyond paid and organic promotion, you can extend the reach and impact of your best-performing assets by reusing and re-surfacing them periodically. By amplifying the content elements that resonate and generate good results, you reinforce the value of your brand in the spirit of your audience, while increasing the chances that your best work will be discovered by an audience that might have missed it. the first time.

The following recycling techniques – used alone or in combination – can help you increase the value of your older assets, put your best information in a new context, or add something new and useful to a popular conversation. :

Republish it: If the value of an asset has not decreased since its publication but its performance has begun to slide, simply republish it (making sure to replace the information obsolete) for it to come back in the flow of readers and on their radar.
Repackage it: This involves deconstructing your detailed content – such as blogs, white papers, and ebooks – into smaller, modular pieces. These resources can be combined with other relevant information on the subject to form a new document that may be more appealing to different audiences.
Use it again: As for repackaging, repositioning involves deconstructing your original assets; but rather than combining them with other content elements, the individual elements become a new form of conversation. The message itself remains largely untouched – it is just right for a different purpose or a different platform.
Syndicate it: You can create a partnership with news sites, specialized media and other mass media that might be interested in a new publication of your content. Syndication contracts can take many forms (paid and unpaid), but no matter how you structure the contract, you will likely get additional links in the contract.

Put more power into your promotional projects

Want to explore your amplification options in more detail? Here are some of our favorite guides to this part of the content marketing process:

Creating a content distribution strategy for growth

With all the possibilities available to spread the value of your brand around the world, there is no excuse for letting your best assets go and die in the dark. Carefully distribute and promote your content, and your brand will benefit from improved performance for each content created.

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Cover image of Joseph Kalinowski / Content Marketing Institute

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