In their 2018 research, the Content Marketing Institute found that 37% of brands plan to increase their content marketing spending. In 2018, you need to take content distribution seriously for the success of your content marketing campaigns. The Digital Trifecta: Three salient types of content distribution channels Mainly, there are three types of channels to get exposure after you create your content. Earned media – Once you put out your content on owned channels, people engage with it on social media and other platforms. The first four channels are owned media, the next four are earned media, and the last four are paid media. Besides generating direct traffic to your blog post, your list can also get social media shares and trigger a snowball effect. Social media scheduling After emailing your article to your subscribers, you can also share it with your existing audience on social media. It can be as simple as sharing their articles on social media and dropping insightful comments on their pieces. However, if you’re starting out today, then you might not be able to achieve your business goals tied with content marketing without paid marketing. In any case, if you see a piece of content performing well, then scale its distribution with paid channels.
In their 2018 research, the Content Marketing Institute found that 37% of brands plan to increase their content marketing spending.
As small businesses continue to invest heavily in content marketing, content creation has seen an exponential rise. The average length of a blog post for seeing “strong” results is now over 1000 words.
However, most content still sits in the deep corners of the internet and goes unnoticed. Ahrefs found that 91% of content doesn’t get any organic traffic from Google.
You don’t need to get disheartened, though.
Instead, you need to create a fail-proof content distribution strategy that ensures visibility for every piece you publish.
Forbes Top 10 B2B marketer Aaron Orendorff spends 25% of his time to promote his content. In 2018, you need to take content distribution seriously for the success of your content marketing campaigns.
Today, let’s look at how to create a distribution strategy from scratch.
The Digital Trifecta: Three salient types of content distribution channels
Mainly, there are three types of channels to get exposure after you create your content.
They are:
- Owned media – The platforms that you own – they give the initial exposure to your content.
- Earned media – Once you put out your content on owned channels, people engage with it on social media and other platforms. It leads to more organic exposure for your content.
- Paid media – In the current social media landscape, your updates get seen by a minor percentage of your followers. To get extra exposure, you need to pay for advertisements.
Here’s a visual illustration of the trifecta.
Now, let’s look at four ways across all three types of channels. The first four channels are owned media, the next four are earned media, and the last four are paid media.
1. Email newsletter
Once a reader has shown interest in your brand, you can share your latest content with them through email. A list is an invaluable asset for content creators because you have complete control over it.
Unlike social media platforms, you don’t need to catch up with algorithmic changes to reach your audience.
Besides generating direct traffic to your blog post, your list can also get social media shares and trigger a snowball effect.
Confused about choosing your email marketing suite?
Go with MailChimp – it offers a free plan until 2000 email subscribers.
2. Social media scheduling
After emailing your article to your subscribers, you can also share it with your existing audience on social media.
Buffer is a robust social media management suite to schedule your posts across multiple social media platforms. You can even find your ideal posting times using the app’s analytics.
Most updates on social media reach a limited number of your followers. Hence, sharing your content piece once isn’t enough. To extract the full juice, you need to recycle your updates. Something as simple as retweeting your top tweets can help you generate 90% extra link clicks.
3. Reddit
While it’s a social bookmarking website, Reddit is also one of the internet’s most intelligent communities. You can’t just drop a link and expect thousands of visitors to pop up on your website. You’ll get banned if you just put a link.
The best way to promote your content on Reddit is by ‘not trying to promote your content.’ Instead, become a true Redditor and add value to the communities by starting conversations.
Here’s an example article I shared in a relevant subreddit that earned eight upvotes. Notice how the description of the article in itself is like a short 300-word blog post.
To get started, find out a relevant subreddit for your content from the list here. If you get lucky, Reddit can fetch you tens of thousands of page views and even earn you a high-authority backlink.
4. Execute the Content on Content on Content strategy
The king of social media Gary Vaynerchuk squeezes tons of value from every piece of content he creates.
How?
Then, he creates multiple pieces of “micro-content” from every episode. And lets his 16-person team use it to fill his social media feeds with them.
Here’s how his content pyramid looks:
You can emulate the strategy by repurposing your content into slides at Slideshare. Else, re-publish your articles with minimal edits at Medium, Quora, and LinkedIn. Indeed, to convert your blog posts quickly into videos, you can use a tool like Lumen5.
A more personalized strategy is coming in front of the camera, like Aaron Orendorff. He occasionally uses video promos like this to announce the launch of your epic content pieces.
Another option is repurposing your content into Kindle eBooks to snag a few email subscribers.
5. Click to Tweet and One Press Social Locker
You might have installed a social sharing plugin like Sumo to enable social media sharing of your content.
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