In the era of content inundation, creating good content is not enough. To get your content read and shared, you must distribute it properly. Here are 5 ways and 5 tools to ensure your content is not left unread!
This article was published in Polish on proto.pl. We present it here in English for our international audience.
In 1996 Bill Gates eternalized the sentence “Content is King” in an article carrying the same title. “Content is king” became one of the most popular mantras of the marketing world, and the cornerstone of content marketing – a whole marketing field built around this quote. There is no longer doubt that content is crucial for marketing and brand building. Creating good content has become an imperative of any marketing campaign. The problem is now the opposite – there is too much content.
According to Chad Pollitt, co-founder of Relevance, in every minute of the day:
- 571 websites are founded
- 350,000 tweets are tweeted
- 48 hours of youtube are uploaded
- And every day, 2.73 MILLION blog posts are uploaded.
In such situation, how do you even have a chance to be heard?
Content distribution is key to content marketing – do it right with these 5 strategies
“Content is King, but distribution is queen,” said Jonathan Perelman, VP at BuzzFeed, probably the biggest content platform currently available. This quote has become a natural continuation to Bill Gates’s statement; in the era of content inundation, proper distribution of the content became the main concern for marketers. Once, the main problem was how to create proper content. Now, it is how to distribute it properly, to make the content viewed and shared by as many people as possible.
In order to help you put your content distribution in order, we present you five major strategies and recommend the best tools to implement each one of them. Ready to make your content visible all over the web?
Some eyebrows may be rising right now. Yes, of course everybody knows social media, and everybody uses them as platforms for distributing content. But are you up with all the available channels? To make sure you are making proper use of each network, follow several rules:
- Social media is not only Facebook. Move around and see what else the world has got to offer.
- Be where your audience is. Distributing your content on social media does not mean you have to be everywhere, all the time. You have to learn where your audience is, and focus most of your efforts there. The average Joe might seem to you to be hanging out on Facebook, but if you’re looking for a more professional audience, you will more probably find them on LinkedIn. A growing population of young people is on Instagram, and oh…did you hear that SnapChat has already more than a million users in Poland?
- Learn the rules of every platform. Posting on every social media looks differently, and although certain rules are “universal” (for example, video and pictures work better on all social platforms), some are significantly different. Just for example: while in Twitter the algorithm of news feeds allows you to post a lot (A LOT!) without being seen as spammy, on Facebook you’d better limit yourself if you don’t want to scare your audience away.
- One is not enough – never share only once. Don’t be afraid to reuse content, and bring it to the readers several times. They might have missed it for the first time.
Our recommended tool to optimize your social media distribution is HootSuite. It allows you to effectively manage a social media distribution campaign, manage a number of social media accounts simultaneously, plan posts, and create an organized and efficient publishing calendar.
Influencer outreach has become one of the most popular content marketing practices in the last year, and will continue to dominate the field in the upcoming years. Why do all the job of creating and distributing content, when you can turn to someone who is already an expert in the field, and already has a network of thousands of devoted readers? Marketers realize that the trust that bloggers and influencers enjoy produces much better results. These stats might help you understand why:
Thanks to the popularity of influencer outreach, there are hundreds of platforms helping brands to contact bloggers and cooperate with them. One of our favorites is BlogsRelease. BlogsRelease enables you to send your press releases and articles directly to thousands of influential bloggers, who can then talk about it on their blogs and amplify your content’s reach. Press releases used to be a traditional PR job. Now it is done by a service that connects you to the journalists of the 21st century.
Years of misuse and spammy practices that gave e-mail marketing a bad reputation and caused marketers to underestimate its efficiency. But the practice is experiencing a comeback and is now considered one of the most important strategies for content distribution. According to the Salesforce 2015 State of Marketing report, 80% of marketers say email operations are extremely important for their business: 20% say it’s directly linked to their primary revenue source, and 60% say it’s a critical enabler of their products and services.
Why is e-mail marketing so important?
- It delivers your content directly to the reader. Instead of fighting for attention while social media decrease the organic reach of pages, here you can make sure your message is delivered straight to the reader’s inbox.
- Readers volunteered to read your content, which increases the chance they will actually read it. There is no better-targeted audience than the one who deliberately said it wants to read your articles.
- With e-mail marketing, your content is more independent. Imagine if Facebook went down or decided to block your page. What would happen to all your followers? Where would you find your readers now? With e-mail, you can be sure you have unmediated contact to your followers, all the time.
Currently, the most popular tool for e-mail marketing is MailChimp. We call it “the WordPress of e-mails”. With MailChimp you can create distribution lists, send personalized e-mails, build subscription pages, automatize sending, and run a fully-fledged e-mail marketing campaign, for free.
David Ogilvy, considered to be “the father of advertisement”, once said: “The less an advertisement looks like an advertisement and the more it looks like an editorial, the more readers stop, look and read.” Half a decade later, and this quote serves as inspiration for one of the biggest current trend in online advertising: native advertising.
Why does native advertising work so well?
- You don’t have to run after your audience. Native advertising finds it for you.
- You target readers that are already reading similar content. This means they have much higher chances of being interested in your content.
- Native advertising promotes content in a form that does not resemble advertisement and is more similar to regular content (that is why it is called “native”).
With such added value, it is no wonder that almost every online publisher these days has a “recommended articles” section. If you check carefully, you will see that most of these “recommended articles” sections are powered by Outbrain. You can use them in two ways:
- You can, of course, pay to have your content promoted on other websites in the form of recommended articles.
- You can also enable Outbrain to have native ads published on your website. These advertisements will usually promote your own content (what better place to promote your content than your own website?!), but from time to time will also present external content (you earn money each time external articles are promoted on your website).
Readers that read your content will most probably be interested in reading other articles by you. The problem is that, as happens in the era of content inundation, sometimes they miss them, and some of the articles remain unread. Retargeting catches these readers after they have already left, and calls them back for another portion.
Retargeting your content works much better than other types of advertising, for two main reasons:
- You advertise it to an audience that already showed interest in your content. This audience has much better chances of choosing to “click” your ad and read your article.
- You advertise interesting content, not products. People are more interested in content than in ads, which also increases chances of the ad being clicked.
No more excuses
Creating good content without distributing it properly is doing half the work – and doing half the work, as you know, is like doing no work at all. In this article we presented 5 prominent strategies to distribute your content, and provided you with the best tools for this task – the rest is up to you. You have no more excuses: use these tips – and see your content sky-rocketing!