The Definitive Guide to Content Distribution

There's nothing more frustrating for a content marketer than spending hours on a piece that no one sees. A strong content distribution strategy can save you that heartache and prevent your best pieces from being overlooked.

This comprehensive guide will help you share your content effectively across different channels, maximizing its impact. Take advantage of owned, earned, and paid channels to engage your audience and drive more business with these tips and tools.

What Is Content Distribution?

Content distribution is the way you spread your content across different platforms. A content distribution strategy helps you reach a wider, more targeted audience.

By using the best channels and tactics, you can get your content in front of the right people at the right time. This helps you build your brand, attract new followers, and engage current fans or customers.

Why an Effective Content Distribution Strategy Matters

An effective content distribution strategy gives you a map for your brand's journey, showing you all the ways you can connect to your audience. It's an important part of growing your brand.

A well-planned strategy can:

• Extend your reach. Get more eyes on your content for a better chance of reaching your target audience.
• Increase engagement. When your content reaches the right people, they're more likely to interact with it, leading to more clicks, comments, likes, and shares.
• Establish your reputation. Strengthening your presence allows people to start recognizing and trusting your brand.
• Grow your community. Consistent, valuable, and engaging content can create a loyal following of engaged fans and customers.

Types of Content Distribution Channels

There are three basic types of content distribution channels. The most successful brands take advantage of all three to maximize their results.

Owned Channels

Owned channels are platforms you control. These include your website, blog, and email newsletter. These channels build long-term audience relationships. They let you communicate directly with your audience and tailor your content to fit your brand and style.

Earned Channels

You earn distribution when others promote your content for you — sharing posts, mentioning your brand online, or featuring you in articles for third-party websites. Earned media improves your credibility. According to Cision's State of the Media Report, 92% of people trust earned media more than paid advertisements.

To succeed with earned channels, create content people want to share and cultivate your network of influencers and outlets likely to be interested in your brand.

Paid Channels

Paid channels require you to spend money to distribute content. Brands can generate awareness beyond their communities through social media ads, search engine ads, and sponsored content. While it requires a budget, paid distribution allows you to target specific audiences and quickly boost visibility and traffic.

Tips for Crafting an Effective Content Distribution Strategy

Without a solid plan, even the best content can end up lost in the vast sea of "stuff" on the internet. Here's how to develop a content strategy that maximizes your reach and impact.

1. Understand Your Target Audience

The first step in achieving your content marketing goals is understanding your audience. Know their interests, where they spend their time online, and what type of content they prefer.

Participate in relevant online communities such as social media groups and forum websites to understand your audience's needs and answer their questions.

2. Pick the Right Channels

Unless you're a major enterprise, it's hard to maintain a presence everywhere online. Choose the channels that best fit your industry and audience. Where are your customers most active and eager to engage?

Ask your current customers about their preferences and think about social media demographics. For example, if you're a fashion brand targeting millennial women, Instagram may be the best channel for you.

3. Create With Distribution in Mind

Before creating content, think about how you'll distribute it. Plan content that fits well on your chosen channels and resonates with your audience. This way, you make your content more effective from the get-go.

Different platforms require different approaches. For example, short videos work well on social media platforms like Facebook and Instagram, while in-depth articles are better suited for LinkedIn or your blog.

When writing longer pieces, keep search engine optimization (SEO) in mind. Target the keywords that will bring readers to you and use our free on-page SEO checklist before publishing.

4. Focus on Core Content and Consistency

Identify the core content your brand needs — the major assets you can use to broadcast your message, drive traffic, and generate leads.

Consider how best to introduce people to your brand and how to add value through your content. What challenges do your audience face? Which formats and platforms best address them? Create e-books, white papers, or videos you can promote across channels.

You should also identify your content pillars, which are the key topics or themes that your brand addresses. Keep a consistent style and point of view across all distribution channels to strengthen your brand's identity.

5. Repurpose and Curate

While consistent creation is important, it's easy to exhaust yourself in churning out material.

Focus on curating and distributing existing good, quality content rather than constantly creating new pieces. Take a look at what you already have and think about how you can update or repurpose it. Turn your podcasts into articles, your galleries into videos, and your blog posts into infographics.

6. Align Marketing With Sales Strategy

If you have a separate sales team, work closely with them to align your goals. Provide your audience with a seamless journey that guides them from learning about your brand to making a purchase.

7. Develop a Content Calendar

A content marketing calendar is a powerful tool that helps you plan and organize your distribution efforts. It helps you consistently release content and track what's working and what isn't.

If possible, plan six months to a year in advance, freeing yourself from last-minute crushes. You can defer some details, but map out major pieces and themes.

8. Use Content Distribution Tools

Leverage tools designed to help you distribute content more efficiently. These tools can help automate the process, save you time, and provide insights into how your content is performing.

Social media schedulers improve and consolidate the capabilities of all your favorite social platforms, and email marketing platforms allow you to connect directly and automate messages such as welcome letters and order confirmations.

Content promotion tools expand the reach of every piece of content. They can publish your work on third-party sites,

9. Develop Your Network of Partners and Influencers

Network with potential partners and influencers. By collaborating with people who already have the trust and attention of your target audience, you can extend your reach and make your content more visible.

Partner with people who share your values and audiences but don't directly compete with your brand. Engage with them regularly, offer mutual benefits, and nurture these connections.

10. Promote Your Content

Market your content as well as your products and services. Promote your blog on social media and get more mileage out of your best posts by boosting them.

12. Track, Analyze, and Refine

Regularly review your content's performance. Use analytics to review content KPIs see what works and what doesn't, then adjust your strategy accordingly. This ongoing process of refinement ensures your content remains effective and relevant.

Pay attention to qualitative feedback as well as your data. Engage with your audience and ask for their thoughts and opinions. Use this feedback to improve your content and better connect with your target audience.

Optimizing Your Owned Channels

Your owned channels are where you have complete control. Use these channels to create a consistent experience for your audience and foster stronger relationships.

Assessing Your Current Assets

Take stock of the channels you own. Look at your website, blog, email lists, and social media accounts. All of these have free analytics tools that give you insights into traffic and engagement. Which channels are performing well, and which could benefit from some attention?

Google Analytics lets you see how many people visit your site, how they find you, and what actions they take online. Which pages have a high bounce rate, and which hold users' attention?

Review your blog's post frequency, email open rates, and social engagement levels with the same attention to detail. Which posts attract the most views, engagement, and shares? What content does your audience prefer, and does this vary between platforms? The goal is to create more of the content that your followers love.

Enhancing User Experience on Owned Platforms

Once you know what you have, start improving the user experience on your owned channels. Start with your website.

Ensure your website is easy to navigate, with clear calls to action and a mobile-friendly design. Every page should load quickly to hold onto potential customers. People have short attention spans. A site that loads in one second has a conversion rate three times higher than one that loads in five seconds.

Your blog should have a clean layout, making it easy for visitors to find and read articles. Take advantage of features such as the ability to suggest related posts at the end of each article.

On your email platform, segment your audience to send them more relevant and engaging content. Personalize messages based on their interests and behaviors, incorporating dynamic content.

As for social media, focus on improving interactivity and searchability. Make posts easier to find with trending hashtags and add polls, quizzes, or contests for fun new content types.

Generating Exposure Through Earned Channels

Earned channels increase your content's reach without costing you money. They enhance visibility through organic methods like word of mouth and shares. This boosts brand credibility and fosters authentic connections with a wider audience.

Building Relationships With Influencers

Influencers whose interests and values match your brand are a source of new quality content. These people have already gained the attention and trust of your target audience, making them ideal for new creative partnerships.

To find influencers across platforms, search for industry keywords and trending hashtags. Most platforms will also let you filter by location, which is key for local businesses. Joining groups on Facebook and LinkedIn can also lead you to active voices and potential collaborators.

On TikTok, use the Creator Marketplace, which connects brands with potential influencers. Once you've set up a business account on TikTok, you have access to the database of creators. Search it using filters such as audience demographics, creator reach, engagement rates, and content category.

Once you've identified potential influencers, start building the relationship:

• Engage with their content. Like, comment, and share their posts regularly. This shows that you're interested in their work and helps establish a connection.
• Offer value. Consider how you can provide value to the influencer. You could collaborate on a project, promote their content, or provide them with free products or services. Cash also works. Some influencers require payment for their time and connections.
• Be authentic. Influencers value authenticity and transparency. Be genuine in your interactions and avoid coming across as salesy or insincere.
• Communicate clearly and respectfully. Lay out your intentions and expectations. Respect their time and respond promptly to any inquiries they may have.
• Nurture these connections. Building effective, enduring relationships takes time.

Influencer Marketing Tools

Influencer marketing platforms offer the tools you need for full campaign management. They help you find, connect, and engage the right people. Many come with options to handle product distribution and payment or analytics to judge the ROI.

There are also free influencer marketing tools. These tend to be more focused, providing certain information about creator reach and performance.

Finally, make your expertise available, establishing your thought leader credentials. Connectively (formerly HARO [Help a Reporter Out]) offers a free plan. Search current journalist queries to find writers looking for a subject matter expert in your industry.

Engaging With Your Audience

Building an interactive community boosts the chances of your content being shared organically, as happy followers are more likely to promote your brand.

Encourage sharing by creating content that resonates and sparks discussion. Respond to comments, ask for feedback, and join conversations to show you value their input. Live videos, Q&A sessions, and behind-the-scenes looks can also foster connections.

Find influencers closer to home by tapping your audience for user-generated content (UGC). UGC comes in many forms, like reviews, social media posts, testimonials, and videos that highlight real experiences with your brand. Just be sure to ask before you reshare something on your own channels.

Leveraging Paid Advertising for Visibility

Paid advertising enhances content visibility and expands audience reach quickly. By investing in campaigns, you target the right people, boosting engagement and conversion while ensuring your message stands out in a crowded digital space.

Setting a Budget for Paid Campaigns

Consider what you're willing to spend to achieve your marketing goals and how much ROI you expect. Then break down your budget by type of marketing. How much can you afford for paid campaigns?

Once you have a number, track spending carefully, and adjust your budget as needed based on performance. Plan ahead for spikes in cost and need. When will you most benefit from a paid boost? When will paid channels be most competitive — and, therefore, most expensive? For example, it's often pricier to run a campaign during the holidays.

Targeting the Right Audience

Effective paid advertising relies on targeting the right audience. Use platforms like Google Ads or social media tools to define your audience based on demographics, interests, and behaviors.

The more precise your targeting, the more likely you are to reach people genuinely interested in your content. This makes your advertising dollars go further and increases the chances of converting views into meaningful engagements or sales.

Measuring the Success of Your Distribution Efforts

It's important to analyze your performance to make informed decisions and tweak your content distribution strategy.

Key Performance Indicators To Track

Track KPIs that reflect the impact of your distribution efforts. Common KPIs to monitor include:

• Website traffic: The number of visitors to your site indicates overall interest in your content and how effectively different channels attract your audience.
• Engagement rates: Engagement metrics measure the degree of interaction your content creates. How many people like, comment, or share each piece?
• Conversion rates: Conversion rates track the percentage of visitors who complete a desired action, such as signing up for a newsletter or buying something. It helps gauge the effectiveness of your content in driving specific outcomes.
• Audience growth metrics: Changes in your follower or subscriber bases reflect the effectiveness of your outreach efforts and content strategies to attract new eyes.

These numbers will tell you what types of content perform best where.

Tools for Measuring Content Distribution

Some of the top content analytics tools are free. For example, Google Analytics provides everything you need to know about your website performance and how to get traffic to your blog. Social media platforms also provide analytics tools to monitor engagement and reach.

Most email marketing tools have built-in analytics to track open rates and clicks, but some restrict full access to paid plans.

Future Trends in Content Distribution

Staying ahead of trends in content distribution is crucial for maintaining a competitive edge.

Content Curation Platforms

One major trend is the rise of content curation platforms and tools. Freemium tools such as Pocket and Feedly give you new ways to find, save, and share relevant content.

Other services specialize in blog content distribution, getting your best piece of content to your ideal audience. For example, The Juice connects marketing and sales professionals to high-quality brand material.

B2B marketers should also consider syndication services such as Newstex, which places articles in academic and specialized content libraries.

Decentralized Social Media

The rise of decentralized social media platforms is also changing the game. A lot of users now want alternatives to established networks that often focus on algorithms and advertising instead of genuine connections. These platforms give users more control over their data, content, and feed.

For marketers, decentralized social media offers opportunities as well as challenges. Selecting and understanding new platforms takes work, but audiences appreciate brands who respect their privacy.

AI Distribution

AI is changing how content is created, shared, and consumed. AI content distribution tools come with features such as content recommendations, automated posting schedules, and evergreen content recycling.

Content Distribution Strategy FAQs

What Is a Content Distribution Goal?

A content distribution goal is a specific target you aim to achieve through sharing your content. This could include increasing brand awareness, driving more traffic to your website, boosting engagement on social media, or generating leads. Setting clear goals helps you focus your distribution efforts and measure success effectively.

What Is Strategic Content Distribution?

Strategic content distribution involves planning how and where you share your content to reach the right audience. It means choosing the right platforms and timing your posts to maximize visibility. By being strategic, you ensure that your content not only reaches a wide audience but also connects with those most likely to engage with it.

How Can Businesses Optimize Their Owned Channels for Content Distribution?

To optimize your owned channels, start by assessing your current assets like your website and social media profiles. Make sure your content is easy to find and access. Enhance the user experience by ensuring fast load times, mobile-friendliness, and intuitive navigation. Regularly update your content and use analytics to understand what works best with your audience.

How Can You Measure the Success of Content Distribution Efforts?

You can measure success by tracking KPIs such as website traffic, engagement rates, and conversion rates. Use tools like Google Analytics to monitor these metrics. Evaluate which channels drive the most traffic and engagement and adjust your strategy based on this data to improve future distribution efforts.

Learn About Content Distribution Strategies Your Audience Will Love

A successful content distribution strategy involves a mix of owned, earned, and paid channels. The trick is using each category where it can help the most. Create the best, most consistent experience possible with owned channels, extend your reach with earned media, and give content a boost through paid advertising.

No matter the channel, your distribution will benefit from industry best practices and careful, ongoing management. Refine your strategy as you learn from past campaigns.

Want more advice? Check out this webinar on distributing and repurposing content with Compose.ly's head of marketing, Nicole Maclean. She talks to Rachel Downey, founder and CEO of Share Your Genius, and Jonathan Gandolf, founder and CEO of The Juice.

Make your content work harder for you.