By Deborah Kurfiss, Umbrella Content Marketing Director on Oct 5, 2023
You can spend time and money developing the best content in your clients’ industries, but if you don’t effectively get it in front of people, you’ve wasted your time. This guide will help you build an effective content distribution strategy that reaches your clients’ customers and motivates them to engage.
There are three basic types of content distribution: owned, earned or shared, and paid.
Owned channels are those which your client completely controls. These would include your client’s
Earned or shared channels are owned by third parties who share content about your company or products. They might mention your client’s brand in a blog post or social media post for example.
Earned or shared channels include
Paid channels require your client to pay to distribute their content. Paid channels include
Before you develop or distribute content, you need to understand the audience for which it is intended. Gather data about your client’s ideal audience for the content using tools like Google Analytics to analyze demographics, interests and behavior. Either develop or update their customer personas. You can’t begin deciding on the best channels for distribution until you are clear about the ideal audience for your content.
When you create and distribute content, it should be for a particular business purpose. What are you hoping to accomplish? Once you set your goals, you can set KPIs to help you meet them.
For example, if you want to increase conversions, you will want to track conversion rate and bounce rate among other KPIs. If you want to increase your audience on social media, you will track shares, follows and likes.
It can be time-consuming and expensive to create good content, but you need a constant flow for content distribution. So, it makes sense to repurpose your client’s content in order to get as much as you can from it. Look through their best-performing content and determine what it makes sense to repurpose. Also look at the channels where different kinds of content performed well. Then, keeping your various audiences in mind, set up a plan for where, when and how to repurpose.
For example, that blog post that knocked them dead? Turn it into a newsletter, expand it into a white paper or use it as the basis for a video.
When you create new content, create it with distribution channels in mind. Create content that has enough of a hook or is of enough interest that people want to share it. Grab attention with statistics that make a strong point, write practical guides that help your client’s customers succeed, and grab attention with humor and compelling visuals. Include social sharing buttons to make it easy for your client’s audience to spread the good word.
Turn up the volume of your marketing megaphone with a minimum of time and money by partnering. Make a list of companies that have your client’s same audience but do not compete with them. Your client will benefit when their new partner creates content recommending your client to the trusted partner’s own client base. And vice versa.
Unlike partnering with other companies, collaborating with influencers has a price. Choose micro-influencers known in your client’s location or industry to keep prices down. Influencers can give your client credibility with their followers, people that your client might never reach otherwise.
You will want to use all three types of distribution channels: owned, earned and paid. But when and for what purpose?
Always tweak your message according to both the channel itself and the audience you want to reach on that channel. You may and usually should use more than one platform for a campaign. Your message should be consistent but tailored. For example, you can feature laptops you sell on both TikTok and LinkedIn, but the posts and ads are going to have a very different tone and may focus on different features.
Your content distribution should be strategic and calculated. You should create a calendar for what will appear, when it will appear and where it will appear. You can’t make an impact unless you are organized.
Continuously gather and analyze data to see what works and what doesn’t. One of the best things about digital marketing is that you can turn on a dime. Analysis will tell you want you need to know about what kind of content works on which channels, and enable you to course-correct. Of course, Google Analytics and Google Search Console will help you in this endeavor as will tools provided by social media platforms. There are also a bevy of third-party tools.
If you would like to strategize about your client’s content distribution, contact Umbrella for a free consultation. Complete the form here or call us at (866) 760-2638.
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