How to Develop an Effective Content Distribution Strategy

Intro

Content is indeed king. But content that no one sees is worthless.

Over 90% of marketers know that content is a critical asset for their business’ long-term ROI. But you need a strong distribution strategy to get the most out of that content.

When you don’t have a focused content distribution strategy, you’re wasting precious time and money. And that’s a surefire way to crush your ROI.

Mapping out your company’s content distribution can be overwhelming. Thankfully, you’ve come to the right place. This article covers everything you need to know to create an effective content distribution strategy.

Let’s start with some content distribution basics.

What is a content distribution strategy?

A content distribution strategy details how, when, and where to share your content with your target audience. It also means choosing the right channels. This will ensure your content gets the best visibility and engagement.

Without a well-defined strategy, even the best content can fail to reach or resonate with your audience.

Why is a content distribution strategy important?

An efficient content distribution strategy holds significant importance for various reasons.

• Increased interaction: By using the right channels, you cater to your audience. This boosts engagement with your content.
• Increases brand recognition: A strategic approach helps set your content apart in a crowded market. It boosts brand awareness and recognition, leading to customer loyalty.
• Produces valuable leads: Content marketing can be very effective for generating leads. It is a cheaper way to attract potential customers.
• Engaging your audience: A good distribution strategy can create buzz for new products. This can lead to a successful market debut.
• Boosting ROI: A smart distribution can significantly raise your ROI. It drives higher interaction and conversion rates.

10 steps to improve your content distribution strategy

Now that you have the foundation laid, let’s look at 10 steps to help you develop an effective content distribution strategy.

Step 1: Know your target audience

It's vital to understand who your content is intended for when planning your distribution approach. Your target audience represents a specific demographic likely to buy your products or services.

Identifying your audience enables you to create and distribute content more effectively. For instance, Business Insurance Save targets business owners and entrepreneurs seeking insurance solutions. By understanding their needs, BIS creates content that resonates with the right audience.

To pinpoint your audience, follow these steps:

• Develop buyer personas: Use customer feedback, social media, and website data to create ideal customer profiles. Also include data on age, location, occupation, interests, etc.
• Segment your audience: Categorize your audience into groups based on shared characteristics. This segmentation helps produce personalized content. Personalized content connects results in enhanced engagement.
• Understand your audience's preferences: What type of content does your audience like? Research where your target audience spends their time online. This information will help you tailor your content format and distribution methods accordingly.

Image Source

Step 2: Audit your existing content

Take a comprehensive look at your current content. You want to assess what is effective, what needs updates, and what’s lacking. Document your findings and visually represent them using tools like graphs or charts.

This assessment will help you refine your content strategy. The goal is to better meet the needs of your audience. Your results might look something like this:

Image Source

Here’s what you need to do to perform a content audit:

• Check content relevance: Make sure your content matches your audience's current trends and interests. Update any outdated information. Revise or remove content that no longer aligns with your goals.
• Analyze performance metrics: You want to learn what types of content have performed well and why. Consider metrics like page views, social shares, and time spent on the page to identify this.
• **Identify any gaps: **Identify any topics or formats that are missing from your current approach. Explore opportunities to introduce new types of content or fill gaps. This will increase the value of your content for your audience.

Step 3: Set your goals

Define specific and actionable goals that are in line with the objectives of your business.

It's important to have goals that you can measure.

What’s more, your goals should align with your business strategy. Otherwise, you won’t deliver relevant outcomes.

Here’s are some goals to shoot for:

• Enhance brand recognition: Set specific targets for KPIs. These are website traffic, social media followers, and content reach. Use tools like Google Analytics to monitor changes and gauge progress toward these objectives.
• Increase engagement: Establish targets for engagement metrics such as comments, shares, and likes. Also, pay attention to the average time spent on content. Strive for enhancements in interaction levels to cultivate a more engaged audience. For instance, Jay S. Knispel Personal Injury Lawyers boosts potential clients' time on their site by creating engaging, informative content about legal issues.

• Improve conversion rates: Concentrate on enhancing the conversion rates from your content efforts. Set goals and watch the performance of gated content or product promotions.
• Foster customer loyalty: Retain and engage your customers. Offer them valuable content, like advanced product tips and loyalty program updates. Measure retention through repeat purchases and engagement with loyalty-focused content.
• Educate your audience: Set goals for content that teaches or informs them. Check campaigns by course completions, webinar attendance, or views of materials.
• Drive lead generation: Set specific targets, like new sign-ups, downloads, or inquiries. Track conversion rates and optimize content to enhance lead-capture efforts. Get new leads by offering your newsletter, ebook, or white paper.
• Upsell/cross-sell products: Develop goals for content that promotes additional or complementary products. Track metrics like product recommendations uptake and AOV, to gauge effectiveness.
• Foster community growth: Set targets for increasing community participation and engagement. Measure success through active member growth, forum interactions, and community-driven content.
• Improve SEO performance: Aim for better search engine rankings and increased organic traffic. Set targets for keyword rankings, backlink acquisition, and organic visibility for cornerstone content.
• Establish thought leadership: Position your brand as a leader in your field. Measure success through guest posts, speaking engagements, and mentions by other industry experts. If you write legal content, consider how to showcase your expertise. Attorney Brian White builds trust with his blog's informative content.

Image Source

Step 4. Determine KPIs

Identify the key performance indicators (KPIs) that match your objectives. These measures will help you assess your content distribution strategy. They will aid in making data-driven decisions.

Here are several KPIs to keep an eye on as you distribute content:

• Primary KPIs: Lead volume, quality, and conversion rates are three KPIs you must track. Use CRM systems and marketing automation tools to track lead progress and pinpoint areas for enhancement.
• Engagement metrics: Evaluate social media shares, comments, likes, and average time spent on content. Use tools for social media analytics to gauge engagement levels and spot trending content.
• Traffic assessment: Monitor unique page visits, bounce rates, click-through rates, and organic traffic proportions. Analyze this information to comprehend the reach of your content and the behavior of your audience.
• Financial-related KPIs: Keep tabs on metrics such as revenue per lead, customer lifetime value (CLTV), and return on investment (ROI) from content marketing. Use this information to assess the financial outcomes of your content endeavors.
• Engagement: Check activity rates, new member growth, and engagement in community forums and social platforms. Evaluate how effectively your content encourages community interaction.
• Customer loyalty indicators: Assess recurring purchase rates, customer satisfaction scores (CSAT), and net promoter scores (NPS). Track these metrics to measure customer retention levels and satisfaction.

Use paid channels like social media ads and PPC campaigns. They target specific audience segments and provide instant visibility.

Step 5: Select Your Content Distribution Channels

Choose the most effective channels for distributing your content. Take attorney Marzzacco Niven & Associates for example. They use a combination of owned, earned, and paid channels to distribute their content. They publish a legal advice blog on their website (owned channel).

They share client testimonials on social media (earned) and run Google Ads targeting people seeking legal help (paid).

Image Source

Consider your audience’s preferences and the strengths of different channels to optimize your reach and engagement.

• Owned Channels: Use your website, blog, email newsletters, and social media profiles. These channels offer control over content distribution and direct engagement with your audience.
• Earned Channels: Leverage guest articles, media coverage, and user-generated content. These channels build authority and extend reach through organic means.
• Paid Channels: Invest in social media ads, PPC campaigns, and sponsored content. Paid channels provide targeted visibility and immediate reach to specific audience segments.

We’ll dig into these three content distribution channels in more detail below.

Step 6: Determine your content types

Your audience has a particular preference for content. Think back to your audience research and your content audit. What does your audience consume? What gaps are there in your content? What are your competitors not covering that you should be?

Choose content formats that resonate with your audience's preferences and your objectives. This should help you get started:

• Infographics and blog posts: Use infographics and blogs to simplify complex subjects and offer detailed insights. Infographics are perfect for visual storytelling, while blog posts can provide a deeper dive into topics.
• Video content: Craft compelling videos to capture viewers' attention and convey concepts dynamically. Videos are ideal for showcasing product demos, tutorials, and customer testimonials. Over half of marketers say that video content gives them the best ROI.
• Interactive content: Use quizzes, calculators, and polls to increase engagement and gather data. QR codes that link to special offers can boost participation. They also provide useful insights. Consider using a QR code generator to create custom codes that align with your brand.
• Podcasts: Deliver audio content for convenient on-the-go consumption. Podcasts are great for sharing industry knowledge, interviews, and engaging discussions.

Encourage your audience to interact with and share your content. These genuine endorsements will foster trust and boost community engagement.

Step 7: Plan and organize publication schedules

Plan and schedule your content distribution for consistent and timely delivery. Use tools and calendars to manage your content publishing across platforms.

• Create a content calendar: Create a detailed schedule outlining publication dates, channels, and formats. This approach helps in maintaining consistency and ensuring on-time delivery.
• Set posting frequency goals: Determine how often you will publish content on primary and secondary channels. Adjust as necessary based on audience engagement and platform performance.
• Use scheduling tools: Tools like Hootsuite, Buffer, or CoSchedule automate your content posting. These tools can assist in managing multiple channels efficiently, ensuring optimal release times.

Image Source

Step 8: Implement Your Strategy

Execute your content distribution plan meticulously. Ensure each content aligns with your schedule and channels, monitoring performance closely.

• Leverage automation tools: Streamline content posting and distribution with automation platforms. This approach aids in maintaining consistency while freeing up time for other responsibilities.
• Prioritize personal engagement: While automation is beneficial, direct interaction with your audience remains crucial.

When you get feedback, reply. Engage in conversations. Personalize your responses when you can.

Check the initial performance. Watch the early data. It shows how your audience is reacting and how well your system is working. Make changes as necessary to improve content distribution.

Step 9: Monitor Your Progress

Regularly check your content's performance against your KPIs. Use analysis tools to collect data. Use it to make data-driven decisions to improve your strategy.

• Review performance data: Examine metrics like engagement, reach, and conversions. Spot trends and patterns to figure out what's effective and where improvements are needed.
• Recognize achievements and opportunities: Find successful content pieces and ways of distribution. Seek chances to replicate wins or address areas that require enhancement.
• Adapt strategies when necessary: Use performance data to make informed alterations to your content distribution approach. Test out different methods and refine tactics for optimal effectiveness.

Step 10: Enhance Your Content Distribution Strategy

Continually upgrade your strategy to boost performance and your ROI. Apply insights from performance data and experimentation for strategic improvements.

• Conduct A/B testing: Try diverse content formats, headlines, and distribution techniques. Use A/B testing outcomes to determine what resonates most with your audience.
• Improve with data: Use performance data to enhance your content and distribution strategy. Concentrate on optimizing channels and types of content that deliver the best outcomes.
• Stay flexible: Remain ready to adjust your plan in response to emerging trends and feedback from your audience. Keep adaptable to refine and tailor your approach for continued success.

Types of Content Distribution Platforms

We mentioned content distribution channels above. Let’s dig in deeper here. Content distribution channels are categorized into three main types. owned, earned, and paid.

Here are a host of different types of media within each channel:

Owned Channels

• Company website: Your central hub for content control and presentation. Regularly updated blogs can drive traffic and improve SEO.
• Newsletters: Send regular updates featuring company news, new content, and exclusive offers to subscribers.
• Automated campaigns: Drip campaigns nurture leads and guide them through the customer journey based on their behavior and engagement.
• Social media: Share a mix of content, from blog posts to promotional material. Engage with a broad audience through posts, ads, and groups. Use these platforms for real-time updates, professional content, and industry discussions.
• Video platforms (YouTube, Vimeo, etc.): Host video content such as tutorials, product demos, and company updates. Reach a wide audience with visual content.
• Mobile apps: Use notifications and in-app content to engage users. Deliver personalized content and updates directly to them.
• White papers, ebooks, and webinars: Offer in-depth resources and educational content.

Earned Channels

• Press releases: Distribute newsworthy content to journalists and media outlets to increase visibility and credibility.
• Media mentions: Gain exposure through news articles, interviews, and features in industry publications.
• Industry influencers: Collaborate with influencers to amplify your content to a broader, engaged audience.
• External blogs: Write articles for reputable sites in your industry to reach new audiences and build backlinks.
• Customer reviews: Ask happy customers to leave positive reviews on Yelp, Google, or Trustpilot.
• Testimonials: Feature endorsements from clients or industry experts on your website and social media.
• User-generated content: Encourage followers to share your content or create their own around your brand. This can drive organic reach and engagement.
• Podcast guest appearances: Share your expertise on relevant podcasts to reach a new audience.
• Industry forums and communities: Engage in discussions and share content in relevant online forums and communities.

Paid Channels

• Google Ads: Bid on keywords to appear in search engine results, driving targeted traffic and increasing visibility.
• Social media advertising: Use targeted ads to drive traffic and generate leads. Base them on demographics, interests, and behaviors. Eighty percent of B2B marketers who use paid distribution use paid social media advertising.
• Banner ads: Visual ads placed on websites within your target audience’s network. Effective for brand awareness and retargeting.
• Sponsored content: Pay for your content to be mixed with the site's editorial material. This is a more subtle, engaging way to reach readers.
• Paid influencer collaborations: Partner with influencers to promote your content or products. This will expand your reach and credibility.

Wrapping it Up

A good content distribution strategy ensures your content reaches the right audience at the right time. This maximizes engagement and ROI.

By following these steps and using the right tools, you can create a strong strategy. It will boost your content marketing and drive results.

Ready to take your content distribution strategy to the next level? Our SEO Checklist tool will help you optimize your content and drive real results. Create a free account to get started today.

Content Distribution Strategy FAQs

1. What is a content distribution strategy, and why is it important?

A content distribution strategy defines how and where to share your content. It aims to reach and engage your target audience. It's vital. It ensures your content reaches the right people at the right time. This maximizes its impact and drives outcomes, like more traffic, engagement, and conversions.

2. What are the key components of an effective content distribution strategy?

The key components include.

• **Target audience identification: **Understanding who your audience is and where they are most active.
• **Content types and formats: **Choosing the right types of content (e.g., blog posts, videos, infographics) that resonate with your audience.
• **Distribution channels: **Choose the right platforms to share your content. Use social media, email newsletters, and SEO.
• **Timing and frequency: **Determining the best times and frequencies for distribution to maximize engagement.
• **Metrics and analytics: **Tracking performance metrics to measure success and refine your strategy.

3. How can I determine which distribution channels are best for my content?

Analyze your audience's preferences and behavior. This will help you find the best distribution channels. Research where they spend their time online and which platforms they engage with the most. Test different channels to find the best for your content. Use analytics to track performance and adjust your strategy.

4. What role does content repurposing play in a content distribution strategy?

Content repurposing involves adapting existing content into different formats or for different platforms. It extends the reach of your content, maximizes its value, and saves time by leveraging content you’ve already created. For example, a blog post can be repurposed into an infographic, video, or social media post to reach different audience segments.

5. How do I measure the effectiveness of my content distribution strategy?

Measure effectiveness using key performance indicators (KPIs):

• **Engagement metrics: **Likes, shares, comments, and interactions on social media.
• Traffic metrics: Page views, unique visitors, and referral sources.
• **Conversion metrics: **Click-through rates, lead generation, and sales conversions.
• **Analytics tools: **Use tools like Google Analytics and social media insights to track these metrics. Also, check email marketing platforms. They will help you assess performance.

6. What are some common mistakes to avoid in content distribution?

Common mistakes include:

• Neglecting audience research: Failing to understand your audience’s preferences and behavior.
• Inconsistent distribution: Not maintaining a consistent schedule or frequency.
• Ignoring analytics: Not tracking performance metrics or making data-driven adjustments.
• Overlooking platform-specific optimization: Failing to tailor content for different platforms or channels.
• Underestimating content quality: Prioritizing distribution over content quality can impact engagement and effectiveness.