Not planning is planning to fail


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Many brands go to great lengths to produce high quality content but fail to implement a content distribution strategy to maximize their return on investment. In fact, the Content Marketing Institute found that only 41% of B2B marketers have a documented content strategy.

We asked SEO and content marketing experts why content distribution is essential and how to do it best.

Why content distribution matters

“A content distribution strategy is important because you want to make sure you amplify the reach of your content once it’s published,” said Malte Scholz, CEO and co-founder of Airfocus. Brands spend a lot of resources – both time and money – to create quality content that is relevant to their audience, so it makes sense to ensure that they will actually be able to consume it. “Besides using the right keywords and writing on the right topics,” he continued, “you also need to actively distribute your content.

“If you only use one medium for your content, you are intentionally removing a huge potential audience,” said Anastasia Lliou, Marketing Manager at Rain.

For example, it’s a good idea for blog content to be reused as social media posts, YouTube or Vimeo videos, podcast topics, and any other relevant format. “You may not be able to add to ALL platforms right away,” she continued, “but it’s important to build it into your larger content strategy.” This means creating a content distribution strategy to maximize the ROI of your content creation efforts.

Related article: How to Use Intent Data for Content Marketing

Best practices for content distribution

Start with your blog

When posting written content, the brand’s website is often the best place to start. “If your site is the FIRST place a piece of content is posted,” Lliou explained, “SEO traffic is more likely to land there.”

After a few months, it makes sense to add the content to a medium or other sites where posting is safe. “Remember to share your content on all possible social media platforms and in your email newsletter, if you have one,” Lliou added. This will help drive more traffic to the company’s website and further expand the reach of the brand.

Adapt content to the platform

“The biggest mistake you can make is posting the same content on a variety of channels without making any changes,” said Olga Mykhoparkina, CMO at Better Proposals.

Each social media, video hosting, or other platform requires a different format and style of content that appeals to its users. “For example,” she said, “LinkedIn posts should be shorter than blog posts and Instagram quotes should be very short. ”

By tailoring content for each platform, brands can optimize their content creation efforts to achieve greater reach and improved engagement. “There are many ways to maximize the effects of a single piece of content,” Mykhoparkina added.

Think long term

For Sarah Franklin, co-founder of Blue Tree AI, long-term planning is a must. “Traffic doesn’t add up instantly,” she explained, “so set smaller goals and plan months of campaigning before you expect to see solid results.”

Whether it takes three months or a year, you need to continue to monitor progress and stay patient. “Social media and sharing is the primary way content is distributed,” she added, “so keep your audience in mind when creating”. That way, they will continue to market your content and you will get better results in the long run.

Don’t overdo it

Lliou recommends that brands don’t try to reach too many people at once. It’s a good idea to eventually share your content on as many platforms as possible, but she said you “always have to be careful with your audience.”

For example, if you are targeting Gen Z, TikTok and Instagram may be the best, but Facebook may be a better place to start in attracting an older population. “If you are trying to reach the entire population of the world,” she explained, “you are not going to put yourself in front of the right people.”

Final thoughts

“Businesses and individuals are creating new data every moment,” Franklin concluded, “with a content distribution strategy, you can make your content stand out from the rest. »Creating a content distribution strategy ensures that your content reaches its target audience and drives business results.


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