Although content is extremely important, it’s only effective if it gets in front of the right audience. Here’s everything you need to know about content distrubution.

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Highlights:

• Content distribution is the act of promoting content to online audiences in multiple media formats through various channels.
• Don’t fall victim to the “spray and pray” strategy where you post every piece of content anywhere and everywhere to increase the chances of achieving your desired results.
• Kick things off by looking at how each channel you want to use matches with the audience, your goals, and the priorities outlined in your overall content marketing plan.

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Video transcript:

I’m Katie Russell, a marketing strategist here at Fronetics, and today we’re going to be talking about content distribution 101.

Content distribution is a term that’s often thrown around in marketing circles without any specifics attached. Given the growing popularity of content marketing, brands run the risk of having content lost in the shuffle. Here’s what you need to know to start implementing a successful content distribution strategy.

What is content distribution?

First off, what is content distribution? Content distribution is the act of promoting content to online audiences in multiple media formats through various channels.

There are three main components in the process for enabling your brand to build (and grow) communities of loyal, engaged consumers:

1. Evaluate your distribution options
2. Develop and document your strategy
3. Promote your content

Evaluate your distribution options

Let’s start with evaluate your distribution options. Don’t fall victim to the “spray and pray” strategy where you post every piece of content anywhere and everywhere to increase the chances of achieving your desired results. You want to make sure your content is getting in front of the right people, with the right messaging.

Whether you are new at content marketing or a seasoned expert wanting to make the biggest splash possible, you need to decide which channels make the most sense for distribution. Some channels are more appropriate for your content than others, so you want a clear understanding of the unique value proposition of each, and how strongly those benefits align with your audience, brand voice, and goals.

Develop and document your strategy

Once you’ve generated a list of the most viable distribution options, building a strategy is the next step. Kick things off by looking at how each channel you want to use matches with the audience, your goals, and the priorities outlined in your overall content marketing plan. Resources and content types will help establish your editorial strategy. Make sure to document the details of your distribution decisions, so the information can be referenced easily, updated as necessary, and shared throughout your company.

Promote your content

Simply posting your content and waiting for your ideal audience to magically discover it won’t cut it. Make sure you are:

• optimizing your content with keywords, backlinks and calls to action
• repurposing and repackage top performing content
• consider sponsored content on social media sites

Want more information on how to successfully implement a content distribution strategy? Visit us at fronetics.com.

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