Content Distribution Strategy with Examples, & Tool

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Content Distribution Meaning

Content distribution is putting your business in front of the right audience but is not as easy as it seems. However, is not as easy as it seems, especially when you are new to the world of content distribution. If you are not cautious enough, you could waste a lot of marketing spend. You should also know that you need to have a well-written content distribution plan in order to make the campaign as cost-effective as possible.

We will still give more on content distribution meaning. For now, let’s look at the findings contained in a report.

Forrester reported that a significant share of marketing spend goes down the drain because it does not reach the intended audience. The understanding of content distribution is the key!

After this guide, you will be able to get started with your content distribution plan. Let’s begin!

What is Content Distribution?

Content distribution is the distribution of content to, first, the target audiences, and then random online audiences towards achieving a marketing goal.

You can distribute the content in a variety of media formats, across different content distribution channels.

Let’s try to understand what a content distribution channel is. Before we get to that section, keep in mind that you can use the term “content distribution channel” to mean the “media distribution channels”.

Content Distribution Channels

There are three categories of content distribution channels. They are given below.

1. Earned Content Distribution Channels:

Earned content distribution can make your content go viral, and it improves your search ranking.

How does this work? Earned content distribution involves the promotion of content through third parties.

It could be word of mouth (a customer telling others about your brand), product review, and retweets.

Other earned media distribution examples include articles, press coverage, guest blogging, and forums such as Quora or Reddit.

Anything whatsoever that distributes your content without you, is earned content distribution. You might need an outreach tool to help with guest blogging.

Earned content distribution can make your content go viral and improves your search ranking. Click To Tweet

That said, before you get to earn media distribution you must have initially created an online presence even for the third parties to be aware of you.

The paid media distribution and owned media distribution are the building blocks to earned media distribution.

2. Paid Content Distribution Channels:

In business, even nature teaches us that before you earn big you have to make some little sacrifices.

The paid media distribution involves making certain payments to promote your content on different distribution platforms.

PPC is an example of paid media distribution channel i.e. you pay a token amount of money every time someone clicks to view the content.

Besides PPC, other examples of paid content distribution include paying Instagram or Twitter influencers to help promote your content, Facebook advertising, and display ads across different websites.

However, paid media can be a complete waste of currency if the owned media distribution is not good.

3. Owned Content Distribution Channels:

The word “owned” means you have total control over your content on different distribution platforms, which include blogs, email, website, email campaign, and social media.

One of the best owned content distribution channels is Pinterest Marketing using TailWind. Pinterest is your best friend if your product or services are suitable for the community.

Another best owned channel for content distribution is email subscribers. These are the highly interested people who want to get emails from you. But not spamming content, rather something that adds value. We recommend GetResponse as the best tool for building your email subscribers.

Moreover, be sure to update your website or blog with SEO articles to rank your content on the first page of search results. It is vital!

Content Distribution Examples

In this section, we will be looking at successful companies that owe some of their success to content distribution. It is better to learn from the best.

Content Distribution by Coca-Cola

Coca-Cola is one of the few companies with remarkable marketing plan.

The beat content for instance, we can’t get enough of this content from Coca-Cola.

The beat is a popular Coca-Cola video content for the London 2012 Olympics, where the brand used music for storytelling.

Our focus is not on the story telling, but how the campaign yielded 25 million video views, it became the second most talked about after the game. Coca-cola got extra 1.5 million Facebook fans and 21, 000 twitter followers. The content also got 245 million search impressions and other successes.

Coca-cola creates and distributes content across different relevant media, and people cannot help but view it. Thus, their audience increase even in the owned media. Of course, it was the most talked-about after the game (earned media).

In the “Share a Coke” campaign, people had a chance to have a customized coke. This resulted in 7% increase in sales and their social media channels witnessed a boom.

Moreover, the campaign was an illustration of earned media distribution, people naturally talking about the brand.

Another example of content distribution is Intel’s content marketing Ideology

According to Alyson Griffin, VP of global marketing at Intel Corp., Intel wants to meet their audiences with the right content and they use varieties of distribution platforms such as Facebook, Twitter, LinkedIn to reach the target audiences.

Their idea of using a social media channel is to create interesting content even if it does not generate a lead. If the reader could find it appealing and share the content, that is a success!

This is a perfect example of maximizing content marketing distribution.

Content Types For Distribution

There are various kinds of content you can distribute. They include infographics, blogs, videos, white papers, case studies, podcasts, email newsletters even webinars.

There is no limit to the contents you can distribute, give it a shot if it can improve your content distribution strategy.

Content Distribution Strategy

The energy you put into content distribution strategy determines your success in content distribution. In order words, this is where it all matters.

So far, we’ve learnt that content distribution pays, but do you distribute haphazardly or with a plan. This is when content distribution strategy comes in, as a guide for content creation and content distribution.

Content distribution strategy is a strategic plan an organization creates to serve as guide in creating content and distributing the content.

How To Make Content Distribution Strategy

Many marketers miss this, and that is probably the reason they are not getting results. Hence, this needs your full attention and concentration!

Know Your Audience:

The essence of content distribution is distributing content, not to random audiences, but to target audiences. Therefore, the first thing is to know your audience.

Your audiences are the people searching for the keywords, your website visitors or social media followers, your email subscribers, and obviously your customers. To analyze your audience and their needs use tools like SEMrush, Facebook Analytics, Google analytics, etc.

Besides, you can request feedback from your customers, social media followers, and email subscribers. From the feedback, you can know what they expect from you and how to position your content to suit their needs.

Audit Your Content:

You need to audit your old and new content to see if they are good or bad for your content distribution strategy.

You can either do it manually or use a tool. Content auditing also helps to determine, if the content has the right keyword or not.

Select Your Content Distribution Platforms:

It is not enough to have a good content; you must select the right content distribution channel to distribute your content.

Create Your Content:

You can go ahead and create your content after knowing your audience, content auditing, and selecting the distribution platforms to distribute your content.

Media statistics show that 60%, of marketers, post contents each day. . It also shows that there are 992 Instagram posts per second and 8,982 tweets in one second. This means that for your content to be the talk of the town, it must be unique and good.

However, content creation will become easy when you know your audience. Your content can revolve around your brand.

Content Marketing Distribution:

The next thing after content creation is content marketing distribution to distribute the content to the right audiences.

You can post your content on different distribution channels such as social media, blogs, guest posts, forums, communities. However, be sure to optimize content for each channel.

Social media especially is arguably the best distribution platform for content market distribution, Facebook for instance, boasts of 1.73 billion daily users.

Social media channels allow you to run ads and target specific audiences; you can take advantage of this to market your content.

Measure your performance:

Track how your content is performing on each distribution channel you have your content on. You can track the performance with Google analytics and social media analytics.  

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Conclusion

To put content distribution meaning simply, we can say that content distribution is all about distributing content to the right audiences through various distribution channels.

The channels include earned media, paid media, and owned media. However, for effective content distribution, you need to have a good content distribution strategy.

The content distribution strategy guides you to distribute your content effectively with the right content. With the right team for the campaign implementing the content distribution plan well, you should have no problem hitting your target. Depending on your budget, it is advisable to work with seasoned experts to ensure success.

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Kalpataru Biswas

Kalpataru is a Software Sales, and Product Marketing professional. He writes on business development, personal development, personal finance, and career development. He has more than 10 years of experience in driving revenue through data-driven Sales & Marketing.