As we briefly mentioned in our previous article, SEO might not always work. Sometimes we just might find ourselves in a never-ending circle of keyword brainstorming and evaluating with little to no results. This is where a solid distribution strategy comes in.
In this article we are going to look at 9 different distribution channels that will help get your content in front of your target audience. Let’s begin.
With well over 1.13 billion users, Facebook is the reigning king when it comes to social distribution channels. The sheer volume of daily active users gives businesses (big or small) ample opportunity to connect to their audience. This is an exceptional tool to enhance your brand's visibility and your audience’s engagement.
Further, joining relevant Facebook groups is always a good idea as it might help you find, engage, and build relationships with members of your target audience.
If your budget allows it, consider using Facebook Ads. Here, you can upload existing lists into the platform or try retargeting all together to reach your audience.
Another exceptional Facebook tool that will help you reach a broader audience are Lookalike Audiences.
According to Facebook , “Lookalike Audiences let you find more people who are similar to your best customers. It’s a great way to use the insights you’ve gained from your Facebook marketing to find more people who’ll love your products and services.”
Instagram leverages the power of hashtags to bring visibility to your content. Additionally, it is an excellent platform for finding influencers to help increase your brand's awareness. Running paid advertising and sharing posts with links and CTA might go a long way to increase engagement as well as visibility.
Posting on Instagram might be one of the easiest actions to take, yet one of the hardest to generate an effective result. In essence, Instagram is simply a photo and video sharing tool. All you have to do is upload an image to your account. (This is the easy part.)
The hard part is understanding what kinds of photos, captions, and even filters work best. As a business, you will find that Instagram best serves as a branding tool (although it is also very capable in driving traffic like we mentioned above.)
If you are interested in Instagram but are still relatively new to the platform with few followers, check out our article on how to get more followers here.
Twitter is one of the best platforms to use if you’re looking to amplify your blog. To master this medium, you need to be concise and to the point. Limited to only 140 characters, be sure to include a short message, a shortened link back to your website/blog you want to promote, and of course a (#) hashtag.
Furthermore, adding an image to your post can go a long way in helping you generate additional traffic. A recent study shows, “Tweets with images receive 150% more retweets than tweets without image.”
If you’re also promoting a new long-post article or want more awareness to a specific web page, you can always try ‘pinning’ the tweet to the top to grab visitors’ attention.
Twitter can be an effective tool in your digital marketing arsenal. Use it wisely to leverage content curation, share your original posts, retweet relevant and interesting articles, and reply to those sharing your content.
This social platform allows you to create a board of all the content you have created and “pin” it for users to see. However, it might not be for everyone. Pintrest is another “visual” medium, so make sure your content is full of imagery. Another possible tactic is to repurpose some of your blog posts into infographics and draw your audience's attention.
Furthermore, like Instagram, Pintrest is also an excellent tool for finding influencers with a significant following. We will explain more about the importance of influencers in just a bit.
This social platform will allow you to share your content within your niche communities and groups, and utilize your existing email or contact lists for further promotion via the networking platform. You could even write a blog on LinkedIn that will divert traffic back to your site, or gain an influencer's attention by tagging them within your status updates.
For more marketing insight, check out this post on 20 LinkedIn Marketing Tips To Grow Your Business
It is important to understand that “serious” and “business” do not equal “bland”. LinkedIn’s users might be more “corporate” but that doesn’t mean your posts should be strict and simple. Add an image, links, a short description, and generally make your post appealing so it can stand out and get more visibility.
Owned by LinkedIn, SlideShare is an excellent site to leverage if you have repurposed your content into a slideshow presentation or an infographic.
Before moving on, let’s briefly address something.
You might have noticed that we used the term “repurpose” a few times already. For those who are unfamiliar with the phrase, repurposing content means taking one of your older posts and altering its format so it can be used again. For instance, common repurposing methods include transforming a blog post into:
If you are interested in this topic, check out this article for insight on all you need to know about The Art of Repurposing Content
7. Distribution Through Email
If have a relatively new or small business, you might be thinking that it is a bit unrealistic to use email marketing for content distribution. While it might seem that way, we beg to differ. Even if you have 2-3 contacts in your email list, share your content with them. In turn, they might share it with their contacts or social followers, and before you know it, views and traffic might start flowing in.
The same goes for those with an already established list; utilize it, share your quality content with your subscribers.
For anyone interested in building an email based campaign here is a cool little tool for you.
MailChimp allows you to create contact lists, monitor your subscribers interests, utilize customizable templates to form unique emails or lead magnets, and finally schedule dates for your content to be distributed to all or select members of your list. Moreover, there is a free and paid version available to suit every budget time.
Before we move on; if you currently have very few subscribers or are just looking for ways to increase your contact database, check out this article talking about the importance of link building.
8. Guest Blogging
While not widely talked about, guest blogging is one of the most popular ways to get noticed and reach out to a new audience. By publishing your content on other (oftentimes more established) websites, you can significantly increase your brand awareness, build backlinks to increase your website/blog’s traffic, and even generate referral traffic.
9. Realizing the Power of Influencers
Influencer marketing has gone from a buzzword to one of the most successful content distribution and online growth strategies in mere months. The main benefit of building relationships and targeting influencers is getting access to their engaged audience.
Influencers already have a large, active audience that trusts them and views them as an authority. If your content is shared, or even mentioned by an established influencer you can expect:
- Significant increases to your thought leadership and authority within your industry
- A sizable boost in exposure, visibility, and traffic
- Much greater engagement (backlinks, shares, likes, retweets, etc.)
- Enhanced social proof
- Fast results
To reap these benefits, you will need to build quality relationships with the right kinds of influencers. It’s not a one size fits all approach, you will need to find influencers that are a good fit with your content and brand.
Unfortunately the way to do this is beyond the scope of this article but we got you covered. Click here to find out all you need to know about influencer marketing and how to leverage its power.
Generating traffic isn't the easiest thing in the world. If it were, we wouldn't be here talking about it! So don't get discouraged if these tactics don't work on the first try. Building an audience that wants to come back and read your posts takes time.
We hope you found this article useful, if you have any further questions or comments feel free to contact us.
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