When you create useful, actionable, unique content, everyone deserves to see it. But how will you get your work seen by most of the audience? This is where content distribution platforms play an important role. So, let’s take a closer look at what these platforms are and how can they help you grow your fan base and traffic.
But before we dig more into the platforms section, let us check,
What is Content Distribution?
As the name suggests, content distribution is promoting your content to the online audiences in multiple formats on various channels like Quora, Facebook, Instagram, etc. Without using these platforms, your content piece might get lost in the chaos of the digital world, no matter how impressive and interesting it is.
Now talking about the content distribution, there are basically three main categories of platforms:
- Owned – Channels that belong to you and you have control on these platforms.
- Earned – These are the ones where you depend on shares and likes from your audience.
- Paid – It is something that you pay for getting more exposure.
No matter which platform you choose for promoting the content, whether it is free or paid, you need to make sure that you reach maximum people. So, let’s take a look at the types of platforms available for content distribution.
How to Choose The Right Content Distribution Platforms
Content marketing platforms offer limitless possibilities for growing your audience and improving your credibility and conversion. However, there’s no one-size-fits-all strategy for posting on them.
You need to consider several factors:
Audience Relevance
First and foremost, consider whether the platform’s user demographics align with your target audience. Take a moment to envision your ideal audience—are they active on this platform?
Researching and understanding the platform’s user base helps ensure that your content will reach those who are most likely to engage with it.
Reach and Visibility
Next, evaluate factors such as the platform’s active user base, monthly traffic, and engagement metrics to gauge the potential outcome of your content distribution efforts. Larger platforms may offer greater reach. However, niche platforms with highly engaged audiences can also prove valuable depending on your goals.
Look beyond just the numbers and consider the potential impact of a content distribution agency on your distribution campaign.
Content Format Compatibility
Different platforms cater to different content formats — articles, videos, images, interactive media, etc. You’d want to ensure seamless and optimal presentation of your content on your chosen platforms.
For instance, if your content is heavily reliant on visuals, you’ll want to look for the best video distribution platforms.
Organic vs. Paid Reach
You also need to choose between paid promotion and organic reach. Some content distribution services offer either one while others offer both. Organic reach is valuable for building brand awareness and credibility, but paid advertising can give your content an extra boost.
To determine the best strategy for achieving your distribution goals, consider the pros and cons of each approach. Weigh factors like cost-effectiveness and long-term sustainability.
When considering paid promotion, evaluate a platform’s paid advertising options, including targeting capabilities, ad formats, and pricing structures. This will help determine whether investing in their paid promotion aligns with your distribution goals and budget.
Community Engagement and Interaction
A vibrant and engaged community can amplify the reach and impact of your content. Consider evaluating community engagement and interaction on the platform. Mobile distribution platform features like comments, likes, shares, and discussion forums can indicate potential for generating meaningful relationships and user-generated content.
Owned Media Content Distribution Platforms
Although owned, many marketers often underutilise these free content distribution options. The best owned media platforms for promoting your content are:
- Website
- Blogs
- Emails
These are the most powerful tools you can utilise you distribute and promote your content. A website can be used when customers are in the research phase wherein, they are looking for more information. Blogs can offer information and knowledge related to your niche, whereas emails can help in promoting the content to your audience.
Tips to use these resources to the fullest:
- Partner with all the departments to build content and share them throughout.
- Improve existing as well as create new content that meets specific departmental needs.
- It is better to indulge in non-promotional emails and use promotional tones only once in a while.
Social Media Content Distribution Platforms
Social media still remains the best platform to promote your content. But before doing social media content distribution, know where your audience prefers to spend time and the content format, they like to engage in.
The top social media platforms to drive engagements are:
These platforms are the best when you are targeting mobile users. So, make sure that your content is optimised for mobile phones.
Apart from these, you can also take advantage of groups and communities on social platforms. Some of the examples of such platforms are:
- Reddit (targeted subreddits)
- Quora (questions and answers)
- Yahoo! Answers
- Forums and message boards (targeting niche audience)
- Medium (long-form content)
- Flipboard (news)
- Vimeo (Videos)
- Udemy (learning platform)
- GrowthHackers
Tips to use these resources to the fullest:
- Optimise content and encourage owned media visitors to share your content on a social media platform.
- Schedule your social media shares by using SEO tools.
Search and Search-Related Media Content Distribution Platforms
A search engine is a place where not only free but also paid content plays a huge role. And it isn’t limited just to Google Ads and Bing Ads. Some of the other platforms that you can use are:
- Voice search
- Amazon and other review websites
- Coupon, discounts, and comparison websites
- iTunes and other audio content options
- Maps and similar services
Tips to use these resources to the fullest:
- Optimise content marketing to keep the content visible for the maximum term.
- Make the content searchable on YouTube, Google Images, Pinterest, Maps, etc.
- Update your content regularly to keep it relevant and visible on the search engines.
Third-Party Media Content Distribution Platforms
This category includes all the other remaining content platforms. Some of the ways of promoting content on third-party platforms include:
- A Featured Column in a Third-party Publication
This involves thinking beyond simple marketing. You can ask your experts to write for the columns on specific sites. This will not only promote your content but also will help to drive traffic to your website. One can also mark it as a quality backlinks option.
- Look for Secondary Opportunities on Major Websites
If you cannot appear on the main blog page of major sites, you can use the secondary options. For example, you can try the Content Marketing World space on the CMI website.
- Guest Blogging
Write guest blogs for other sites that will help you in reaching a wider audience.
- Cross-Promotion of Content
Approach someone who deals with similar content as yours and cross-promote the content either in your blogs or emails. This is useful and drives referral traffic to your website and a great way to find a larger audience base.
Here are a few third-party platforms to promote your content:
- Pocket Ads
- Outbrain
- Taboola
- Sharethrough
- ArcaMax
- NewsMax
- Slack List
- Product Hunt
- HARO
- Quuu Promote
- BuySellAds
- Chamber Of Commerce
- BuzzFeed
Tips to use these resources to the fullest:
- Save budget and test third-party content placement and advertising options.
- Build relationships to expand your content visibility.
How to Maximize Your Outcomes on Content Distribution Platforms
Choosing the best content distribution platforms is one thing. Using them to the fullest is another. That’s because posting on content distribution platforms can feel like shouting into a void, even on highly trafficked sites.
To make your platforms work for you, here are five ways to utilize them effectively.
Post SEO Content
The main aim of using a content distribution platform is to increase your visibility on the web. Posting SEO-rich content maximizes the potential of your partnership with these platforms.
But remember, SEO content is no longer about just stuffing keywords in a post. You need to create engaging, authoritative content that rivals top-ranking competitor’s posts. Check what top ranking posts are doing on the keyword, and find ways to best them with your SEO content. And don’t forget the SEO basics — strategically positioned keywords, meta descriptions, image alt texts, etc.
Experiment with Content Formats
Depending on the platform you choose, you can engage your audience with a variety of content types, from videos and infographics to podcasts and interactive quizzes. It’s crucial to experiment with different formats and see what works best for each situation.
Don’t limit yourself to plain ol’ blog posts. Shake things up. For instance, some audiences might devour your 10-minute cooking tutorial, while others prefer to snack on a quick recipe infographic.
Explore Paid Promotion Features
While organic reach is great, sometimes you need a little boost to get your content in front of the right people. Mobile content distribution platforms like Facebook, Instagram, and LinkedIn offer robust advertising to target specific demographics, interests, and behaviors with your content. Whether you’re looking to drive traffic to your website, generate leads, or increase brand awareness, paid promotion can help you achieve your goals more effectively.
Experiment with different targeting options, ad formats, and messaging to see what resonates with your audience.
Maximize Engagement with Interactive Content
Who doesn’t love a good ol’ game of ‘Would You Rather’ or a quiz that tells you which Harry Potter character you are? Interactive content can lead your audience down a merry path of clicks, shares, and comments.
From quizzes and polls to calculators and games, you can use interactive content to create two-way conversations that turn your audience into active participants in your content experience. This compels them to act on your content.
Must-Have Content Distribution Tools
Choosing and utilizing content distribution platforms can be a daunting task. Let’s look at some tools to help you make the most of your content distribution efforts.
Editorial Calendar and Workflow Management Software
With multiple projects in the pipeline and tight deadlines to meet, keeping track of who’s working on what can quickly become overwhelming. That’s where editorial calendar and workflow management software come in handy.
From brainstorming ideas to finalizing drafts and publishing content, these platforms streamline every step of the content production process, ensuring smooth collaboration and timely delivery.
With a bird’s-eye view of your content calendar, you can visualize upcoming deadlines, assign tasks to team members, and track progress in real-time.
Social Media Management Platforms
You’ll likely use social media a lot in your content distribution strategy, and social media management platforms can help you effectively manage your activities across various social media channels.
From a single dashboard, you can create and schedule posts for multiple platforms for consistent and timely communication with your audience.
Content Distribution and Syndication Tools
Content distribution and syndication tools automate the distribution and syndication of your content to various platforms and networks. They provide features for targeting specific demographics, and optimizing content for different platforms. You can automate various aspects of the distribution process, including sharing blog posts on content syndication networks, distributing press releases through PR distribution services, and promoting videos on online video distribution platforms.
Analytics and Performance Tracking Software
Analytics and performance tracking software provide valuable insights into how your content is performing across various channels and platforms. From website traffic and engagement rates to conversion rates and audience demographics, you can gain a deep understanding of how your content is performing with your target audience.
These metrics enable you to identify trends, pinpoint areas for improvement, and uncover insights that can inform your content strategy.
Project Management and Collaboration Tools
Project management and collaboration tools provide a centralized platform for organizing content development projects. Whether you’re working with a remote team spread across different time zones or collaborating with freelancers and contractors, these tools help you stay organized and keep everyone on the same page.
Use them to assign tasks, set deadlines, share files, and exchange feedback.
CRM and Lead Generation Platforms
What’s the point of using content distribution platforms if they can’t help improve your customer engagement? CRM and lead generation platforms are essential for managing leads, prospects, and customer interactions that are generated through your content distribution platforms.
From capturing leads through lead magnets and opt-in forms to nurturing relationships through personalized email campaigns and follow-up sequences, CRM platforms help you attract, engage, and convert leads into loyal customers.
Armed with these tools, you can execute your content distribution strategy with finesse. They’ll give you firm control over various aspects of your distribution plan, maximizing the outcomes of your efforts.
Conclusion
The secret to the best content marketing strategy is to keep your content alive for the longest time. When your content is visible, only then you can reap any benefit from creating and curating any content piece.
But that doesn’t mean just sharing your content on distribution platforms is enough. You need to understand a few things to take the maximum advantage of this strategy like:
- Understanding where your audience spends most of their time and consumes the content.
- Using a mix of different content distribution options.
- Improving and updating your content from time to time to offer fresh and relevant information.
- Adapting to the content formats as per the latest trends.
Always remember that your objective isn’t to create maximum content, but to create effective and relevant content that stays evergreen over time.
