As any content expert will know, creating content is only the first step in the process and unless it is distributed in the right areas at the right time, then it is likely to be ineffectual.
While many businesses are putting an increasing amount of money into their content marketing and other content-related advertising plans, it is important not to lose sight of the importance of content distribution, which can be just as significant, if not more, than the actual content itself.
So what tips are there to creating a successful content distribution plan?
Before we go any further it is worth noting the two questions below:
1. What is your goal from this content?
2. Who is your audience?
These two questions should have definitive answers before any content is written, as they will shape the content strategy and distribution plan. Knowing a clearly defined goal when creating content, whether it is for brand awareness, to promote anew product, create user engagement or another reason, will help your content distribution immeasurably.
Knowing who your audience is also critical, as determining where that audience spends their time online will show you a clear area for where your distribution should be focusing.
To pay or not to pay
Once you have considered the two questions above, and have clearly defined answers, then the next stage is choosing whether to use paid, or free methods, or a mixture of both.
With paid content distribution, this often revolves around pay-per-click (PPC) methods, and often takes the form of an ad displayed in a prominent position on Facebook, or Google, for example.
Although this can be an effective method, it does come with a monetary cost per click, which can mount up to a considerable sum over a long period of time. Many content distribution plans will often use this as a way of initiating user engagement, with the idea that more natural and organic distribution methods will develop over time.
Organic Content Distribution
The dream for many content executives is to rely almost solely on organic distribution as a way of driving business and success, but in reality this can be difficult to achieve.
Creating content that is share-worthy, engaging and delivering it to the right areas can take some considerable time and expertise. Knowing which platform to use for which type of content is integral to a successful content distribution plan.
Putting the Pieces Together
The timing of content can be just as crucial as the content itself, so ensuring that you have a reliable and solid content distribution plan and system should be high on your priority list.
It is recommended to engage with a company that specializes in content creation, as there is a vast number of different tools and systems available that can speed up the process of producing and distributing content.
With the rise of XML architecture in terms of writing, structuring and distributing content, it is well worth researching to see how your content distribution process can become streamlined and effective.