Planning, implementing and publishing content is only half the battle. Immediately after that, it's all about distributing this content. After all, what good is your great blog post, your great infographics, your helpful YouTube video or audio if hardly anyone comes across it in the end?
Content distribution is an often underestimated topic - and much more complex than it looks at first glance. This is certainly true if you want to get the most out of your content. Here are some important suggestions on how to make your content marketing even more successful.
The basics of content distribution
Working on the basics of your content is not always exciting. And it is therefore often forgotten. But like the foundation of a house, this groundwork is extremely important, even if you don't see much of it at first.
Content strategy and planning
These basics include the analysis of your target group as well as your planning based on it. Read my Tutorial on Content Strategy. The content strategy helps you with the following points:
- You choose exactly the topics and questions that really interest your intended readership.
- She'll guide you through the process. Should you approach a topic more as a detailed article, as a YouTube video or as a PDF white paper for download? That also depends on who you want to reach.
- The strategic approach is important to ensure that you choose the right channels and platforms for the subsequent steps to reach your target groups.
Search engine optimization for the content hub
A content hub is the central point of contact for all your content - no matter if you are a freelancer, agency or any other website. This still applies today, where music often plays on third party platforms like Facebook, YouTube, Instagram, LinkedIn etc. In fact, this is even more true than ever. Because with a Content Hub you have a space for your content that belongs only to you. And which you can design as you like.
If you give up on this, you will make yourself completely dependent on other platforms. And that's not a good idea in the long run. This content hub can come in the form of a corporate magazine and should then be optimized for search engines like Google.
Optimize your SEO with WordPress : step by step
An important point here is the Selection of the right keywords. Ideally, it should be done before you even decide on a specific topic. Because then you can immediately align your content with the terms that are relevant for your target group.
Also the Loading time of your website - and how well it works on mobile devices - is very important for SEO today. But not only: Google emphasizes these points so much because they enhance the user experience (user experience) can influence this. Google only sites wants to recommend those who inspire users. Therefore: Search engine optimization is becoming more and more the general optimization of your website. It is not an additional task. It belongs to your toolbox.
Optimize the "Sharability" of your content
If you want your content to be well received and recommended, you have to take care of the so-called Sharability. In other words: You want to maximize the probability that your content (almost) spreads by itself.
First of all, your content has to really inspire. If you have a well-formulated content strategy and you align your content with the wishes and needs of your target group, this should happen almost by itself (see above).
Your content must be worth recommending. Because as in my contribution to the topic Content marketing for agencies and freelancers has already explained: Mass goods are no longer drawing today. You have to stand out positively. That is not necessarily very elaborate. It is often helpful if you know, understand and speak the language of your target group. It is just as helpful to create one really good and detailed article rather than five boring ones.
It is also part of such a recipe for success that your content is oriented to the specifics of the respective platform and channel. For example, whether you produce a video for Facebook, Instagram or YouTube is a big difference.
This first step is done? Then make sure your audience feels inspired to redistribute your content. On YouTube, for example, it's common practice to actively encourage viewers to comment, lick and subscribe. These are activities that stand out positively in YouTube's algorithm - and your video is displayed to others.
If it's about an article on your website, make sure that the preview on Facebook & Co. looks good. And that it's stimulating: you have an article picture, the headline and a few words of text at your disposal. Make sure that the content and keywords are as exciting as the article itself! And ask yourself why you click on postings on Facebook, Twitter & Co. What must such content "have" in order to attract your attention? You can then imitate this effect for your own content.
Distribute your content for free
You probably want your content to become a "viral hit": You publish them, sit back comfortably and watch them spread at lightning speed. But this is rarely successful - and practically never without the right preparation.
In this respect, you will usually not be able to avoid actively distributing your content. There are a number of ways to do this that will cost you time and effort, but at least no money.
Use your own platforms
The first thing you do is to resort to the things that you yourself have sovereignty over. In professional circles this is called Owned Media. For example, you make sure that your content is promoted prominently on your own website and can be found. And you may have followed the advice of many experts and created a newsletter distribution list. Of course, you should use that too.
If you notice now that you have little or no such platforms and channels of your own, it is never too late to build them. However, make sure that you and your team have the necessary resources to do so. You can find tips on working with specific platforms in our section on Online Marketing.
Content distribution via social media
Your social media channels will be another important tool in many cases. Here you should make your content known and spread - and not just once. Remember: On platforms like Facebook, LinkedIn, Twitter and others, the algorithm is always between you and your audience. That's why it's so important to point out your content multiple times.
Do not post the same thing over and over again like an automat. Ideally, you should have a new perspective, a new piece of information, a new approach. So experiment with the content of the postings, but also with the times and days of the week. But don't overdo it. So don't post about your content more than once on the same day. Some platforms like Facebook don't like it if you try to push the same link over and over again. So you'll need both patience and creativity.
In general, content distribution is a long-term activity. Assume that you will promote your content for weeks and months. If your topic is not current for that long, then you must either update your content over time and then re-promote it. Or you can make sure that your content gets full attention the very first day.
Another tip: Plan your content distribution right from the start. Then, for example, you might want to think about it: What aspects of my content can I adapt for other channels and distribute them separately? Here are some examples:
- If, for example, Pinterest is important to you, your blog post should contain a graphic that can be easily distributed there.
- For Instagram, you produce a short video teaser to your much longer video, which is optimized for YouTube.
- For LinkedIn this you pick out an essential statement of your content and write a contribution about it.
This list could be continued at will. The earlier you think of it, the easier it is to implement these accompanying and complementary media and formats. Today, a content is no longer a monolithic "piece of content". At best, your content is modular from the outset so that it can be easily distributed through different channels. This is also part of the strategic approach.
Find and address multipliers
Practically all social networks want to connect people with people. Even when it comes to business offeringsLinkedIn , companies find it extremely difficult to gain attention and reach through their own corporate site. And there is a simple reason for this: people generally prefer to interact with people rather than with XYZ GmbH or a brand.
That is why it is so important that you motivate other people to recommend your content. You can start with yourself, your friends, colleagues and partners. Don't forget your customers, who are especially enthusiastic about you and your work. Hopefully you can motivate them all to recommend your (great, great, unique, wonderful) content - on their personal profiles. In professional circles this is often called brand ambassador. "Corporate Influencers" are, in turn, your own employees who use their own name to promote the good cause of their employer.
In addition to this, there will be various multipliers in your subject area and your industry, also known as influencers. In contrast to the "professional influencers", however, they have built up their influence because they have the appropriate professional competence and are respected experts. These people do not necessarily have a large overall reach. But they address exactly the right addressees.
So think about who you could approach. Keep in mind, however, that these people may be asked frequently. You should therefore make sure that you treat them with respect, get to the point quickly and make it clear what makes your content so special. If you are really good, you will already have contact with these people before you ask them for such a favour. Then you do typical Influencer Relations.
Distribute your content for a fee
As mentioned above, companies find it difficult to reach other people with their messages. This also has to do with the fact that the flood of content is constantly increasing, but the attention and time of the target group is not.
Therefore, you will often have to plan to distribute your content with additional payment. In fact, in many places it is considered an integral part of content distribution, especially at the very beginning: The first wave of attention is purchased. After that, it will hopefully run largely by itself.
This means, for example, that you place an ad - on Facebook, LinkedIn or Google. Or you book a sponsored post on a suitable site . Pay close attention to the measurement of success so that you don't waste your budget. See my Tutorial on Content KPIs. This is because the easily available measurement figures such as page views or likes unfortunately have the least informative value in most cases.
Tip: Placing ads successfully
Many freelancers but also agencies find it difficult to turn content into paid ads. However, these can be highly target-oriented, for example in conversion. We show you how to successfully set up an advertising campaign using the example of Facebook ads.
Which way is worthwhile for your content always depends on the individual case. Maybe you are hoping for new business. In that case, you will have a greater incentive and more financial leeway, because your expenses will be directly offset by income. It is more difficult if your content is limited to the beginning of the customer journey as it is classically usual in content marketing. Here you will sometimes not be able to make a direct connection between expenses and income.
How you decide on the right measures
And this brings us to an important point: Which measure is actually appropriate and when? The answer to this question depends very much on what your goal is, who you want to reach and in what situation.
Here is another example: Google Ads are ideal for reaching people who have a specific question. So you will rather address people who are already looking for something. Not every product or offer can be advertised through it. This insight is just as important if you take care of your SEO: It is of little help to be "No. 1 on Google" if the corresponding term or expression is hardly ever searched for. Unless the sum of such rankings helps you - and is profitable in the creation of the associated content.
Facebook ads, in turn, are good for reaching people who have specific interests or who match demographic data. This is much more general than Google Ads, but can work well if you can't get anything done on Google - and vice versa.
This question about the objective also has a major influence on what content you want to tackle at all. Do you want to reach people who are still at the very beginning and still have many questions? Or do you want to reach people who are already researching concrete solutions to a clearly defined problem?
Hopefully this article has given you an idea of the considerations that go into content distribution. It is important that these considerations are made at the beginning of your planning. If you start thinking about distribution after you have already published your content, it is usually too late.
Ultimately, how well your content spreads has a lot to do with how clearly you have your goal in mind. But it also has to do with how well you understand your target group and how focused you approach the issue.
Picture: Robin Worrall