Without strategic distribution even the most creative and innovative content might get lost online and never reach the audience. So what can you do to get the information to the right audience? Here’s a breakdown of various distribution channels that you can tap into in an organic way.
Social media — There are several platforms to choose from, each one with specific strengths and features. Pick the networks that fit best your brand presence, audience, and type of content. Do cross-promotion for your website and social profile by adding social buttons to your site.
Facebook: On Facebook share content that is visual — articles and images get on average more views than those without.
Twitter: As a great platform for conversations, try to achieve a balance between links to content and conversational tweets.
LinkedIn: LinkedIn has a professional appeal, therefore articles and discussions should match the tone of the network.
Pinterest: The fundamental aspect of Pinterest is the visual content. Engage users through stunning visual content to drive traffic and use accurate descriptors to ensure your pins get discovered.
Free content platforms — YouTube and Slideshare are examples of free platforms that allow you to share your content. Video and presentations are formats that can be effective depending on the type of audience you wish to reach.
Crowdsourcing — Getting your audience to participate and share their own content can be highly effective and engaging. Campaigns like these will encourage social sharing, and audience participants will spread your message to their personal networks.
SEO — Valuable, relevant content will help you get inbound links to your pages, improving your search rank. You should identify major topics and keywords around your business and industry so you can deliver content around them. Use keywords in the headline and body copy, but be sure the content is high quality.
Lead nurturing — Lead nurturing is the process of building business relationships with prospects early in the buying cycle. You can feed personalized content to a segmented audience based on their industry, job or role.
Optimize your site for call-to-actions. Include fields that capture company information, business needs or interests, as well as contact information. Then, track and monitor user activity, including time spent on your page and bounce rates, so you can get an understanding of your target market and send them the right information.
Getting views on your content is not easy, but by testing a combination of the above distribution techniques, you can get your message across.