Creating top-quality content is only one part of a great content marketing strategy. In order to drive traffic and sales, your content must reach the right audience across multiple channels and platforms. In this post, we'll dive into your SEO content distribution strategy. We'll cover where to distribute your content, what tools are most powerful for ensuring your content gets seen by the most people, and what you should consider publishing across each platform. We're also including some useful templates and tools at the end that can make your content creation and distribution process as smooth and stress-free as possible.
Social Media Platforms
When it comes to content distribution, the importance of social media platforms cannot be overstated. The Content Marketing Institute believes that online marketers spend the vast majority of their time on sites like Facebook, Twitter, LinkedIn, and YouTube, which is unsurprising as they offer a chance to connect with the customer on a more personal level and to show the personalities behind the business. They are a great place to share your information, stage competitions, and build connections with both other businesses and potential customers. Each social media channel needs a different approach and has different benefits.
Social media channels are powerful for sharing your content also because they are a great way to get more backlinks to your blog. Social media makes it easy to share someone else's content with just the click of a button. Links to your content can actually go viral on social media platforms because posts can be shared exponentially (a person can share your content to their friends, who share it to their friends, and on and on). The more links to your content are shared, the more backlinks exist on the web, and the more backlinks content has the higher its SEO score. Using social media to create more backlinks can end up with you becoming more easily discoverable via a search engine like Google.
Social media platforms aren't just for following celebrities' lives and reading a curated version of the news. They're actually very powerful channels for content distribution. Here's some information about the most popular social media channels and what you might want to post on each.
- Post multiple times a day
- Re-tweet and post what other followers are saying
- Check often to respond to any customer service questions
- Share images like infographics that are easy to understand and digested in a brief moment
- Post once a day
- Highly visual and video content will drive the most views
- Link to longer-form content (your blog)
- Publish thought leadership pieces
- Company news (hiring, partnerships)
- More business focused and best for B2B marketing companies
- Great for interviews
- Case studies
- Tutorial Videos
- Product Demonstrations
- Influencer spots
- Behinds scenes videos to show the personality of your company and increase loyalty
Utilizing Social Media Influencers for Content Distribution
Beyond simply posting your own content on social media, one of the best benefits of using social media platforms is that they are channels that influencers use to share content. Influencers can be powerful tools for your business if you want to ensure your content gets seen by a wide audience—and also the right audience. If you can connect with an influencer who has sway in the industry your business is in, you may be able to pay or trade them to share a link to your content.
Influencers have large social media followings, and you will be able to experience the benefit of having that specific target audience seeing what you've written or made. Influencers spend time on all platforms—and depending on the industry, one platform may be more effective for one influencer than another. For example, if you run a business that targets Millennials, you may want to work with an influencer who mainly uses Instagram. Alternatively, if you're trying to connect with clients younger than Gen Z, Tik Tok influencers are your best bet. Today, many influencers have their own podcast, and you may get them to bring attention to your content on an episode, which is a great way to get your content out to the world.
Another way to increase content distribution is to create e-Books. They do not have to be too long - between 500 and 2000 words - and they make a great free giveaway to attract people to your site, or to encourage them to sign up to your newsletter or mailing list. You can provide links to your products while being helpful and informative to your client base. And, the best part about e-Books is that they are very easy to make. For those using the latest Microsoft Word application, there is a very user-friendly conversion function that turns a word document into a PDF e-Book. Alternatively, there are several sites that can help with the process including:
Once you've converted the document into a PDF, you can add it to some e-Book directories, of which there are hundreds to choose from. Be sure to have a promotion of some kind at the end of the book as this will greatly increase the chances of a sales conversion.
- Use ebook downloads as call-to-actions for display and paid search campaigns
- Ask readers of ebooks to sign up for more newsletters
- Only allow readers to read the first few pages of the ebook before asking them for contact info
Another great way to increase targeted traffic is to join blogging communities, as they will help you gain exposure and meet other site owners in related fields. There are many communities to choose from, some of the best include:
Guest Post on Other Blogs
According to industry experts, one of the more up-and-coming ways for businesses to distribute content is to partake in guest blogging on other people's sites in a related field. Be sure to only provide high-quality, useful content, as you are building your online reputation. As well, try to stick to the most popular sites possible to maximize the traffic it sends you.
Relying on Content Distribution Companies
You can manage all of the above content sharing yourself, or have an in-house team member who manages to get your content marketing efforts out to the world. Alternatively, there are companies you can hire to outsource content distribution. These companies specialize in helping other businesses get their content seen by their target audience, whether that target audience is a segment of people who spend time on one social media platform, or whether that target audience is people who read local news in online newspapers. Content distribution companies come in a variety of shapes and sizes, and they aren't the right tool for every company looking to master content marketing.
Here's a basic breakdown of the kind of content distribution companies that exist, what they specialize in, and how you should decide whether you should use them to help you disseminate your content creations or not.
Influencer Matching Companies
With an influencer matching company, you can rely on a team of professionals who've paired up with some of the best influencers on the web who will distribute your content (and get paid for it). When you use an influencer matching company, you can ensure that the influencer sharing your content has the right reach and speaks to the right audience. There are many influencer matching companies today, but here are some of the best.
These companies help you get press releases out to news outlets. if you have written an article you want to read, or you want to write an announcement about a piece of content your business has created, rely on a press release distributor to make sure your press release gets out to the write publications and websites. Here are some of the most popular PR distributors.
Brand Partnership Companies
Want to pair up with a complementary business and promise to share their content, if they promise to share yours? You can rely on a brand partnership company for that. If you pay a brand partnership company, they'll match your business with a business that has a large enough audience, and who has followers that would be interested in and find your content valuable. You'll share the other brand's content as well, but forming a relationship like this can be extremely helpful for naturally growing your audience of customers. Here are the best brand partnership companies to help your content get seen.
Content Marketing Calendar Templates
As you can tell above, there are many ways that you can get your content marketing efforts out in the world, and you'll likely want to use a wide variety of those methods in order to make sure your work gets seen far and wide. Because there's so much to manage when it comes to mastering content marketing, it is important that you rely on a content marketing calendar to keep track of all of your tasks. On a content marketing calendar, you can keep track of when and at what frequency your content should go to different outlets, and you can ensure everyone on your content team stays up-to-date and on top of their tasks. If you're not sure how to create a content marketing calendar and what it should look like, please check out the following links to content calendar templates. Each of these might be helpful to you on your journey to mastering content creation and distribution.
Content Calendar template by Monday.com: A template that allows you to manage the scheduling of all content from your digital publications to social media.
Content Cal Content Scheduling calendar: Adobe owns this content marketing scheduling company that offers companies an awesome tool that lets them keep all of their content and social media posting schedules organize.
HubSpot Content Marketing Calendar Templates: Rather than offer a digital tool, content marketing giant HubSpot offers a template to use for scheduling where you can easily fill in your own information and personalize the calendar for your company and its content categories. One great thing about Hubspot's content marketing calendar template is that it is free, so you don't have to pay for the resource that can help you make sure you get the most of your content distribution efforts again and again.
Collection of Calendar Templates from SmartSheet: SmartSheet specializes in templates. You can find a variety of content marketing calendar templates on their site. They offer a free demo, so you can test out the calendars they have available and make sure that their layouts and tools work for you.
CoSchedule's Content Marketing Calendar Template: CoScheduling is all about helping teams better collaborate. They have created a content calendar template to help you with your content distribution and it's specifically tailored to this current calendar year (2022).
Other Content Distribution Tools
In addition to utilizing content marketing calendars found on the web, there is a slew of other digital tools that can help ensure your content gets out on time and gets seen far and wide, helping to build brand awareness and increase business for your company. Here are some of the most helpful digital tools for content creation, content distribution, scheduling of content on various content distribution channels and social media platforms, and more.
Buffer: Buffer is a tool that lets you reschedule the content you are going to distribute in advance. It works with a wide variety of platforms and you can use it to make sure you never miss a post on a day you've scheduled it, even if you get super busy.
MailChimp: Do you want to create a really awesome, powerful email list where. you can send out your content like a newsletter weekly or monthly? MailChimp is the tool for you. MailChimp lets you collect the email addresses of interested parties and then get in touch with them. They help you more easily utilize email as a means of getting all your SEO content marketing efforts seen.
Xink: You might not realize it, but your email signature is a powerful place to get stuff seen. Xink is a tool for creating better email signatures that get noticed. You can use Xink as a tool that helps you insert your content into your and your company members' email signatures every time there's new content to be shared so that you draw eyes to that content every time you send and sign an email.
AddThis: With AddThis, you can use buttons on your content that allow people to easily share the content they're reading to their own social media pages or emails. AddThis is a great tool for content distribution because it allows other people to distribute your content for you, to their audience. And you don't even have to ask!
ChartBeat: Do you want to be strategic about how and where you share your content? Use ChartBeat. They provide companies with real-time data from social networks to give insight into what people are paying attention to and talking about; what's getting shared most; and which sites are getting the most traffic. With real-time data, you can ensure you're sharing to the places where you know that people are already spending time and looking.
For the Best Content to Distribute, Try Scripted
If you want to make sure you're not only doing content distribution right and reaching your target audience but also that the content you're distributing is the best quality possible, consider working with a content writing company like Scripted. Scripted can pair you with some of the world's most proficient SEO content writers who can write the web or blog content you want the world to see, then make sure it's formatted and keyworded properly so that it gets in front of the right eyes, no matter where you publish it. Scripted can take the job of content marketing writing out of the hands of your business and put it in the hands of pros, so you can use your time and energy on the aspects of your business where you're really the expert.