How To Create The Best Content Distribution Strategy

The news of Demand Media’s rapidly falling value isn’t necessarily the death knell of content farms, but it is a sign of a fundamental shift in how Internet users value online content. Sites like eHow, Examiner.com, and the Yahoo! Contributor Network are still getting views, of course, and will for the foreseeable future.

But Demand Media’s latest change in fortune also provides more proof that high quality—not quantity—is what matters most in search. The debut of Google’s Penguin 2.0 algorithm has given more weight to content that’s useful and penalizes content that users don’t value. So, what does that mean for brands that want to play to both Google’s new algorithms and to their current and potential customers?

Penguin 2.0 emphasizes the importance of high-quality content, but it also makes effective content promotion an essential part of any marketing campaign. This means that brands must investigate the best ways to reach their audiences and how to make personal, lasting connections that spread their message to the right people.

Investing in promotion

It’s a truth that’s been shared so often that’s become cliché: content is king. But the power of distribution can’t be underestimated—and the right promotion and content distribution strategy can be more effective than creating a high quantity of content. But what does that look like?

It depends, of course, on the product or service. But converged media—a balance of owned, earned, and paid media—can help leverage existing content and bring it to new audiences. A converged media campaign can also give your content the boost it needs on social media by using paid media. Remember: under the right circumstances, paid media is still a sound investment.

Investing in an in-house promotional team is another way to ensure your content reaches its target audience. Not every brand will be able to hire an entire media outreach team, but designating a person or group of people responsible for outreach and promotion can help dedicate effort toward getting more mileage out of content.

The power of influencers

Content personalization and segmentation are becoming important in content promotion and content distribution strategy. And, knowing how to use customer personas, especially for B2B businesses, can give a brand an edge over its competition.

Targeting the decision-makers with content is one strategy, but it’s their influencers who spend more time online and have the time to consume the kind of content that can help sway decisions. This means that content distribution must include researching where influencers spend time online—and chances are those sites won’t be the same as the sites that, say, CMOS or marketing directors frequent.

But part of content promotion is repurposing—and learning to speak shorthand is an important element of distribution for decision-makers. Learn to speak shorthand, and make sure to provide abbreviated versions of longer and more in-depth content to make it easy to consume and share.

As the nature of content creation and promotion changes, brands must learn to stay agile and responsive. Part of that responsiveness must include a content promotion strategy that allows a brand to reach as many people as possible with the best content at the right time.

Image credit: Ling Li Yeoh

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