Content Marketing, Earned Media, Owned Media
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How to Build an Audience-Centric Content Distribution & Promotion Strategy
Photo by: Martin Fisch via Flickr

Content distribution and promotion are vital pieces of today’s content marketing puzzle. Without an effective content distribution strategy, content marketing can become a drain on time and resources.


Brands that simply wait for the right people to discover their content through social sharing and search rankings alone are losing critical momentum in reaching their target audiences. With an increasing number of businesses competing in the content marketing space, brands will find that organic content discovery isn’t happening as quickly or reliably as it once did.

Brands will succeed when they develop an audience-centric content distribution and promotion strategy that considers the earned media potential of content throughout the entire content development lifecycle.

Serving journalists by serving their readers

The first step in developing a successful content distribution and promotion strategy is one of the most important. To be truly audience-centric in your planning, you should prioritize the end reader above all else. Consider who is going to read your content and what kind of information they need. Journalists value their readers highly and write news stories and blog posts to serve the needs of those readers.

Pivot into the mindset of creating and distributing content to serve the readers. In everything you do throughout the content development lifecycle, you should prioritize the end reader and, by association, the needs of the journalists. Remember that the reader comes first, and your brand comes second.

Embrace a reader-centric approach to research

During the initial stages of research, it’s crucial to dig deeper and build a complete understanding your target audiences. Develop a reader-centric approach to content development and promotion by considering target audiences for a specific piece of content; learn their interests, needs, concerns, demographics and even psychographics. Psychographic data can help you uncover the heart of your target audiences and readers by using available demographic data to figure out more about their lifestyle, behaviors, and habits.

Discover where your readers live online and find out which sites and social channels they use to find similar content and news. Most importantly, once you’ve identified your target audience personas and their media preferences, align them with the most relevant media outlets.

Prioritize media outlets whose readers are best served by your content

Keeping your reader personas in mind, research and create a targeted media distribution list that includes media outlets that can reach a large or very targeted niche portion of your core audience. On your list, note the quantity of site visitors, social followers, content engagement and conversion rate data from any previous earned media you’ve posted at that outlet. Next, identify the best media contact to pitch with your new content. With readership data and contact information compiled for each media outlet, take your media distribution list and prioritize outlets that have the greatest potential to reach the largest groups of your target audience.

Consider distribution throughout the entire content development lifecycle

Once you’ve prepared your dream media distribution list, you can intelligently weigh in on content development to ensure it is worthy of publication in your targeted media outlets. Armed with a media distribution strategy, you can guide the development of content that will meet the needs of your core audience, better serve journalists and earn strategic media placements.

To avoid being left in the content marketing dust, businesses should consider the earned media potential of content throughout the entire content development lifecycle by adopting an audience-centric approach to research, planning, production, promotion and measurement.

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Our publication contributors combine decades of experience with unique insights into the content promotion and distribution industry.
Chad Pollitt Co-founder Relevance
Jay Baer Marketing Strategist, Speaker and Author
Gini Dietrich CEO Arment Dietrich
Jason Falls Social Media & Public Relations Thought Leader
Joe Beccalori CEO Interact Marketing
Douglas Karr Founder & CEO & DK New Media
Brianne Carlon Rush Content Director Kuno Creative
Janine Popick Co-founder & CMO Dasheroo
Arnie Kuenn CEO Vertical Measures
Pam Didner Global Content Marketing Strategist & Author
Chirag Ahuja Head of Marketing WorkflowMax
Jayson DeMers Founder & CEO AudienceBloom
Erik Deckers Professional Writer Pro Blog Service
Bernie Borges CEO Find and Convert
Jessica Stephenson VP Marketing ExactHire
Michael Ferrari Marketing Consultant Pen Cap Online Marketing
Larry Alton Freelance Writer and Editor
David Tile Founder & Director Nimble Media
Kelsey Libert Marketing VP & Partner
Dan Steiner Co-Founder & CEO Elite Legal Marketing
Joydeep Bhattacharya Relevance Contributor
Jonah Bliss Founder CMO ContentIntent
Andrea Lehr Promotions Supervisor Fractl
Fernando Labastida Co-Founder Content Propulsion
Dan Moyle Creative Dir. Marketing AmeriFirst
Dennis Yu Chief Technology Officer BlitzMetrics
Arnaud Roy VP Marketing Augure
John Rugh Copywriter/Content Marketing Specialist
Justin Spicer Content Researcher, Producer & Editor
Michael Becker Marketing Support Spec. Teradata
Anna Johansson Freelance Writer
Amanda DiSilvestro Content Editor and Writer HigherVisibility
Sujay Maheshwari Founder & CEO
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Taylor Radey Senior Consultant PR 20/20
Rodger Johnson Public Relations Leader & Consultant
Simon Penson Founder & Managing Dir. Zazzle Media
Danielle Wolter Nolan Co-Owner
Fernando Cuscuela Founder & CEO Everypost
Kelly Smith Content Manager CourseFinder
John McTigue EVP Kuno Creative
Yogita Arora Content Strategist Zoomph
Jordan Teicher Associate Editor Contently
Jonathan Crowl Digital Marketing Writer & Editor
Brian Honigman Marketing Consultant, Writer & Professional Speaker Skyword
Katherine Halek Content Strategist
Amanda Drinker Dooley Community Product Marketing Manager Netline
Anton Rius Digital Marketing Consultant More Than Metrics
Matthew Zajechowski Outreach Manager Digital Third Coast
Kevin Bailey Co-founder DigitalRelevance
Peter Chen Digital Marketing Consultant DigitalRelevance
Luana Spinetti Multi-Specialized Freelancer
Kyle Harper Writer Skyword
Elad Natanson Founder appnext
Maël Roth Content & Inbound Marketer Park7
Quin Woodward Pu Marketing Director Audienti
Greg Shuey Co-Founder Stryde
Jean Bansemer CEO My Web Writers
Owen Andrew Journalist
Luke Kintigh Global Content & Media Strategist Intel

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