In a perfect world, you could develop your best quality content and the entire world would see it at the click of a button.
But, no. It’s basic supply and demand.
Much like an aspiring musician who spends her nights performing alone in her basement, you have to take steps to make sure your voice is heard.
Without figuring out how to bring your message to your audience, you may end up playing to an empty room.
In this article, I present 5 tips for distributing content to drive demand for your business.
5 Tips For Distributing Content
Define Your Desired Outcomes
Before you begin drafting your next article or planning your next video, decide what success would look like.
Think about what you need that piece of content to accomplish.
Do you want to drive website traffic and conversions?
Is there an idea that you want to teach?
Do you want to drive engagement and start conversations with your target audience?
Do you want to develop brand equity?
Asking these questions will force you to think through the best way to format and communicate your message.
And will make distributing the content much easier.
Understand What Channels Fit Your Audience
No matter what your industry, there is more than one channel to communicate with your target audience.
Think email, website, SMS, Linkedin, YouTube, podcasts, Facebook, Twitter, Reddit, blogs – the list goes on.
If your audience is open to following links sent through text, then you want to be distributing content through that channel.
If they are open to a conversation on LinkedIn and Twitter, then use your content to drive the conversation there.
While it is good to have insight into consumer behaviors beforehand, it’s not required.
Instead, you can complete a series of test runs to determine how response differs by platform.
When in doubt, there are third-party research reports about content consumption that can shed light.
Create Content With Range
The best way to ensure your content is relevant to as many channels as possible is to create content with range.
No matter what your content strategy is, make sure you are including some element of long-form content.
Long-form content enables you to discuss your ideas at every level, from general to detailed and specific.
You will then be able to extract the most relevant content for each platform that you use.
Another best practice is to share the same content, as is, on several platforms.
This is where podcasts, videos, and live-streams shine.
Videos can be uploaded to hosts with different audiences: Facebook video, YouTube, Instagram TV, LinkedIn, etc.
You can do the same with live-streams.
Services like Streamyard allow you to go live on different platforms like LinkedIn, Facebook, and YouTube at the same time.
Consider Both Paid & Organic Distribution Methods
Think about adding fuel to your content through paid content distribution.
You could use digital Ad products like Facebook Ads or Google Adwords. Other options are brand partnerships, paid PR, or influencer marketing.
Paid distribution requires more investment but also allows you to reach more people in a fraction of the time. It builds on your organic response.
Again, it depends on your desired outcome.
If you are just beginning content marketing, it’s better to learn which content works before investing in paid promotion.
Measure Your Results to Refine Your Process
No matter what your goals are, be sure to measure how well your content is driving desired outcomes.
Also, remember that consumer behaviors change.
As consumer behaviors change, try to understand what content adjustments you need to make.
Out of all my 5 tips for distributing content, this may be the hardest to get right.
It takes time for you to gather the right amount of feedback to determine if it’s time to make changes.
Once you find something that works, it can be hard to change what you are used to.
Don’t get emotional about what content you are making.
At the end of the day, all that matters is results.
The best way to distribute content is to plan how you will use each piece of content before you create it.
Be clear on your intent. Put yourself in the best position to contextualize your work on various platforms.
Know the platforms that will best enable you to drive your desired outcomes. Then continue measuring performance over time.
Consider paid content distribution to increase your potential reach. Make an effort to stay on top of consumer behaviors.
If you have any questions on how to use my 5 tips for distributing content to your advantage, please reach out!