15 Ways to DISTRIBUTE Content.But FIRST! Why Thoughtful Distribution is Key to Successful Engagement

@BarbraGago Barbra.Gago@LeftBrainDGA.com

THOUGHTFUL DISTRIBUTION

Content distribution is a discipline that needs to be integrated with content creation, SEO and management strategies, not thought about after the fact.

integrated part of content strategy - discipline as critical as contentfor success with content programs = right person, right time, right content

UNIQUE EXPERIENCES

We’ve bought into the idea of developing different content for different buyers (buyer personas), the next step is to facilitate unique experiences.

We’re ready to develop different content for different buyersBut how can we create engagement with buyers overtime?Success depends on how engaged they areDistribution needs to align with how/when/where different buyers consume content

• Your WEBSITE• Your BLOG(s)• SOCIAL Media• Email (DATABASE)• e-SIGNATURE• COMMENT Threads• Discussion FORUMS• EVENTS (Live/Virtual)• DOCUMENT-SHARING • MULTI-MEDIA Sites• Mobile APPLICATIONS

MANUAL DISTRIBUTION

The distribution channel, in many ways defines the content format. We will talk about some distribution channels, and how you can start to re-use content to deliver it in other ways.

The idea being - how can you serve a CEO the right content and an end-user the right content (they consume content very differently)

Website needs to be living and breathing, probably primary distribution channel - blog is a distribution channel that works best for keeping site freshSocial media - Twitter, Facebook, LinkedIn are all ways to distribute various kinds of content, but in many cases within each of these you can distribute in different ways - linkedin (status update, posting to groups, answering questions, email contacts, or even ads)Email - probably your most used distribution channel (but you can amplify distribution by enabling “sharing”)Email signature is another way, just add the link to your most recent piece of content Comment threads/discussion forums - ways to sometimes reach more targeted or technical audience - leverage these to re-use bits of content that answer questionsEventsDocument sharing sites (scribd, googledocs, Slideshare) - all active communities - good for collateral, thought leadership, presentaitonsMulti-media sites - youtube, Vimeo (HD, more “professional channels”) - rather than one-offs, you can start to transform content into other formats and start an online series w/ “Webisodes” - take content from the week or month and talk about it on cameraMobile applications - games or business applications, also partnering or leveraging some popular geo-tagging apps (4Sq. for offers, etc)

• Company NEWSFLASH• INFLUENCERS/Bloggers• PUBLIC RELATIONS• Social BOOKMARKING• SOCIAL NEWS Sites • Leverage PARTNERS

COMMUNITYDISTRIBUTION

Newsflash - multiple options “tweets” with links (bit.ly) to entire companyEngage influencers - have a handful that are very influential in your space/ stay engaged, and share content that’s relevant to their audiencePR - leverage social PR (PR Web) for longer lifetime of PRBookmarking / News (digg, delicious, Stumble) - other people share w/their community and site community / but also gets pushed out through emailPartners - don’t always have to be “strategic” think about partnering w/ people or leveraging current partners just for co-content creation and promotion

• WIDGETS• eNEWSLETTERS• Lead NURTURING• Syndication/RSS• Content DISCOVERY Platforms

AUTOMATED DISTRIBUTION

Develop cool / functional widget that people want to embed on their site (other people + automated) - can be linked with news, etc.eNewsletters - can be automated from your blog (leverage RSS for categories)Lead Nurturing - marketing automation platforms like Eloqua let you map content to specific buyer behavior, so as they engage in different ways, they are automatically sent the next piece of content that makes sense for themYou have syndication with other sites and RSS for easy automation/distributionAlso “content discovery platforms” outbrain - PPC model for relevant content

1. Write a BLOG POST

2. Use key points to create a SLIDESHOW

3. Read/record for an .mp3 and AUDIO PODCAST

4. Mash .mp3 and slideshow to make a VIDEO

5. Curate related blog posts, and publish an eBOOK

6. Use pieces of your post as RESPONSES to questions

7. Snip article into value-add TWEETS

7 WAYS TO USE A BLOG POST

1. Write a blog post, publish to your blog

2. Pull out key points, create a short slideshow, and upload to slideshare

3. Record someone reading the article, create an mp3, publish an audio podcast

4. Combine your mp3 and slideshow to create a video and, upload to youtube or vimeo

5. Curate a some related blog posts to create an eBook, publish to your site and send as an offer to your database

6. Use pieces of your article to respond to questions and, post responses to linkedIn or discussion forums

7. Snip your article into interesting tweets and send to Sales so they can share through their profiles/status updates

Barbra.Gago@LeftBrainDGA.comTHANK YOU!