The Ultimate Guide to Content Distribution

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    23-Aug-2014
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No matter how good your content is, it won’t make a difference if it doesn’t reach your audience. To achieve your marketing goals, you need an effective distribution strategy to guarantee that every piece of content you create gets the attention it deserves. In this e-book, you’ll learn everything you need to know about content promotion, including: · How to craft a killer content strategy · What types of content help achieve brand goals · The best distribution channels for your content · How to optimize each channel for maximum results · How to get media placement · How to measure your ROI and other metrics No matter how good your content is, it won’t make a difference if it doesn’t reach your audience. To achieve your marketing goals, you need an effective distribution strategy to guarantee that every piece of content you create gets the attention it deserves. In this e-book, you’ll learn everything you need to know about content promotion, including: · How to craft a killer content strategy · What types of content help achieve brand goals · The best distribution channels for your content · How to optimize each channel for maximum results · How to get media placement · How to measure your ROI and other metrics Let us know what you think, and if you have any visual content we can help you with, reach out to us at [email protected]

Transcript of The Ultimate Guide to Content Distribution

  • THE ULTIMATE GUIDE TO CONTENT DISTRIBUTION
  • As technology and media evolve, brands must reach consumers in new ways. Content marketing is the best way to connect with consumers and nurture a relationship, but without a distribution strategy, your content wont reach your audience. So, where do you start? What platforms should you use? And how can you make sure your efforts are working? In this guide, well give you all the tips, tricks and info you need to make sure your content is successful. INTRO TABLE OF CONTENTS I. CREATING CONTENT a. Content Strategy b. Content Types c. Content Formats d. Content Optimization II. DISTRIBUTING CONTENT a. Owned b. Earned c. Paid II. MEASURING RESULTS a. Metrics b. Refining 1
  • CREATING CONTENT Content distribution starts with the content itself. The goal of good content is to attract and acquire a target audience that eventually converts to customers or brand advocates. To make this happen, you need to think strategically and create a content strategy. 2
  • 3) CREATE A DISTRIBUTION STRATEGY Where does your audience spend time online? Which publications or paid strategies can amplify your reach? With your audience and engagement objective in mind, determine the best channels for content distribution. 4) PRODUCE CREATIVE Once you understand how to engage and reach your audience, develop captivating content that addresses both your audiences needs and your own goals. 1) IDENTIFY YOUR AUDIENCE Who are you trying to reach? What type of content do they consume? When you understand who your audience is, you can create content theyll be interested in. 2) IDENTIFY YOUR ENGAGEMENT OBJECTIVE What do you want your audience to do once theyve interacted with your content? Whether its social shares, page views or demo downloads, decide what action you want your audience to take. TIP: Use an editorial calendar to help schedule publication and guide strategic distribution. 3
  • Of course, just because you make something doesnt mean your audience will be interested in it. Different types of content serve different purposes. Your content strategy will inform which approach to take, based on your audience and goals. Consider the following when brainstorming for your content. CONTENT TYPES EVERGREEN The quantity of content thats being produced online has far outpaced our capacity to consume it. Well-crafted evergreen content provides value long after it is created. Neil Patel advocates for more long-form, in-depth evergreen pieces (1,5003,000 words) to give your audience more meaty material. Also consider including experts and data to increase credibilitysomething both consumers and social influencers are more likely to gravitate toward. NEWSWORTHY Consumers and publishers are always looking for news-related content; if you can tie your content to a trending topic, its more likely to get attention. Check Google Trends and the digital publications that you know your audience frequents to stay on top of current events and inspire ideas. 4
  • BRAND-CENTRIC Brand-centric content tends to be more sales-oriented and less personal. While this isnt necessarily captivating to a general audience, it can be useful to hone in on target consumers who are further down the sales funnel. This can include content such as product demos, tutorials and explainer videos. EDITORIAL An editorial approach lets you create content that is more accessible, shareable and interesting to a general audience. This can include content meant for thought leadership, entertainment or general education. TIP: Writing for publications such as Forbes, Entrepreneur and Inc. is a great way to build thought leadership and gain industry-specific recognition. TIP: Make sure you have a good mix of content that engages your audience in different ways, enabling you to satisfy multiple objectives. 5
  • There are many ways to tell your story; however, some formats are better for delivering certain types of information. The best approach is to create a healthy mix of content. From short popcorn posts (Seth Godin) and essay-style posts (KISSmetrics) to SlideShares and visual content, providing different content experiences will help attract and keep more fans engaged. 2000 12 seconds 8 seconds CONTENT FORMATS The average consumer attention span has significantly decreased. Choosing the right format to deliver your message is vital. (Source: Marketplace.org) 6 2013
  • PHOTOS MOTION GRAPHICS SLIDESHOWS VIDEOS/ VIDEOCASTS INFOGRAPHICS AUDIOCASTS WEBINARS NEWSLETTERS E-BOOKS INTERACTIVES BLOGS CONTENT FORMATS 7
  • No matter what type of content you create, consider ways to break it apart and repurpose into other formats. This is an efficient and economical way to produce a bulk of content with minimal effort. A white paper could become a series of blog posts and an infographic. A single data visualization from that infographic could be an Instagram post. DIVISIBLE CONTENT CORE ASSET DIVISIBLES MICRO- CONTENT INFOGRAPHIC BLOG POST BLOG CONTENT SLIDESHOW INFOGRAPHIC BLOG POST 8
  • Every piece of content you create should include certain elements to help increase its appeal and effectiveness. Whether its a blog post, e-book or infographic, make sure you are optimizing all content. CONTENT OPTIMIZATION of people will read a title and share a post before even reading the body text. (Source: Brian Clark, founder of Copyblogger Media) 80% 9
  • ENGAGING CALL TO ACTION At the end of your post, direct your audience to take the next action, whether thats subscribing, liking or sharing. SHAREABLE HEADLINE An eye-catching headline is the best way to pique the interest of both publishers and your audience. (Use verbs, keep between 60100 characters and experiment with different headlines.) INTEGRATED SOCIAL SHARING Tools like ClickToTweet make it easy for readers to share interesting information within your content. 10
  • DISTRIBUTING CONTENT The most successful distribution plan integrates a healthy mix of owned, earned and paid strategies, each of which serve a specific purpose. As you prepare to distribute your content, assess your goals and budget to decide which channels will have the most impact. Consider the audience each reaches, as well as the content formats each supports. 11
  • OWNED Blog, website, social accounts, newsletter, etc. Free; guaranteed placement; messaging control EARNED Social influencers, media pickup Credibility with publication audiences; expanded reach; targeted thought leadership PAID Sponsored content, social ads, content discovery/traffic builders Highly targeted; elevated exposure; guaranteed placement MEDIA TYPE BENEFITS 12
  • CONTENT DISTRIBUTION OWNED EARNED PAID Sponsored content, social ads, content discovery/traffic builders Social influencers, media pickup Blog, social, newsletter PUBLISHING ORDER Distribution should always point back to one central publishing platform (most commonly a blog) in order to capture traffic, leads and conversions. Publish content to this central platform first, then direct paid and earned efforts back to the original post to drive traffic and engagement. 13
  • OWNED MEDIA Your content will likely be published on your blog, through your newsletter or somewhere within your company site. Wherever content is published, make sure to include the following: SOCIAL BUTTONS Place the social share buttons at the beginning and end of each post, unless you use an active scroll. Only give the option to share from a few social networks that are most relevant to your audience. (TechCrunch does a good job of this.) CALLS TO ACTION Whether its a link to the next article or an e-book download, provide something to entice readers to click through. Owned media channels are in your control because, well, you own them. This means you can own the messaging and user experience, making it a more cost-efficient and flexible channel to serve your needs. To make your content successful on owned channels, make sure each is optimized. BLOG/NEWSLETTER OPTIMIZATION 14
  • LIST OPTIMIZATION Make sure your list is clean. High bounce rates mean low deliverability. There is no point in having a long list if most people delete, bounce or leave most emails unopened. EMAIL SUBSCRIBE BUTTON Encourage your audience to subscribe by making your email/newsletter button highly visible. SUBJECT LINES Keep them punchy but concise, and avoid symbols. Send emails to your subscribers from an actual person ([email protected]) instead of a generic company email to keep it more personal. AUDIENCE SEGMENTATION Send targeted emails to subscribers based on past actions. If you personalize their experience, theyre more likely to convert and share. TIP: Try to find ways to promote older materials within newer posts. Its great SEO practice to link internally to all of your materials. 15
  • EMAIL SUBSCRIBERS Notify subscribers once by email, a day after the piece has gone live.