Content is king, yes. However, a king that no one knows about or recognizes has no power. Your content distribution plans and delivery determines the success of your content.
You could have researched and written the best article or social media post, but if you don’t have the right distribution tactics and delivery in place, it’s useless. What’s the use of great content that no one ever sees?
In this post, we’ll address why you need the right content distribution plan – that’s if you don’t already get it – and how to build a content distribution plan for success.
Why You Need A Content Distribution Plan
It doesn’t matter how appealing, creative, interesting, or emotional your content is; if it doesn’t get to the people who need to hear the message, then that content is a complete waste of time. You should know where and how you’re going to publish and promote your content before you start creating them. Otherwise, your time and to a large extent, resources could all go to waste.
Many businesses want to do SEO and content marketing, but they don’t have any concrete plan. It’s more than just writing good content because the distribution is what determines conversion.
Now let’s get into this strategic guide to help you distribute your content.
How To Build A Content Distribution Plan
1. Know Your Audience
Everything marketing should start with knowing your audience. Content distribution is about getting your content in front of the people that should be seeing it. These people are called your target audience. You can’t do this properly if you don’t know who they are, where they are, and what they like to read about.
Before you build your distribution plan, do research your target audience, so you know precisely who will be consuming your content.
You can start by collecting demographic data from your website visitors, email subscribers, social media followers, and customers. Take a look at your audience’s gender, age, income, location, education, and related categories. You can pull this information from Google Analytics, forums, your social media analytics tools, and more.
Also, in our last post on building a content marketing strategy, we mentioned how to build a buyer persona for your brand. You should take a look at it.
2. Understand The Content Type For Each Platform
There are many platforms, and we looked a bit at this in our last post. From email marketing to social media – which is further distributed into each social media platform – to your blog, forums, Q&A platforms, and more.
Each of them works differently for the content type that succeeds in them. Your distribution plan should be tailored to each platform to get traction.
You must understand the way each distribution channel works so you can customize your content to fit. You need to know how long or short you should go for your content. If emojis, images, and other media should come in. What sort of CTA to use – should it be at the beginning, middle, or end? Should it only be media or a mix of media and text?
All of these are important.
3. Set Your Goals and KPIs
SMART goals help us know where we’re going and what success might look like when we get there. Your content distribution plan should involve setting goals for your content, key performance indicators (KPIs), and what their metrics look like.
You could say you want so, so, and so reach on Instagram in this amount of time. That should then guide you on what strategy to put in place when distributing from hashtags to tap into, people/influencers to use, or ads to push.
4. Create Content
We’ve been hammering on the distribution part of the whole thing until now. You can have the best distribution plan in place but terrible content. Even if a good influencer was to market for you, if your content is terrible or deemed offensive/uninteresting by your target audience, your effort and money would be all for naught.
Create your content with the right goals in mind. Determine if you’re looking to be educative, informative, persuasive, or whatever it is. It’s imperative that you check out that blog on content marketing strategy as well as visual marketing; they’ll help you.
As you work on your new content, these tools might be helpful as well:
5. Distribute And Promote Your Content
Now to the deal of the day. As discussed in point two, push out each content based on the platform that’s right for it.
Also, take into consideration the time that works best for distributing to each platform. Many studies give out different information. Look at this one below, for example:
It might be right or wrong. One way to know what really works is to test with tools or even on your platform, what day and time you had the most engagement. Try to test it week after week. If you have noticed a pattern, then you can note down what really works for you.
For content promotion, that’s a whole other thing. We can’t truly cover content promotion fully in this blog post or in one blog post for that matter. However, we cover it in bits in many posts, and you can check out the blog section for them. Also, you can subscribe to the blog and follow us on our social media platforms for such tips.
We’ll mention here, though, that it’s important to know the basics from keyword research to influencer and blogger outreach to hashtag use, engagement, and more. Furthermore, have a content calendar – not only for the type of post to give out but also duration, date, time, and platform.
6. Measure And Analyze Your Results
Make sure to keep an eye on your content distribution results.
After you’ve published your content, take a look at Google Analytics, your social media analytics dashboards, and your blog performance. Make sure to measure and analyze your results at specific given intervals; it could be weekly or monthly.
Take notes from the results to make future improvements on your distribution plan.
Content Distribution Is Key
Rich content is a waste if those that are supposed to see it are not seeing it. Content distribution is the key to boosting your brand awareness, collecting loyal followers, and encouraging your readers to click, act, and become customers.
Put these content distribution tips to work and use the right tools to get your content in front of those that should be seeing it.
This is the difference between conversions and content that doesn’t convert. Need help? Shoot us an email: firstname.lastname@example.org, or comment below.
The Brand Ally is a web design and digital marketing company. We provide great website designs, mobile app development, SEO, social media marketing, and Google Ads.