Knowing how and where to distribute content is crucial to marketing success. Social media helps, but delivering content via earned media and video directories are important too. These are the must-use content distribution methods.
Content creation is at an all-time high. There are literally millions of blog posts published per day. Brands, marketers, self-help gurus and the neighbor down the street are all creating content. But without the right content distribution, no one will ever see their content.
Content distribution is the equivalent of the cable industry’s last-mile efforts to get programming transmissions into the eyes and ears of the cable viewer. Without spreading content as far and wide as possible, there’s little justification for creating it. Every member of a company is a potential asset when it comes to content marketing distribution, whether it’s sharing a new infographic or great video marketing pieces.
Unsurprisingly, distributing content through social feeds is the top way most marketers are sharing their content. Facebook, Instagram, Google+, Twitter and other networks are terrific vehicles to sharing your blog content, infographics and video snippets. A 2016 DCN research report shows that when big brands share their content on social networks, they experienced much higher engagement levels.
This is one of three key media that marketers use over time for content distribution (along with paid media and owned media, per Content Marketing Institute). Distributing content through this method takes effort. It requires a brand to engage fans and followers, cultivate a network of industry influencers, and be seen at all the right industry trade events and conferences. Remember, earned media works from a value standpoint because it costs time, not budget dollars. But the messaging and spin is out of company hands, so be ready to adjust the strategy if it backfires. By forging new influencer relationships, content streams will have higher chances of being shared along earned media pathways.
Video Sites and Infographic Directories
As content slowly morphs from text to visual components like video and infographics, online directories and communities are an ideal place to share content. Upload videos to your own site, to YouTube, Dailymotion, Vimeo and others. For larger brands working with well-known video directors, this list of more artistic/creative video communities is an ideal place to spread content, too.
Distributing great content is the crucial hit or miss part of the content marketing equation. Done right, and content numbers will go through the roof.