Selecting content distribution channels
Posted: Tue Jan 28, 2025 10:12 am
Content distribution is the process by which you publish and share your content , whether through a blog, social media , videos, etc. It is the way you present your content to your audience and they consume it through different platforms and formats.
No matter how much time you spend creating your content strategy or writing compelling, quality copy, if you don’t distribute and promote your content correctly, you will never be successful. There are so many platforms to choose from and so many content distribution channels these days that it’s hard to know which ones to choose the right ones. Read on to learn about content distribution tactics that will help you.
Table of Contents
Steps for a correct content distribution strategy
Defining your distribution options
When you create content, it is essential to find an audience that is interested in consuming it . A very common mistake is to create all types of content and upload the content so that it ranks everywhere and as many times as possible so that it reaches a greater number of people. However, this approach of not taking into account the right people can end up having a bad impact on your business.
It is important to explore your possibilities and measure the linkedin data value of each platform before sharing your content there. There are three different categories of platforms:
Owned media : You control the content and distribution channels such as your website or email
Shared Media : Social media allows you to share your content
Payment methods : They allow you to share the content you want in exchange for a cost.
Establish your primary distribution medium
Many companies end up combining several of these platforms to effectively distribute content. However, when starting a content marketing strategy, it is advisable to start with a single channel of your own , such as a blog.
This makes it easier to measure and monitor the traffic you're getting and how engaged your audience is. Once you've built a community of engaged followers, you can expand to other channels to get more traffic and improve your audience's experience.
When a user shares with us, it is because they believe that the information is valuable enough for the people around them.
Develop a distribution plan
Once you’ve selected the right channels, it’s essential to develop a strategic plan to maximize the reach and effectiveness of your content. A detailed distribution plan considers who your audience is, what your goals are, and how to best leverage each available channel.
Deep audience analysis
Audience Segmentation : Determine not only who is most active, but also segment your audience by demographics, interests, and content consumption behavior. This will help you personalize and target your content more effectively.
Consumption preferences : Understand how your audience prefers to consume content. Do they watch videos? Do they read long-form articles? Do they prefer infographics or podcasts? This understanding will help you decide what type of content to produce.
Definition of specific objectives
Channel goals : Define what you hope to achieve with each channel. For example, you might use social media to increase brand awareness and a blog to establish authority in your industry.
Short and long-term goals : Set clear, measurable short- and long-term goals that will help you evaluate the success of your distribution strategy.
Selection of topics and content
Content calendar : Create a content calendar that details when and where each piece will be published. Align this with important industry events, holidays, and product or service launches.
Variety of formats : Consider a mix of formats based on effectiveness and audience preference, including blogs, videos, podcasts, and more.
Time planning and frequency
Consistency and Frequency : Determine the optimal posting frequency to keep your audience engaged without overwhelming them. Adjust posting times based on analysis of when your audience is most active online.
Style and tone of content
Style Guide : Develop a style guide to ensure consistency in tone and voice across all of your content, regardless of channel.
Tone adaptability : Adjust tone and style to the specific channel and audience, while maintaining consistency with the brand image.
Measuring Success through KPIs
Establish KPIs that will allow you to measure the success of each channel and type of content, such as web traffic, conversion rates, social media engagement, among others.
No matter how much time you spend creating your content strategy or writing compelling, quality copy, if you don’t distribute and promote your content correctly, you will never be successful. There are so many platforms to choose from and so many content distribution channels these days that it’s hard to know which ones to choose the right ones. Read on to learn about content distribution tactics that will help you.
Table of Contents
Steps for a correct content distribution strategy
Defining your distribution options
When you create content, it is essential to find an audience that is interested in consuming it . A very common mistake is to create all types of content and upload the content so that it ranks everywhere and as many times as possible so that it reaches a greater number of people. However, this approach of not taking into account the right people can end up having a bad impact on your business.
It is important to explore your possibilities and measure the linkedin data value of each platform before sharing your content there. There are three different categories of platforms:
Owned media : You control the content and distribution channels such as your website or email
Shared Media : Social media allows you to share your content
Payment methods : They allow you to share the content you want in exchange for a cost.
Establish your primary distribution medium
Many companies end up combining several of these platforms to effectively distribute content. However, when starting a content marketing strategy, it is advisable to start with a single channel of your own , such as a blog.
This makes it easier to measure and monitor the traffic you're getting and how engaged your audience is. Once you've built a community of engaged followers, you can expand to other channels to get more traffic and improve your audience's experience.
When a user shares with us, it is because they believe that the information is valuable enough for the people around them.
Develop a distribution plan
Once you’ve selected the right channels, it’s essential to develop a strategic plan to maximize the reach and effectiveness of your content. A detailed distribution plan considers who your audience is, what your goals are, and how to best leverage each available channel.
Deep audience analysis
Audience Segmentation : Determine not only who is most active, but also segment your audience by demographics, interests, and content consumption behavior. This will help you personalize and target your content more effectively.
Consumption preferences : Understand how your audience prefers to consume content. Do they watch videos? Do they read long-form articles? Do they prefer infographics or podcasts? This understanding will help you decide what type of content to produce.
Definition of specific objectives
Channel goals : Define what you hope to achieve with each channel. For example, you might use social media to increase brand awareness and a blog to establish authority in your industry.
Short and long-term goals : Set clear, measurable short- and long-term goals that will help you evaluate the success of your distribution strategy.
Selection of topics and content
Content calendar : Create a content calendar that details when and where each piece will be published. Align this with important industry events, holidays, and product or service launches.
Variety of formats : Consider a mix of formats based on effectiveness and audience preference, including blogs, videos, podcasts, and more.
Time planning and frequency
Consistency and Frequency : Determine the optimal posting frequency to keep your audience engaged without overwhelming them. Adjust posting times based on analysis of when your audience is most active online.
Style and tone of content
Style Guide : Develop a style guide to ensure consistency in tone and voice across all of your content, regardless of channel.
Tone adaptability : Adjust tone and style to the specific channel and audience, while maintaining consistency with the brand image.
Measuring Success through KPIs
Establish KPIs that will allow you to measure the success of each channel and type of content, such as web traffic, conversion rates, social media engagement, among others.