A common misconception with content marketing is that campaigns can be measured by the quality of content produced. In reality, though, the best content can often go unnoticed, failing to find the audience it deserves. While quality content is a central pillar of an SEO campaign or digital marketing campaign, distribution is also an integral factor.
People need to be able to access content that appeals to them, with distribution taking place across multiple channels. The following distribution channels can all have an important place in syndicating your content to the most visible places.
Blogging & Writing Articles
The evolution of open-source blogging platforms like WordPress has made blogging for personal or business reasons easier than ever. However, using this blog as a marketing tool still requires hard work and a well-developed strategy. Developing your own blog should be a long-term strategy for content distribution.
Initially, you may have limited subscribers and little traction for new posts. Over time, though, you can grow your audience, so that each new post gets shared and discussed on a wider basis. Blogging requires consistency, ensuring audiences know roughly when they will get new content.
Also, it can help if you engage with readers, answering comments, and creating new posts based on audience responses. It’s important to consider SEO when blogging and choose topics that have high search volume. When writing content, but sure it’s content people are searching for, not just content without a true purpose or intention behind it.
Social media can quickly become a valuable promotional outlet. There are various social platforms that are tailored to different types of content. Instagram, for example, is primarily designed for images, with options for short videos.
Twitter can be a good place to promote articles, using the format to discuss some of the points being raised. Ideally, you will grow each social platform, giving you multiple options for content distribution.
SEO can provide a consistent flow of targeted traffic. Most SEO work will be done in conjunction with blogging, creating detailed articles that can then rank for key search terms. You can use a keyword tool to uncover the most appropriate search terms in your industry.
Next, you should look at the existing pages ranking for these terms, identifying ways you can improve the content. After publishing your article, you can use your other distribution sources to promote the page and potentially receive a high ranking.
Remember that with SEO, there are different strategies depending on your target keywords, goals, etc. For example, if you’re a huge e-Commerce retailer like Zappos.com you will want to learn about e-Commerce specific SEO strategies. If your site’s blog runs on WordPress, you may want to hire a WordPress SEO company and check out WordPress SEO plugins like Yoast.
Pay-per-click (PPC) advertising is an effective strategy when you can generate a positive return on your investment. For many businesses, this return will be generated with the lifetime value of a customer, with the content helping to bring people into a sales funnel. Google can be an important PPC network, while social platforms like Facebook and Instagram can also be effective. Along with driving traffic, PPC can also help to grow your brand.
Retargeting is similar to other paid traffic sources, but you are targeting people who have already shown an interest in your brand. You can, for example, target people who have already visited your website with advertisements.
There are numerous approaches you can take with retargeting, depending on your overall sales funnel. For a content marketing plan, though, one option is to promote content to people who have been introduced to your brand through your website.
Influencer marketing is more commonly associated with e-commerce products. You can, however, adapt it to work with content, helping to increase consumption and grow your brand. Choosing the right influencers is key, so study the names within your field and use a tool like BuzzSumo to uncover people you don’t know. It is also important to work alongside influencers as they know what their audience responds to better than anyone.
Learning how to build strong business relationships can be one of the biggest factors in reaching a significant audience. In some cases, a recommendation from an important industry figure can change your fortunes.
Reaching out to a wide array of people in your industry will produce varying results, but you only need small numbers of people to promote you. An effective strategy for building relationships is to offer value first, such as leaving blog comments, engaging on social media, or providing a guest blog post.
Content marketing is one of the most effective strategies for promoting business online. People are eager for quality content to consume, with articles, videos, podcasts, infographics, and much more proving highly popular.
A lack of effective distribution, though, is one thing guaranteed to ruin a marketing plan. People need to be able to find your output in the places they typically consume content. When you can ally quality content production and distribution, your campaigns are best positioned to hit your targets.
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