It's safe to say that there is no shortage of content.
Millions of new blog articles are published every day.
However, most of them offer little added value and most articles don't get the attention they deserve.
Because the content is not distributed.
People don't read it because they don't know about it.
It's just about sitting on a website and collecting e-dust.
Content marketing is much more than just creating content.
After creating it, you need to make sure that users read it.
Unfortunately, most content marketers will queue an article for approval in Buffer, mark its task done, and move on to writing their next article, which receives an equally small number of visitors.
That is wrong.
Everyone within a company must be held accountable, including content marketers.
Create a content strategy that clearly defines the goals you want to achieve.
Ross Tavendale has developed his so-called COPE framework here, which is very comprehensive – give it a try.
How can you even look back on your work and learn from it what went well and what not without these goals?
The ROI of content marketing without sales will be very low.
Especially in highly competitive markets.
You have no chance to fight.
People will read the content of your competition, although it may be only half as good as yours.
Sounds frustrating, doesn't it? And unfair.
Well. This is because it is both.
While Google is always finding out what high quality content is, it's far from perfect.
You will often find the most popular content and not the best content at the top of the SERPs.
On social media platforms, it is popularity in the form of engaging with your content that causes or breaks the success of content.
Have you ever heard the phrase "if you build it they will come"?
Yes, in most cases that's not true.
Yes, you can do something very spectacular that will go viral.
But most people just have to cut their asses to get people to buy their product.
The same applies to content marketing. You have to put blood, sweat, and tears into spreading your content. You will then see your content attract attention, attract links, and start ranking.
Content distribution is about understanding your target audience, building relationships, and building a repeatable framework.
Here are nine steps to get started distributing your content.
1. Find your target audience
On which platforms is your target group present?
Find out and get involved.
Every community has places where members come together virtually – and in real life.
Discover where they are.
Here are some examples of digital marketing:
- Discord workspaces.
- Facebook groups.
- WhatsApp groups.
Tip: On Reddit, you can search for links to a specific domain at the following URL: https://www.reddit.com/domain/example.com. Just replace "example.com" with a domain.
2. Research successful content formats
Which content formats are exceptionally good on the platforms your target audience is on?
Analyze this content and find out why people love it. You need to learn what makes your target audience tick.
For your content distribution to be successful, you need to create the right types of content.
So this research is entered for the content creation phase.
Example: People in the SEO field love case studies. This Apollo Digital case study was successfully distributed and received 88 referring domains as measured by Ahrefs.
Tip: Search the history of a subreddit to find content that people loved. Here are the most successful entries in this year's BigSEO subreddit.
3. Build a reputation and engage with others
Participate in discussions on the platforms you identified in step 1.
Build a reputation and connect with others in similar roles, and maybe even in the same field if you are not a competitor.
Provide meaningful insight, help others solve problems, and help them share their content – build a good relationship.
Tip: While you are not thinking about travel right now, meeting real people is the strongest connection in my opinion.
4. Create a reinforcement list
If you deal with others, you will find that you are really clicking with some of these people.
They are great candidates to put on your amplification list – the people you can call to amplify your message.
Don't forget to include your co-workers – they are often forgotten in the process, but they are actually a huge benefit in content distribution.
Make no mistake – creating an expansion list requires a significant investment and will only work if you are authentic and make sure it is mutually beneficial.
Tip: Doing something small but thoughtful for someone goes a long way.
If someone mentioned that they loved a particular book or were concerned with a topic: don't hesitate to send them a book or introduce yourself to others.
You would do that for your "normal" friends too, right?
5. Ask for feedback
You wrote a great article, but maybe your extension list can make it even better?
The swarm spirit knows a lot more than you.
Now is the time to reach out to your friends for feedback.
You will find that you have missed a few things here and there – and that your friends have no problems helping you share the word about your content.
You checked it. You know it's solid.
If you've contributed, you'll be happy to share the word about it.
Rinse and repeat.
Tip: Phrasing is important. Don't just ask "What do you think of my article?"
Instead, ask, "How can I improve this article?"
You will find that you get more useful answers.
6. Create a repeatable framework
In the meantime you have achieved some success – people have found the way to your content and loved it.
Now that you've had a taste of success, you'll want to do it all over again. And get even better results.
So create a repeatable framework for distributing content.
You know where your audience is, they know you, you have a group of friends to call, and now you can start standardizing your approach.
Be careful though; This doesn't mean that you found out.
Don't be lazy – keep learning and improving!
Tip: Make notes of each distribution run you have performed. For example, find out who runs your favorite subreddit and who compiles influential newsletters.
7. Make an email contact
Don't underestimate the possibilities of targeted email contact (but not spam!) As part of a content distribution strategy.
However, you have to choose the right approach. Personalize the reach and ask for feedback from the people you contact.
Start a conversation and head towards your goal, which should be mutually beneficial.
Tip: Alexandra Tacholova, a contributor to the Search Engine Journal, has written a useful guide.
8. Be inspired by others
You will come across people who really have mastered the art of content distribution.
Try to reverse engineer their approach: learn what they did and try to find out why.
What did you do well?
Can you replicate that and add it to your own framework?
Tip: Put others' content in SEMrush, Ahrefs, Moz, Majestic and BuzzSumo to get a good feel for what they did and where they did it.
Caution: Don't assume that everything other people do will work.
Use common sense and experiment.
9. Examine the distribution of paid content
Using paid content distribution can be a good kick-start for your content distribution – but it can also be absolutely necessary if you are in a very crowded niche.
I would highly recommend reading this Grow and Convert people blog post explaining why they focus less on organic than paid distribution.
Start distributing your content today with these nine actionable steps.
Keep on rising and follow these smart people on Twitter for more inspiration: