Content Distribution

Content distribution - promoting your content to the right audience

As an agency, our approach to content distribution can be categorised into distinct groups: Paid, Owned, Earned and Technical media (POETs), and all are different forms of digital content distribution.

You could be spending time creating the best possible material for your site, but if your audience isn’t seeing it and acting on it then what’s the point? Content distribution helps to increase brand awareness, get your content seen, engage existing customers, and attract new leads to your site.

With the sheer volume of material that is available online, it’s increasingly important to utilise your content distribution networks in the best way possible. There are plenty of options that as an agency, we will help you plan the distribution of your content to get it seen by the right audience.

Our approach to content distribution

We work closely with our clients to pull together a mixture of content distribution channels to ensure any content created makes the biggest impact possible.

During the creation of your content marketing strategy, we also look at promotion and distribution, in order to help you get the best out of your marketing.

As mentioned above, our approach can be categorised into distinct channels, which we refer to as POETs. Read on for some more information on the different channels we can help you use to distribute your content.

Using Paid Media to Distribute Content

Paid distribution is when you pay for your content to be promoted and to reach as many people as your budget will allow. Examples include:

  • Pay Per Click and/or Display ads (e.g. Google Ads, formerly AdWords)
  • Content distribution, discovery and amplification networks (e.g. Outbrain and Taboola)
  • Sponsored content/promoted posts on high profile blogs

As you are paying for a service here, you get a good level of control over the distribution of any content that you want to promote. With the right budget and right tactics, your content can be promoted to reach a lot more people.

Using Owned Media to Distribute Content

This is a channel that you have ownership of, and can freely distribute content to your existing network. Sources include:

  • Your website
  • Your blog
  • Your email marketing list

The main benefit of using your own sources to distribute your content is that you have maximum control over it. However, you can only really reach the audience that is already aware, following or subscribed to your site.

Using Earned Media to Distribute Content

This is when your content earns its own distribution, such as when others share, link and distribute it for you. Earned media distribution can include:

  • Social media shares and mentions
  • Product reviews
  • Mentions on blog posts
  • Press coverage

Earned distribution like this can be very powerful as independent recommendations can be highly credible.

The acronym we used to describe methods of content distribution is called POETs, standing for Paid, Owned, Earned and Technical media. You can read more about POETs in our A10 Marketing Framework, download it here.

For more information regarding our content distribution services and how we can help you achieve your business goals, contact the team.

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