Content Distribution

Content distribution - promoting your content to the right audience

If content is king, then content distribution is queen.

You could be creating the best content possible, but if your audience isn’t seeing it and acting on it then what’s the point?

At Anicca Digital, we give content distribution the attention it deserves, making sure your great content also gets the attention it deserves.

With the sheer volume of online content that is created these days, even the highest quality content is at risk of being drowned out – so the more you understand the distribution channels the better chance you have of success.

Our approach to content distribution

To put it simply, content distribution is the practice of promoting content to audiences using a variety of formats through different channels. These different channels can be categorised into three distinct groups: Paid, Owned and Earned.

Use of paid media for content distribution

As you can probably guess by the name, 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:

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

As you are paying for a service here you get a good level of control over the distribution, and with the right budget and right tactics your content can reach a lot of new people.

Use of owned media for content distribution

This is a channel that you ‘own’ yourself, including:

  • Your website
  • Your blog
  • Your email marketing list

The benefits of using owned media to promote and distribute your content is that you have maximum control over it. However, you can only really reach a limited audience that is already following you or subscribed to one of your channels. Those that are following or subscribed need a steady stream of quality, relevant and appealing content to stay engaged with you.

Use of earned media for content distribution

This is when your content ‘earns’ its own distribution when others share it for you. Earned media 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.

During the creation of your content marketing strategy, we also look forward to the promotion and distribution part of the content marketing cycle. We work closely with our clients to put together a mixture of paid, owned and earned distribution to ensure content created makes the biggest impact possible.

Marketing automation and integration

Our aim is to create content that supports visitors at each stage of the buying cycle, even those that have already purchased.

Using Marketing Automation Software (MAS), we can deliver content adapted to individual visitors increasing the chance of a sale or lead. Find out more about marketing automation and integration.

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Call 0116 298 7482 to speak to one of our Consultants