Content distribution – pushing your content in front of the right audience
If content is king, then 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 advertisingContent discovery and amplification networks (e.g. Outbrain and Taboola)Sponsored content/promoted posts on high profile blogsPay 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 websiteYour blogYour 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 mentionsProduct reviewsMentions on blog postsPress 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.
Here at Anicca we use a mixture of all three channels…
As all three content distribution channels offer their own benefits, we find using a mixture of all three is the best approach to effectively promote your content.
Depending on the types of content that are being produced, what format they are in and what the aims of the campaign as a whole are, we will use a combination of Paid, Owned and Earned media to amplify that content to the right audience.
Our dedicated Content Marketing team have researched, planned and implemented successful campaigns for a range of different businesses in a variety of markets, from small local businesses to national ecommerce brands.
To find out more about how we can help you, call us on 0116 298 7482 or contact us using the form below and we will be happy to talk this through with you.
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