So your blog is ready and you have invested a good amount of time in creating some of the best content.
But are you in a fix as to why hardly a few people have viewed clicked or shared it?
Well that sucks and its an indication of a flawed promotional and distribution strategy. A great content is
a base but beyond that, we need to understand distribution channels. Take for example About.com; one
can lookup for anything on Google and voila!! About.com pops on the first page because they figured
out the SEO and they know how to do it well.
Check out some of the best hacks below for an effective content distribution.
#1 Content distribution channels:
Every content varies inherently and fits into different platform differently. From Portals to search engine
to social media all need to be tackled differently. What may work on Pinterest may not work on
Facebook or Twitter.
Understanding the user base is also important. Accordingly, tools, network and medium they frequent
most often should be selected to provide content in the form they enjoy the most.
It's imperative for a company to crack the code of what people want.
Every brand lives and dreams of their content going viral. For a content to be successful it’s imperative
that people not only consume it but also share it at the same time.
Peer to peer sharing and recommendation is incredibly important from a marketing perspective. There
hasn’t been a better tool than the word of mouth in marketing. Don’t forget to add a non-obtrusive
share button to give a snowball effect to your content.
More people click more on a genuine authentic story rather than a made-up banner. Adopt a more
realistic tone to the messages at the onset.
#2 Build-up your mailing list:
Once you already have a website and regular content flowing with good search volume. It's time to
move to a non-branded search. Building an effective mailing list is essential. Companies do it in
exchange for a cleaver reward like discounts or alerts. But the goal should be to make viewers go for a
regular subscription. MailChimp does it quite efficiently thru well designed targeted marketing
campaigns and rounding it up with analytical reports.
#3 Identify communities and target groups:
Brands need right people who spread the right word at the right moment. An expert's words surely
counts in the industry. Every niche has a dedicated group of the so-called right people. A super-niche
group may have a smaller number of people but they all will be highly active and prove to be far better
#4 Don’t spam, Engage too:
Once a post is been submitted it’s very important to follow it up too. Engage with visitors and address
their doubts, answer questions. Communication must be a tow-way process, where readers give reviews
after reading and the owner of the post responds to complete the cycle.
#5 Get personal on Facebook and LinkedIn and Youtube:
Brands that are on social media have 50-70% more chance of influencing users. Facebook is an
important medium as it stands second to Google in terms of popularity and visitors. Facebook is a must
go distributing channel to drive most of the social referral traffic.
Prominent companies have their own channels on YouTube where they do everything from filling the
info gap, interacting with fans, post funny videos indirectly related to their niche. Blendtec gained
extreme popularity with it’s ‘will it blend’ video where they blend a newly launched iPhone in their
blender and Red Bull reached a billion views mark on Youtube. Such is the power of the social channel.
LinkedIn also has a highly focused base to target relevant contacts.
#6 Repurpose and repackage content:
Churning-out content for different audiences helps to extend the reach of a single post many times.
While releasing a new white paper or publishing an infographic, think about other places where you can
re-use it. Content should always be in liquid form, for example, it should be designed in a way where it is
easy to turn a press release into a blog post.
#7 Latch on the wide user base of the influencers:
Influencers in the industry have a large fan following and their words count. You can ask for permission
to post on their blogs whereby you can leave a link (create a backlink) to your site. A simple
acknowledgment from them is enough to gain the right attention plus the advantage of accessing a wide
viewer base of the influencers is incomparable. So gather a list of target influencer and garner their
#8 Make use of the paid ads on social media:
Social signals plays a large role in search rankings. Paying to increase engagement on your piece of
content and that too at a relatively cheap cost really helps. These sites also have tools to measure the
impact and results of the add to help make most out of your postings.
#9 Power of SEO:
It is very important to optimize the content so it’s easy to be found on Facebook, Twitter, and YouTube
etc. Add relevant terms to captions and description after identifying keywords ranking and volume.
Direct hashtagging with quippy quotes ensure results are brought to light quickly.
#10 Other mediums:
Garner interest through webinars, publishing guides and by interviewing industry experts, Organize
product reviews, testimonials, and demos, launch ongoing campaigns to garner organic traffic.
Spread the awareness on various channels and let your campaigns evolve by spending a portion of fund
and time on experimenting with various channels. Its all about trials and test of what works and finding
the right mix to grow the loyal audience base.