When it comes to inbound marketing, content is said to be King. If that is true, then content distribution is the Royal Chariot! So what works best to get seen?
One of the often misguided bits of content marketing advice that get passed around is that if you simply create good content, you can drive traffic to your website. While it is true that creating good content is absolutely essential for content marketing, it is only the first part of the equation.
Content distribution is the real key to driving traffic, generating social shares, and expanding the reach of your content. Whether it's through social media channels, email marketing efforts, or even with paid distribution services, the goal is to get your content in front of as many interested eyeballs as possible!
Basic Content Distribution Options
Content distribution is how you can promote and share your content using different formats and various online channels. With a few exceptions, content channel options can be broken up into three categories:
- Owned Content Distribution: Owned means channels and formats that belong to you. This typically includes your blog, any email newsletters your publish, and your social media platforms, etc.
- Earned Content Distribution: This refers to third-party channels and platforms that can distribute your content on their own sites or publications. It also includes guest posts from you, social media retweets or shares, and even media mentions or reviews.
- Paid Content Distribution: Paid simply means you pay for your content to be distributed. This can be through content distribution services, or in the form of pay-per-click services such as Google AdWords or Bing Ads.
What Channels Work Best for Content Distribution?
Like many other aspects of online marketing, the tools, technology and platforms change and evolve over time. Channels that were hot five years ago may not even exist today. And others are coming to the forefront that didn't exist a few years back.
The good news is that marketers and business owners have contributed their own experience and insights to a number of studies and surveys that provide a good picture of what works today. We put together this infographic to illustrate the top seven channels being used this year by the majority of content marketers.
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Major Insights for Content Distribution Selection
Not every channel works equally well for every business, or every type of content. The upside is that almost every distribution channel being used predominately by marketers is free. But keep in mind that "free" still means time and effort is required.
While actual results may vary, as they say, these top seven distribution channels have been listed in order of overall effectiveness. That is to say, that email, for example, is still one of the most effective means for getting your content beyond your website.
Video can involve some investment on your part, but it still provides some of the highest ROI for marketers and brands. Whether the video is your original content, or a repurposing of some original written content, video is still one of the most powerful means of getting content seen and can provide you with the biggest "bang for your buck."
The last three channels noted - influencer marketing, guest blogging, and paid distribution - can be quite effective, as well, but they are somewhat more involved and complex in the case of influencer marketing and guest blogging. And paid distribution is exactly that: content distribution services that you pay for. These can be incredibly effective, but there are also many not-so-reputable or quality sites out there to avoid.
Expert Help for Your Content Marketing Strategy
You probably already know that implementing content marketing can boost traffic for your business. But achieving your marketing objectives with a content marketing strategy takes time. It won't happen with a few blog posts or some other great content.
People will need to consume your content for a while before they contact you. Yet, without your content compelling them to contact you, your goals may never be met.
The good news is that you don't have to figure out alone. In fact, one of the best investments you can make with your marketing budget is to partner with a solid firm like BroadVision marketing. Click this link to get your free Complimentary Inbound Marketing Session so you can make an informed decision, or call BroadVision Marketing at 707-799-1238.
