It’s all about distribution.
You’ve created some killer content, but how do you make sure it gets in front of the right people? Let’s be clear; great content is only half the battle. You can have the best content in the world but unless it’s reaching your target audience, it has no value.
Content distribution is a crucial yet often-overlooked area of content marketing. Here’s 5 tips to get your content in front of the right audience.
1) Know your goals
Before you can distribute any piece of content you need to first work out what your goals are and who you’re trying to reach.
Ask yourself these questions: what do you want to communicate? Who are you communicating with? What do you hope to gain — new visitors, social shares, conversions, followers, brand awareness etc.? Lastly, how will you communicate this message across your different platforms?
2) Find out which channels work best for you
Content distribution is changing and there are now a multitude of distribution channels available to marketers, including unpaid and paid. What you need to ask yourself is: which channels are you willing to invest time and money into? And which channels will work best for your content types?
Each distribution channel has different audiences and requires different needs. Instagram and Snapchat are visual platforms dominated by imagery and video content, and predominantly used by younger users. LinkedIn is a professional network platform that is mainly used to share blog articles, infographics and other word-based content.
Twitter is a word-based channel that works best for stimulating and engaging in online conversations. Facebook is a hybrid social network where almost anything goes and 25-34 year olds make up the dominant age-group of users. Videos, articles, images, blog posts, podcasts etc. – can all be shared on this platform.
Find out what channels your personas use and repurpose your content to suit each platform. Don't just copy and paste the same message across all your social channels. Learn about each platform and create a content strategy for each separate distribution channel. You won't regret it.
Top tip: Chances are that you have a lot of content going out each week. In order to keep you organised and save you time each week, consider investing in software such as Hubspot or Hootsuite. They have a number of functional benefits such as integrated content planning, social creation, social scheduling and analysis tools.
3) Sharing content at the right time
It’s not enough to create great content. Your content needs to be relevant to your persona’s buyer stage. The right content at the right time is crucial to achieving your desired impact.
It makes sense, right? If your persona only wants information, why would you offer them a product? They want to learn, not buy – at this stage of the buyer journey.
When you get this right you create a better customer experience and increase conversion rates. Get it wrong and you’ve fallen on deaf ears. Consider not only how you reach your different personas but also when, in order to maximise your results.
4) The importance of lead nurturing and conversion
Your content needs to connect and engage with your personas at all stages of the buyer journey. As part of this, your goal should be to progress your leads through the sales funnel.
You need to continually nurture your leads or you’ll lose them. In order to achieve this, always ask yourself: how am I adding value with this content? If you can’t answer this question, rework your content until you can.
Put yourself in your persona’s shoes — are you providing relevant content that adds value to their lives? Monitor this by actively tracking your site visitors’, referral sources, engagement levels and conversion rates. This will tell you valuable information about your site visitor’s behaviour.
5) Relationships matter
Content marketing is not just about sharing content. You also need to actively engage with your social communities. This means sharing your persona’s content, joining in and stimulating conversations and following your personas across their social channels. Your personas will engage with your content if you engage with theirs.
Building relationships can be the difference between engaged and passive communities. It is important to show your personas that you understand their needs and can give add value to their lives. Value can be in the form of relationships, information and resources. Provide value on a regular basis, and watch your relationships grow. Build strong relationships and your online communities will ultimately do a lot of the work for you.
Once you have implemented the 5 steps outlined above, you will know how to set goals, choose the right social channels, schedule your content at the right time, nurture your personas and build relationships in your online communities. Once you have carried out these steps, you will know exactly how to get your content to the right people at the right time. Not only that, but you will have a clearer idea about how to add value to your persona’s lives. And this is how you create long-term value for everyone involved.
If you are still in the early stages of content development, consider using this free content calendar by clicking the banner below. It will help you create a simple content plan and keep you organised in the coming months.