Content marketing strategy needs to be effective to be visible on the internet. It is what that determines your goals, audience preferences, and creative execution. The quality and the right promotional method on social media play a paramount role to decide how many times your content will likely appear. It is very challenging to stand out when the competition is fierce.
The results do not solely depend on the quality of the content though. How you optimize is another serious task. Your content strategy will produce a bleak result if you have no distribution plan. The distribution part is subsequent to the publishing stage that makes sure that the content will be seen by the world. Before you know how to create a distribution plan, you must know what it is.
It is a strategic plan created to reach the right audience at the right time so that they take the desired action like signing up your newsletters.
Look over a suitable distribution option
Many companies think that distributing content everywhere will help them get desired results, but the fact is it holds little regard. You know who your target audience is, but how do you know that the right audience is seeing your content? How do you decide that visitors will have a meaningful impact on your business?
For instance, you have an e-commerce store of selling health supplements and your target audience is the youth between 20 and 35. If you create a blog on “weight loss tips” to promote your supplement, you need to make sure that overweight people who are actually interested in buying supplements are visiting your blog. Otherwise, you will not be able to turn them to sales.
Before you publish your content on any platform, you need to gauge its value. There are mainly three distribution plans:
- Owned media: It includes your own distribution channels such as websites, emails, newsletters, blogging.
- Shared media: Facebook, Twitter, Instagram and other social media platforms fall in this category.
- Paid media: PPC advertising, display ads, and branded content are a few examples of it.
Each media plays a different role when it comes to content marketing. You may have to use the combination of these from time to time. Whether you have a small enterprise or big, you need to continuously monitor the type of traffic landing on your site and accordingly, you will keep switching from one distribution platform to the other.
Plan for a particular channel
Once you have decided the type of channel you will use to distribute content, the next step is to check whether the channel has your target audience and how it does align with your goals outlined in your content marketing strategy. Creating content around what you know the best is different from the content around information that your audience is seeking.
Your target audience is likely to be found on different platforms, but they would be seeking different information everywhere. You must know what persona is active on a particular channel. Apart from the audience, you will have to consider these points too:
- Goals: Since the ultimate goal is to generate revenues, make sure that the platform can help you achieve your goals. Check whether it provides unique opportunities or not.
- Sharing pace: Specify the subject area around which your posts will be. Decide which time of the day the content should be published.
- Format: Consider which type of content your audience would like to consume, for instance, text, podcasts, videos, infographics etc.
- Key performance indicators (KPI): You will also have to determine which KPI will gauge content performance against your goals.
Essential distribution platforms include emails newsletters, blogs, articles, conferences, online presentation platforms, webinars and print media.
Do marketing efforts
Your role does not end as you publish content. Of course, your audience is not going to discover it themselves. You will have to make little efforts to improve its visibility. It is important to be found by the right audience at the right time, no matter where you publish your content. However, your marketing efforts bring positive results if you meet the following criteria:
- Your content must have information that your audience has been seeking. It must have something to lure them, otherwise, they will not find it worth reading.
- Never forget the rule of engagement. It is essential that your content hooks your audience to it. Brainstorm techniques how you can make it excellent. Bullet points, images, videos make content attractive.
- Further, you need to determine whether your content tone is a good fit for your audience. Does it have sensitive information that may put your brand reputation at stake?
As you market your content on different channels, you need to analyze the results. You must know which type of content gets you the most traffic. Try to create different types of posts to see what content receives the maximum clicks from your audience. This will help you develop more ideas to engage them. If your content strategy is not able to produce desired results, you should revamp it totally. Knowing where your content falls short will help you think of innovative ideas to make necessary improvements.
The bottom line
Content distribution plan will work effectively as long as your content provides information that users want. No matter which type of platform you choose to distribute your content, the rule of thumb says that you should use all of them to obtain results quickly. Make sure that you study each platform before publishing content so that your efforts do not go in vain.
Never hesitate to use paid platforms such as paid search, influencer marketing and paid social media promotion. Such marketing campaigns will help you get on the top page of search engines. However, you should not ignore the importance of organic optimization of content. Try to use the combination of both. Paid advertising techniques are best when your business has a slow pace to reach the target audience. If you have run out of money, you can take out doorstep loans. Many lenders offer doorstep loans like Provident and Loan Lender. These short-term loans can help you have your business growing during cash shortfalls.