Hubspot claims that Content Marketing is 62% cheaper than traditional marketing. It still takes time to produce. Time is money, they say. Every piece of content you create, photograph, or film should be counted. You can increase your website traffic by using more efficient content distribution strategies.
Average content marketing generates nearly three times as many leads than traditional marketing, so it's not unreasonable to expect it to do even more. It can, in both quantity and quality.
Optimizing your content distribution strategies will not only increase your web traffic and therefore your leads, but it can also improve your quality leads. Your content will reach more people that need it by using targeted content distribution strategies.
You will have more visitors, and for most of them, qualified prospects. This is a game changer in any industry. Let's take a look at four of most successful content distribution strategies.
Here are some quick tips:
- To maximize your ROI, repurpose content
- For the best reach, target specific customer segments.
- Keep your customers in mind by providing them with relevant and authoritative content.
- Use your employees' enthusiasm and energy to share content that inspires trust within their networks.
Content Promotion vs. How to tell the difference between content promotion and content distribution
It's crucial to understand how and where you can promote the blog posts or infographics you have sitting on your desktop. You can gather the demographics and behavioral data that you need to reach your audience by conducting a systematic research on them.
Effective content promotion and distribution are key to a successful content marketing campaign. It is not about spending money on great content creators, producing valuable content and sharing it on social networks. A content marketing strategy that succeeds should prioritize the foundation for expanding your content's reach, exposure and visibility.
Sometimes, the terms content promotion or content distribution can be interchangeably used. Content marketers need to know the difference.
Content promotion refers to the act of making your content available on as many channels and platforms as possible in order for your target audience to find you. Simply put, content promotion is making your content accessible to the public.
Content distribution, on the other hand has more specific goals. Instead of sharing your content and hoping that everyone will engage, you distribute it to targeted communities and individuals where engagement is higher.
(Content Promotion Example).
Content distribution and content promotion are different because of the objectives. Content promotion involves sharing your content with the entire world. Content distribution focuses on targeting only the “high-potential” accounts to maximize conversion rates.
(Content Distribution Example).
Content promotion includes publishing content to your blog, optimizing the content for search engines and sharing it via various social media channels. Content distribution includes sending your content via email newsletters, outreach emails, and SMS messages.
Questions to ask to get content distribution right
You now know the difference between content distribution and promotion. Now you must ask these questions in order to decide where and how you can reach your audience.
What's your purpose in creating this piece of content?
Each piece of content needs to have a goal. Before any activities can begin, it is important to establish your goals.
Are you looking to get people to visit your online shop, even if they are just browsing? Or do you want them signing up for your newsletter to be notified about future discounts or store events?
Your content sharing strategies will be influenced by your goals. These include where you are promoting, when and how. No matter what your goal, avoid distractions and focus only on the activities that will help you achieve it.
Who would you like to see or read your content?
Identify your target market and understand why you are trying to reach them. Your target audience should be clearly defined. This information is essential to your overall content strategy. Your strategy will not be optimal for the right audience if you don't have a clear understanding of their needs.
Do you want to reach potential clients or existing customers? Are you hoping to reach millennials with your content? Do you hope their social sharing power will increase brand awareness? Are you trying to reach high-ranking executives and managers responsible for purchasing and business decision making?
You should either create buyer personas or take into consideration the psychographics and demographics of your target audience.
(Buyer Persona Example)
- Which is their gender and age?
- Where are they located?
- Are they married or single? Are they married?
- What are their jobs?
- How much do they earn?
- What do they think?
- What are their goals
- What are their biggest challenges and pain points?
- What are their likes and dislikes?
What content does your target audience consume?
Once you have a clear picture of your target audience, it is possible to determine their content consumption habits.
Do they spend more time on their smartphones or their desktop or laptop computers? Are they more drawn to short videos than long articles? What keywords are they using to search for content online?
Be present in the context of your audience and communicate with them using a language they can understand. You can determine how, when, where and why your audience consumes online content, and then plan your content promotion strategies and distribution strategies accordingly.
What time do you want your audience see your content?
Some content is timeless, while some are more time-sensitive. If you create a Christmas piece, your content must reach your audience before the holiday season. It's crucial to remember that time is critical when creating content such as this.
You can always refer to your buyer persona data again to determine the best way to reach your target audience in time for holiday rush.
12 Tips and Strategies to Improve Content Distribution
Now that you have answered all the relevant questions, the information is now clear. Now you can start to create and implement a content promotion and distribution strategy.
1. Perform a Situational Analysis
This is where the real work begins. Audit your content and all available channels. It is important to identify all platforms, software, and tools that you want to include. Analyze the channels that you have in place to promote and distribute your content.
If you have a blog, Facebook or Twitter page, find out how many subscribers and followers each channel has. Also, check if your audience interacts with your brand through that channel.
Do these channels and tools provide enough support to help you achieve your goals? Do you have the resources and manpower necessary to launch a large-scale promotional campaign across multiple channels?
If you don't have the budget, determine what you can afford and remove, modify, or add to existing channels. You should review your marketing budget to determine which content strategies are generating the most results.
2. Optimize your Content for Search Engines
SEO can help narrow down your audience. Long-tail keywords are those that people use to search for content. You can use tools such as Ahrefs Keywords Explorer and Semrush Keyword Magic to find keywords that have significant search volumes.
To narrow your search engine ranking and target the right keywords, you should only focus on one or two pillar keywords. Search engines will find your content easier if you focus on just one or two keywords.
It is important to include your keyword on every page. On-page SEO can make your content visible and easier to index and crawl by search engines.
3. Social Networks: Share Your Content
Some of the most popular social networks for content promotion are Facebook, Twitter and Instagram. Post your content on social media channels that are most popular with your target audience.
You can reach your target audience by joining groups and communities. If you are creating content that is specifically targeted at mothers, it would be a smart idea to search for social media channels mothers use to find information. Are they more active on Facebook than they are on Pinterest?
You need to look at your buyer persona again to determine which channels are most relevant to your target audience.
You should link to your blog posts via your social media channels. These posts will most likely appear in the feeds of your followers. You can also repurpose content on channels that target your market.
Let's take, for instance, that you make boho chic women's jewelry. Your target market are millennial and Gen Z females.
You have just published a blog article on the legends and history surrounding this month's birthdaystone. You want to give that content more traction. Therefore, you need to reach people outside of your social media network.
What is your target market?
Most likely on these sites:
- Instagram: This site has a lot of visual pop and interesting photos. You can stage your jewelry by dressing up in period clothing. Learn more about the stone's legendary power and include the link in your blog post.
- BuzzFeed: This online magazine attracts half its readers between 18 and 34 years old. It features newsworthy, quirky stories that appeal to the majority of its audience. To make your blog post more provocative, you can rework it. A great place to start is “Were emeralds responsible for Cleopatra’s powers?” You could explain these to your audience, as many people still believe in gems' healing and spiritual powers. Make sure to include a disclaimer stating that you are not claiming these powers for your product.
- Pinterest: This site is a visual bulletin board that showcases one's favourite things. This site is popular with women and it is a great place for you to display your products. Make sure to link back to your blog post.
B2C companies are likely to have a target market that loves to browse the internet. It's crucial to find out where your target market is for B2C businesses. You need to promote your content to new and interested audiences, whether you are a B2C company demonstrating your widget on YouTube or a dealer using your blog post to explain why your Chevy needs oil changes.
You will need to reuse content in places that your target market frequents if you are a B2B business. You'll reach new businesses by providing content that discusses industry developments or that solves difficult problems for them.
You can reuse your content on platforms like LinkedIn, SlideShare (make sure you have professional-looking infographics), Forbes, Inc., and Huffington Post. Try to get your content onto regional B2B platforms if you are unable to access the national publications.
However, one word of caution. Be sure to publish your repurposed content only on the best quality website. If you don't, your prospects in B2B will think that your products or services aren’t of high quality.
Brent Barnhart, Sprout Social's founder, advises that you must nurture relationships online and offline regardless of whether you are targeting the B2B market or the B2C. We couldn't agree with you more.
Organic shares can increase your content reach exponentially. Through industry-related LinkedIn groups, forums and forums, you can expand your online network and reach potential customers in each sector. Meet with industry leaders in person. They'll be happy to share your content and help you solve their problems.
4. Semi-Automated Social: Unlock the Power of Semi-Automated Social
Automating your posts is a great way to stay efficient and not overwhelm when posting content to social media. However, it is important to adhere to automation etiquette. It is important not to appear robotic; you want your audience to believe there is someone behind this presence.
You have many options to automate your posting. These are great places to begin:
- Socedo allows you to find relevant leads on Twitter, and then nurture them with automated engagement.
- Social Jukebox allows users to create collections of social posts that link to their evergreen content. There are rules that allow you to repost them according to your schedule.
- You can grow your audience with Narrow on autopilot.
These tools allow you to monitor and analyze social media activity, so that you can decide what is most important for your brand.
To track conversations about your delivery methods and reveal your best leads, you can use social media management tools such as Tweetdeck or Hoot.
Keep an eye on social media activity in real-time. Keep your social media accounts active. Relying solely on automation can lead to serious consequences. To get the best results, you will need to experiment with different settings until you find the right balance between automation and manual engagement on social media.
5. Do not forget your employees
Your employees are one of the best ways to spread your content. Your employees are the best way to spread your content. Only a third of people trust brand messaging, and nearly 90% trust recommendations from friends.
Engaging employees at work and encouraging them to share content that will benefit their contacts is a great way to build trust in your products and services.
This is huge, regardless of whether you are primarily B2C- or B2B. This and other content distribution tips will help you increase your web traffic, which will lead to an increase in revenue.
6. Payed distribution channels are worth considering
Paid advertising can now be more targeted than ever. Retargeting ads can be used to give your content a second chance at reaching users who have either searched for your keywords, visited your site, or any other trigger.
You might think that you own a valuable piece of content, and that people shouldn't pay to see or read it. You're not paying to make people aware that it exists. It doesn't matter how amazing your content, if it isn't seen, it doesn't exist.
7. Send an email newsletter to current customers and subscribers
Email is a great way of building and maintaining relationships with existing customers and followers. It is also an extremely effective channel for content distribution.
If you have email subscribers, you can repackage content for email and inform your subscribers that new content is available on your blog.
Segment your email list to ensure that you only send content to those subscribers who want it. Personalizing your emails will help you build a relationship. Email marketing is an option to reach your target audience.
Send your blog posts to customers or subscribers that can use them in their day to help run their businesses more efficiently.
Don't stop there. These people are interested in your products and have become subscribers. Customers have shown an interest in your products and services by purchasing at least one product.
You can reward them with more content that will help them solve their biggest challenges. Include a link at the end of your email to download a whitepaper or e-book which will provide more detail about your blog post. You can also include a YouTube video they can bookmark and return to later.
If you don't have a goal, you shouldn't be distributing content to valuable subscribers and customers. You should ensure that your goal is aligned with your business goals and, more importantly, theirs.
Many companies send subscribers every piece they publish on their blogs. This is a mistake. Send only content that is relevant to your subscribers. You risk irritating them by sending irrelevant content to their inbox.
8. Get to know your sources about your content
You will most likely have cited references when creating content, particularly if it is an article or whitepaper.
Reach out to these people and tell them that your article featured their expert advice. This will encourage industry leaders to share and support your content marketing efforts.
9. Reach out to industry leaders
Influencer marketing can be a great way of distributing content. Influencers are known for their niche followers. You should research to find influencers who have audiences similar to your buyer persona. This is your chance to convince these influencers that they are your brand ambassadors, and help you reach your target market.
Influencer marketing is a great way to gain exposure to your target audience and build trust by associating your content or posts with trusted authorities.
10. Reach out to the Most Engaged
The people who are most interested in you are your most engaged customers. Based on the information you have gleaned from the tools, you can target those people who are sending signals of interest. These people can be converted into brand advocates, which will foster low-cost marketing with high returns.
Keep your audience engaged by putting forth your best effort. Provide valuable content consistently and make sure you use a variety of media formats to reach your audience. This includes videos, podcasts, and case studies.
You might also want to look into tools like Intercom that encourage onsite interactions. You can communicate directly with customers via this customer engagement app, whether they are on your website or in mobile apps. This application focuses on two-way communication. You can further nurture your leads by answering customers' questions in real-time.
It's important to remember when you interact with anonymous site visitors one-on-one, that they aren't ready to hear your sales pitch. Keep the conversations light-hearted and helpful. You can make your brand a leader in your industry and offer valuable advice. This will help you keep people coming back, ultimately leading to a sale.
11. Keep Nurturing Your Leads
Are you consistently creating great content and publishing it on your website? Although you are on the right path, your content marketing strategy must include plans to get relevant eyes on those pages.
Your lead generation efforts will depend on the quality of your content. It should be interesting, well-researched, and truly valuable. Your audience should feel empowered to overcome their problems and reach their business goals through the articles, whitepapers, webinars, podcasts, whitepapers, and blog posts you provide. Your content should build trust and make you a reliable and knowledgeable resource.
Even the most targeted content won't reach the right audience and will not help you move your leads through the sales funnel. B2B buyers often reach 57% of the purchase decision stage before reaching out to a person. It is imperative that you ensure that your content resonates with them at all stages of their buying journey.
Social media posting, triggered emails, and syndicating blog post are all solid ways to start showcasing your content to a large audience. Knowing the basics of ToFu, MoFu, and BoFu will help you decide which content to promote at each stage in the sales funnel. Your content distribution ROI can be greatly improved by learning as much as you can about your target audience.
78% of consumers trust personalized content. Therefore, it is important to gather intelligence about your target audience and ensure that only the best content is delivered to them.
12. Analyze your Results
Your practice must include measuring your marketing ROI. You are likely to mix up your content distribution using social media channels as well as other tactics such SEO, PPC Advertising, and email marketing. It is important to identify which practices are most effective in nurturing your leads. CMOs are feeling more pressure than ever to deliver tangible ROI. It is important that you gather statistics about your success.
Track your site visitors' referrals, engagement, and conversion. Google Analytics is the best onsite traffic analytics tool. It's free and covers everything, from reverse funnel visualizations to segmented browsing journeys to demographic data. Its findings can be used to monitor your site traffic and, more importantly, the behavior your referred visitors.
Another useful tool, Leadfeeder, which is integrated into your Google Analytics account can gather detailed information about individual website visitors. Is your content distribution strategy attracting the right leads? Leadfeeder gives you information about the companies that your audience members work at. It also provides insights into your audience's interests based on how they navigated through your site, and what products, features, or pieces they read.
HotJar is another excellent tool to illustrate user analytics. You can create heat maps to show where users spend the most time, giving you complete access to their behavior. HotJar will create screen recordings that allow you to see exactly what each visitor does on each page. These screen recordings provide insights into three key elements in user behavior: what brought a visitor to your site, what caused him to leave, as well as what persuaded him to take action.
Tracking and analysis are key to quickly identifying areas that need improvement in your content distribution strategy, and sales funnel.
A new distribution strategy is needed for new products
You need to make and distribute content to appeal to new customers if you have a product or service you are developing. Brody Dorland, DivvyHQ's director of marketing, says that you need to research their needs and pain points.
He points out that finding influencers in a new market can help you jumpstart your content marketing for your target market. You should pay an influencer to create content for your target market if you have the budget. If you are unable to pay an influencer to create content, then find a way for them to do so.
Dorland says that you must not only distribute the content on new channels but that you should also publish content that is targeted at that customer base every week, rather than adding them into one of your existing customer segments.
A personalized, customized content increases trust in new customers by a factor of 78%. Do your research on your buyer personas to ensure you have the right information to help you place smart content and target topics that will keep them moving through the sales funnel.
Strategically Distribute and Create Value
Content marketing plays an increasingly important role in the success of any business. It is crucial for community building, lead nurturing, customer engagement, and other aspects of customer satisfaction. It is important to recognize that quality content is just the beginning of a content marketing strategy. Content distribution is crucial. Use all tools available to you, from social media reach to customer analytics. Increased sales will be possible by gathering as much information as possible on your audience and speaking to them via every channel.
Our Content Builder Service can help you get more traffic to your website with high quality content that is consistently published. Contact me to set up a consultation and I will send you a PDF copy of my books. Get started today to generate more leads and traffic for your business.
Marketing Insider Group published the post 12 Content Distribution Strategies that Will Increase Your Website Traffic.
By: Michael Brenner
Title: 12 Content Distribution Strategies to Make Your Web Traffic Soar
Sourced From: marketinginsidergroup.com/content-marketing/4-content-distribution-strategies-that-make-web-traffic-soar/
Published Date: Mon, 20 Dec 2021 15:00:36 +0000