If you’re used to writing content on a regular basis but you’re struggling to distribute it, then let us help you get your content seen by as many people as possible.
Here at Xenmedia, we specialise in content distribution by using the usual distribution channels as well as out-of-the-box strategies.
No one can see you winking in the dark
Not only are we experts in writing and publishing content, but we also know how to get your content seen by your target audience using sophisticated distribution techniques.
We don’t see any point in spending a lot of time and money producing content for it to just sit on your website collecting dust – that’s no good to anybody.
The first thing we do is find out who and where your audience is.
We then devise a plan of action of the type of content marketing that best suits that platform.
From there, we’re able to work out exactly which channels to use and the ones that will be most effective for you.
Content Distribution Services
Broken link strategy
Social media distribution
Paid social media
Management and reporting
What is Content Distribution?
Content distribution is a way of promoting your content to the largest possible audience through various different channels.
Those channels fall into 3 categories – owned, paid and earned:
Owned – this is basically distributing content on platforms that you own and that belong to you. For example, you can distribute your content via an email newsletter, other websites in your network, social media profiles on social media networks and, of course, your own blog.
Paid – this is when you specifically pay a third party to market and distribute your content for you. A good example of this is the vast majority of cost per click (CPC) networks. Every time one of their users clicks on a link, you pay to get your content distributed.
- Try Sponsored Updates – there are several social networks like Linkedin that allow you to sponsor updates. If you are in the B2B sector, this is a great way to get in front of a targeted audience. You also have the ability to filter based on job title, location, industry and by company.
Earned – this is the nicest one out of the three because it’s a vote of confidence for your content. It’s when a third party distributes your content like on social media, a guest post you produced and, in turn, was also shared on social media, press releases and general press coverage.
- Distributing Content through Local Channels – if you have a local Chamber of Commerce or local business hub, you might want to consider sending your content to them to upload to their web properties. Not only will you gain really great backlinks you should also be able to increase traffic to your website.
- Connect with Digital Influencers – have a go at getting in touch with influencers in your community. This could be your niche community or local community. Reach out to them and find out if there is a possibility that you can write some content on their blog. The fact that they have quite a large audience means your content will be distributed to quite a large audience.
Content Distribution Types
There are quite a few different types of distribution vehicles for your content, such as:
Blog posts or articles
White papers ebooks and reports
Video marketing campaigns
How to guides
Social media posts
Content Distribution Tools
There are many tools in the market that can help you distribute your content.
Here are a few select ones:
Mailshake.com – one of the best ways of building backlinks to your website is to either guest post on other websites or find out if there are broken links another word sites they could use your content as a replacement. To do this, it requires using the email outreach technique. You basically get in touch with several relevant websites, asking them if they wouldn’t mind you writing a guest post or you inform them of a broken link.
Wisestamp.com – this is one of those thinking out-of-the-box type services that allows you to consistently edit your email signature to include content like your latest blog post, your latest tweet or other social media status updates. This works particularly well if your company sends out a lot of emails. If you think about it logically, your content can be seen by your most target audience as they are already in contact with you and they already like, know and trust you.
ClicktoTweet.com – probably one of the crudest ways of sharing content and distributing it is using a piece of code to encourage people to share your content. This piece of code allows you to identify sections of your article, bring it to somebody’s attention and ask them to share it. When this first came out, it was really effective. But, it’s not as effective anymore, unless you are in a niche where this tool hasn’t been widely used already.
GaggleAmp.com – if you have several employees who are active on social media, this piece of software allows them to share your content a lot easier than physically going to a specific blog post or article.
Recycle high-performing assets
One of the best ways to enhance your content distribution activities is by reusing or recycling your content. This is particularly effective if the content was originally high-performing. This gives you a greater chance of your content being discovered by a new audience.
Republish it – republishing existing content is a strategy that I hardly see being used. The idea here is to update any statistics with the very latest ones, add additional infographics, graphs, surveys and videos. If you are using WordPress, one of the easiest ways to be published this is to change the publish date to today’s date. In addition, I would personally add a note to the article letting people know when it was originally published.
This does a couple of things:
- it allows you to send this old/new article to your email list again.
- It allows you to reshare this piece of content on social media (as a bonus, you could change the front image as well).
Repackage it – this is just another name for micro-content. In essence, what you’re doing is using portions of this article to produce another asset. You can produce an ebook, a video, a podcast, image quotes – the list goes on.
Syndicate it – depending on your niche, you may have the opportunity to republish your content onto other platforms. This can either be paid or unpaid and happens frequently in the software, IT and marketing industries.
If you’re interested in finding out more about our marketing automation services, please feel free to get in touch.
We’d love to hear from you.