Content distribution revolves around many things in the marketing circle that it can’t be pinpoint to a certain thing. Is good that you know much about it as it stands as one of the priorities in your marketing and promotion strategy to-do list because the success of a content can be attributed to the distribution mechanism applied to it.
This has nothing to do with how quality your content is, having a good content without a good content distribution strategy is same as your content don’t exist or no one will know about it. It assumes that with the help of this post, it will be clear to us ways to adopt content distribution strategies.
What is Content Distribution?
Content Distribution is the act of promoting content to online audiences in multiple media formats through various channels. These channels can be categorized into three groups: Owned, Earned, and Paid.
- Owned Content Distribution: This includes distributing content to web properties that belong to you, like your blog, email newsletter, social media, or microsite.
- Earned Content Distribution: This is when third parties distribute your content or content about you through press coverage, guest article contributions, retweets or shares, or product reviews.
- Paid Content Distribution: This is when you explicitly pay for content distribution. Payment could take many forms, but often works on a cost-per-click (CPC) model where the owner of the content pays a certain amount every time someone clicks through to view the content.
How Does Content Distribution or Media Work?
- Paid Content:works when a brand has to pay to get access to a wider coverage of audience with their contents. It can be very hard as a new and growing brand to get the needed audience because people are yet to know or validate what your brand is all about, this is where content distribution and marketing helps. Paid media should always lead back to your own content or media to have a Return-on-Investment (ROI), and this has to be a highly converting content that is either about solving problem or given an info on how a problem can be solved.
Paid Content Example – Pay per click, Paying influencers for shares and retweets, social media advertising and display ads.
- Earned Content: To earn a content means when an audience or customer say something cool about your brand and in anyway you didn’t pay the customer to do this for you. He or She has done it out of FREEWILL because of his/her experience with your brand, content and service.
Earned Content Example – Recommendation, Reviews, Reposts by yourself or third parties, Word-of-mouth and Shares.
- Owned Content: as the name implies, it means you own your content, that means you have full control over everything. This kind of content is only showcase on your own platforms, so there is no rules or conditions guiding the publishing and distribution of your content. You determine everything here. As we consider more of paid content distribution, it important we know that owning your own content is better than any other form of content distribution because what is yours can never be taking away from you.
Owned Content Example– Examples include websites, blogs, and social media channels.
What To Note From this?
- The three-content distribution (Paid, Owned and Earned) is very important to the success of any brand. It a known fact that most times brand and content creator focus more on one of this than the other, but it is highly recommended that every content strategy should be planned along with both three.
- Paid, owned and earned are of priority but they may involve different execution approach depending on the nature of your brand and the content to be distributed.
- The content distribution that is yours is the owned content. The effort and energy put into this will always pay off in the long run than any other.
- Earned media will give engagement, sentiment, and increase traffic. Good SEO and content strategies are the best ways to get earned media.
Types of Content You Can Distribute
Content distribution can be in so many forms ranging from a blog post, infographics, videos etc. This can be as much as you can think of, if you can imagine it, then it is possible.
Blog Posts or Articles: A blog post is usually written from a personal perspective based on opinion, can include facts or information however it is based on experience and includes more personality. An article is typically written to convey facts, information, news and unbiased perspective.What you are reading now is a blog post. Blog Posts VS Articles – What’s The Difference?Blog and Article are similar but not the same, although many consider them as synonym to each other, but a blog post is not an article type. Blog Posts as to do with blogging and Articles as to do with Article Writing, Blogging and Article writing is a must for a brand that want to gain traffic.
Difference Between Content Distribution and Content marketing
Content distribution is not content marketing, both are different phenomenal. First let’s differential then by definition. What is Content Distribution? Content Distribution is the act of promoting content to online audiences in multiple media formats through various channels. Now we know what content distribution is, so let see the definition of Content marketing.
What is Content marketing?
According to Wikipedia, Content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online. It is often used by businesses in order to achieve the following goals: attract attention and generate leads, expand their customer base, generate or increase online sales, increase brand awareness or credibility, and engage an online community of users.
From the definition of these two terms, we can see that Content Distribution is one part of Content Marketing but is not content marketing. This means Content Marketing involves Content creation, Content publishing and Content Distribution, with this we can say a Content distribution is a subset of Content Marketing.
When content has been created and published, the next thing to do as a part of your content marketing plan is to distribute it to the target audience. We can say Content marketing is not complete with content distribution because your content is a good as nobody know it or doesn’t exist if you don’t distribute it.
Key Things That Determine the Success of Content Distribution Strategy
Audience is key to the success of any content distribution strategy. It will be a waste distributing a content without knowing the audience you are targeting, their locations and what content that suit them best or the one they will find interesting.
Most brands spent a whole lot in using Paid Content Distribution to target a large audience base BUT which in most case misses the right audience
Brands go wrong especially when it comes to using paid media, as they tend to spend a lot of money marketing to wide, broad audiences using generic ad content, which usually misses its intended target. Content that is not targeted will irritate its recipients and lead to negative earned media.