12 steps for content distribution strategy | The guide

You have spent many hours or many days creating content, researching it, and writing it. Then you publish, and the work continues, and it never stops.

It’s essential to create content and follow a robust content framework. 

But, it’s equally important to “sell” what you already have done. Developing a strategy to promote what you’ve already worked so hard on can impact getting traffic and raising your brand awareness.

And you can get even more out of the work you’ve already done than you would if you published a quickly thrown-together piece every single day.

”The trick is creating in-depth pieces and then promoting them accordingly.”

Don’t ever worry about it! We have you covered in this as well.

So, let’s get started.

1. Triggering Headlines on Social

A sad or straightforward creation, yours truly.

If a question begins to emerge in this post, I hope it’s this: Don’t do it vigorously and with enthusiasm. You can do it with care. Of course, writing thousands of blogs and tweeting hundreds of tweets with the same headline isn’t kind of deliberate. But it is, I’d like to think, a less sustainable style.

Be more human! Create three or four snippets of text you can use as a social copy. 

Statistics also perform very well, as do quotes from influencers too. 

Whatever you choose to work with, the purpose is to treat your social posts like ads. Imagine you’re giving money for them, so eventually, you’ll take better care of them, and you’ll lose fewer followers in the process.


2. Leave Comments that provide value.

Comment sections are a great option to show authenticity because there’s so very little of it. Spam links, robots are dominant in these places restraining consumer abuse. Consider it as a relevant, valuable resource offered in earnest.

The consensus among internet folk seems that if it is your first time contributing to a given blog’s comment section, it’s best to leave out the link to your resource and merely offer an opinion. Then another view and so on. Then, when you convince your fellows that you firmly stand in front of them and that you have the right perspective.

Some blogs attract a lot of insightful comments, but there are also tons of blogs whose comment moderators are so overwhelmed with crap that they’d be relieved to offer your gem of a resource a share, a link, endless praise; what? have you. 

Be authentic, find blogs that might benefit from your resource, and don’t hesitate to comment liberally.

leave comments that provide value

3. Optimize your visuals for Sharing

They say a picture is worth a thousand words. Yes, even in the digital age. When promoting content via social media, make sure your images have the proper size. Keep in mind that different websites display different image cropping. Take into consideration the differences between Instagram (640×640), Twitter (440×220) etc… So ensure that your images are clear enough for any case of sharing.

4. Repurpose your Content 

For social media content, promotion video is the new must-have. Vertical video, tailored to mobile viewing, is perceived as the future of brand storytelling. Could you make the most of it? That doesn’t mean you have to focus on video content only.

Use short clips or gifs to promote other types of content. Communicate that you have a killer long-form blog post with quotes from a well-followed influencer. 

Getting a sneak peek of the influencer sharing their insights on video is a great way to repurpose the content and get visitors toward the main article.


5. Create Organic Content Promotion by Using Keywords in the right way

You can attract consumers organically via search engines. Keep in mind that you should incorporate keywords that bring traffic to your content is essential to succeed. 

Don’t drill only into your target keywords and research into the top ten or top five of your competitors’ keywords.

6. Share and post your content on social media again and again.

You have written a new great blog post. 

The very first thing you have to do, is to send it as a newsletter, to notify your audience. Then you have to spread the word. You have to amplify your content to all the available digital channels of communication suitable to your brand. 

Please post it on Facebook, share it in a story, make an Instagram post, post it on LinkedIn, make a tweet, etc.

share post on stories

7. Use the power of influencers of your industry 

Mention an influencer (then state that you’ve mentioned him or her)

Include a big name of your industry in your post, and then you have a reason to reach out to your audience.

The best and fastest way to do this is to create a quote. Of course, you can contact the person you need directly and ask ahead of time to understand his/her willingness to share something for your content. Another option is to ask whether you can use a citation from an article or interview he/she has already done.  In this way, you will have an ‘open door’ for reaching out at a later stage.


8. Create Engagement and Ask Questions

Content is like an open conversation. It cannot be one-sided. To amplify content and get more people shares, you need to engage them actively. Invite your audience to get involved. Ask questions or post surveys on social media is one right way to do this.

Send out a newsletter and conclude with a call to action asking for feedback or even asking receivers for input on what type of content they would like to see from you.

9. Use Paid Advertisement

Low-cost promotion, i.e., social media sharing, can take your content to a certain level of awareness. Paid ads can take your pieces of content even further. Allocating budget for PPC ads on Google or Promoted social media posts is an additional way to share new content, significantly longer formats like e-books or video seminars.

But do not blindly. Spend your money on those areas that you are sure will bring you traffic and new visitors.


10. Reuse your content

Repurposing content is a common tactic, and it saves you from spending too much energy and effort. It also can help enhance promotional efforts.

For example, if you have a white paper that has performed extremely well in CTR and shares, then it may be a great idea to make a short podcast base on this. Remember that different people consume different types of content. 

Before starting creating your content strategy and your promotional plan, you should know your audience very well. 


11. Iclude Internal Links to ‘evergreen’ content

You created an excellent blog post some months ago, and it would be a pity to let it languish in the past. Creating evergreen content is a treasure trove of linkable materials. Add relevant, valuable links to your content in other pieces of content you make.

This is a great way to make your audience click from one piece of content to another piece of your content while you are increasing engagement and driving traffic to your site.

12. Connect with a peer group

Be sure your brand is part of LinkedIn marketing groups or Industry-specific groups, so when a new content piece is published, the writer turns into the group and asks others to take a look and provide any feedback. And to share it, if they would like.

Additionally, If you have a similar set of same-minded friends or colleagues, you can combine your opinions and your creative energy into a group like this either at work or in a social medium.

Now, you have a complete guide to organize and set up your content promotion strategy.

If you feel that it is complicated to understand and plan all these on your own, don’t hesitate to contact us to create your promotion strategy together.

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