how to determine the best distribution channels for your content
DESCRIPTION
Without a solid content distribution strategy, your content won’t reach the audience it should. But how do you know where to put your content distribution efforts? This presentation breaks down the different distribution channels, showing how each can benefit your content.TRANSCRIPT
KNOWWHERE TO SHARE
Which distribution channels are best for your content?
Creating content is only the beginning of your marketing efforts; distribution is where it really pays off. To successfully distribute content, you should integrate a healthy mix of owned, earned, and paid strategies, each of which complement each other to help extend your content’s reach. Here’s how different channels can help reach your goals.
CHANNELS BENEFITS
Owned media is completely in your control. This means you can own the messaging and user experience, making it a more cost-efficient and flexible channel to serve your needs.
OWNED MEDIA
Blog/Microsite Website
NewsletterSocial
Accounts
Control over message
Free
Guaranteed placement
$0
Attracting your audience to owned properties, such as your website, can have areal impact on your bottom line. According to a Nielsen study, consumers whowere exposed to a brand’s website purchased almost 3X more than consumerswho saw a brand’s digital ad only.
Offline Sales Impactfrom Digital Exposure
Saw DigitalAd Only
SawWebsite
$0.30
$0.89
EARNED MEDIA
CHANNELS BENEFITS
Earned media is anything picked up by third-party publishers. It’s beneficialto your brand in two ways: It extends your content’s reach and adds more credibility (as it comes from an unbiased third party). It is one of the most effective and authentic ways to amplify and validate your message.
IndustryInfluencers
Credibility
Expanded reach
Brandawareness
Thoughtleadership
Free$0
MediaPublications
According to Nielsen, 92% of global consumers trust earned media “above all other forms of advertising.”
92%
PAID MEDIA
Paid media is purchased, guaranteed placement across a number of platforms. Paid allows you highly target your audience, depending on your particular goals and budget.
BENEFITSCHANNELS
Highly targeted
Elevated exposure for high-value content
Guaranteed audience
Native Advertising (sponsored content,
social ads, etc.)
Paid placement/ amplification
Content DiscoveryPlatforms
(Outbrain, Taboola,
StumbleUpon, etc.)
According to Nielsen, Native ads generated 82% brand lift among users exposed to the ads.
82%
Publishing Process
All content should be published on a central owned publishing platform (most likely your blog) first. After distributing through owned channels, you can begin earned and paid efforts to amplify content, while making sure that traffic is always directed toward your central platform. This way, every audience your content reaches is directed back to the original source.
Existing fans, Brand
loyalists, customers
OWNED
Strangers,targeted audience
PAID
Targeted audience
EARNED
CONTENT
For more info about expanding your content’s reach, download our free e-book, The Ultimate Guide to Content Distribution.
As you scale your content publishing, make sure to track your content performance to see which channels are most effective for your content, audience, and goals. No matter which channels you choose, make surethe content you create is optimized for each platform.
