One phrase that has been done to death has got to be “Content is King”.
Truth is, there are about 82.6 million new blog posts published every month on WordPress alone. So what happens when you have a great piece of content that’s not distributed well? It’s lost in the barrage of similar topics published, of course.
It’s no longer enough for you or your brand to simply create new and compelling content. Yes, content is great. Google loves good content. Your audience loves it too. But creating content for the sake of creating content is not enough.
You have to be able to distribute said content to the right audience, so they can draw value from what you’ve created.
Here are 5 super simple ways to distribute your content:
1. Send an Email Blast
Email is every B2B marketer’s dream come true, especially considering that people tend to spend 138% more when they receive an offer through email.
The key is to segment email lists to make sure that your audience gets the value they’re looking for. A CMO from a startup is likely to have very different needs from a Brand Manager at a conglomerate.
Given that 49.7% of all emails sent are considered spam, segmenting is a crucial step to distributing your content to the right people. For a great marketing strategy, follow the 3:1 policy – three informational emails and one promotional email.
2. Capitalize on Video
If you aren’t including video in your marketing strategy, you’re missing out. By converting your blog posts into short videos you can tap into the 100 million internet users who watch videos every day.
Most startups and brands may shy away from video because of the perceived cost involved. But this doesn’t have to be true. By using video generation tools like Lumen5 and Content Samurai, you can DIY your way through creating fantastic videos out of your blogs.
Video is one of the most consumed modes of content. So whether you’re choosing to upload these on your YouTube channel, or share them on social channels, consider the different ways you can up the engagement; think interactive, and live videos even.
3. Capture it in an Infographic
One of the best ways to get people to read long-form content is to convert your 1000-word blog post into an interesting and eye-catching infographic. An infographic gives the viewer the opportunity to skim through the content you have to offer without missing out on anything.
By adding social sharing icons to the bottom of your post, you guarantee that your viewer will pass it on to a friend or a colleague. Pinterest is a fantastic platform to share your infographics, and will almost always get you what you want – those valuable visitors back to your site.
Although these can be time-consuming to create, you won’t have to dig deep into your pockets to create these. Free tools such as Canva can be a lifesaver when it comes to creating infographics that are quick, feasible, and professional looking.
4. Focus on Micro and Macro Influencers
Influencers, at both micro and macro level, are a great way of distributing your content. While macro influencers have massive followings and can eventually get your content to a wider audience, they are rather heavy on the pocket.
Micro influencers, on the other hand, are more close to home. These are real people with very real private networks, who can get your message across to a highly specific target audience at a low cost. The employees within an organization, for example, are a fantastic way to promote the brand message and content.
An employee advocacy program and platform provides the necessary means to properly leverage your employees as brand advocates, thereby helping you distribute your content even further.
5. Use Reddit and Quora to Your Advantage
Content sharing sites such as Reddit and Quora are one of the easiest and simplest ways to distribute your content. If you provide answers to actual questions, you’ve basically hit the ‘provide value’ jackpot. Answering relevant questions and then linking back to your content will do the trick.
Content sharing sites such as these can also help you tremendously by helping to improve your search engine ranking. Just be sure you’re posting your content on quality websites.
There are no limitations to the ways to you can circulate your content to improve traffic to your site. Remember, Content – unless distributed to the right audience – is like holding a golden goose with no one ever knowing how rich you are.