In the content marketing world, simply creating stellar content is not enough to drive traffic to your website or social pages. Many marketers channel all their time and resources into content creation and end up with 0 readers. A solid content distribution strategy is the missing piece of the puzzle, and, without it, your content won’t reach your target audience.
You’ll find tons of information about using link building, influencers, and social media channels for content distribution, but we’ve got some alternative content distribution platforms that you won’t find anywhere else.
In this article, you’ll learn about:
- Methods of content distribution
- Alternative forms of organic content distribution software that is available to your business
- How to leverage niche communities to increase brand awareness and generate leads
- Paid content distribution channels and advertising platforms
What is content distribution?
Content distribution is the process of promoting your quality content to your target audience using a variety of content distribution channels. An effective content distribution strategy should be targeted rather than just posting new content in as many places as possible. Not all content distribution channels will be effective for your business, but by focusing on the right ones, you can boost brand awareness, increase loyalty, and drive conversions. Adopt a quality over quantity approach to choosing your distribution channels.
How do you distribute content?
Content distribution channels fall into four primary categories:
1. Owned media
Owned media includes any mediums that you directly control, including your social media channels, website, email marketing, blog, podcast, infographics etc. 94% of marketers use their social media channels as their primary content distribution tools.
2. Earned media
Earned media refers to content distribution via a third party that you have slight control over, such as free relationships with bloggers and influencers, media publications, link building, and guest blog posts. Community engagement building and user-generated content also straddle the earned media and shared media categories. Earned media gives your content more credibility, as it’s being promoted by someone who isn’t being paid by your brand.
3. Shared media
Shared media includes organic social media shares, online reviews, posting content on media sharing sites, and relevant community pages. Using shared media as one of your content distribution tools rallies your target audience as your content distributors. While you won’t have any direct creative control over what your community posts or shares, shared media can generate exponential traffic to your page.
4. Paid media
Paid media includes any content distribution channels that you pay for, including boosted social media posts, Facebook ads, sponsored tweets, display ads, and any native advertising.
Leveraging a mix of all four categories and using alternative content distribution platforms will help you reach your target audience more effectively.
Organic content distribution software
Spitche is an all-in-one customer loyalty platform that encourages your most valuable customers to distribute your best content and help drive conversions. Spitche allows you to reward your community for their engagement, which will motivate them to share your content and encourage their own communities to do the same. Spitche lets you build a dedicated content distribution network, engage with your community, and generate leads from one interface.
2. Quuu Promote
Quuu Promote helps brands to boost their social media shares through paid content promotion. You simply paste in the URL of the piece of content you’re looking to promote, write a high-quality caption and Quuu Promote will start working its magic. The platform automates your content promotion, enabling those who are topically relevant to share your content on social media platforms. In successful campaigns, you can expect hundreds of shares directly to your target audience. In a case study done by A Better Lemonade Stand out of 170 posts promoted on Quuu Promote, they received an average of 421 shares per post.
3. Triberr Promote
Triberr Promote is a social media platform where bloggers and influencers can join relevant communities, called tribes. Within these tribes, you can share your best content, and other tribe members are encouraged to distribute it via their social media channels.
Lempod is a Linkedin-focused content distribution channel where marketers can join private groups, called pods, to boost engagement on each others LinkedIn posts. You simply submit the URL of your post, and it will automatically receive likes and comments from other members of your pod. The software is automated, meaning you do not have to like or comment manually. You just choose if whether you’d like to leave likes, comments, or both, and the software will do the rest. By using Lempod, you can increase your LinkedIn post engagement by 10x their current amount.
Scoop.it allows anyone to be a publisher by enabling users to curate their own online magazines featuring content on their preferred topic. Users can share videos, blog posts, news articles, and images directly on their topic board, where their followers can access it. To optimize your results, you want to target topic pages with high engagement to distribute your content. Look for topic boards that have at least 5K monthly viewers or more for the best results. Make yourself stand out by engaging with the curator on their social media channels, commenting on posts, and finally pitching your best content to them via the Scoop.it platform. Once accepted, your content will appear on those topic boards and begin to generate traffic.
Organic content distribution platforms
1. Niche communities
Utilizing niche communities in your content marketing strategy is the best way to reach your target audience and build stronger relationships with them. Compared to more prominent sharing platforms like Facebook and Twitter, niche communities are more engaged, less crowded, less competitive, and focus on only one topic.
When engaging in niche communities as part of your content distribution strategy, it’s essential to provide value and follow the rules. Community rules will vary slightly for each channel, but one thing is for sure, spamming content will quickly get you banned and ruin your reputation in any community.
Here are a few examples of some fantastic niche communities:
- Growth hackers – a community for those who are passionate about business growth.
- Indie hackers– a place for entrepreneurs to share their stories, connect with other business owners, and learn and grow together.
- Quora – a question and answer social network where anyone can ask questions related to a specific topic and receive answers from industry authorities (that’s you!). You can follow subtopics in your niche and use your relevant content to help solve user pain points. If you provide a good quality answer, you’ll receive upvotes and generate more traffic to your website. Quora answers often rank in the top results on Google search engine, so there is great potential when using this community.
- Slack groups – While Slack was initially developed as an internal communication software for businesses, you can now access public channels. You can leverage these public channels by searching for those that align with your brand.
- Facebook groups – Facebook groups are hubs of highly-engaged users that are interested in a specific topic. With Facebook’s new algorithm, news feed priority goes to posts in groups, over those from Facebook pages.
- Reddit – Reddit is an online forum that has about 14 billion screen views per month. The moderators are strict, as are the community members, and users are not afraid to call out those who spam with self-promotion. That said, Reddit users are loyal to those who provide valuable information and resources.
1. LinkedIn Ads
LinkedIn is the best publishing platform for brands wanting to engage with B2B audiences. The platform contributes about 80% of all B2B leads from social media due, in part, to the fact that 10% of LinkedIn users are decision-makers. Using their advertising platform, you can sponsor posts directly from your business page and directly reach the right audience with detailed targeting.
2. Quora Ads
Quora has over 200+ million monthly visitors seeking answers to their questions. Using Quora as an advertising platform allows you to target your audience based on the content that they are interested in. Their display ads run on a CPC model, which you can tailor according to performance. The native advertising appears directly in the feed so that it doesn’t look like an ad.
3. Disqus Ads
Disqus is a content distribution platform that integrates into your website, giving you both a feature-rich commenting system, and a revenue stream through native advertising. You can install Disqus ads either through a drop-in code snippet or via a plugin. Once installed, you can activate the comment system, social media integration, and get instant access to Disqus’s community network, which will encourage comments on your posts. The catch? Native advertising is placed around your comments section, though you can control the type of displayed ads.
4. Buzzfeed Ads
Buzzfeed has over 3 billion views on its content each month. With a vast viewership like that, there are enormous content promotion potentials. Buzzfeed is the master of native advertising and uses content creation methods that help ads blend seamlessly with the rest of their feed.
By taking advantage of these alternative content distribution platforms, you can reach audiences that would otherwise be forgotten in your marketing strategy. Couple these tools with your quality content creation, and you’ll see a dramatic boost in traffic and leads.