How to get your content seen - owning your content distribution
So you’ve spent all this time and energy creating your content - whether it be blog articles, videos, or infographics - but what’s next? It’s time to distribute! Having great pieces of content won’t mean anything if it isn’t seen by the right people.
Content marketing is extremely powerful in driving traffic and generating leads for your business, but knowing the best ways to distribute your content can be a bit of a challenge. Changes in social platform algorithms has made it much harder to get our content seen. But, and this is a big BUT - there are plenty of effective distribution strategies out there that can help us get around it.
We’re going to take you through some of the best.
Join Facebook Groups
You’ve probably heard all about Facebook’s algorithm update earlier this year. If so, you’ll also know how the algorithm now prioritises more meaningful posts from friends, family, and groups, and less on public posts from business pages and the like. This makes it harder for us to get that space on our audience’s newsfeed.
Posts in Facebook groups however, are more likely to be seen on people’s newsfeeds because of its high engagement levels. Getting employees to join relevant Facebook groups, and then start conversations and discussions revolving around your content can do wonders. In fact, Facebook now allows business pages to join groups, so you can start posting as your own business. Just remember, the key to Facebook groups is to be conversational, and focused on providing relevant information. Simply posting and hoping for the best isn’t going to cut it here. It’s all about engaging with people within the group, starting discussions, and answering questions.
Join relevant forums
Similar to Facebook groups, forums are a place where people go to for information and advice. Joining relevant forums gives you another platform for distribution. Depending on what your business is focused in, it’s a good idea to do some research on which forums might be relevant for your audience. If you’re focused on travel, think about forums like TripAdvisor and Lonelypant. Or if you’re business is all about IT and computers, forums like Techist, and PC Advisor may work for you. Some may be more effective than others so it’s important to test and figure out which ones work best for your content.
Paid content distribution
The fact is, simply posting organically isn’t going to give you the reach and awareness you need. Even if your following on Facebook is close to 100,000 followers, as few as 2% of them will see your posts. Paying for content distribution through avenues such as Facebook and Instagram ads can help you boost your engagement levels and increase your brand awareness. Paid ads let you reach your existing audience, expand your current audience, optimise for conversions (as well as other business goals) and can help you get quick results. Fortunately with just a few dollars, you can promote your posts and amplify the proportion of your followers who see it.
Boosted Post vs Facebook Ad
An important thing to mention here is the difference between boosting and advertising on Facebook. The main difference is simplicity. Boosted posts were created to offer small business owners a simpler way to advertise, without being overwhelmed with the full Facebook Ad system. Sure, you can improve your post’s reach with boosting, but that improvement is only superficial. With boosting, your targeting options are extremely limited. We suggest creating a Facebook ad instead. That way you have more objective options, more targeted customisation, and more creative control.
Repurpose your content
Repurposing content allows your best content to reach its full potential. For example, you can turn a great blog post into a series of educational videos. An infographic could be repurposed as a series of social media graphics. And a video interview could be transformed into a podcast. Your options are endless. Take note of what platforms your audience is using the most, and do some research on the types of content that work best on each platform. Repurposing your content specifically for different platforms gives you a chance to figure out what types of content are more effective in engaging your audience.
Creating an email newsletter is one of the strongest communications methods you can have with your audience. It’s all about giving value to your customers. Rounding up the best content that you know your audience will be interested in within a newsletter is the best way to provide value, knowledge, and information to your customers.
The bottom line is, simply creating content isn’t enough to build your brand. You need to have distribution strategies in place to ensure your content gets seen by the right people, at the right time.
If you need help creating a distribution strategy that’ll work for your business, we’d be happy to guide you in the right direction. Give us a buzz, we’d love to chat!