The Ultimate Guide to Content Distribution
By adecker@hubspot.com (Allie Decker)
Year after year, hundreds of marketers report increased efforts and spending on content marketing — or the intention to do so.
But great content is wasted if your audience doesn’t know it exists.
Content distribution is integral to your content strategy, if not the most essential part.
This guide will equip you with the tools you need to distribute the content you create. By the end, you’ll be able to build a content distribution strategy that gets your content in front of — and consumed by — your audience.
Today, social media plays a huge role in content distribution — let’s take a moment to review what this entails.
No matter which type of content distribution you focus on, the distribution process will happen after you create your content.
However, you should know where and how you’re going to publish and promote your content before you put the proverbial pen to paper. Otherwise, your time and resources could go to waste.
Take a look at these content distribution statistics:
- 60% of marketers create one piece of content each day.
- 8,726 tweets are posted to Twitter each second.
- Google processes over 8.5 billion searches per day.
As you can see, in recent years, we’ve seen a rapid influx of content met with dwindling demand. With almost 4.5 million blog posts published daily, we can consume only so much content. Marketing influencer Mark Schaefer argues that because of this “content shock,” content marketing may not be a sustainable strategy for every business.
While I won’t agree or disagree with this theory, I will outline everything you need to know to distribute your marketing content successfully.
Various content distribution channels through which you can share your content include:
Content Distribution Channels
Content distribution channels are the channels through which you share and promote the content you create. The channels you use to distribute your content will vary based on your audience and resources.
Three overarching content distribution channels cover several more specific distribution channels: owned, earned, and paid.
The following diagram illustrates how these three content distribution channels overlap and how you can combine them to enhance their impact and reach.
Owned Content Distribution
Owned channels are the content properties your company owns. You can control when and how content is published on your owned channels. These include your website, blog, social media profiles, email newsletter, or mobile publishing app.
Earned Content Distribution
Earned channels (also known as “shared” channels) are when third parties promote or share your content. These third parties could include customers, journalists, bloggers, and anyone who …read more
Source:: HubSpot Blog
