We can also refer to this ongoing cycle as the content loop, which encompasses all of us. Every day, we create material in a variety of media, and we also continuously consume content. Your content must first get in front of your target audience if it is the goal of your brand or business to generate a return on investment (ROI) for the particular good or service you offer them.
Websites and information are oversaturated, despite the increased availability of venues for the distribution of material. This complicates the straightforward process of content delivery. Let’s first learn the fundamentals of content distribution before diving into the best methods for distributing information.
Content Distribution Channels:
The websites and apps you use to share and advertise your content are known as content distribution channels. These platforms include Google Ads, Instagram, Pinterest, and others. These channels assist you in reaching your target audience with information (content). There are four types of content delivery routes, broadly speaking.
Owned Media:
Owned media refers to platforms that are under the direct management of a company or brand. The brand’s website, emails, newsletters, Twitter account, mobile site, blog page, landing pages for events, whitepapers, weekly podcasts, etc. are a few instances of this. These platforms are designed to foster enduring connections between the brand and its intended market, especially current and potential customers.
There are several advantages of owned media channels:
- They are cost-efficient.
- The brand exercises total control over them.
- Owned media promises longevity and versatility.
- It caters to niche audiences.
The disadvantages of using owned media channels include the following:
- There are no guaranteed outcomes.
- Company communication cannot be relied upon at all times.
- Owned media takes its own sweet time to scale.
- Your content distribution is limited; only your existing audience knows about it.
Paid Media:
It is a paid media platform when a brand pays to utilise a channel. In this case, the media format is changing from a foundational channel to a catalyst media format, which fuels the brand’s owned media channels while also generating earned media.
The advantages of paid media are as follows:
- It is in demand.
- It does not require time to scale; it is already established.
- Offers immediacy
This option also has its cons, which are as follows:
- There is a clutter of paid media channels, and choosing the right one is often confusing.
- There are declining response rates.
- At times the credibility is poor.
Earned Media:
Your work has ‘earned’ that dissemination when third parties who have influence independently promote or spread it. Owned media that is well-coordinated and paid media that is well-executed typically result in earned media.
Let’s take a look at its positives
- It is the most credible network of distribution.
- You gain exposure to new audiences.
- It plays a key role in sales.
- Seeing others organically vouch for you creates transparency.
But there are negatives as well
- There is no quantifiable method to measure it.
- The brand has no actual control over it. Anyone can promote or share your content. The reputation of the third party could be positive or negative.
Shared Media:
Shared media refers to content that a company posts to social media platforms and that users then disseminate themselves. This contains content from users’ posts, tags, and reshares on Facebook, Instagram, etc. This distribution network is unequivocally strong. However, it also heavily depends on your first efforts to develop a rapport and earn that confidence through your good or service.
Things To Consider Before Choosing The Content Distribution Channel
Various social media platforms and traditional media outlets are among the various channels used to distribute material. It is therefore much more crucial that the material you have worked so hard to produce gets the amplification and exposure it merits. A key component of your content marketing approach is carefully distributing your content. Before selecting the appropriate distribution channel, you should take the following factors into account:
- You must take your rivals into account. What distribution methods do they employ? How has it improved their outcomes for them? You should think about these and other questions before selecting a channel. Due to the similar target audience, your competitive research can be profitable.
- You ought to be knowledgeable about your company’s financial stability. Your financial stability will have a big impact on how much money you have set up for distribution.
- Observe the standing of your brand. Is your company’s brand well-known in the marketplace? Are you seeking new potential customers? Exist any channel middlemen that, in light of the popularity of your brand, could be eager to provide distribution?
- Other considerations, such as your company’s marketing strategies, the nature of your product or service, etc., should be taken into consideration before choosing a distribution channel.
7 Steps to Choosing the Right Content Distribution Channel
- Figure Out Your Goal: What you hope to accomplish by sharing content should be your first priority; what is your targeted objective? Do you want to increase traffic, increase engagement, or increase sales? Decide on a definite objective. Talk to your team members about this objective. If you can’t start with a clear idea, work on refining your end result first. Finding a distribution route that serves the need will be simpler the more specific and concrete it is.
- Understand Target Audience: It’s critical to have a solid understanding of your target audience if you want to determine the best methods for distributing your content. Do you understand what they need? What do people anticipate from your offering? Your content strategy is influenced by your audience as a whole. Your audiences’ particular needs will determine the kind of material you produce, the formats you employ, the channels you use, and the approach you develop. Here are a few things to keep in mind while you perform an audience analysis.
- List of all available Channels: Make a list of all the appropriate distribution outlets once you have a good understanding of your target audience. Owned, compensated, shared, and earned are the four main categories. There are numerous channels under each category. Make a list of all the channels you could use, channels your audience frequents, channels with excellent influence, etc.
- List of Best Content Channels: You may now have a wide range of options for distributing material, but not all of them are appropriate for your goods or services or are in line with your objectives. Start whittling down the channels on this list with your aim and a maximum ROI in mind. Consider the reach, the resources needed to operate and maintain the distribution campaign, the budget allocated for each channel, and whether or not your material is appropriate for each platform.
- Cost & Benefits Involved: Purchasing media distribution networks requires time and money. Once you’ve narrowed down the channels of distribution you want to use, you should weigh the costs and results of each choice before making a final investment.
- System Measurement: Making your KPIs would be simple now that you have a clear target in mind. Create your measurement strategy using these two as a baseline. It’s critical to gauge the effectiveness of the distribution channels that have been chosen.
- Test & Rank Chosen Channels: Test the channels you’ve selected now, and gauge your results. Sort your distribution methods according to preference and effectiveness. You can find the flaws in your plan by testing and ranking.
The Best Distribution Channel Options for Content Marketing:
- Blogs
- Email newsletters
- Step-by-step guides
- Infographics
- Video tutorials
- QA platforms like Quora and Reddit
- Social media channels like LinkedIn and Facebook
- Pay-per-click ads
- Sponsored content
- Influencer marketing
While it’s important to select the appropriate channels for distributing your content, doing so alone won’t generate leads or increase brand awareness. It’s crucial to interact as much as you can with your target customers.
