Everything is content. But does everyone know how to use it?
Everything is content. Somehow LinkedIn has even become a home for original content in a way that borders on entertainment. Six new websites, 116 new blog posts, and 500 minutes of YouTube video are published on the internet every second.
The way content is distributed has undergone significant transformations in just the last few years alone. With the advent of new technologies and platforms, content creators now have unprecedented opportunities to reach wider audiences more efficiently than ever before. Understanding the evolution of content distribution platforms is crucial for leveraging these opportunities effectively. Within this evolution, the strategies for content distribution have become more diverse, enabling tailored approaches to meet specific audience needs. I’m often asked about preferred distribution strategies for different kinds of content, so we'll explore the three primary types of content distribution strategies, delve into what content distributors are, provide ways you can get involved in content distribution, and outline a content distribution strategy for social media.
The 3 Types of Content Distribution Strategies
1. Owned Content: This strategy involves distributing content through channels that a brand or individual controls, such as websites, blogs, email newsletters, or social media profiles. The key advantage of owned distribution is the direct relationship with the audience, allowing for personalized content experiences.
2. Earned Content: Earned distribution occurs when others share your content out of genuine interest or satisfaction, typically through word of mouth, social shares, press mentions, or reviews. This strategy can significantly amplify reach and credibility, as the recommendations come from trusted third-party sources.
3. Paid Content Distribution: This strategy involves paying to get your content in front of new audiences. This can be through social media advertising, sponsored content on other websites, or search engine ads. Paid distribution can be highly targeted and is effective for quickly increasing visibility and driving specific actions.
Understanding Content Distributors
Content distributors are entities or platforms that facilitate the dissemination of content to wider audiences. They can range from social media networks, content syndication networks, streaming platforms, to traditional media outlets. Distributors play a critical role in the content ecosystem by bridging the gap between content creators and their target audiences.
Getting Into Content Distribution
To begin with content distribution, start by defining your goals and understanding your target audience. Then, select the distribution strategies that best align with these goals and audience preferences. For new entrants, focusing on owned (your own content) and earned (content others create about you) strategies can be a cost-effective way to start building an audience. As your content and audience grow, incorporating paid distribution (outbound promotion to generate leads) can further expand your reach. Having a clear perspective on your content is key in the early stages.
Content Distribution Strategy for Social Media
A content distribution strategy for social media should focus on creating shareable, engaging content tailored to each platform's unique audience and format preferences. Utilizing a mix of owned, earned, and paid distribution tactics can maximize reach. For example, regularly posting high-quality content (owned) encourages shares (earned). Investing in targeted ads (paid) can introduce your content to new segments of your audience.
For those looking to dive deeper into content distribution strategies, this HubSpot blog offers additional insights and details that can further enhance the ins and outs of effective content distribution.
The evolution of content distribution platforms signifies a broader shift in how we connect with audiences. By understanding and leveraging these platforms and strategies, content creators can navigate the digital landscape more effectively, ensuring their messages resonate and reach the intended audiences. One click at a time.
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