You’ve created a great piece of content. You’ve invested so much time and care into building your strategy and crafting persuasive, engaging, high-quality content. Hooray! But the questions is, are your content being delivered to the right people who will find it valuable?
The simple truth is that creating remarkable content is no longer an accurate indication of success. With the ridiculous amount of information and resources available on the web today, you also need to promote what you publish to fulfill its marketing promise. Getting ROI on your content requires an aggressive push onto the screens of the right audiences.
Content Distribution refers to any means used by brands to disseminate content to large and targeted audiences. Content distribution platforms can be categorized into three groups: Owned, Earned, and Paid.
This is completely in your control and is not subject to the rules or doings of others. This includes distributing content to web properties that belong to you, like your blog, email newsletter, social media, or microsite.
If a customer says something great about you on Facebook, that customer becomes part of your distribution channel, and because it’s your prior efforts into a product, marketing, or customer satisfaction that have led to the recommendation, you have essentially ‘earned’ that channel. This is when third-parties distribute your content or content about you through press coverage, guest article contributions, retweets or shares, or product reviews.
You have to pay to access and use it to get a wider reach for your content. Payment could take many forms, but often works on a pay-per-click (PPC) model where you pay a certain amount every time someone clicks through to view your content.
Taboola’s content discovery platform helps businesses drive more traffic and leads by getting their content recommended by top publishers.
Once you submit your links, Taboola’s algorithmic engine is responsible for pairing your content with one of its hundreds of premium publisher sites, including NBC News, USA Today, and Business Insider.
What’s most effective about this approach to distribution is that it provides businesses with an opportunity to get in front of a large, qualified audience while they are already engaged.
OneLoad takes the heavy lifting out of uploading your videos to a number of different platforms across the web. All users have to do is upload their video once, and the software will seed the content to top video and social networking sites in one clean swoop.
Their analytics tools track your video once it’s out in the wild. Their free version doesn’t come with cross-site analytics, but it does come with extra features like Destinations (customized video distribution venues).
They are one of the most reputable content discovery platforms in the industry. They offer a pay-per-click model aimed at helping businesses and brands reach more engaged audiences with their content.
Outbrain’s network includes popular sites such as CNN, Fox News, and Mashable.
Xink is a unique cloud-based email signature management software.
This software allows you to take advantage of those impressions by helping you create signatures that incorporate a link to your best content, latest news, or upcoming events.
Listly is an interactive list building tool that allows users to distribute content through the means of a collaborative experience.
It provides businesses with a simple way to encourage their audience to use Twitter to distribute their content for them.
It is a community-curated hub for the highest quality marketing content on the web. It serves as a great place to share some of your most newsworthy pieces.
It comes with a built-in readership. If marketers combine that with distribution techniques like social sharing, there is serious potential in terms of drawing more readers to your content.
It enables users to self-publish, syndicate, and distribute content to a professional audience.