The world runs on content. Every day, millions of people open social media, look at email, or read blog posts about their favorite topics. In one household alone, you could have different generations and demographics looking at a wide range of content from numerous sources.
Why does this matter? If you run a business trying to build an online reputation, cultivating a pathway to transmit your smart content is one of the best ways to engage more leads.
How a Content Distribution Strategy Changes Businesses
At its core, a CDP is how you deliver original written or visual work. You may provide many varieties of content, like blog posts, user-generated reviews, videos about your mission, newsletters, emails, and more.
A PR is a great example. Most companies will use a reputable distribution resource to promote and send that PR to a long list of verified news sources. It’s like you have a palette of goods that need to get to multiple locations, and you use a train station hub to send them out. Instead of hiring drivers, you use the different trains to ship your goods where they need to go.
The critical side of this equation is quality over quantity. You want quality content distribution to:
- Target users where they live online.
- Boost your SEO tactics by gaining quality backlinks.
- Use reputable distributors.
- Send essential info to best-fit customers.
- Expand your market reach and brand authority.
You risk harming SERPs, reputation, and customer trust by using unverified distribution channels, regardless of B2B or B2C markets.
What Type of Content Distribution Strategies are Right for Me?
There is no “one size fits all” solution. You will want to “mix things up,” so they match your goals, budget, and schedule. Two primary forms are:
- Owned Distribution: Original content you own (blogs, landing pages, social media profiles, newsletters, etc.) that your brand ultimately controls. You tend to distribute this manually. While it takes consistent effort, it is budget-friendly and helps you remain flexible to market leads while building a brand and leveraging SEO.
- Earned Distribution:Instead of doing everything yourself, you use teams or other pros to spread your original content for your. Everything from guest posts, press releases, product reviews, to even PPC ads. Having someone else do the work creates consistency for building your businesses’ online authority and credibility. The only downside is that you don’t have complete control. These teams might edit your content to align with their needs, so be sure to find someone you trust.
Still Stuck? Use these CDP Tips
Diversification is your bread and butter. Every pathway should be customized to fit your needs. While developing a content distribution plan, try using these essential tips.
#1 – Automate Everything
Want a surefire method to boost content delivery to the best-fit customers? Leverage automation to save you time and resources. Endless online tools can help you write, create, edit, and distribute engaging blog posts or content that build up your brand. Some common ones include:
- Help a Reporter (HARO) – Get up close and personal journalists (as a source).
- PR Newswire – Leader in PR distribution.
- ly – Simple method for niche market resources that distribute for you.
- Buzzstream – Use influencers for link building.
- Contently – Develop a blog portfolio.
- Outbrain – Add directly relational content in the footer of articles you create.
- Appinions – Find premium social media influencers in your niche.
- Content BLVD – Platform for communicating with editors and other forms of content controllers.
- NinjaOutreach – Helps you link-share through cultivated relationships.
- Prowly – A growing database of industry insiders like journalists and editors.
- JustReachOut – Massive lists of journalists and blogging community members.
- Magic PR – Publish original work to over 250 well-known distributors.
- FollowUpThen – Great scheduling tool for media inquiries when you want to follow up.
#2 – DIY Media Lists
Most beginner bloggers start here. You can create a simple Excel sheet with the name, content info, and links of relationships you build on a case-by-case basis. This is much better than poor quality “ready-made” lists from those unsolicited emails you get that are spam. You don’t want to risk your Google Page Rank, so you can start here.
#3 – Avoid “Too Good to Be True” Offers
You will get hit up by many people promising massive results, and SEO boosts in return for a fee. Before you spend your money, verify that these companies:
- Have a solid online reputation.
- Is aligned with your brand and goals.
- Offers original high-quality content.
- Have at least 10 keywords you share.
- Has high-ranked landing pages.
- Doesn’t include suspicious keywords (casino, adult, XXX, etc.)
Remember, one premium-quality backlink is a thousand times better than many poor-quality ones.
#4 – Expand Your Network
If you take anything from this article, remember to build your relationships. Talk with journalists about your topic and share long-term link-building. Offer them quality content based on your expertise in your niche and publish/link to them, so they see the value of referencing your work.
You can do this yourself, but that takes time and money. Hiring a team of professionals to handle your diversified content distribution strategy is a much better alternative.
#5 – Offer Value
No matter what, your content should always be top-notch. The more you expand your relations and stick to writing highly relatable and informative content in your niche, the more people will come to you. That is how you know you deliver smart content that adds value to your partners, stakeholders, and readers. You can often take pre-existing content from potential partners and rework it with your original insights and additions to start those relationships.
Take your time. You can quickly grow your brand authority and market reach with consistent effort, automation, and partners in the content distribution planning world.
Vitali Tur, Ph.D.
Co-founder and Chief Content Officer at Smartcontent, PR & Content Marketing Agency. A word enthusiast with a PhD in Marketing & Linguistics, author of many scientific articles and the university lecture courses “Language of Advertising”, “Communication Technologies”, “Communication Design”