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Content distribution, everything you need to know about this topic

Content distribution, everything you need to know about this topic

Content distribution, everything you need to know about this topic. You create top content but still don’t get the expected results?

Maybe you’re doing something wrong. Creating content is not enough to achieve great success and expand your audience.

You still need to distribute it properly. How to plan the right content distribution strategy? Which channels can you choose from? In this blog article we will answer all your questions about content distribution.

Content distribution: types

For many years marketers around the world believed that only a blog has real power. They focused on creating blog posts.

Fortunately, times have changed and today you have a much wider type of content to choose from. Your choice will depend primarily on your budget, target audience, and goals you want to achieve.

Here are the most common types of content:

  • blog posts:
  1. the most popular content format used by almost every company;
  2. a place to share knowledge with your audience;
  3. perfect for educational, promotional, and product-related content.
  • infographics:
  1. an effective form of knowledge sharing;
  2. an eye-catching content format that immediately attracts users’ attention;
  3. shareable.
  • how-to guides:
  1.  help users and give more information about your product or service;
  2. mainly presented as a short video or article.
  • webinars:
  1.  educational and highly informative content format;
  2. ideal for product demonstration.
  • podcasts & interviews:
  1. one of the most convenient types of content;
  2. entertaining and educational content.
  • case studies & success stories:
  1.  presentation of your achievements and successes;
  2. promotion not only of your brand, but also of your clients.
  • videos:
  1.  entertaining content format;
  2. can be distributed on different platforms;
  3. types of video content: unboxing, testimonials, brand videos, live videos.
  • ebooks:
  1. highly informative content;
  2. an effective way to win new newsletter subscribers.

How to create an effective content distribution strategy?

You already know what types of content you can choose to distribute. Now it’s time to plan your distribution to make it as efficient as possible.

1. Discover your audience

This is really one of the key elements of content marketing.

After all, you don’t want to create content for any audience. But for your audience! If you do not properly identify your customers the content distribution strategy will worth nothing.

You can create a proto-persona (persona created according to your intuition). At a further stage, we advise you to create a real user persona (ideal recipient).

2. Conduct a content audit

Just because you’ve started planning a strategy doesn’t mean you haven’t published something before. Maybe you have already created interesting blog posts, infographics or social media posts.

In this case, it’s good practice to do an SEO audit for your current content. Make sure it does not harm your further activities. There are many tools available that will help you with content audit:

  • Screaming Frog. Crawls current content and collects the list of URLs in one place together with relevant data;
  • SEMrush. Lists the length of your content, the number of backlinks as well as social shares;
  • Ahrefs. Indicates content gap and keywords you can use in your content.

3. Select content distribution channels

Some say that choosing content distribution channels is more important than the content itself. And we completely agree with them!

You create great content but publish it on channels that don’t match your audience’s preferences? You are actually losing your potential.

4. Choose types of content

Since you have chosen content distribution channels, it is time to select the best types of content. Remember about the content you already have.

Of course, you don’t have to remove it, especially if you’ve already spent a lot of time creating it. But we recommend you to update your current content.

5. Set KPIs and goals you want to achieve with this content distribution

Without setting goals, you won’t really know what you’re striving for.

Set your goals and key performance indicators (KPIs). Specify metrics that you will monitor regularly to determine if certain goals have been achieved.

6. Plan the distribution

Do you plan to publish your content regularly? The editorial content calendar is absolutely a must. Here, a vast variety of tools can come in handy.

Even free software such as Google Sheets or Google Calendar can help you to organize the whole process. Other great calendar tools to try out are, for example:

  • SproutSocial;
  • Trello;
  • Asana;
  • Loomly.

7. Create your content

You’ve already done a lot:

  1. conducted research;
  2. selected channels and content types;
  3. planned a publication.

Now you can finally get down to work. Remember that good content should also be optimized for search engines. How to do this? Here are some tools that will help you with content creation:

  • AnswerThePublic: to find excellent content topics which your audience is searching for;
  • Canva: to create visually pleasing infographics and images for your articles or social media posts;
  • MakeMyPersona: a great tool to create your buyer persona;
  • Grammarly: an online writing assistant to make your content grammatically correct;
  • Hemingway: to make your content more readable and clearer;
  • Unsplash: to find great free images and photos.

8. Distribute your content

Finally, you can show your content to the world! Optimize your content depending on the selected distribution channel and type.

For example, other optimization practices apply to video content than to blog posts.

9. Analyze the effectiveness of your content distribution strategy

Do you want to find out if your content is actually effective and brings the expected results? In this case, you must regularly check the selected metrics.

Choose the right routine time and conduct the analysis on a weekly or monthly basis.

You see that the goals and KPIs have not been achieved for a long time? Maybe it is a signal that something needs to be changed. Maybe you should choose a different type of content or try out new distribution channels.

Content distribution channels

When it comes to distribution channels, you have a really huge choice. At first, it may even seem a bit overwhelming. There are 3 basic types of content distribution channels:

  1. owned media;
  2. earned media;
  3. paid media.

1. Owned media

1.1 Website/Blog

This is a good place to start. Especially if you have a low budget for your content marketing strategy. Do you want to create your own content? Your website and company blog will be the cheapest and easiest place to distribute it.

What is important, here you have complete control over the entire content distribution process. What and when you publish, which keywords will be included, how your content will be presented and who will see it.

Moreover, a company blog is a great way to boost your local SEO. Also, it can increase the number of keywords that will be displayed in the organic search results.

1.2 Email newsletters

It’s a great way to generate leads. There are several reasons behind it. It is quite difficult to do email marketing properly when it comes to technical aspects, as well as simply content creation.

Once you find a great email marketing software and build a list of subscribers, you can share your content there.

Email marketing is really effective. Especially since here you share content with users who have subscribed to the newsletter.

1.3 Social media

When it comes to social media you really have plenty of different platforms to choose from. Among the most popular are: Facebook, LinkedIn, Instagram, Twitter, and Pinterest.

But there are, obviously, so much more. You should simply choose those platforms that have the greatest potential to reach more people.

Why is social media the best choice for content distribution:

  • communicate with your target audience;
  • publish your content for free;
  • increase social shares;
  • create a group and share your content with users who show interest in your brand;
  • social media platforms have massive web traffic and high SEO parameters.

2. Earned media for content distribution

2.1 Guest posting

You can start cooperating with other well-known brands in your industry or bloggers. It is a great way to meet new people, build positive relationships and present yourself as a specialist in your field.

Make a list of relevant bloggers and contact them with an offer.

2.2 Reviews & recommendations

Users love to share their recommendations with others and recommend the products they use. This is another great idea for content distribution.

It is practically free, as it is the users who generate the content themselves. Moreover, it does not require much time and energy from you.

Sometimes, all you have to do is simply encourage users to recommend and share your content. They will take care of the rest.

2.3 Social media shares

This way of earned content distribution is quite similar to the previous one. In this case, users distribute your content on various social media platforms by sharing it with others.

Users love to share high-quality content that they consider valuable.

To make it easier for them you can add social media buttons. Clickable icons added most often on blogs that allow users to easily share your content.

3. Paid media for content distribution

3.1 PPC

If you plan your PPC (pay-per-click) strategy well, you can effectively increase the number of leads generated. In this case, you pay when users interact with your paid advertisement that appears in Google search results.

3.2 Sponsored articles

Sponsored articles are a paid long-format content published on different domains. Usually with high SEO parameters and massive web traffic. It is a popular content distribution channel for several reasons:

  • obtain backlinks that point to your website;
  • boost your SEO and increase web traffic;
  • build brand recognition;
  • promote your brand, products, or services.

3.3 Influencer marketing

This is one of the most expensive forms of content distribution. However, many brands cooperate with powerful influencers who then distribute their content among followers.

Offer cooperation with well-known personalities, which are very popular and valued in your business’ niche. This strategy (using social proof) can guarantee you a rapid and efficient distribution of your content.

3.4 Paid social ads

We mentioned paid ads in the search engine. But remember that you can promote your content in various social media platforms as well.

Through Facebook Ads or Instagram Ads you will be able to create and share ads.


Creating the content itself may not be enough to achieve success with your content marketing campaign. You should also choose the appropriate content type and content distribution channels.

We hope that from now content distribution will no longer be problematic for you.

Are you looking for experts who will plan a long-term content marketing strategy for you? Feel free to contact us! Our SEO specialists will be happy to help you! Thanks!

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