Content distribution is the delivery of content to the end user through various channels – from social networks to SEO. Content without distribution is like a writer who never publishes a single book. Through content distribution the audience gets the content, content solves problems, and makes a profit, registrations, or coverage.
Effective distribution requires a strategy that defines the goals and objectives of distribution. In addition, the strategy helps to understand what must be done at the start to achieve a result.
The distribution strategy is constantly updated. For example, if the channel stops working, they change approaches or abandon this channel. At the same time, the strategy is not necessarily presented in the form of a separate document. The main thing is that the team responsible for distribution understands what tasks to solve and where to strive.
Distribution channels are all channels where content can be seeded. These include:
- Social network. For example, on the company’s pages, you can talk about new services through video reviews, and in the comments on other people’s posts, you can provide links to relevant content.
- Search engines. For this channel, SEO is used, which affects the issuance of content for queries in search engines. Search engines are one of the cheapest channels that give a lot of organic free traffic.
- Contextual advertising in search engines. When a user enters a specific query in a search engine, before the results are returned, they are shown an advertisement related to the query topic.
- Messengers. For example, through chatbots, you can sow lead magnets for subscribing to paid email newsletters.
- Email distribution. For example, in the digest of the best materials for the week, you can sow articles from a corporate blog.
- Special seo blog platform.
Each project has a channel that is most effective for distribution.
Types of distribution
Distribution is divided into shareware and paid. Shareware distribution is designed for the following audience:
- those who are already following the company. These may include newsletter subscribers who are more likely to click on links to articles on the company’s blog;
- those who receive content through search queries, including through SEO optimization.
Shareware distribution for the most part attracts the target audience – people who themselves went to a corporate blog or subscribed to a group without targeted or contextual advertising.
Paid distribution is a target, contextual advertising, and promotion through bloggers. It is designed for an audience that is not covered by free distribution.
Typically, companies choose one of two distribution approaches. They access all distribution channels. To do this, the company must have an infinite amount of resources, and this is rare. Or they focus on individual distribution channels. If a company starts working with a specific channel, then it grabs onto it with a stranglehold and builds up an audience there.