Effective Content Marketing Distribution Uses the Right Mix of Channels
You may believe that if your content is excellent and relevant to your target audience it will promote itself. You may expect that simply posting it on social media will intrigue and excite your audience so much that they will share it widely.
Of course, if all content so easily went viral, there would be no need for a content marketing distribution plan. In the real world, where viral content is a rare exception and not the rule, you should be working to understand your target audience, which channels create the best opportunities for your content to be effective, and how they like to be engaged.
You have a lot of options when it comes to deciding where to post your content, and getting a clear picture of the buyer personas that make up your target audience is a good place to start. Where do they hang out, and what types of content pieces catch their attention? Maybe they spend time poring over white papers posted on LinkedIn, or perhaps they are more likely to watch a short video before looking further into a topic on your website. You will have to address the needs and desires of several different personas engaging on a variety of distribution channels.
There are several broad categories of content marketing distribution channels, as described by Hootsuite., and one more major category that isn’t mentioned in the article but remains a powerhouse of content distribution:
Owned channel distribution tools: These are the platforms that your brand or company owns, such as your website, your social media profiles and your blog. This is a great and obvious place to start posting, but even within this category there are a lot of choices to make. For instance, if you post your blog on your website, how will your audience be alerted to its presence?
There are great tools out there that allow you to make the most of your owned channel distribution tools. For instance, Click to Tweet gives you the ability to add a button to your content that allows your audience to share it on Twitter with one click. E-mail platforms like Mailchimp, Marketo and ConstantContact provide email support, producing detailed analytic reports that tell you which kinds of emails were opened and whether certain words in your subject line, for instance, influenced click-through rates.
The key with owned channel distribution tools is to pay close attention to what’s driving increased activity on your website and resulting in quality leads. You can put a lot of energy into posting on social media, distributing an email newsletter and writing blogs, but if one of these areas isn’t delivering results, it’s wasting your time and resources.
Earned content distribution tools: This is shared content, in which your content is being passed from one individual to another, or a blog writer is linking to your content because it relates to the topic they are covering. In general, people tend to trust their friends, family and colleagues more than they do any brand, so earned content distribution can be an effective way to get your content shared.
It may seem that earned content distribution is mostly a matter of luck, or at the very least, a passive waiting game. That’s not the case, though. You have a lot of influence over earned content distribution. For instance, you can post any item to PR Newswire and your content will be distributed to over 200,000 news outlets, which significantly increases the likelihood that your content will get some attention.
You can also get active on Reddit, joining in discussions and posting your content when it’s appropriate to the discussion. If it’s highly relevant and compelling, the members of the Reddit community will end up sharing it.
Paid content distribution tools: This is the most traditional form of advertising, in which you pay for your ad to appear in locations where you believe your target audience hangs out. This can be in the form of a banner on Facebook, for instance.
There are tools out there that make paid advertising an affordable element in your content marketing distribution plan. On StumbleUpon ads, for instance, you can post your content for a small fee. Content is organized by topic, so a user can easily find your blog or white paper.
Tribber is a tool that helps companies like yours connect with influencers in your market. Those influencers share or link your content to their own material, lending their credibility and name to your video, infographic or blog.
Telemarketing for proactive content marketing distribution: While each of the above channels can be effective in promoting content, they all share an important drawback: they are all passive methods for reaching your target audience. In each of these methods, you are forced to post your content and then wait to see if anyone is interested.
By contrast, incorporating telemarketing as a partner to one or more of these channels gives you feedback and insight into the potential buyer’s situation. Instead of waiting for your prospective client to like or share something you’ve posted, you receive immediate feedback about your content, your brand and about where your contact is in the buying process. This produces real-time actionable leads for your sales department.
In a B2B content marketing distribution plan, it is important to prioritize the personal connection. So many companies are relying on social media platforms and the hopes of hitting on a viral content piece that they are forgetting that buyers are people, and people thrive in meaningful business relationships. In the last 10 years, we have seen a sharp shift from human to human interaction in favor of digital communication, leaving a huge void for people who miss the opportunity to talk to others. When you show people you care by actually “talking to them”, you will experience stronger, longer lasting business relationships.
Telemarketing helps you refine your other distribution channels for your content, too. During the conversation, critical information is gathered about which content format they prefer, and if there are certain times during the day or week that they are more likely to open content. You can also gain details about the challenges they are currently facing in their daily jobs or upcoming challenges in their industry.
Choosing the right combination of channels for your content marketing distribution plan requires a clear understanding of your audience, but don’t hesitate to include traditional methods alongside your digital marketing efforts. Telemarketing adds a personal connection that digital marketing cannot imitate.
To learn more about how telemarketing fits perfectly with your digital marketing efforts, give Blue Valley Telemarketing a call. We look forward to talking with you about your current marketing plans and how telemarketing can help you reach your goals for growth in the future.
* In this article we mention several products by name. We do not promote these specific products or platforms over their competitors. We encourage you to research and find the one who you believe offers the best return on your investment.