Filling your site with carefully planned content will obviously help attract more of the right audience to your business. <\/p>\n\n\n\n
But just because you\u2019ve published a great blog, sales page, or gallery of images on your site doesn\u2019t mean your content creation work is done.<\/p>\n\n\n\n
You now need to amplify its reach.<\/p>\n\n\n\n
Your mission is to share it as much as possible so it reaches more people than just your website audience.<\/p>\n\n\n\n
Spreading it around is called content distribution, and it\u2019s a vital marketing strategy for growing your client base and getting more eyeballs on your fabulous content. <\/p>\n\n\n\n
Content distribution is simply sharing your content on platforms beyond your website<\/strong>.<\/p>\n\n\n\n The aim is to push your content\u2019s message further and increase brand awareness to attract new prospective clients.<\/p>\n\n\n\n You might distribute your content:<\/p>\n\n\n\n You might also:<\/p>\n\n\n\n This list makes content distribution sound simple.<\/p>\n\n\n\n But there\u2019s more to it.<\/p>\n\n\n\n Especially when it comes to where to share your content.<\/p>\n\n\n\n There are dozens of channels you can post on \u2013 Instagram, YouTube, Pinterest, business and community groups, directories, and Reddit.<\/p>\n\n\n\n You can also post your content in a variety of mediums \u2013 videos, blog posts, podcasts, slideshows, lists, infographics, and single graphic images.<\/p>\n\n\n\n So reaching your audience using a format that appeals to them has never been easier. <\/p>\n\n\n\n It\u2019s tempting to maximize your potential reach by trying every option.<\/p>\n\n\n\n There are even lists suggesting essential places you must share<\/a> and distribute your content.<\/p>\n\n\n\n But there\u2019s no obligation (or point) in trying to do it all. <\/strong><\/p>\n\n\n\n Trying to reshare your content everywhere would be exhausting, I don\u2019t recommend it, and it may harm your prospects for sharing successfully. <\/p>\n<\/blockquote>\n\n\n\n Trying to reshare your content everywhere would be exhausting, I don\u2019t recommend it, and it may harm your prospects<\/a> for sharing successfully.<\/p>\n\n\n\n From my experience, the key is choosing your content distribution channels carefully and wisely. <\/p>\n\n\n\n Showing up on the channels where your ideal audience is already hanging out will lead to more quality engagement.<\/p>\n\n\n\n And where there\u2019s quality engagement, there\u2019s a better opportunity to get good leads. <\/p>\n\n\n\n Chances are your audience isn\u2019t consuming everything everywhere anyway.<\/p>\n\n\n\n We\u2019re all time poor, and so showing loyalty to only a few outlets is the norm.<\/p>\n\n\n\n You just need to find out which channels your audience already enjoys and focus on distributing quality content only<\/em> in those places. <\/p>\n\n\n\n As with any marketing strategy, your ideal client should be at the heart of your content distribution plan.<\/p>\n\n\n\n You might already know where your ideal clients hang out online.<\/p>\n\n\n\n It may have been part of the work you did on audience personas.<\/p>\n\n\n\n But if you don\u2019t, or it\u2019s been a while since you completed your personas, dig into this.<\/p>\n\n\n\n Consider the following.<\/p>\n\n\n\n Collate this information and use it to steer you towards the right channels to share on. <\/p>\n\n\n\n After doing this work, you should have a small, manageable list of places to distribute content.<\/p>\n\n\n\n Now all you need to do is decide what sort of content and message to share on each channel. <\/p>\n\n\n\n SEMrush\u2019s guide to content distribution<\/a> identifies three distribution methods: owned, earned, and paid. <\/p>\n\n\n\n Owned \u2013 <\/strong>These are the channels you own and control, such as your website, blog, email marketing, and social media channels.<\/p>\n\n\n\n Earned \u2013 <\/strong>This is when your content is shared by others on channels and platforms you don\u2019t control. Influencer marketing, guest posts, backlinks in articles, and brand mentions in forums, communities, and media are all examples of earned distribution.<\/p>\n\n\n\n Paid \u2013 <\/strong>Distributing content on paid channels such as PPC, social media ads, targeted ads, and sponsored content are known for getting fast results. But you need to carefully manage your budget and examine your ROI. <\/p>\n\n\n\n The type of content and your budget will help you determine whether to share your content through owned, earned, or paid marketing.<\/p>\n\n\n\n I always suggest maximizing your owned opportunities by pushing for as much free, organic growth as possible.<\/p>\n\n\n\n Then try earned and\/or paid distribution.<\/p>\n\n\n\n Your distribution method will be led by the type of content you want to share.<\/p>\n\n\n\n For example, if you’re a photographer and have a new photo session to share you should put it on your owned channels first, then use social media platforms such as Instagram and Pinterest.<\/p>\n\n\n\n But once you\u2019ve exhausted these options, look for earned opportunities for your photos.<\/p>\n\n\n\n For example, could a journalist use them in an article?<\/p>\n\n\n\n Finding ways to repurpose your content this way and distribute it as widely as possible will not only get more eyeballs on it but also help minimize the time you need to spend on creating new content. <\/p>\n\n\n\n\n
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The age of content distribution overwhelm<\/h3>\n\n\n\n
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Finding the right channels<\/h2>\n\n\n\n
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Owned, earned, and paid distribution<\/h3>\n\n\n\n
How to show up<\/h2>\n\n\n\n