According to Hubspot, Content Marketing costs 62% less than traditional marketing. But it still takes time to produce. And, as they say, time is money. Make every piece of content that you write, photograph, or film count. With more effective content distribution strategies, you can make your web traffic soar to the moon and back.
Even average content marketing produces nearly three times more leads than traditional marketing does, so there’s no reason why it shouldn’t do even better. In fact, it can—in both quantity and quality.
When you optimize your content distribution strategies, you won’t just increase your web traffic—and therefore your leads—it can also improve the quality of those leads. With targeted content distribution strategies, your content will reach more people who need your products and services.
Not only will you have more traffic, but that traffic will be, for the most part, qualified prospects. That’s a game-changer in any industry. Let’s look at four of the most effective content distribution strategies:
- Repurpose content to maximize your ROI
- Target customer segments for the most effective reach
- Don’t forget your current customers when it comes to content
- Leverage your employees’ enthusiasm to distribute trust as well as content
1. Repurpose Your Content on Targeted Platforms
Of course, you should publish a link to your blog posts on your social media channels. Those posts will likely show up on the feeds of your followers. But there’s even more you can do when you repurpose your content on channels that specifically cater to your target market.
Let’s say, for example, you make boho-chic women’s jewelry. Your target market is millennial and Gen Z women.
You just published a blog post on the history and legends surrounding this month’s birthstone. You want to get that content some extra traction—so you want to reach out to people in your target market who aren’t your social media followers.
Where does your target market hang out?
Probably on sites like these:
- Instagram: With plenty of visual pop and edgy photos, this site is the perfect place to stage your jewelry with a model clothed in period attire—and a catchy description—such as “Channel your inner Cleopatra when you wear emeralds on your wrist. Discover more about this stone’s legendary powers” (and then include the link to your blog post).
- BuzzFeed: With half of its traffic from avid readers aged 18 to 34, this online magazine features quirky, newsworthy stories that appeal to the lion’s share of its market. Rework your blog post to be more provocative. Something like “Were emeralds the source of Cleopatra’s powers?” would be a great start. Since many people, including some in your target demographic, still believe in the healing and spiritual powers of gems, you could unpack those for your readers. Just make sure you have a disclaimer that indicates you’re not claiming any of these powers for your product.
- Pinterest: This site serves as a visual bulletin board for one’s favorite things. Its audience is primarily female, and it’s a great place to showcase your wares. Just make sure you link to your blog post.
If you’re a B2C company, chances are your target market has their favorite places to browse. For B2C companies, it’s important to discover where yours are. Whether you’re demonstrating how to use your new widget on YouTube or you’re a car dealer repurposing your blog post into a video about why you need to change the oil on your own Chevy, you need to get your content out and in front of interested new audiences.
If, on the other hand, you’re a B2B company, you, too, need to repurpose content in the places your target market frequents. Provide readers with content that either discusses the latest developments in the industry or that solves tough challenges for them, and you’ll reach businesses who’ve never heard of you before.
Platforms like LinkedIn, SlideShare (make sure to have professional-looking infographics), Huffington Post, Forbes, Inc., as well as industry-specific publications, are all platforms on which you can repurpose your content. If you can’t get into the national publications, try to get your content on regional B2B platforms.
One word of caution, though. Make sure that the website you publish your repurposed content on is of the highest quality. Otherwise, B2B prospects will get the impression that your products and services aren’t high-quality, either.
Whether you’re going for the B2B or the B2C market, you need to nurture relationships both online and offline, Sprout Social’s Brent Barnhart advises. We couldn’t agree more.
When it comes to content, organic shares can help your reach grow exponentially. Expand your online network to reach out to potential customers in each segment through industry-related LinkedIn groups and forums. Reach out locally to industry influencers through face-to-face meetings. Help them solve their challenges—and they’ll be glad to click “Share” on your content.
2. Share Your Content with Your Current Customers and Subscribers
When you publish a blog post that will interest a particular segment of your market, send it to those customers and subscribers who can put it to use in their daily lives or to run their businesses more efficiently.
But don’t stop there. These people have shown an interest in your products and services—and have demonstrated that interest by becoming subscribers. Your customers have taken that interest a step further with at least one purchase.
Reward them with even more content that can help them solve their greatest challenges. At the end of your email, include a link to download a white paper or e-book that unpacks your blog post’s content in greater depth.
Don’t distribute content to these valuable customers and subscribers unless you have a specific goal in mind. Make sure that goal aligns not only with your business goals, but more importantly, with theirs.
Some companies send their subscribers every piece of content they publish on their blog. That’s a mistake. Only send content that will help that segment of your subscribers. Otherwise, you risk annoying them with an inbox crammed with irrelevant content.
3. New Products and Services Need a New Distribution Strategy
If you’ve developed a new product or service that will appeal to a new customer base, you need to create and distribute content on channels that appeal to them. You’ll need to do some research on their pain points, their needs, and their goals, advises DivvyHQ’s Brody Dorland.
Finding influencers in that new market, he points out, can help jumpstart your content marketing to your new target market. If you can afford to pay an influencer to create content to engage your new market, do so. If not, find a way to make it in that influencer’s best interest to create and distribute content for you.
Not only must you distribute that content on new channels, says Dorland, but you should publish content targeted to that customer base weekly, creating a new subscriber list for them rather than adding them to one of your existing customer segments.
Customized, personalized content earns new customers’ trust by a factor of 78 percent. It pays to do your homework on your new buyer personas so you can combine your insights with smart content placement and targeted topics to keep them moving along the sales funnel.
4. Finally, Don’t Forget About Your Employees
One of the most powerful ways to distribute your content is through your employees. Since only about a third of people trust a brand’s official messaging—and nearly 90 percent of people trust recommendations from people they know personally— your employees can be the one factor that can tilt the buying decision in your favor.
When you engage them at work and encourage them to share content that will help their own contacts, you put that 90 percent trust factor to work for your products and services.
That’s huge—whether you’re primarily B2C or B2B. When you put this and the rest of these content distribution tips to work for you, you’ll see your web traffic increase—and with it, your revenue.
If you are ready to get more qualified traffic to your site with quality content that’s consistently published, check out our Content Builder Service. Set up a quick consultation, and I’ll send you a free PDF version of my books. Get started today and generate more traffic and leads for your business.