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How to Determine the Best Distribution Channels For Your Content

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Without a solid content distribution strategy, your content won’t reach the audience it should. But how do you know where to put your content distribution efforts? This presentation breaks down the different distribution channels, showing how each can benefit your content.

Publicado en: Marketing
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How to Determine the Best Distribution Channels For Your Content

  1. KNOWWHERE TO SHARE
  2. Which distribution channels are best for your content? Creating content is only the beginning of your marketing efforts; distribution is where it really pays off. To successfully distribute content, you should integrate a healthy mix of owned, earned, and paid strategies, each of which complement each other to help extend your content’s reach. Here’s how different channels can help reach your goals.
  3. CHANNELS BENEFITS Owned media is completely in your control. This means you can own the messaging and user experience, making it a more cost-efficient and flexible channel to serve your needs. OWNED MEDIA Blog/ Microsite Website Newsletter Social Accounts Control over message Free Guaranteed placement $0
  4. Attracting your audience to owned properties, such as your website, can have a real impact on your bottom line. According to a Nielsen study, consumers who were exposed to a brand’s website purchased almost 3X more than consumers who saw a brand’s digital ad only. Offline Sales Impact from Digital Exposure Saw Digital Ad Only Saw Website $0.30 $0.89
  5. EARNED MEDIA CHANNELS BENEFITS Earned media is anything picked up by third-party publishers. It’s beneficial to your brand in two ways: It extends your content’s reach and adds more credibility (as it comes from an unbiased third party). It is one of the most effective and authentic ways to amplify and validate your message. Industry Influencers Credibility Expanded reach Brand awareness Thought leadership Free$0 Media Publications
  6. According to Nielsen, 92% of global consumers trust earned media “above all other forms of advertising.” 92%
  7. PAID MEDIA Paid media is purchased, guaranteed placement across a number of platforms. Paid allows you highly target your audience, depending on your particular goals and budget. BENEFITSCHANNELS Highly targeted Elevated exposure for high-value content Guaranteed audience Native Advertising (sponsored content, social ads, etc.) Paid placement/ amplification Content Discovery Platforms (Outbrain, Taboola, StumbleUpon, etc.)
  8. According to Nielsen, Native ads generated 82% brand lift among users exposed to the ads. 82%
  9. Publishing Process All content should be published on a central owned publishing platform (most likely your blog) first. After distributing through owned channels, you can begin earned and paid efforts to amplify content, while making sure that traffic is always directed toward your central platform. This way, every audience your content reaches is directed back to the original source. Existing fans, Brand loyalists, customers OWNED Strangers, targeted audience PAID Targeted audience EARNED CONTENT
  10. For more info about expanding your content’s reach, download our free e-book, The Ultimate Guide to Content Distribution. As you scale your content publishing, make sure to track your content performance to see which channels are most effective for your content, audience, and goals. No matter which channels you choose, make sure the content you create is optimized for each platform.
  11. For more visual inspiration, visit columnfivemedia.com. @columnfive T. 949.614.0759 info@columnfive.com

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