Given all the hype in the content marketing space, even high-quality content runs the risk of getting lost. This is where the real hero of content marketing – Content distribution steps in.

Content distribution refers to sharing content to large and targeted audiences through a variety of methods. Almost 50% of all the content that gets published have only eight social media shares or less and a major reason could be the lack of focus on content distribution. According to research by Altimeter, only 26% of marketers are investing in content distribution, even though more than half believe they need to. It’s time to mindfully carve a spot for content distribution in your overall marketing strategy.

Here are few aspects to consider while doing Content Distribution.

🔷 Deciding on a paid or owned channel

A combination of these channels works best, and your overall marketing strategy should decide the path for investment into one particular channel over the others.

Here is an example of how Intel pursues the paid channel in distribution. Intel’s strategy is to publish blog posts without any initial media spend and then promote only those that gain some organic traction within hours of going live; a classic technique to go ‘viral’! Since about 62% of Intel’s blog referral traffic comes from social, particularly Twitter, LinkedIn & Facebook, about 60 percent of the company’s digital promotion spend is dedicated to Twitter, LinkedIn & Facebook.

 🔷 Content distribution Network – Tools and Apps

There is no dearth of tools, apps, and platforms that can assist in content distribution. Explore various options and their unique selling propositions to decide if an investment in a CDN app can give you the ROI you are seeking.

Here are a few examples; platforms like HubSpot, HootSuite and Outbrain (offers the best content for highly specific topics) are great to distribute content that helps establish your company as thought leaders. Tools like Sigstr can provide customised email signatures that drive traffic to specific landing page thus helping with conversions. Outbrain, on the other hand, is a biggie on the paid distribution channel network. Content is shared with huge media houses and in turn to interested audiences, increasing engagement while securing a wide viewership.

🔷 A strong pulse of your audience

Content distribution without intimate knowledge of your audience, is akin to shooting in the dark and calling whatever has been shot the target. Right from niche selection (depending on the brand) to platform selection, knowing who they are and where they spend their time in the digital world will determine the content distribution strategy to a great extent.

If a majority of the firms shifted their relentless focus from content creation to content distribution, the ROI could show remarkable progress. While a trial and error approach may seem appealing, being mindful and engaging a partner or third-party agency who is familiar with the industry the brand is a part of, could give a leg up to the marketing team who is not seeing the desired ROI.

And this is where we come in, as just BTL our prime objective is the end customer. We will deliver the desired results, but at the same time deliver the right content to the right audience.

Published by:

Prasenjit Raha

Process-driven marketing expert headlining field force management, loyalty solutions and all btl branding across MENA

As a marketing professional based out of never-sleeping Dubai for the last 23 years, I know what makes a brand memorable – and it’s not just advertising or discounts. We believe in custom-made below-the-line actions and solutions and we work with top MNCs and regional giants across MENA, engaging with our clients in programmes and processes that are industry-specific, technology-adaptive and just ahead of the curve.

Across our companies, our teams are quick, smart, up-to-date and qualified. That’s why we can think different and act special, ensuring RoI for our clients across our portfolio of services and cities.

We are lucky to be based out of Dubai. Standing in the cross-roads of East and West, this futuristic city is perfect for those who work and those who believe. We do both.