Content distribution is often the forgotten hero of content marketing. Many businesses pour their energy into creating great content but fall short when it comes to getting it in front of their audience.
At Made Simpler, we’ve seen firsthand how common distribution mistakes can derail even the best content strategies. This post will highlight these pitfalls and offer practical solutions to boost your content’s reach and impact.
Are You Neglecting Content Distribution?
The Imbalance in Content Marketing
Content creation forms only half the battle in content marketing. Many businesses invest heavily in producing high-quality content but fall short when it comes to distribution. This oversight can severely limit the impact of your content marketing efforts.
Rethinking the 80/20 Rule
The outdated 80/20 rule (spend 80% of your time creating content and 20% distributing it) no longer works in today’s saturated digital landscape. We propose flipping this ratio: dedicate 20% of your time to content creation and 80% to promotion. This shift ensures your valuable content reaches its intended audience and maximizes its impact.
The Dangers of Ad Hoc Distribution
A solid distribution strategy prevents your content from getting lost in the noise. Ad hoc distribution-posting content randomly across channels-wastes resources and proves ineffective. Instead, develop a comprehensive distribution plan that outlines your chosen channels, posting schedule, and success metrics. This approach allows you to track performance and adjust your strategy as needed.
Strategic Resource Allocation
Many businesses underestimate the resources required for effective content promotion. According to the Content Marketing Institute, nine in 10 B2B marketers use social media platforms (organic) to distribute content, 79% use blogs, and 73% use email newsletters. This highlights the importance of a multi-channel approach to content distribution.
To maximize your content’s reach, consider dedicating a portion of your marketing budget to paid promotion. Native ad platforms offer lower CPCs than search platforms, providing a cost-effective way to boost your content’s visibility.
Creating great content marks just the beginning of your content marketing journey. The next crucial step involves developing a robust distribution strategy to ensure your content reaches and resonates with your target audience. In the following section, we’ll explore common content distribution mistakes and how to avoid them.
Why Your Content Isn’t Reaching Its Audience
The Pitfall of One-Size-Fits-All Distribution
Content distribution requires a tailored approach. Many businesses use identical distribution tactics for all their content, regardless of type or target audience. This strategy limits content reach and impact significantly.
Misalignment of Content and Channels
Different content types excel on specific platforms. Long-form articles might thrive on LinkedIn but struggle on Twitter. A Sprout Social study revealed that 68% of consumers prefer short-form videos to learn about new products and services. Yet, many companies continue to push text-heavy content on platforms better suited for visual content.
Overlooking Audience Behavior Patterns
Understanding when and where your audience consumes content is essential. HubSpot’s research shows that optimal posting times vary by platform. Facebook sees higher engagement between 1 pm and 3 pm on Thursday and Friday, while LinkedIn users are more active between 10 am and 12 pm on Tuesday and Wednesday.
Untapped Potential of Employee Advocacy
Employees can serve as powerful distribution channels. Employee advocacy can be a highly effective marketing strategy because people tend to trust recommendations from friends and family more than other sources.
Missed Opportunities in Content Repurposing
Creating new content demands time and resources. Many businesses overlook the potential of repurposing existing content for different platforms. A single blog post can transform into multiple social media posts, an infographic, a podcast episode, or even a video. This strategy not only saves time but also extends your message to a broader audience across various platforms.
Avoiding these common mistakes can dramatically improve your content’s reach and engagement. The next section will explore effective strategies to supercharge your content distribution efforts (and help you outperform your competitors).
How to Supercharge Your Content Distribution
Effective content distribution unlocks your content’s full potential. Here’s how you can amplify your distribution efforts:
Embrace a Multi-Channel Strategy
Single-platform reliance for content distribution is outdated. A Salesforce study found that six to eight touches are crucial for qualifying a lead, highlighting the importance of a multi-channel approach.
Identify your audience’s online hangouts. Use Google Analytics to track traffic-driving platforms. Tailor your content for each platform. LinkedIn users prefer long-form, professional content, while Instagram thrives on visually appealing, bite-sized information.
Harness the Power of Social Media
Social media remains a distribution powerhouse. Hootsuite reports 4.48 billion people use social media worldwide (a massive potential audience for your content).
To maximize social media impact, focus on timing and consistency. CoSchedule’s analysis of 30 studies revealed optimal posting times: Facebook 1-4 pm, Twitter 12-3 pm.
Don’t just post and forget. Respond to comments and participate in relevant conversations. This boosts visibility and builds a loyal community around your brand.
Leverage Email Marketing
Email marketing delivers impressive results. Campaign Monitor reports email marketing generates $44 for every $1 spent (an astounding 4400% ROI).
Segment your email list based on subscriber interests and behaviors. This allows targeted content that resonates with each group. Personalized email subject lines can increase open rates by 26% (according to Campaign Monitor).
Implement a newsletter that curates your best content. This keeps your audience engaged and drives traffic back to your website.
Master SEO for Long-Term Success
While social media and email provide immediate distribution, SEO ensures long-term content visibility. HubSpot reports 75% of users never scroll past the first page of search results.
Focus on long-tail keywords relevant to your content. Tools like Ahrefs or SEMrush help identify these keywords. Optimize your content’s meta description and title tags to improve click-through rates from search results.
Internal linking is often overlooked but incredibly powerful. Link related content pieces to keep users engaged on your site longer and signal to search engines the depth of your content.
Explore Paid Promotion Options
Organic reach isn’t always enough in today’s crowded digital landscape. Paid promotion can give your content the boost it needs to reach a wider audience.
Try platforms like Outbrain or Taboola for native advertising. These platforms place your content on high-traffic websites (often at a lower cost per click than traditional PPC advertising).
Social media advertising is another effective option. Facebook’s detailed targeting options allow you to reach users based on interests, behaviors, and demographics. LinkedIn’s sponsored content performs well for B2B audiences, with 80% of B2B leads coming from LinkedIn according to the platform.
The key to successful content distribution is continuous optimization. Analyze your distribution efforts regularly, identify what works, and refine your strategy accordingly.
Final Thoughts
Content distribution determines the success of your content marketing strategy. We explored common mistakes that limit your content’s reach and impact, from underestimating distribution to using generic approaches. A comprehensive distribution strategy maximizes your content’s visibility and engagement through multiple channels, social media, email marketing, SEO, and paid promotion.
Regular audits improve your content distribution practices. You should analyze your current strategies, find areas for improvement, and stay informed about the latest trends in content distribution. The digital landscape changes rapidly, and your distribution tactics must adapt to these changes.
Made Simpler offers marketing solutions to help with your content creation and distribution processes. Our AI-powered tools can streamline your efforts and ensure your content reaches your target audience effectively. Invest in a strong distribution strategy to help your content thrive in the digital world.