Developing an Effective Content Distribution Strategy

You could create the best blog, video, or social media post ever. But that top-notch content piece won’t have the impact you need if people don’t see it.

That’s where a stellar content distribution strategy isn’t just beneficial: it’s necessary. Where you post your content is just as important as the type of content you create. Today, we’ll dive into what you should think about when creating a content distribution strategy that drives conversions and connects with your customers – wherever they might be!

Consider your audience

Your audience is the first – and arguably most important – thing to think about when you plan a content distribution strategy. After all, different audiences consume content on different platforms. They may be more likely to see the content you post in one spot or another, depending on their search habits, recreational activities, and so on.

For instance, if you want to make content for a younger audience that’s interested in the products your brand makes, posting short-form video content on social platforms like TikTok and Instagram makes more sense than creating long-form blog posts.

But the reverse is true for other audiences, like the ideal clients for a B2B brand. If you primarily want to advertise your brand’s authority and expertise in a technical industry, whitepapers and lengthy blog posts delving into niche topics are best posted on your website or a site like LinkedIn, where those B2B buyers are more likely to be looking for brands like yours.

Bottom line: Before you decide where to put your content, think about your audience. If you deeply understand your target audience, you’ll know exactly the right places to post.

Consider your audience

Deploy content distribution for each social media platform

For many brands, social media sites like X, Facebook, and TikTok are prime spots to post video content and short content snippets or teasers, like “Top 5” lists that lead to longer blogs or web pages.

If that’s the case for your brand, it’s a good idea to make the most of each social media platform you have a page for. The best way to do that? Make a post for the same piece of content for each social media platform in your campaign.

Say that you’ve made a very high-quality video piece showcasing a new product launch. You can tweak or adjust that video for each of the major social platforms where you have a presence, like Instagram and LinkedIn. The Instagram version of the video may be a little shorter, while the LinkedIn version could be a bit longer and have some extra stats or data points at the end.

In essence, you should tactically distribute the content you make so it best fits each place where it appears. It’s a great strategy because:

  • It ensures your content will be better received by its target viewers or readers on each platform.
  • It prevents the content from being flagged as repetitive.

Deploy content

Stagger content releases

As you develop your content distribution strategy, it’s also a good idea to stagger the releases of certain content pieces. This will inspire curiosity in readers/viewers and make your current content reserve stretch for longer.

For example, when you put out a new blog post of 1,000 words or so, there’s no need to put the entire piece on LinkedIn. Instead, it’s smarter (and better for your readers) to make five distinct posts on LinkedIn, each highlighting a sample of the blog post’s key messages or insights, with a designated length of time between them.

With a content distribution strategy like this, you’ll be able to maintain a frequent posting schedule, helping you fill out your content calendar, and drive more clicks to your website (or wherever you have the main blog post).

Maximize value from longer content pieces

Above, we talked about content customization: taking content crafted for your brand and adjusting it for each posting location. However, you can expand on this concept by distributing longer content pieces or projects differently for every unique platform you target.

Here’s an example:

  • TikTok only allows video content. So, if you make a video piece showcasing a recent charitable project from your brand, you can post the original video there.
  • LinkedIn allows videos and text, but the nature of its users – mainly business professionals and job seekers – means that text-based content often gains a lot of traction, with single-image plus text posts performing the best.
  • Rather than posting the exact same video you put on TikTok, you’ll be better off writing a text post for LinkedIn, along with a still from the video and a link to the video on your website.

In this example, you took a single piece of long-form content but deployed it on two different platforms – plus your website – for maximum effect. In theory, that content will see better engagement and drive superior results than if you were to treat both platforms the exact same way.

Maximize Value

Create different types of content for a single core message

You can take this idea even further.

As you come up with ideas for new content pieces, take a little time at the beginning of the process to determine how the core concept or value of that content can best be utilized for each platform in your content marketing campaign. You might discover that it’s beneficial to make multiple content pieces about the same idea in different forms that best suit different posting sites.

For instance, imagine that you want to celebrate your employees with a month of content focused on rising stars in your organization, employees of the month, and worker accomplishments. There’s a lot of content you can make with that idea:

  • Congratulatory social posts for Facebook or LinkedIn
  • Candid or interview-style videos about employees of the month for posting on TikTok or Instagram
  • Employee profiles or interview articles for your brand website
  • And more

In the long run, committing to this kind of content creation and distribution process will help you fill your different marketing channels with the most resonant and effective content possible.

Leverage email as much as possible

Don’t forget to take advantage of email as a content delivery tool. In fact, email should be a central part of your distribution strategy; it’s a phenomenal way to send content to past, future, or current customers directly.

Even better, emailing content to newsletter recipients doesn’t count as repeating or copying content across different sites or social media platforms. Google won’t penalize your brand’s search engine rankings if you post a video on LinkedIn and send the same video to subscribers to your newsletter.

Your team spends a lot of time making exceptional content for your target audience. Email marketing is as close as you can get to guaranteeing those target audience members see that content as often as possible.

Leverage email

Grow your brand with Infinity

Crafting an effective marketing strategy is tough, especially when you bring content distribution schedules and tactics into the mix. At Infinity Marketing, our integrated team has just the experience you need to not just post great content but post it in the right place at the right time for the right people. It all starts with a single call, so contact us today to see how we can give your content strategy the boost you’ve been looking for.

Grow your brand with infinity

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