You know you’ve created the best piece of content (blog, video, article, infographic, e-book or webinar) out there. But here’s a startling fact you need to face first!
94% of all content posted on the internet generate 0 backlinks. It’s only 1.3% of articles that create around 75% of the social shares. So, the amount of research, money and effort that goes into producing content is not repaid unless you distribute the them in the right places.
Often marketers do not realise this, but the content’s distribution takes more precedence and impacts its performance.
So, what should your content distribution strategy be for the year 2021?
Find out below!
1. Distribution as a Part of Ideation
Suppose you want to create a blog on “How to Win 1000 New TikTok Followers”, but someone points out that the target audience mostly looks at videos to get their information.
What do you think happens?
You feel relieved that you didn’t waste time and effort into creating something the right kind of audience wouldn’t consume. What would be a better approach here? Find out the type of content the target audience consumes and focus on creating the same.
First, do a Google search on the kind of content that shows up for the phrase or keyword you are targeting. We’re choosing an example of “white water rafting”. Look at the type of content that shows up for this search.
In this case, you can write a blog or article describing white-water rafting and the locations where people can enjoy the activity. Also, you can include a short video on the same. Attach a few images in the article. The pictures can be used in Pinterest promotion, the videos on YouTube and the links to a few agencies that conduct white water rafting. There you have it! The content that the right audience is ready to consume!
2. Is Indexing Happening?
There are two things to look out for when you have created new content. The first and most vital aspect is whether the page/blog/product has been indexed properly. The second thing to watch out for is whether the old pieces of content have been indexed and crawled regularly.
The best way to do this is by using Google Search Console to help with the indexing. For example, to check the number of blogs under daswritingservices.com, type in site: https://www.daswritingservices.com/blog/. This will help you to find the exact number of blogs that have been indexed. Verify this with the CMS.
Next, you need to check the last time a blog was indexed. If it was indexed more than 30 days ago, you have a problem. Visit the Google Search Console and get the pages indexed.
3. Have a Goal
Often, with content distribution, you need to know what you want to achieve with your content before you begin to distribute it. Ask a couple of questions before you get started:
- Who are you trying to reach with the content? The community that you are a part of or a wider, new audience?
- What are you hoping the content will do for you? Do you want more sign-ups, conversions, social shares, brand awareness or followers?
First, analyse your goals, and then you can decide which distribution channel is most likely to give you the results you are looking for.
4. Choose an Effective Email Distribution Campaign
Neil Patel advocates sending emails to inform your existing customers or community about your business’s latest happenings. Emails target the most important audience – your already existing customers.
The numbers also attest to the truth. Neil Patel says they sent out 136,000 emails that resulted in an open rate of 20% and a click-through rate of 2.9%.
5. Content Distribution Strategy: Guest Posting
Instead of writing an article for free for another website, business or blog, you can specify that you would like a free backlink to your site. Guest posting is a traditional SEO technique of getting more visitors to your site.
Also, there is the challenge of writing for a new audience. Guest posting will help distribute great content on a website with many more viewers than yours. So, this technique works if you are looking to expand your horizons and gain new followers. It also works well to increase domain authority.
In conclusion, implement this content distribution strategy and let 2021 be a year when your content finds the right audience. Minimising wastage of content should be a crucial benchmark for any business or blog, so distribute content in the right places!