What is content distribution?
As the name suggests, content distribution is the act of getting content in front of its intended audience. It uses owned, earned, paid, or any combination of these three distribution channels.
If you wish to learn more about this topic, check out the FAQ section below:
Question #1: Why is content distribution important?
Content distribution is important because studies show that as much as 90.63% of content posted online gets zero organic traffic from Google. This means that unless you actively get your content in front of your target audience, there is a big chance no one will see it.
But why is this happening? Well, there is just too much content online now, so the competition is much steeper. Simply waiting for people to find your content just does not cut it anymore.
This is where content distribution comes in. By having a solid strategy for getting your content out, you will be able to reach your target audience despite the massive decline organic reach has seen in the past couple of years.
Question #2: What are the different content distribution channels I can use?
As we have seen earlier, there are three different content distribution channels you can use:
- Owned
- Earned
- Paid
The channels you own include your website, blog, YouTube channel, email list, and social media pages. Posting content on these channels will be the first stage of your content distribution strategy. After all, these platforms all give you total control over what and when you post content.
The problem with relying solely on your owned channels for your content distribution is that with the exception of your email list, these channels do not guarantee that your content will reach your target audience—which is exactly why you need to explore the other two channels as well.
Earned distribution, on the other hand, consists of things like shared posts, product reviews, non-sponsored coverage by external parties, and high search rankings.
Now, while earned distribution is definitely helpful in getting your content in front of your target audience, you have very little, if at all, control over it—and this is where paid distribution comes in.
As the name suggests, paid distribution consists of spending money to get your content in front of the right people. It works so well because it allows you to bypass all the challenges of getting organic traffic and getting people to voluntarily talk about your content. It gives you full control over your content distribution, allowing you to target the people you want to see your content and reach as many of them as your budget allows.
Take Google Ads for example. It allows you to create custom audiences based on things such as demographics, interests, and browsing habits so you can put your content in front of people you know would not only find it interesting, but also get value out of it—whether they are using Google search, watching videos on YouTube, or browsing websites that display Google ads.
Facebook for Business works virtually the same way. The only difference is that it will only push your content on Facebook and Instagram.
Question #3: What platform should I focus on with my content distribution strategy?
The platform you should focus on with your content distribution strategy would ultimately depend on where your target audience is. This is why it is extremely important for you to really know them.
If, for example, your target audience consists mainly of professionals and entrepreneurs, then you would probably want to concentrate your content distribution efforts on a platform such as LinkedIn versus something like Facebook or TikTok, especially if you have a limited budget.
If you are selling fitness-related products and services, on the other hand, then it would be a better idea to create content for platforms such as Facebook, YouTube, Instagram, and TikTok where your target audience is more likely to spend most of their time on.