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Distributing content is almost as important as creating it. The first step in this will often be publishing it on your own website, but that won’t be enough to achieve maximum impact. Even companies with an immense audience such as The New York Times or Red Bull use an extensive arsenal of channels to share their content. In order to develop a good distribution plan for your content, it is very important to put yourself in your target group’s shoes. Where are they active, and which channels do they want to use to see and consume your content? Use your buyer personas for this!
Distribution channels can be divided into three groups: owned media, paid media and earned media.
Paid media
Many external channels offer opportunities to reach a larger audience through paid advertising. A big advantage of this is the possibility to segment your target group on the basis of many different characteristics, such as demographics, interests, geography and much more. Take social media, for example; nowadays, you often also have to pay to reach a large portion of your own followers. The use of native advertising has also become increasingly popular in recent years. This form of advertising enables you to promote your content via external websites or content partners in the shape of ‘editorial’ content such as blogs, infographics or videos. The Teledyne CARIS case study is an excellent example of native content marketing. Finally, we should not forget to mention search engine advertising via channels such as Google AdWords or Bing Ads.
