Lengthy content is the order of the day, and as businesses are investing heavily into content, there has been an exponential increase in content creation. It is now clear to marketers that for creating good content, the average length of an article or blog post should be at least 1000 words. For strong results in , you cannot compromise on this aspect. But creating good content is one thing and making the content grab attention and even hold the center stage is entirely a different ball game. Bringing the content into focus so that it hogs the limelight is critically important because studies have shown that 91% content hardly receives any traffic from search engines. So, why does this happen despite creating the best content? It happens because the content was left to survive on its own without the backing of any content distribution .
Uploading content is not just enough, and there must be a clear-cut strategy for ensuring high visibility of content for which you must have a plan for content distribution across the internet. Uploading content is just the beginning, and there must be some promotional methods for bringing it in front of the audience and search engines to create a meaningful content marketing campaign that can complement SEO. You get the best results when you can make content marketing work in tandem with SEO.
Content distribution basics
To achieve your marketing goals by using content, you must create a good content distribution strategy so that you can attract viewers who are looking for your products or services. This should help to bring the content in front of the targeted audience that increases the possibilities of lead generation and conversions. Driving traffic is good but to ensure that it pays back well you must ensure that the content attracts the right kind of traffic. You must take measures to through the proper channels so that it reaches the largest section of the targeted audience. You can use different kinds of content distribution media like paid media, owned media and earned media.
Any media that asks for payment to allow you to use it for your marketing needs constitute paid media. This is particularly helpful for introducing brands that want to get a foothold in the market as they can use the media readily that many others are using and have got results. When you post ads on paid media, make sure that it leads back to your media. Paid media is just an added arm that strengthens content distribution, and it must never be the primary channel for interacting with the audience. Instead, you must direct the audience from the paid media to the owned content by making the content relevant and interesting that convey value to viewers. Advertisements on social media, display ads, pay per click and paying influencers for sharing or re-tweeting are part of paid media.
The digital assets you own are part of owned media like social media profiles, websites, blogs, etc. because these are all within your control or rather you own it all. All content you publish must primarily appear on your platforms so that it does not get affected by any changing rules that can happen when you publish it in media that you do not own. For example, if you publish content on Facebook, it has to follow the rules and regulations set by the media which can often destabilize the content. Focusing on media that you can control is most preferred, but at the same time, you must also derive the benefits of paid media.
Customer reviews are the best example of earned media. When anyone praises your product on any media, it forms a new channel for content distribution. It is the result of your earlier efforts in marketing that culminated in customer satisfaction and helped to earn favorable reviews which underline the fact that you have earned the channel. Good reviews that create the new media for content distribution is the reward for all the hard work that you have put into SEO and content creation.
Earned media acquires a lot of importance because of its immense potential of making content go viral and improving rankings on SERPS. Since rankings matters, a lot in marketing earned media helps content to gain mileage by creating better consumer engagement that imparts authority to earned media over time. Shares, reviews, posts, reposts, retweets are all constituents of earned media.
For effective content distribution, you must have the right mix of all kinds of media with the most emphasis on owned media. The proportion of mixing the different media depends on the brand marketing strategy and whatever resource constraints you might have to encounter. Evaluate the suitability of each media for your campaign and then allocate the resources accordingly.