Your content has been created, and now you just have to wait? Unfortunately, no. So that your target group sees your content, you need the right strategy for your content distribution. I explain what this is and how it works using practical examples. So stay tuned.
With a targeted content distribution, you send your content out into the world.
Content distribution – a short definition
Content distribution is a sub-process of your content cycle. You distribute your content in various ways such as paid media, earned media, shared media, or owned media.
Not only do you achieve greater reach, but you can also meet your other marketing goals, for example, long-term brand building or strengthening customer loyalty.
Attention, risk of confusion! Here are a few more terms that content distribution likes to lump together:
- Content Outreach: Content Outreach is a sub-area of content distribution. The content should be given a more significant reach through potential multipliers (e.g., through well-known personalities or media). Content outreach is, therefore, online PR.
- Content seeding: Content seeding often only refers to the company’s channels, for example, sharing content on social networks or the website.
- (Paid) Content Promotion: Content promotion mainly means the paid placement of content, for example, advertisements, influencer cooperations, or native advertising in the editorial environment.
Why is targeted content distribution important?
Four million blog posts are published online every day (source: hostingfacts ). Why should your target group consume your content in this flood of content? Of course, the preparation of your content plays a crucial role, but before the user can find your content interesting, he must first find your content in the vastness of the Internet. And for this, you need a meaningful and targeted content distribution on the channels that your target group uses. You can find out more about media types and channels below.
The PESO model – use different media types
Your content is ready, and now you are looking for the right method for content distribution? The PESO model ( P aid, E arned, S hared, and O wned Media) can help you with this! It combines all digital media types and gives you an initial overview of the options you have for disseminating your content.
The PESO model shows the four media types Paid, Earned, Shared, and Owned Media, which are available for content distribution.
1. Paid media
You can use Paid Media to distribute your content. As the name suggests, this is the type of media you have to pay for.
These include, for example:
- Google Ads
- Facebook Ads
- Pinterest Ads
- Sponsorship posts
Benefits of paid media
- Targeting specific target groups
- high scalability
- Reaching (potential) customers immediately
Disadvantages of paid media
- limited to an existing budget
- not sustainable
- less trust than at Earned Media
Despite the disadvantages, paid media is a useful option for content distribution. Especially if you don’t have a lot of brand awareness, you can generate reach and traffic.
If you need support with the budget optimization of your campaigns and want to minimize wastage, we will be happy to help you in the areas of Google, Bing, and also social media ads. Simply chat with me through the available chat option.
2. Earned media
Earned media is advertising for your company that you “deserve.” This can be, for example, a PR campaign about which media such as online newspapers voluntarily report or your innovative video concept that a blogger writes about.
Benefits of earned media
- high authenticity and credibility
- free reporting
Disadvantages of earned media
- little control
- negative reporting possible
- difficult to scale
Incidentally, earned media is not just something for the PR department. This media type is also relevant for search engine optimization because this way, you can build up valuable backlinks for your page.
3. Shared Media
Another way to achieve greater reach with your content: shared media. This means that users share your content on social networks such as Facebook, YouTube, LinkedIn, or in classic forums. In the broadest sense, word of mouth also counts.
Benefits of shared media
- high credibility
- no costs for shares
Disadvantages of shared media
- little control
- negative reactions possible
Just leave the content distribution to your community.
My tip: Make it as easy as possible for your users to share your content. Neele has put together some social media plugins in her blog post, with which you can distribute content with just a few clicks.
4. Owned Media
Finally, as the fourth media type, Owned Media is available for content distribution. This type includes all the communication channels that belong to your company:
- Company Magazine
- Company profiles in social networks
Benefits of owned media
Disadvantages of owned media
- lower credibility
- depending on traffic
Inspirational articles, checklists, or infographics – there are numerous ways to get active on your platforms. In addition to all the creativity that you put into your content, you should not neglect search engine optimization. It is one of the most important means of distributing your content.
3 tips for your content distribution strategy
Before you get started with content distribution, you should pause again and become aware of your strategy. The following tips will help you with strategic considerations.
Don’t put your head in the sand! You can reach your users with the right content distribution strategy.
1. Keep an eye on your goals
Place ads just to place ads? A bit of Facebook, by the way, because that’s how you do it as a company? I can tell you this much: This is not a good idea. Before doing so, think carefully about what message you want to convey and what goals you are pursuing.
If your goals are performance-oriented, it may make sense to focus more on your website. Owned media play an important role here. For example, you can use email marketing and search engine optimization for content distribution.
On the other hand, if your focus is more on branding, you should pay more attention to earned media. And paid content can also contribute to brand building. But mostly the following applies: After all, branding also influences performance.
2. Know your target group & use the customer journey
What helps all of your company goals if the content is not aimed at the user? The user should, therefore, always be in focus during planning and creation. It is best to create a buyer persona. This helps you to align your content more precisely to your target group.
If you have created a buyer persona, you should also think about the customer journey. Because to first draw attention to your brand and products, it makes sense, for example, to first rely on paid media. If the purchase decision approaches, content on the website can often be the deciding factor. Create relevant touchpoints with your company here by using different media types for content distribution.
3. Monitors the results
Whether your content distribution is successful or not ultimately depends on the monitoring. Watch the results of your content distribution closely and conclude your content marketing.
You followed tips 1 and 2, and now it’s time to put your feet up? Stop! Don’t forget to monitor and adjust your strategy constantly.
Best practice examples: How content distribution works
There are countless examples of how content distribution can be successfully implemented. I would now like to present two ideas to you in more detail.
Content distribution with Pinterest
Pinterest can be used for content distribution in a variety of ways. According to the PESO model, it could look like this:
1. Paid Media: You have been using the platform for Pinterest ads for some time. This works similarly to Google Ads because you post the keywords for which you want to appear. In my case, I searched for “recipes.” The advertisements then appear in the middle of the other search results. Practical: The name of your company appears – unlike the organic search results – with:
By concentrating on certain search terms, you can control very precisely who gets to see your content. And the best thing: In contrast to other social media ads like Facebook, your advertisement does not only appear to a user who is fundamentally interested in the topic, but to a user who is looking for it at that moment. So you increase the chance to generate traffic through Pinterest.
2. Earned media: achieve content distribution in the area of earned media with Pinterest? Sure, it works!😉
3. Shared media: On Pinterest, you can, of course, not only share your content yourself but also have it shared. To encourage users to do so, you can use the share buttons mentioned above.
It’s best to test out where you can best place the buttons on your website so that they can be used. And of course, pay attention to GDPR-compliant buttons.
4. Owned Media: Another way to place your content on Pinterest is to use a company profile. For example, you can pin magazine articles and create pinboards on various topics. You can find out exactly what you need to consider and how this works with keyword research in the article ” Pinterest for online shops. “
Content distribution in online newspapers
The online presence of newspapers and magazines also represents an interesting advertising platform. You can reach your target group particularly well in topic-specific magazines, for example, in parent magazines. Large daily newspapers often also have offshoots for individual topics and age groups.
Here are a few ideas on how you can use online newspapers:
1. Paid media: In online newspapers, you can draw attention not only to you with display advertising, but also with sponsored posts. As the example of t3n shows, these can be integrated into the website in very different ways:
2. Earned Media: If you implement PR and marketing correctly and shine with new, innovative ideas, you also have chances of an unpaid article in an online newspaper. Create a great pop-up store like Allianz Direct or celebrate milestones in your company’s history like Vodafone and Unitymedia with a light show. Regardless of whether it’s a large daily newspaper or a local newspaper – your creativity is required here.
Shared media: If your sponsored content has added value, it motivates many users to share your content. You can also often book with such articles that the online newspaper also advertises your content via its social media profiles. This way, you can make it easier for users to distribute your content.
Find the right mix
Even though I consider some platforms relatively isolated in my examples, you should use a healthy mix of media types (paid, earned, …), channels (social media, newsletters, …) and platforms (Facebook, Pinterest, …) for your content distribution. Put.
In addition, with so many options, it is important not to lose track Think through your strategy in peace and evaluate it continuously.