This post (content distribution ideas) will help you focus on what distribution channels have the most sense for your goals, and how to generate content that will do well in them.
There’s a lot to think about when developing a content strategy in 2019. Although there’s more competition than ever online yet there are too many types of content, as well as ways, to access your target audience. Do you start on a blog? You podcast? Do you need to zero in on research studies or whitepaper? How do you actually realize what to do?
But before performing anything, you should set out what goals you desire to achieve with your content.
As an author of A One Sol, I’ve previously put in writing about the significance of creating an audience-focused content strategy before – and it’s still applicable. Every type of content you generate should be mapped to goal, if not, it’d leave your users musing on why they should care about it and what step to take next, assuming it even getting to your particular audience at all.
Now, you have to do a little bit more. When you accomplish your goals and your brand’s unique angle nailed down, you should prioritize your meaning of content distribution. This is mainly critical if you’re just beginning – you need to home in on a few key distribution channels and expert those before you branch into others, or you risk opening out yourself too thin and leave your chances of success in ruins in any of them.
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Content goal: Brand awareness
If your brand is new or a lesser-known in your vertical, then it’s important to make your brand known to your audience and show how it can find the key to their problems. However, there are plenty of distribution resources for brand awareness, and they all take in using external platforms in some way to rally round you to connect to a larger audience of folks.
Bringing out a large volume of daily content that brings in broader, news-worthy topics, and content syndication can result in an effective way to get your brand in front of a new audience.
I work for Gige Studio photography site, and what makes us ready for content syndication is our coverage of broad, personal finance topics. Whether it’s Google News or major news channels, any outlet is always looking for $ and finance-related content. Even if the SEO worth isn’t so high for content syndication, as links are usually no-followed, this is still a successful way to bring off our brand awareness goal of getting to a wider, qualified audience of people. Just be sure that any syndication partner will present a canonical tag back to your website to confirm you don’t end up with the duplicate content issue.
Content produced for syndication usually has a well-timed slant to it, as that’s what big news channels want to get from syndication partners. Whether it’s a finance topic related to investors (i.e. Why Investors Need to Think Like Politician) or something happening in the news (i.e. US deputy attorney general quits), it should be a catchy headline with the amount of information valuable to a reader today. What’s more it needs to be is quality content, free of errors, not too long.
You should answer the headline entirely, however, you need to do away with mistakes. And do put relevant links back to your website, so you may get users to visit your site.
Musts for Syndicated Content:
- A catchy headline
- A timely topic
- 8000 words or less
- Links in the content back to relevant content on your site
2. Sponsored content or guest posts
If your site doesn’t come with a huge following, then you need to engage in sponsored content on a popular website as it’s a smart way to increase brand awareness. The type of sponsored content I’m touching on here is online advertorials or articles that seem normal articles, but are identified as “sponsored content,” usually.
When it comes to BuzzFeed, it’s an important platform for brands. Here’s an example of one of their finest:
At the bottom, there’s a pitch for Wendy’s with a link:
Because users can know that this content is “sponsored,” they are normally more dubious of it – and rightfully so. To produce a quality native advertising piece, you’d wish it to really useful and not too promotional. In fact, it’s already clearly labelled that your content is a promotion for your brand, so it’s not further in need of reinforcing.
This above example actually doesn’t take itself seriously. It just offers a quiz that’s on-brand with what a BuzzFeed user will look for and want to see.
If you don’t want or can’t invest in a sponsored content spot on another site, you can also find other relevant sites that receive guest posts. It’s the cheapest way to increase your brand awareness.
It’s a win-win!
Before you do pitch a website for a guest post, make sure it’s gripping and in line with the desire of their users. Always keep your guest post useful and not promotional. It’s better for you to build confidence with this new audience of folks.
Musts for Sponsored Content or Guest Posts:
- A budget (for sponsored content)
- Content is not promotional, but helpful or entertaining
- A pitch and link to your site at the end of the content
3. Paid advertising
Paid advertising has a lot of advantages for everyone. It helps you see results right away and gets your valuable amount of content in front of a qualified audience of people, whereas, organic takes longer to see growth.
When you want your content to bring off in paid search, it must be more niche and targeted to the terms you’re bidding on, otherwise, your quality score can foul up. Search engines like Google, Bing, Yahoo have developed their own forms of quality score that pays attention to numbers of factors, including your expected CTR, landing page quality and relevance to your ad, and ad text relevance. This might hint that you should create more landing pages to cover your topics than you will have to do for a page developed for organic search. When it comes to the SEO company, it isn’t an issue until you no-index your page.
An example would be there, the query “web design service” gave me a relevant ad to place on Buzzsprout.com, making use of my keyword in the ad and bringing relevant extended links below.
Coming to the landing page, it also provides exactly what I banked on. In fact, the language varies a bit too “web design agency,” but it definitely answers my intent.
In a similar fashion, both Facebook and Twitter have created their own “relevance score” that proceed as the quality score. With an ad, these social media channels are measuring your targeted engagement rate, meaning how well your content caters for the needs and interests of the audience of folks you’re targeting.
All of this means that if you want higher performance with paid search, then your content should really be more niche and well-customized to your target audience.
Meanwhile, you can create different types of content that can work for paid advertising. Visual content like images, videos, infographics, memes, presentation and so more can be extremely powerful for paid advertising. Although there are so many ways to know how something will perform better in paid marketing yet testing is best, before you do anything, make sure your content has these primary components:
- A catchy, keyword-aligned headline
- Standout images or video
- Content that supports your hyper-target audience and keywords
Goal: Organic acquisition
Many times, organic traffic is an appealing distribution method because expectations qualify themselves via their relevant, target search queries. What you have to do is to target content for key search queries and importantly improve domain authority by getting relevant high-quality external links.
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For this, I have added two critical tactics to receive good results organically for your brand.
4. Blog posts
Through the blog post, it’s easy to rank well in organic search and get featured snippets. The team at A One Sol has been very zero in on blog up until this point, as it’s quite uncomplicated and efficient to generate at scale.
By using different ways, you can create blog posts, both for more discovery phase of a probability and mid-level, making phase smaller in the customer journey. The blog post ideas that performed well include:
- How-to articles
- Question and answer articles
- Comparison articles
- Best of articles
- First person stories (ideally from a customer perspective)
The key to effective blog posts is to have a particular topic informed by keyword research. There are great keyword tools to look for a topic for your blog posts. I have found both with Bollywood, as well as in my previous role at Gige Studio is that having blog posts that aim specified long-tail keywords tend to do so well, and more likely to catch a featured snippet. But the best way to pick up for your vertical is to get its test by yourself.
In my experience, writing utilizing the inverted pyramid technique works marvels for featured snippets. Further, answer the query exactly and concisely at the starting of the blog, and then give it more details into it. In fact, this technique comes from journalism, so readers are taking to it and search engines look like really use to it.
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Musts for Blog Posts:
- Have a target keyword/topic
- Follow the inverted pyramid technique (cover the topic broadly and then narrow)
- Contain a call-to-action
5. Authentic research
If getting high-quality external links is your SEO goal, so, performing authentic research is a powerful tactic to come with flying colors. You are the only source of your data which makes authentic research so strong for earning links. When you bring out data which is unique to your company or perform your own survey or home in on the group and report the findings, it puts forward new data with unique insights to obtain from it (assuming your methodology is set, of course).
Here is an excellent example of authentic research how often brands create authentic research (how meta!). Also, it offers good data on types of genuine research brands do if you’re interested in learning more. This authentic data came after making a survey of 700 marketers, and it worked awesomely. It acquired linked to by the popular industry blogs like Search Engine Journal, Content marketing Institute, Orbit Media, and also A One Sol.
What if you don’t have any data that you could or desire to publish from your industry straight and you don’t want to conduct your own survey? Don’t be on the horns of a dilemma. I also have an option of scooping up official sources in your organization (government or census data work incredibly in some cases) and looking for a unique take and shedding light on it for your audience of people to figure out. Often, there is a lot of data buried in technical language that folks unaware of that, and your genuine prospective can build a lot of value to your audience.
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Remember: Conducting your own research out there may not essentially get the links on its own. If you’re a well-known resource, then your achievements will greatly be served with outreach relevant bloggers. So, if you have got the resources to devote to reach, or the expertise to hire a company to rally round, this could be a very successful strategy, a technique that can assist to improve the authority of your entire website.
Musts for original research:
- An original take with supporting data
- A solid research methodology (explained in the content)
- An outreach strategy with custom pitches
Goal: Lead generation
If getting leads is the priority of your goal, your content should be unputdownable enough for a prospect to give you a piece of their contact information. However, they know what’s in store for them by presenting you with their email, phone number, so they will never sign themselves up for marketing messaging for just general content.
However, we just chewed over authentic research for link building, authentic research could also be an incredible way to produce leads if you desire to keep your research behind a sign-up wall. Nonetheless, the primary principles are unchangeable, what to do is to discover a great topic you can make a unique study on, and carry it out using a solid methodology. So, you need to zero in on the prospective leads you’re going on with to achieve and create either a research study or whitepaper that’s irresistible to them.
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I have developed a lot of e-books. For this process, I have to gather the data from multiple resources. Through creating e-book, my intent always is to help better. Meanwhile, the setup for creating any type of content is simple. I just have to conduct a short survey to get information. I may ask different questions to develop e-books. They include:
- What do you want you had known when you were preparing for the licensing test?
- What piece of advice do you have for new professionals?
Through a short survey, gathering over 100 responses and other pieces of valuable information helped me extract the data and group them into themes. So, whatever I created is effective lead gen content because it’s great. To create it evergreen, I put the real stories from genuine folks.
If you put the advice from qualified professional while creating e-book would people will to download it for its exclusivity and saving them the period if the precious time of having to do multiple informational interviews.
Perfectly, when you own high-quality content, you’ll desire your free content to genuinely lead into a call-to-action for your whitepaper or e-book. That way, any traffic that you drive via organic or paid advertising will genuinely result in the download. Whether it’s your article or blog post, creating a pitch at the of it makes your habit good to get into, as well as making link within your articles as relevant.
Asking for a minimum amount of content leads you to great practice and will give you a green to market to these leads. If you determine to send them emails for the purpose of collecting their email address, for example. The more information you need, the lower your conversion rate may be.
Musts for whitepapers and e-books:
- An original take with gripping data specifically targeting prospective leads
- A great methodology (explained in the content)
- Enticing content that leads searcher, users to the lead gen download
- Minimal contact information needs to download
Webinars that come with informative content for candidates may be an impressively successful medium for lead generation, specifically if you’re bringing visuals content in use to assist to clarify concepts. However, the “in person” element also OK’s prospects to establish a connection (or the illusion of one) with the presenter(s) because they will be seeing the hearing the speaker live. You could also play up the exclusivity angle with webinars because the content will be available only for attendees.
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Types of webinars that work particularly well for lead gen:
- Demonstrations or how-to’s
- Panel discussions about a relevant, timely topic in your industry
- An interview with an industry expert
- An in-depth presentation with a fresh take on a timely topic
Similar to e-books and whitepapers, you’ll be collecting the minimum amount of contact information on your sign-up form. If you only want an email address or phone number, stick to that. You’ll not receive sign-ups when you will start asking for a life story.
Musts for webinar content:
- Unique, relevant topic to prospects
- Content that is designed for a real-time, audio and visual medium
- Minimal contact information required for sign up
Indeed, any content program’s fundamental goal is to get revenue. Content that leads conversation straight, though, is frequently not paid as much attention as some of the other forms of content.
8. Product pages – Content Distribution Ideas
Whether you sell your product online or you don’t sell it online, your product pages on your website need to be home in on driving action to purchase.
You need to just keep your webpages simple to do this. Each product, doesn’t matter how similar, needs to have a unique product name and description to keep your safe from duplicate content issue. Pay attention to what the product is and how it will ultimately boost the life of the client in a short description. Do put the bullet points in the description as they will help searcher scan, as well as a digest, the main features of the product. At a recent time, Ian Lurie at Portent jotted down about using Amazon Q&A to tell what common questions folks ask about your product and giving answers to those in your product page bullet points, if you could do that, that’s an awe-inspiring formula.
Add photos of the product and if essential, add video as well for a more holistic view of the product. And include a trust signal. However, common trust signals bring in reviews, a customer quote, or a statistic about how the product proves useful for customers.
What you need importantly is a prominent, clear call-to-action. It should stand out, must be above the fold, and have clear language about what would happen in the next step.
Must-haves for these pages:
- Product Description
- Visual of the product (image, video)
- Call to Action
- Trust signal – ie. a quote or review, statistic, etc.
Of course, these are only some common goals I’ve known in content techniques -there’re plenty of other goals. Same goes for kind of distribution for each of these goals – I’ve just scored the surface. But if I listed out every probability, you’ll not have made it this far via the post!
Over to you!
These are just some common goals that have proven successful to me with clients and companies I have served for. I’d like to know what you think, now:
Do you agree with my points?
Do you have other tactics that work for any of these goals?
What different content goals do you have if they weren’t mentioned?
If you’ve got other suggestions or ideas, I’d love to hear them in the comments!