Creating content material is nice, however it’s solely step one in your advertising technique. While you write articles, put collectively stories, or file movies, you could be sure you promote them successfully, too. Which means testing out new content material distribution methods at any time when you possibly can.
Immediately, we’re sharing 17 content material distribution methods you possibly can attempt to take a look at this yr. However first, let’s go over what counts as content material promotion.
What’s content material distribution?
Content material distribution, or content material promotion, is the method of distributing your blogs, articles, infographics, webinars, and extra to achieve a wider viewers than its preliminary publication.
Right here’s a technique we used for example. We revealed a weblog publish overlaying the most important content marketing trends in 2024. The weblog is the preliminary advertising channel for this piece of content material, and this preliminary viewers contains web site guests and weblog readers. It’s additionally optimized for on-page SEO, which inspires rating on natural search. That’s one other channel. Posting in regards to the weblog on LinkedIn is one other channel. That’s coordinated sharing of a single piece of content material throughout multiple channels. That’s content material promotion.
By sharing and even repurposing your content material in a number of methods all through your marketing strategy, you possibly can enhance its visibility and attain amongst your target audience. This has advantages past a single piece of content material, together with elevated brand awareness, a stronger aggressive edge, and much more conversion alternatives.
If you happen to’re investing the time, effort, and (usually) finances to create high-quality content material, you need to make it as helpful to what you are promoting as doable.
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17 content material distribution methods to begin testing now
Listed here are 17 content material promotion methods that may aid you distribute your content material, attain a wider viewers, and construct your model. Whether or not you’re working to place a content material promotion plan collectively or have already got a strong technique, have a look and see what you possibly can take a look at out this yr.
1. Repurpose in one other format
Content repurposing is the primary technique we’re sharing as a result of it’s probably the most basic and presents probably the most alternative. When you have a blog post, flip it right into a video for YouTube. When you have an extended video, splice that up into shorter, bite-size clips for social content. When you have a data-packed report, pick probably the most compelling headlines to make shareable graphics.
Shopify has two variations of this content material: a YouTube video and a weblog publish that explains drop-shipping.
Creating content material takes numerous time—ideating, researching, growing, modifying, finalizing, and launching. That’s why content material promotion throughout as many channels as doable is so vital. One of the best ways to create much more potentialities for selling and sharing your content material is by repurposing and repackaging it in one other medium.
This extends each the attain and the lifetime of your content material. By turning blogs into movies or long-form movies into brief clips, you possibly can distribute throughout different channels and attain new audiences. While you repackage, it takes much less time than creating items from scratch, however you’re additionally creating recent content material, which retains yours new for longer.
This, in fact, has its limits. You don’t need to seem to be you’re repeating your self consistently to your group. And it’s not all the time possible or efficient to repurpose a weblog right into a video or a information into podcast episodes. That’s what the remainder of the methods listed below are for.
2. Model all your visuals
If you make sure that all the visuals in your whitepapers, articles, or weblog posts are branded, you possibly can share these graphics elsewhere. You possibly can share these as eye-catching posts on social media to increase brand awareness, use these components in different items to create inner hyperlinks, and even optimize your image SEO for natural attain with the graphics alone.
Take this instance from Semrush. It’s a easy however efficient graphic of the weather of a content material advertising technique with the model’s brand within the nook. It’s additionally the primary lead to a picture seek for content material advertising technique.
That is one thing you bake into your content material creation course of. Just like the Semrush instance above, it doesn’t need to be intensive. Make sure that graphics characteristic your model colours. Embody your brand on the backside of any charts or tables. Take the time to optimize for search engine optimization, which results in our subsequent technique.
3. Optimize content material for search engine optimization
Organic search is a chance for content material promotion. If you happen to’re writing a weblog publish, publishing a report, and even releasing a video collection, getting your content material on the SERP affords you the possibility to achieve a wider viewers by means of one other channel.
Make the most of this by bettering your SEO strategy this yr. Whether or not it’s spending extra time contemplating long-tail keywords throughout your ideation part or specializing in bettering your local SEO site-wide, it’s a chance to get your content material on the market.
4. Embody hyperlinks in related blogs or guides
Inside linking is vital on your search engine optimization, however it’s additionally an opportunity to advertise your content material to readers who already belief your model.
This Etsy weblog publish about utilizing the colour black as a marriage theme hyperlinks to a weblog on trending wedding ceremony colours. Related analysis for occasion planning.
However in-context linking is just one method to assist promote content material with inner hyperlinks. You possibly can hyperlink to high-value content material out of your firm’s academic supplies, add call-outs to your blogs, or add clickable hyperlinks to your whitepapers. To be taught extra about getting inventive, try this information to internal linking. (See what we did there?)
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5. Publish on social platforms
Selling your content material on social media is vital. Even in the event you don’t have a big following, posting can broaden your attain and develop your viewers. This might be so simple as writing a fast intro and together with a hyperlink to your publish on X (previously Twitter) or Threads in the event you’re on there. You can too use main takeaways to file a fast video for Instagram or create a slideshow with main takeaways on LinkedIn.
Instance of a LinkedIn slideshow.
A very powerful factor is to begin sharing and take note of the responses. Determine what works on your model, your viewers, and your typical content material manufacturing.
6. Plug content material on a podcast
Podcasts are wonderful locations for sharing suggestions and plugging content material naturally. You’re not dropping a hyperlink (besides within the present notes), however you possibly can reference thought leadership, share knowledge and findings, or use a case research for example. The spoken medium feels extra genuine, and in case your content material comes up naturally in your model’s personal podcast or throughout a visitor look, that’s one other nice technique to put it on the market.
You possibly can run podcast advertisements in the event you’re not working a podcast or seeking to tackle visitor spots. These nonetheless supply the identical advantages. In actual fact, in a research by Acast, 72% of podcast listeners reported that they go to an advertiser’s web site after listening to a model’s spot, and 62% of listeners reported making a purchase order after listening to a podcast advert.
7. Syndicate your blogs
Some publications syndicate content material, that means they republish weblog posts or articles as excerpts or of their entirety. How this works will depend upon the publication. Some will routinely republish all your content material, whereas others ask you to submit it for syndication.
For instance, this text in Quick Firm features a “republished with permission” be aware.
Right here’s the way to discover websites which may syndicate your content material: In a search engine, enter “republished with permission,” plus a key phrase associated to your model or content material. The outcomes are websites that doubtless syndicate content material in your space of experience.
8. Share together with your electronic mail mailing checklist
Your subscribers have already indicated an curiosity in your model and providing. Ship them your content material, too. This might be an everyday newsletter to share hyperlinks to new releases you probably have a full and diversified content calendar or a one-off electronic mail in case your content material creation is sluggish and regular.
Electronic mail is an efficient content material promotion technique. In keeping with the Content material Advertising and marketing Institute, 69% of B2B entrepreneurs distribute content material by means of their very own newsletters and 67% share content material in different emails.
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9. Pitch your content material to associated newsletters
It is best to undoubtedly ship emails to your individual viewers, however that’s not the one technique to get your content material into newsletters. There are numerous common newsletters that mixture trade content material or share quite a lot of hyperlinks with their viewers. Pitch your greatest content material—assume high-value articles penned by an trade chief or an annual report with compelling knowledge—to incorporate right here.
10. Share on boards
Boards like Quora and Reddit are potential channels on your content material distribution, too. When you have a free course or useful information, you possibly can share that. Search for individuals asking questions on your matter, then reply with a useful clarification and the hyperlink.
A hyperlink to a software that appears useful, not purely self-promo.
Remember the fact that nobody needs to be spammed. Ensure you’re sharing related content material and doing so selectively.
11. Accomplice with influencers
When you have the finances to advertise your content material, attempt working with influencers in your trade to get your content material in entrance of extra individuals. Right here’s an incredible instance. Within the video beneath, advertising influencer Laurie Wang breaks down the basics of digital advertising. She additionally shares templates from HubSpot, which is the sponsor of the video.
It’s additionally value noting that this influencer has 15,000 subscribers on YouTube. That’s nearer to a micro-influencer, which will be extra inexpensive.
12. Promote with banners, pop-ups, or sidebar CTAs
Your content material promotion doesn’t all the time must be centered on reaching a brand new viewers. It will also be a push to have interaction people who find themselves already visiting your web site additional, whether or not they’re warm leads trying out cornerstone content another time or new contacts who landed in your top-of-funnel weblog publish for the primary time.
In these circumstances, you possibly can promote your content material to your web site guests by means of pop-ups, banners, and sidebar calls to action. The secret is to advertise high-value, related content material in a compelling however non-intrusive method. Check out the instance banner beneath from audiobook platform Libro.fm.
The black-and-white photos with the intense background are eye-catching with out being overwhelming. Very clickable.
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13. Credit score and tag your sources
In case your content material comprises references to different individuals’s work, attempt tagging them in your social posts, particularly on LinkedIn or Instagram. Mention discovered a compelling correlation between tags and engagement for Instagram posts.
Extra engagement will assist extra social media customers discover your content material. If you happen to quote an professional in your trade or use pictures from somebody with a social following, attempt tagging them.
14. Encourage your staff
One other channel you possibly can faucet to advertise your content material is your staff. Some firms have formal worker advocacy packages, which incentivize sharing content material and extra on-line. However even in the event you don’t have a proper program but, you possibly can nonetheless encourage your workforce members to publish your high-value content material.
In its report on worker advocacy packages, Hinge Advertising and marketing discovered that the most important advantages of those packages embrace elevated visibility and elevated inbound site visitors.
The secret is to make it simple for workers to share content material. So publish graphics and messaging in your shared channels, ship out emails with hyperlinks to new content material when it’s obtainable, and let individuals understand it’s an excellent factor to publish.
15. Let your group know
In case your model runs a community, be sure you’re sharing your content material there. Group-led advertising takes numerous funding to get began and preserve, however when you’ve established a gaggle, it’s extremely efficient. These members are engaged together with your model and with one another. If it’s a group listserv, ship a fast electronic mail. If it’s a Slack or Discord group, arrange a channel for distributing new content material.
Professional tip: When you have a group, that is additionally an incredible place to get ideas for content. Take a look at which threads keep energetic and which questions preserve arising again and again.
16. Write a visitor weblog publish
Writing a visitor publish could be a good technique to distribute your content material—so long as you’re approaching it the correct method. This works greatest you probably have an enormous, in-depth piece of content material, like a benchmark report or survey. You possibly can deal with one discovering to create an authentic visitor publish for the publication’s viewers, which is able to hopefully be new to you. And also you’ll have the ability to embrace any branded graphics there, too.
It’s value noting that, within the Content Marketing Institute’s annual survey, solely half of B2B entrepreneurs reported utilizing visitor posts as a distribution technique this yr.
That is solely a slight lower from final yr, and it might be as a result of visitor posts work to advertise particular sorts of content material—authentic stories or knowledge. When you have these, establish some goal publications and provides it a attempt.
17. Run paid advertisements
A lot of the content material promotion methods we’ve talked about listed below are natural. However in the event you do have the finances to advertise your content material, run advertisements this yr.
Right here’s a LinkedIn advert that I noticed on the prime of my feed whereas I used to be engaged on this publish.
Braze is a buyer engagement platform that provides electronic mail advertising, in-app messaging, and extra. Entrepreneurs are the goal clients, so LinkedIn is a good platform, and this can be a compelling piece of content material.
Determine the place one of the best place to achieve your target market can be, like LinkedIn, Instagram, YouTube, or possibly TikTok.
Attempt these content material distribution methods
We lined numerous strategies for getting your blogs, stories, graphics, and extra on the market, so let’s recap.
Listed here are 17 worthwhile content material distribution and promotion methods:
- Repurpose in one other format
- Model all your visuals
- Optimize content material for search engine optimization
- Embody hyperlinks in related weblog posts
- Publish on social platforms
- Plug content material on a podcast
- Syndicate your blogs
- Share together with your electronic mail mailing checklist
- Pitch to associated newsletters
- Share on boards
- Accomplice with influencers
- Promote with banners, pop-ups, or sidebar CTAs
- Credit score any influences—and ensure to tag them
- Encourage your staff
- Let your group know
- Write a visitor weblog publish
- Run paid advertisements
If you happen to’re creating nice content material on your model, then it’s value spending a bit of extra time selling it to as many individuals as doable. So this yr, attempt a few of these promotion methods to get extra eyes in your content material and develop what you are promoting with extra clients.
