Whilst it is important to create eye-catching content, equally important is the consideration of distribution channels. Are you evaluating them carefully?
There’s certainly no lack of articles to remind us how we could create eye-catching content. However, have we given a thought about content distribution?
In a world where information overload is an understatement, giving your content distribution strategy more tender loving care than you already are may just get your content the attention it deserves.
With approximately 9,675 tweets, 1,105 Instagram photos, 1,963 Tumblr posts published every single second[i]; it’s not hard to know that options for content consumption are plenty. But, unfortunately, there’s only so much content we can consume. In an article published in 2010[ii], researchers suggested that a working memory overload could diminish our brainpower to interpret information.
We all know the old saying “If you build it, they will come” is no longer working in today’s environment. Neither are those famously quoted words from Henry Ford of “Any customer can have a car painted any colour that he wants so long as it is black.”
So, if the purpose of creating content is to inform, educate, or share it with the right people who will find it beneficial for different reasons, here are a few areas we think about in more detail.
Profiling your distribution channels
Not all distribution channels are created with the same purpose nor with the same attributes. Therefore, choosing a channel needs an understanding of a few factors:
- Brand and positioning – Every content distribution channel is a brand on its own. A brand can shape consumers’ perceptions, differentiate itself from the competition, and attract attention. Knowing this will help us better leverage that knowledge and evaluate if the distribution channel befits your content.
- Audience and members profile – Be where your audience is. Know the people who consume content from the channel—the job title, function, industry, and behavioural patterns and characteristics. Understanding the profile deeper will lead us closer to aligning our content to the audience engagement intent.
- Content formats and types – Most distribution channels have a dominant content type or form that commands the most attention. For example, as of May 2019,[iii] pre-roll video ads were the most effective advertising format on YouTube, followed by display ads. Having a good grasp of the favoured content formats and types will help us determine the direction when developing content.
Budgetary and resource requirements
Not all distribution channels are created equal. There are paid, earned, shared and owned media channels that most of us are familiar with.
Source: spinsucks.com. Developed by Gini Dietrich
Embarking on a PESO model, managing your paid, earned, shared and owned media distribution channels well means that you need to know the role it plays in your content and lead generation strategy. You will also need to map the investment required back into your plan to evaluate the feasibility of execution, whether it’s budget or staffing you need to get the job done.
With a SMART objective in mind, you are equipped to plan out the content you need to develop and the type of media distribution channels you will use to seek the desired outcomes results.
Network effects from distribution channels
We’re always working hard to stretch our dollars. Instead of looking at ways to reduce spending, think about how hard your distribution channel will work for you and the possible network effects it can create.
For example, when your PR team creates a story and gets it out into the publishing media, you could include the same story in your customer or prospecting email outreach, your BDR outbound calling script, your websites, your collaterals, sales presentation, etc. The content can be used in many ways along the customer journey to seek buy-in. Combining the power of each distribution channel creates an unstoppable network effect, increasing the impact on your audience.
Your content marketing strategy matters, but it wouldn’t get you to where you want if your distribution strategy fails you. So, how are you going to start optimising your channel strategy from here?
[ii] Brain Imaging and Behaviour
[iii] Statista: Most effective advertising formats on YouTube
