So you just wrote a wonderful piece of content and just hit that publish button. What now? Do you just sit back and relax as your audience somehow ‘discovers’ your content? Yeah that could work, in a perfect world.
But that is not where you live in.
That is not where we live in.I know that this might come to be too rash to you but the reality is, your audience don’t hang out on your home page or on your social media feed. They’re probably wandering somewhere else that is personal to them. So just sitting back and relaxing won’t do you any help. You actually have to invite them to at least take a peek at what you just wrote.
This part is actually as important as creating the content itself. Content distribution is what separates the great content creators from the aspiring ones.
If you want to light a fire, you have to light the matches first.
That means if you want your posts to achieve virality, you would have to offer them to your readers’ figurative doorsteps first.
Totally Unrelated, but something great to know before the start: Content Marketing Institute wrote a compelling piece about the three types of distribution channels. I think that learning about these channels before going through the tactics would be beneficial so as you could understand both the scopes and the limitations of each channel to fit your tactics:
- Owned – refers to your owned channels (blogs, websites, email newsletter, corporate magazine). They contain your branding and would be easier to push content through since you won’t need any outside coordination. The downside though is you are reliant on your ability to attract readers to these channels.
- Earned – covers guest posting, and many more. Earned distribution channels are often the hardest to acquire. Despite that, it is the most powerful distribution channel because you can increase your reach and engagement exponentially without increasing your output.
- Paid – these are the channels that are easy to optimize but costs a lot of money. It entails Facebook advertising, Google AdWords and many more.
Make your partners involved
Remember that human beings consume your content (unless there is a totally different species of sentient life out there who secretly reads this blog, and if yes, please send me a message!) That means if they: (1) don’t share your content, and (2) don’t reach your content, you’re screwed. This is where being friendly in all those blogging conferences will pay off. Having a netwrok of peers and social connections will help you push your content to different viewers because your social circle will be the one consistently sharing your content.
Of course this is a long play as you would have to set up a connection and relationship with them over time, and this requires the effort. This is something you should indubitably do. But if you don’t have too many connections, and don’t have time to establish strong ones, sharing your articles to your employees, colleagues or partners will do the trick.
In fact, you are most likely to get eight times more succeeding shares (that means sharing a post shared by someone) from your employees and colleagues than with anyone else.
To make this work, you would need:
- Stellar content
- Work colleagues
- A common platform
This is why companies encourage their employees to share something from their company blogs. What makes this tactic work is that it becomes more personalized as everyone who shared your content will probably have at least some short comment about it. Heck, even an emoji is a good idea.
Being part of a niche community
The world has become social, thanks to the Internet. You would always find a social networking site or a group for your niche community whom you can partner.
Of course, the thing here is partnership not marketing. You would have to actually be a part of a community and not just someone who pushes content to them. You have to approach this as you are someone who is helping out and not marketing content.
Sites like Quora will be a great place to start. There are lots of opportunties to help people using this platform and be a part of their niche community.
Of course, you will be successful in this platform if your answer becomes popular, or if the question becomes somewhat active. You have to take into account that if your answer gets pushed at the bottom of the page, even if it’s the best one out there, your chances of getting upvoted becomes low and low.
What you can do now is to make a spreadsheet of platforms like Quora and monitor how consistent you are in helping and interacting with members of your community. If you have some platform that is super niche specific, like a forum for – let’s say professional photographers – then it would be nice to list them out as well.
Remember that if you spend time in establishing trust from this community, the more you are likely to pull them from this platform towards your blog, which could gain you a trustworthy reputation, and consequently, traffic.
Use Infographics and/or Slides
Consumption of content is more visual as of late, so it becomes one of the easier opportunities to distribute your content. Of course, by this time, you don’t have to do any research and writing because, well, the article has already been published.
What you just need to do is to search for your highlights and put them in a slide or an infographic. If you think you are not good at designing, you can always go to websites like Canva or Visua.ly to maybe get some inspiration. The key here is to present the article in the most visual way possible in the least amount of preparation.
Create Content Series
One of the best features of TV shows is that they always leave you hanging, making you want for something more. Same could be said true for content distribution. You can use the human nature of curiosity and the insatiable want to know to your advantage. Keep them hanging, write a series of content about a particular subject and push it at different times. You can garner the attention of people and makes them want to check your blog now and then, or maybe even subscribe.
You can always start by writing a copy that talks about the introductory part of the article and shoot consistent emails teasing them about new content over a specific period.
And then again, you can always leverage social media’s short term interest to make your life easier You don’t have to write a series of articles per se, but you can turn one single post into multiple social media posts, where you tackle about a certain aspect of the article.
Doing this will benefit the busier people who only would want to read a certain aspect of your article. The same strategy can be applied to actually sharing them on social media.
There is more to do after finishing an article, and these are as important as writing them well. That means you need to put a lot more effort in distributing it to people because this is what will give you traffic and engagement to your site.
Build up from this, and sustain it. Who knows, you can be the next big thing.
featured image from Nick Slater