Your content is worth nothing if no one reads it. But with so much noise out there, how can you get your audience to pay attention to your brand?
Today, it isn’t enough to just create a piece of content, publish it and hope for the best. You need to take action and be creative in how you distribute and promote that content to ensure you get eyes on it.
With new technology and platforms popping up every day, there are a ton of distribution tactics to choose from. Not all of them will be right for your brand, but with a diverse strategy, you’ll be able to extend the life of your content and better reach your audience.
Struggling to come up with the right distribution tactics? Here are five ways to promote your content that may not yet be part of your strategy:
1. Look internally
Most brands focus externally when creating and promoting content, but they’re missing an important audience to include: the internal audience. If your internal audience isn’t interested in the content you create, how can you expect your external audience to be?
Your sales and customer service teams, as well as other key members of your organization, should be involved in your content distribution process. Share your content with them via email, direct them to your organization’s content hub and invite them to spread the word. Include pre-crafted social messaging, hashtags and tracked links to make it easy.
2. Use paid media
Sharing your content through your own social media channels is great, but it can only extend your reach so far. Take your content one step further and use paid promotion to get your content in front of new audiences.
Consider implementing sponsored content, social ads, custom display ads or even guest posting on an industry thought leader’s blog. Try a few options and evaluate your progress. Continue to reassess to ensure your money is being invested in the right spots.
3. Offer a subscription
Your goal is to get people to view your content, but what if you could get them to view all of your future content, too? Providing a way for your audience to subscribe to your content will help you develop a loyal community who will not only continue to read your content, but also share it with others.
Set up an RSS feed for your press releases, a blog subscription form or an email newsletter. Then, when you have new content, it’ll be easy to share it – and you’ll already know that the people you’re sending it to will be interested in it.
4. Involve influencers
Your audience may not pay attention to what your brand says, but they do listen to those they trust. In fact, 92 percent of consumers trust their peers over brands. If you can get the people your audience trusts on your brand’s side, you’ll be able to better spread the word about your brand’s content.
Use your media database to identify the influencers who will be able to best assist your brand. Look for those who best align with your brand and have an engaged audience. Remember, these may not be influencers with the most followers.
Before pitching your content to influencers and asking them to share it, be sure to build a rapport. Nurture the relationship by sharing the influencer’s own content and commenting on their social posts. When you do pitch your content, focus on how your story can benefit their community.
5. Use a distribution service
Press release distribution is not a new tactic, but many brands have tossed it aside in favor of flashier strategies instead. But the press release is not dead, and there should still be a place for it in your content distribution strategy.
Press release distribution services allow you to reach a wide audience and gain a lot of visibility. But the key to success is ensuring you have a press release worth sharing. Focus on providing a newsworthy story with a unique view.
Don’t forget, a press release alone won’t provide the attention your brand’s content needs. Make sure your distribution strategy is well-rounded and includes a variety of tactics to ensure your content gets the most reach.
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