On Twitter, your content has an average lifespan of less than three hours.
There is a lot of content competing for viewers’ attention. In order to get your content noticed, you cannot simply rely on publishing. You need to have a content distribution strategy that is thoughtful and will make your content stand out.
Here are ways to power-pack your content distribution strategy to get high visibility and engagement:
1. Use content distribution platforms
You can spend hours promoting your content on your social media pages and newsletters, but that won’t necessarily bring new traffic back to your website.
If you want to attract new traffic, you need to connect to other strong and relevant external networks.
If you want to reach external networks, you can work with several content distribution platforms. Some good options include Outbrain and social media networks such as Facebook, Twitter, LinkedIn and Instagram.
Outbrain
If you’re looking to have your content placed on premium websites like CNN, Outbrain is a great option. Outbrain typically has a lower cost per click than similar platforms and offers better targeting options.
The site has a high quality cut-off, which means you will be in good content company.
Popular social media networks like Facebook, Twitter, LinkedIn and Instagram
If you want to increase the number of people who see your content, you should share it through social media. This will help you get more shares and make your content more visible.
You can improve your click-through rate on almost any social media platform. In a survey conducted by Nanigans, a Facebook marketing partner and someone who is part of the Instagram marketing program, Facebook had an average CPC of $0.64 in late 2015 with an average CTR of 0.9%.
The cost of Facebook ads may have increased due to the increased demand for them. A survey showed that Instagram had a CPC of $0.65 and a CTR of 0.9%. LinkedIn ads cost significantly more at $5.74, but some of the clients of HubSpot have seen a conversion rate of about 9%.
Some things to consider when thinking about your target audience are: which platform they are most present on and what demographics they fit into.
Although Facebook has a lot of monthly active users and useful data, it is not always the best platform to target potential customers.
If you sell products to other businesses, it may be more beneficial to promote your content on LinkedIn. LinkedIn allows you to target potential customers by their company and job title, which is not possible to do on Facebook.
Twitter’s “in-feed” ad is a good option for a non-intrusive social media ad because it blends in with the other content around it without looking too promotional.
Posts containing visuals are more popular on Instagram than any other type of post, with 65% of posts being brand posts.
Clearly, brand posts are being received well on Instagram.
Social influencer content promotion networks are helping brands identify the most influential voices on the social web and engage with them. These networks include Klout, DrumUp, and Viral Content Buzz.
There are platforms which help you to connect with and work with influencers to help improve the reach of your content.
Discounts on subscriptions are offered in exchange for promoting content visibility on Klout.
The influencers are categorized by their areas of influence, making your content distribution more targeted and effective.
You can promote your content on DrumUp to have it appear as a recommendation to other users.
DrumUp has an algorithm that analyzes websites and provides users with suggestions for content that is relevant to the keywords they have chosen.
They carefully choose which influencers to sponsor so that their posts have a higher chance of being shared.
You can get your content amplified on Viral Content Bee by sharing other users’ content. You can choose which articles to share, so you’ll also get content recommendations.
2. Re-purpose content like your life depends on it
Creating great content is something that takes a lot of time, but it’s also something that can’t be avoided.
Content re-purposing is a great way to get the most out of the content you create. You can recycle a piece of content in several ways to get more mileage out of it. Here are six ways to do it:
If you want to get more eyes on your blog post, try turning it into an infographic and sharing it on social media. People are more likely to engage with content that is presented in an attractive and visually appealing way, and an infographic is a great way to do that. Plus, you can include links back to your blog or website in the infographic, which can help drive traffic and boost your search engine ranking.
You can create an infographic from your blog post using a tool like Piktochart or Visual.ly.
You should share your infographic on stock image sites like Flickr and Pexels, as well as on SlideShare and in infographic directories.
Adam Connell, from Blogging Wizard, made a successful blog post using this method, which then got 2,000 shares and 22,000 visits.
Make your blog post into a SlideShare presentation and embed it in your blog post.
Use Google Slides to create graphs to enhance the quality of your content. You can then embed the SlideShare on your social media posts and blog where it is relevant.
Transform your blog post into a podcast episode and post it on audio content platforms.
You can use Skype to record interviews for your podcast, and Audacity or GarageBand to record other types of content. By uploading your podcast to iTunes, Stitcher, Miro, and SoundCloud, you can increase your audience.
Make your guides into downloadable PDFs and offer them for free on your website in exchange for an email address.
In order to get more website visitors to sign up for your email list, you can offer something in exchange, such as more content. There are many PDF converters online that can help you do this.
You can take interesting parts of your content and turn them into social media posts. This can help you get more engagement with your audience and grow your following.
If you have impressive data visualizations on your blog post, take screenshots of them to share on social media.
Convert your instructional content into video tutorials.
After you have turned your content into video tutorials, post them on YouTube, Vimeo, and social media sites such as Facebook, LinkedIn, and Twitter.
3. Push content through employee networks
Some reasons why employees should be a part of your content marketing plan include:
1. They are experts in their field and can provide valuable insights.
2. They can help promote your content to their personal networks.
3. They can serve as a source of new ideas and perspectives.
4. They can help to ensure that your content is of the highest quality.
5. They can provide valuable feedback on your content marketing plan.
When done correctly, an employee advocacy program can help improve your brand’s visibility, engagement, and conversions.
Technology can help connect employees with your brand’s content, making it easy to share.
Choose a platform that allows for direct sharing so your employees don’t have to login to their social media profiles every time they want to share.
If you want your employees to share your blog content and internal newsletters, you can make it easier for them by adding share plugins.
If you want your employees to sing your praises online, offer incentives and appropriate rewards. A little extra cash or a public show of appreciation can go a long way in motivating employees to write about your brand.
If you want executive level employees to blog, give them drafts to add their own personality to before posting. For the rest of your employees, make sharing monthly content a contest with exciting prizes.
Allow employees to suggest posts to be shared
Pick a platform that lets employees post suggestions for their co-workers to share. Employees will be more amped up about this, meaning more visibility for your brand.
4. Add visuals
If your content is struggling to engage your audience, try adding visuals. Research shows that clear visuals can help engage even the most complex subject matter. This can include things like graphs, charts, videos, and infographics.
5. Use keywords
Search engine optimization is a way of making sure that your blog or website comes up high on the list of results when someone does a search on a search engine such as Google.
This content is typically full of helpful words and phrases related to a particular subject, making the site more helpful for the reader and leading to more traffic for your site.
6. Try backlinks
Backlinks are hyperlinks from one site that link to another site.
When you have two articles on the same topic, adding a link from one article to the other signals to the search engine that the content in the two articles is related.
If you use descriptive anchor text when linking to other articles on your website, it can help search engines understand the relationship between those articles and give your website more authority.
7. Make your content interactive
Make your content more engaging by adding games, polls, videos, or clickable slideshows.
Interactive content is known to engage audiences and drive sales, as research shows. You can use platforms such as Slideshare to create attractive slides that make sharing your message easy.
8. Write an eBook
eBooks are a great way to gather information from multiple sources and package it into one educational resource. You can optimize eBooks for mobile or desktop devices and even include interactive content.
9. Send an email newsletter
Newsletters can remind audiences of old campaigns and content.
The e-newsletter is a good way to include both new and old content in templates that are designed for specific audiences, while still maintaining the interests of existing subscribers. Some excellent newsletter services that can help with this include MailChimp and Constant Contact.
10. Include an FAQ or resource page
It’s a good idea to put an FAQ or resource section on a website to bring attention to old content.
You can link to prior articles and posts to provide the customer with relevant information.
Reducing the amount of content on a website can make it more attractive to viewers and easier to navigate. This can help bring in new viewers and keep people interested in the site. If there is too much content, people may get overwhelmed and not want to stick around.
11. Use a podcast
You can turn an old blog post or article into content for a podcast by recording a reading of it. This can be a great way to repurpose content and give it a new life.
Podcasts are a great way to reach out to consumers because they cater to people who prefer to learn by listening, and they’re a more convenient way to get information than some other methods.
Podcasts can create a more personal connection with your audience, making them feel like they are part of the story.
12. Use consumer-generated content
Use old customer reviews as the basis for creating new content. For example, if customers say your business has a quick turnaround time, write new content highlighting this aspect of your business.
You can generate traffic to your website by writing blogs or articles about the importance of timeliness and linking to reviews. This approach focuses on the consumer and makes them the center of attention… and what customer doesn’t want that?
13. Invite others to the experience
Get new perspectives on your blog by guest posting from people outside your company. This will help keep your content fresh without sacrificing your core goals or ideas.
For example, if a professional baker says your catering company is doing a great job, you could use their tips and ideas to create new content, as well as reference older content.
14. Recommend old articles in new posts
When writing new blog articles, you can create a new experience for your readers by placing older content on the page.
One way to increase the number of people who read your blog is to make sure that your posts are interesting and engaging. You can do this by including links or excerpts from the post in other places, such as on social media. You can also increase traffic to older blog posts by placing recommendations for them at the end of newer posts.
15. Create a part-two
Follow-up posts are a good way to revisit old content and add new perspectives. This can help repackage content in a more relevant way, while also providing a more thorough analysis.
This is an example of how you can use one article to create new and interesting content. If you have an article about “Great Drinks for the Morning Rush,” you can follow up with “Great Drinks for the Evening.” This will give you the chance to reference the first article while also highlighting some of the other products you sell.
16. Rewrite and repost
If your content is awkwardly phrased, misspelled, or has low SEO rankings, it can hurt your ranking potential. However, these problems are common in older content.
Editing with Grammarly can help with some of these issues. In addition, updating statistics and replacing old information can make a big difference for your traffic potential.
Improve your content reach
Content reach refers to how many people see your content. Improving your content reach can mean more sales and a bigger client base because it exposes your business to more potential customers. One way to improve your content reach is to recycle and repurpose old content in new ways.
You can make your online presence stronger and better by being creative with your content.