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Guide to Content Distribution Strategy – Importance, Examples, Tools

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In this article, we will explore how to develop an effective content distribution strategy, content distribution platforms examples, and more. 

In recent years, we have seen a great influx of content. With so much supply, the demand keeps shifting. With millions of posts being published every single day, it is important for businesses to invest in quality content over quantity. A good content strategy for this is absolutely necessary. 

Content distribution is an important part of content strategy. Without knowing about your brand, how will your audience consume it? This is where content distribution comes into play – it gets your content noticed and consumed by your audience. 

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What is content distribution? 

Content distribution is that part of content marketing that involves the process of publishing and promoting content on different social media platforms. This is done to effectively market your business and essentially reach different demographic audiences. 

Essentially, these content channels are as important as your content strategy. Let us understand why a content distribution service is important for digital marketers. 

Why is it important for marketers? 

Content distribution is a very crucial part of your overall digital content marketing strategy. Without it, good content would be of little or no use. Content distribution can effectively increase the amount of brand awareness, help build a community of loyal consumers, and also establish your brand as an authority. It builds trust amongst your audiences.

Gaining access to a wide audience increases the possibilities of getting media mentions, brand mentions, backlinks, and shares. It can also have a good impact on your overall website traffic.

Simply put, it helps increase visibility and also greater returns on investment (ROI) for your brands. Hence, it is imperative for every business that has an online presence today. 

Types of content distribution channels 

There are mainly 3 types of content distribution strategies –

Type 1: Owned – Here you have complete control over the content. This can be your own blog, website, social media handle, etc. 

Type 2: Earned –  This is when other people share your content. You have earned mentions, media coverage, reviews, etc. from other sources. 

Type 3: Paid – This is when you pay for the exposure. This includes PPC ads, social media ads, etc. 

Let’s have a look at the different types of content distribution channels at length. 

Channel 1: Websites

To get more from your content, you should develop a plan across channels. If you are planning a campaign, make sure that your website is also part of it. A multi-platform approach is needed as the reach of only a few social media platforms is limited.

Channel 2: Blogs

Blogs are a good way of diversifying your content marketing strategy. They also help in SEO purposes, especially if your blogs have a length of 2000+ words.

Channel 3: Ebooks

Ebooks help in building brand authority and a great content distribution strategy. As not many brands invest time and effort in Ebooks, it can help build trust, visibility and also look good on your brand’s part as it engages your audience. 

Channel 4: Email newsletters

Emailers newsletters are a great way of building a relationship with your audience and should be a part of your digital content distribution strategy. It is a direct way of sharing information with your audience. This includes both new users and people already familiar with your brand. 

Channel 5: Videos

Video content distribution strategy is very important and we advise every brand to invest in it. Videos have become part of our lives – right from watching videos from entertainment, for work or education. 

Which of the following is a key strategy for distributing your video content? – 

  • Video size
  • Video duration 
  • Format of video 
  • Video quality

All of them! This applies to your gaming content distribution strategy as well. 

Various video platforms can be used today such as Youtube, Vimeo, Instagram reels, etc. 

Channel 6: Infographics

Infographics make a great content distribution strategy as the communication is visual. More than 90% of all marketing communication is visual as it is consumed easily. 

Channel 7: Press releases

Got any news-worthy information about your company or otherwise related to it? 

Consider publishing a press release as it can reach a wider audience. You can hire a PR professional or release it yourself. 

Channel 8: Guest blogging

Focus on authoritative websites to get the best results. These websites need to be related to your niche. It can be a good referral to your website, increase traffic and social media mentions. 

Channel 9: Social media 

One of the most powerful forms of marketing is social media. You can leverage social media groups related to your line of business as a content distribution strategy. These have many followers, hence your reach can be wide. 

Channel 10: Podcasts

You can either invite specialists on your podcast ( a good B2B content distribution strategy) or attend some. This can help spread the word and also help you build contacts over the long term. 

Channel 11: PPC ads

Investing in PPC ads as a content distribution strategy can help you get quality leads and increase your chances of conversions as well. 

Steps To Build an Effective Content Distribution Strategy 

Wondering how to create a content distribution strategy? We have listed steps to build an effective content distribution strategy. These steps will also answer the question of how can you refine your content distribution strategy – 

1. Research about your target audience

Always know your target audience well. Who are you selling to? What are their likes and dislikes? Keeping in mind their demographics can you effectively strategize. 

2. Conduct a content audit

Assessing how you can refine your already existing content can go a long way. Here’s how you can conduct a content audit for your brand – Guide to Conducting a content audit with steps, template, checklist, and more.

3. Outline your goals and KPIs

What are you trying to achieve from your content? Is it increased sales? More awareness? Accordingly, choose your platforms. 

4. Choose the right distribution channels

Examine all the types of distribution channels. Whether they are owned, paid, or earned and match them to the needs of your target audience. 

5. Understand the kind of content you want to publish

What kind of content do you wish to publish? Is it tutorials or short format snippets? Keeping in mind your target audience, you can use a variety of different types of content. 

6. Make a content calendar 

Now it is time to make a calendar. What kind of events will you cover? Are there any specific days you can leverage? This is important so that your team is on the same page and so that you do not miss out on any opportunities. 

7. Create content

Start creating content. Make sure to understand specifications for each platform and accordingly create content as well. 

8. Publish and market your content 

Your job is not done after publishing – you need to promote your content! Cross-promoting is equally important. Have a blog? Promote the link on Instagram. New website? Make sure to share it on social media as well. 

You can use these steps to create a content distribution strategy template that can help your team as a reference. 

Now that you know how to build a perfect content distribution strategy, let’s have a look at this example  – 

Elaborate Example of a Content Distribution Strategy

Hubspot’s content distribution strategy is diverse and covers all platforms. Here’s a breakdown of the same.

  • Ebooks

Hubspot has digital marketing Ebooks available for download. This makes them an authority in the industry as they are imparting professional-level knowledge in the industry making them a trusted brand. 

  • Hubspot’s Weird Work Podcast

Hubspot’s Weird Work Podcast is available on SoundCloud, Google Podcasts, and Spotify. A great way of reaching a wide audience.  

  • Hubspot Youtube Channel

Hubspot’s Youtube channel has a variety of tutorials, informative videos, and fun videos related to marketing. 

  • Hubspot Infographics

The brand has left no stone unturned when it comes to an impeccable content distribution strategy. They have invested in infographics that are even shareable on Pinterest. 

  • Case Studies

Here, they feature real-life people who talk about their experience with Hubspot and how it helped their brand. 

  • Social Media

Hubspot has a strong social media presence on Facebook, Instagram, Facebook along with their own Facebook group as well. It is an industry leader. 

  • Webinars

The company hosts various webinars with industry experts. They have free webinars on their website as well. 

  • Blogs

Their blogs have quality content, valuable to many digital marketers today. They also cross-promote their blogs through newsletters.

  • Newsletters 

Hubspot’s email newsletters are informative and are a great way of generating traffic to their website. 

Content Distribution Strategy: Tools To Use

Here are a few content distribution tools for effective content marketing – 

  • Buffer

Buffer is known for its user-friendly dashboard from where you can easily manage all your content across social media such as Twitter, Facebook, Instagram, etc. You can schedule your posts as well using Buffer. 

  • Hootsuite

One of the most popular social media tools, Hootsuite is an effective tool that allows large companies to track posts on different platforms across teams. It is an integrated tool with various functionalities.

  • MailChimp

Mailchimp is one of the best tools for email newsletters. It is free of cost as well. You have the option of sending out emails to up to 2000 contacts free. They have email templates to offer as well along with other features. 

  • Xink

Xink is a good tool for email signatures. It helps a brand maintain consistency across organizations. It helps you create marketing campaigns as well to promote sales and drive traffic. It also shares analytics.

  • Goodbits

Goodbits is a great tool for email newsletters. It has an RSS feature that you can add to your browser extension. You can also customize, and edit your contacts and synch them with Mailchimp. 

  • Edgar

Edgar is a unique tool. With it, you can repost content from your archives. It can link your current promotions with old content. Amazing isn’t it?

  • WiseStamp

Wisestamp lets you customize your email signature with your social media accounts, contact information, RSS, blog posts, etc. You can showcase your latest Tweet and also your latest blog post. 

  • SumoMe

SumoMe is a WordPress plugin that helps with both owned and earned media. They have various tools such as a subscription box, signup bar, popups, widgets, etc. 

Read this article for more on the best digital marketing tools.

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To Conclude

So, you have all the information you need to start drafting your MBA resume. We wish you all the very best! Check out MBA Salaries 2021 for a better understanding of the salary trends in India.

In case you wish you wish to pursue an MBA in digital marketing, we recommend our 11-month MBA-level postgraduate programme that’ll give you the expertise needed out there in the corporate world. 

If this is too much of a commitment for you, we have a comprehensive 3-month online digital marketing course as well with 8 brand projects.

And if you wish to get some more knowledge in any particular area of digital marketing, IIDE’s online short certificate courses are worth checking out! 

If you have some more resume-related queries, let us know in the comments below!

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]

Aditya Shastri

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