The word “Distribution” came from the root word which is to distribute, for content, it is the act of paying channels in order to reach new audiences with content offerings. Content distribution does not own the channels on which it promotes its content. Therefore, a brand quite literally pays the channels to have access in a specific period or number of clicks. Many businesses, big and small companies, and brands are already implementing this kind of strategy, but How Is Content Distribution Done?
How Is Content Distribution Done?
Before Content Distribution
Your process begins before content production, by defining exactly what you want your campaign to achieve, and how that aligns with overall business strategy. Marketing does not exist in an instant, you need to be able to prove the value of your efforts.
Thus, the very first part of your process is to ask a number of questions and answer each of them.
What is our goal?
Who are our target customers?
How to establish a connection with these people?
How to approach these people?
This Will, Of Course, Trigger Some Follow-Up Questions:
What additional insight can the sales team provide – and how can we make sure that information is captured and fed into our planning?
What qualitative information can we gather from interviews with existing customers? This could be as simple as sending an email and similar low-hanging fruit.
What has our social listening program uncovered, particularly with regards to trending topics, interests of our target audience and their pain points?
How can we combine all of our data streams (CRM, social service and support and others) to increase the granularity of insight?
Which internal resources can we use to produce content for our campaign?
During Content Distribution
At this point in your content distribution strategy, you are ready to build a full calendar for the campaign, helping to codify the rest of the process. You will need to determine several factors including:
The channels you will use to target your ideal prospects.
The messaging tone and format that will best resonate with these people.
The content approval process that will assess each asset/update for compatibility with brand messaging guidelines.
Whether you can exploit the specific features of these networks for added reach. Facebook Custom Audiences are one option that will help you narrow down your audience by excluding unlikely prospects, or fans you don’t want to spam.
This plan will map out the content that needs to be created, the people who need to be involved, the distribution channels you will use, and when each asset needs to go live. Using a social media content calendar will allow you to visualize this plan more easily and assist the rest of your team in balancing their workload to ensure content is created and distributed on time.
After Content Distribution
With the campaign and strategy in progress, it is essential that you have some processes defined that will ensure performance is measured and assessed in real-time. This monitoring will help you track progress towards the overall goals of the campaign and that content is being distributed according to your schedule for social media posts.
Even more importantly, early monitoring will identify where content is underperforming, giving you an opportunity to adjust the plan to compensate. It could be that a shift in trends for your target audience means that you need to change the content being shared to increase relevance. If your processes leave performance reporting until after the campaign has completed, you miss chances to better connect with your audience.