Content creation and effective distribution to the right audience are the two main pillars of content marketing. As creating content for the heck of creating it is of no use, and on the contrary, the quality of content should be such that it has to be adored by your audience and they should wait anxiously for your content or email to hit their inbox. As you spend so much of brain power and effort on content creation, content distribution strategy should also be equally immaculate as the interplay of both would bring success.
As 2018 has already embarked, let’s do the things a bit differently to mark the year with an extra success that your business deserves for its merits alone. Instead of distributing content haphazardly, have you ever thought of a meticulous content marketing plan? We rather insist on a documented plan which helps you to act systematically and also help you to attain the predetermined goals. Here is what you need to include in the documented content marketing plan!
Formulate and Document a Content Marketing Plan
The first step that you need to take is to define your ideal target audience. Define at least two to four or maybe more ideal buyers’ personas and try to list their demographics like gender, age, occupation, income, family size, hobbies, etc. When you have distinct groups of an audience, and their personas chalked out, it will be easy for you to formulate the content strategy for each of them. As an example, the mothers at home spending their afternoons idly would like to read different materials from that of the older males and the strategy for each would be different.
After the personas have been defined, find out the different distribution platforms for each and choose the publications, social media, forums, and influencer sites that you would be using as your content distribution channels. Find out the kind of content your audience is looking for and assess the capability of your in-house team to produce such content that your audience would love to read and share. Determine the distribution channels depending on the preferences of your audience and their personas. Specify the content distribution cycle for each type of content. For example, a guest blog that is published in Medium can also be published on Reddit, Pinterest, Facebook, and Twitter.
Promote the social media posts to the select audience according to your customer personas. Find out and document the backlinks that you are going to create along with the influencer sites where you are going to publish your content. Once you have the preferences of the target audience and their personas ready you can do many different things to promote and distribute your content. These strategies that you devise and the plans you make should be documented so that you don’t deviate from a well-formulated plan.
Transcend Social Media Limits
As we are all so much familiar with the existing social media channels like Facebook, Google+, YouTube, Instagram and other social media giants, there are other opportunities that you can tap as well. There are few other distribution channels that you can use too. They are Reddit, Medium, Quora, Tumblr, etc. as these media channels attract the right audience and the paid content distribution strategies may reap better results than the popular social media platforms.
Look for ways how the social content and the user-generated content can be fruitfully integrated to create more context and value. An integrated social approach will strengthen your campaigns on each social media platform, but you have to be careful about the overriding of information. It will also help your site’s ranking as well, as the search engines are increasingly becoming dependent on the social signals. Social media has much more to it than just sharing content as listening to the target audience and monitoring it leads to a more vivid understanding of your audience and creation of content that your audience would love.
Strengthen Email Marketing Techniques
Email marketing is still one of the most effective ways to distribute your content to the audience who would like and love your content. Email marketing has multifaceted benefits and lead nurturing is something that email marketing helps in accomplishing. Collect the email addresses of the visitors of your website through offers of eBooks and other essential content types and send your leads with compelling content every week or at fixed intervals. It could be a well-written blog or an infographic or even an invitation to the offer that you have flaunted.
Use the personas that you have derived from the study of your target audience and personalize the emails as much as possible using the prospects’ name, age, gender and other demographics into use. Use an email tracker to track the emails that you are sending. Track the other different metrics like click-through rates, open rates, bounce rates, conversion rates, subscription rates and few other metrics that would help you assess the success of your email campaigns.
Republish Posted Content
Content that has generated good or considerable engagement can be reused, or the format can be changed to give it a new shape for more engagement. They can then be redistributed for fresh engagement from the audience for maximum impact. LinkedIn Pulse and Medium are few of the platforms that are mostly underutilized but can generate a massive amount of traffic among the intelligentsia and people outside your professional network. There are other sites too that accept republished content provided you include a clause that states where the article was first published with a link to the original article. To avoid penalization from search engines, avoid republishing content within a week of its original post and be selective in what you republish, but don’t forget to often republish your content as it will bring in the extra traffic from multiple sources.
Strengthen your SEO Efforts
As it is a proven fact that the higher your ranking in search engine is, the more the chances of circulating your content. The two most important ways to improve your search engine ranking is to optimize your content for higher ranking and creating high-quality backlinks through guest posts. As voice searches are on the rise, use both short and long tail keywords as an attempt to optimize your content for search engine ranking. Don’t forget to use the main keywords in the meta titles, meta descriptions, and all the meta tags and meta alt tags. Guest posting and using backlinks are considered as one of the best ways to create a search engine boost. Work on the basics and ensure that your content is of the highest quality and the technical parameters of the SEO are taken care of, and the results will follow suit.
The Key Takeaway
Whatever you do and how robust your content distribution strategy may be, make sure that the content is valuable enough for the audience to disclose their personal information. As lead generation and conversion are the ultimate goals of content creation and distribution, ensure that your content distribution plan is in tune with your organization’s mission and goals. Whatever the content strategy you undertake, documenting it and adhering to it is a must along with measuring the metrics to ensure that you follow the most profitable path. Regular tracking and monitoring of your content marketing efforts will also enable you to select the right distribution channel and tweak your plans for optimization of the results. If you take the above steps along with a consistent effort following a Plan-do-check-act cycle, your efforts are bound to reap results with more lead generation and higher conversion rate.