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Good content is not good content if nobody sees it.
This makes a distribution strategy equally as important.
@neilpatel once saw a 200% increase in monthly blog visits after 3 months of a distribution strategy.
Create a distribution strategy in 9 steps
This makes a distribution strategy equally as important.
@neilpatel once saw a 200% increase in monthly blog visits after 3 months of a distribution strategy.
Create a distribution strategy in 9 steps
1. Target Audience
You don't want to create content for anyone and everyone.
Duh.
But content distribution is about getting the content that you worked on in front of the right audience.
To do this you must know:
- Where they consume content
- What content they consume
You don't want to create content for anyone and everyone.
Duh.
But content distribution is about getting the content that you worked on in front of the right audience.
To do this you must know:
- Where they consume content
- What content they consume
- Dominant age, gender, income, location, and edu
- Interests
Find this by using:
1. Google analytics
2. Facebook reporting
3. Surveys and questionnaires
4. Social media data
Take this and form your customer persona.
- Interests
Find this by using:
1. Google analytics
2. Facebook reporting
3. Surveys and questionnaires
4. Social media data
Take this and form your customer persona.
2. Content Distribution Channels
If your target audience spends 99% of their time on Youtube then spending 99% of your time on Instagram is pointless.
Knowing their preferences and behaviors will determine where you should invest your content creation and distribution efforts.
If your target audience spends 99% of their time on Youtube then spending 99% of your time on Instagram is pointless.
Knowing their preferences and behaviors will determine where you should invest your content creation and distribution efforts.
This is a common mistake.
Many times someone will say, "Everyone is on TikTok. We need to be on TikTok."
Meanwhile, they're trying to sell life insurance to a 70-year old.
Meet your target audience where they are.
Many times someone will say, "Everyone is on TikTok. We need to be on TikTok."
Meanwhile, they're trying to sell life insurance to a 70-year old.
Meet your target audience where they are.
3. Content-Type
Channels are checked.
Now...content type.
What kind of content is being consumed?
Ex:
- Short-form video
- Long-Form Video
- Blog Posts
- Long-Form Blog Posts
- Podcasts
Make it easy for your audience to consume the content that they consistently consume.
Channels are checked.
Now...content type.
What kind of content is being consumed?
Ex:
- Short-form video
- Long-Form Video
- Blog Posts
- Long-Form Blog Posts
- Podcasts
Make it easy for your audience to consume the content that they consistently consume.
4. Key Performance Indicators (KPI)
KPIs define what success looks like.
Not setting KPIs for your content is like going to bat with a blindfold on.
Set them to know what to aim for.
Ex:
-Traffic/reach
-Video Views
- Engagement
- CTR
- Open Rate
KPIs define what success looks like.
Not setting KPIs for your content is like going to bat with a blindfold on.
Set them to know what to aim for.
Ex:
-Traffic/reach
-Video Views
- Engagement
- CTR
- Open Rate
I stole this from HubSpot:
5. Create
Content creation is different for each company.
One business may have an entire content team.
A local coffee shop may only have their niece who just graduated.
Regardless, focus on:
- having the right tools (Adobe, anchor, canva, etc)
- a process (ideas, topics)
Content creation is different for each company.
One business may have an entire content team.
A local coffee shop may only have their niece who just graduated.
Regardless, focus on:
- having the right tools (Adobe, anchor, canva, etc)
- a process (ideas, topics)
With these two things, you can get from A to B, fast.
When trying to find content that hits, speed matters.
When trying to find content that hits, speed matters.
6. Test
Anytime you publish a piece of content, the market determines if it's good or not.
Don't get stuck on content that you "think" is good.
Continuously test.
In-between testing you'll find your home runs.
Anytime you publish a piece of content, the market determines if it's good or not.
Don't get stuck on content that you "think" is good.
Continuously test.
In-between testing you'll find your home runs.
7. Content Calendar
Your content calendar keeps everything aligned.
It's a roadmap for what's been done, what's being done, and what needs to be done.
But, leave wiggle room.
When there are moments in culture that your brand can take advantage of -- do it.
Your content calendar keeps everything aligned.
It's a roadmap for what's been done, what's being done, and what needs to be done.
But, leave wiggle room.
When there are moments in culture that your brand can take advantage of -- do it.
8. Dashboard
Data is the new oil.
Your dashboard is where your data, KPIs, and metrics live.
It will help you define the success of your distribution efforts.
Plus, real-time insights will translate into quick outputs.
Data is the new oil.
Your dashboard is where your data, KPIs, and metrics live.
It will help you define the success of your distribution efforts.
Plus, real-time insights will translate into quick outputs.
9. Analyze and Scale
Analyzing and measuring data can make or break things.
What worked?
Where did it work?
Why did it work?
Knowing these answers will help you create a strategy that leads to long-term growth.
Data -> Learning -> Create -> Optimize -> Scale
Analyzing and measuring data can make or break things.
What worked?
Where did it work?
Why did it work?
Knowing these answers will help you create a strategy that leads to long-term growth.
Data -> Learning -> Create -> Optimize -> Scale
Would this help you?
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- marketing breakdowns
- copywriting tips
- how-tos
- campaign dissection
If so, follow @alexgarcia_atx :)
Because I'm writing a thread for 18 days straight covering everything marketing.
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Join them
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TL;DR
1. Target Audience
2. Channel Selection
3. Content Types
4. KPIs and Metrics
5. Create
6. Test
7. Calender
8. Dashboard
9. Measure and Analyze
1. Target Audience
2. Channel Selection
3. Content Types
4. KPIs and Metrics
5. Create
6. Test
7. Calender
8. Dashboard
9. Measure and Analyze
