Penguin Recovery Pro a fundamental shift occurred in the way marketers began to view online content. Initially, there was a bit of a “build it and they will come” mentality, where marketers felt that they could just create content, put it on their website, and it would organically generate the reach and engagement they were looking for. However, in 2014 we’ve come to realize that a content distribution plan is essential to achieving desired results from our content marketing efforts.
Consider the many compelling reasons why you publish content in the first place. For starters, there’s the potential for the links in your content to provide equity for your site on search engine results pages (SERPs). There’s also the additional brand awareness that can come from putting your content in front of new audiences (i.e., prospects who may not already know who you are or what you do). Not to mention other business goals that quality content marketing can help you reach, like engaging fans on social media, increasing click-through rates, addressing the needs of your customers and prospects, increasing the influence of your company’s thought leaders, and so on.
None of this happens haphazardly — at least, not in a way that you can likely sustain over the long term. So the more thought you put into where, when, and how you distribute your content, the greater the chance that it will pay off in terms of business success.
In this post, I’ll discuss where some great opportunities lie to optimize your content distribution strategy from the three main media perspectives — owned, earned, and paid — and offer suggestions to help you to grab attention from the consumers who are the most relevant to your business.
Owned distribution channels
Penguin Recovery Pro Review to start is with your company’s owned media channels — places like your blog, your website, an email newsletter, or a corporate magazine. These channels also include your “branded” properties, such as your Twitter account, Facebook Page, LinkedIn company page, Google+ page, and other social profiles.
Most marketers’ initial impulse is to blast their content out to as many people as possible, so they rush to publish each piece of content they create on every channel available. While it’s natural to want to share that great piece of content across multiple consumer touch points, it’s best to do some testing and research first, to see where the greatest potential for successful distribution may lie.
For example, you can split test your Facebook content (something I’ve written about previously) to get a clearer idea of how factors like content length, image, time of posting, call-to-action message, and targeting criteria might impact a post’s success. By showing different variants to different user groups you can quickly determine what types of content your audience is finding most engaging.
The process to do this is simple: When you schedule a Facebook post, you can choose who sees it in their News Feeds (in most cases, you need to have at least 1,000 fans to have access to the targeting dashboard, though). For example, we might segment the audience for a particular post by gender and by age brackets, showing one version of content to women 13-18 years old and another to women 19-30 years old.
