9 Powerful Content Distribution Strategies to Drive Laser-Focused Traffic
Content marketing can be extraordinarily powerful, but unfortunately, even if you publish an amazing piece of content, there’s no guarantee you’ll kick up enough traffic to make it worthwhile — especially if you don’t have a content distribution strategy.
So, what does a good content distribution strategy look like? There are actually many different strategies, all of which give you the power to better target your audience and drive more traffic to your site.
But here, I want to cover 9 of the most powerful strategies in a more bite-sized way.
1. Collaborate. Your first option is collaboration, or simply working with another authority or brand in your space. It doesn’t have to be a competitor, but it does have to be someone with a similar background. You could do something simple, like conducting an interview with the person, or something more complex, such as sharing research and mutually drafting a piece on it. Either way, both of you will be available and motivated to promote the piece, doubling your audience instantly.
2. Promote Within Your Email Newsletter. Your email newsletter is one of the strongest communication methods you have with your audience. Include your content within a “top 10” round-up in your newsletter, or promote your latest and greatest piece of content as the main feature/focus of your newsletter.
3. Guest Post. Guest posting is the practice of writing and submitting content to an external publisher’s site, in an effort to generate more visibility for your own brand. It’s an amazing way to set up new streams of traffic, both from the external publisher directly, and in an indirect route by increasing your search rankings by increasing your domain authority.
4. Share on Social Media. Social media should be a given; it’s how most viral content starts going viral. Share your latest pieces on social media when they’re published, then again at certain intervals depending on the publication. See the infographic at the bottom of this post for my recommended distribution timeline for each of the five main social media networks.
5. Answer Questions on Quora. Quora has gotten a lot of attention lately, but that doesn’t make it any less powerful — just a little more competitive. It’s a simple question-and-answer platform that allows users to submit questions (about anything) and other users to answer them. This is a great chance to show off your expertise by answering relevant user questions in your industry or to your products and services, while including a link to your content to reference your information. Anyone who reads your answer, now or years into the future, will see your link and potentially click on it.
6. Post on Reddit. Reddit is a powerful community that has been known to overwhelm sites to the point of malfunction with a flood of traffic when a piece of content reaches the front page. Rather than striving for this near-impossible feat of virality, explore one of Reddit’s many “sub-Reddit” niche boards to share your content to a targeted audience.
7. Share Within Niche Communities. There are millions of niche communities on the web, hosting dozens to thousands of active users in their own circles. Usually taking the form of forums or message boards, these community sites are perfect for engaging in discussion and, if the situation calls for it, sharing your own material. Just be sure to keep your content relevant to the discussion, and above all, focus on adding value — not being spammy.
8. Work With Social Influencers. Influencer marketing is powerful, but you need to know how to get an influencer’s initial attention. Usually, this comes down to a simple exchange of value; offer them something in exchange for the favor you’re about to ask, or otherwise give them an incentive to get involved. If you can get an influencer with thousands of followers to share your piece of content, you’ll earn credibility by proxy and thousands of new eyes.
9. Buy Paid Ads. While the first nine items on this list are unpaid distribution strategies, this one is all about pay-for-play. There’s nothing wrong with boosting your content’s visibility by buying traffic from one of many ad networks, including Google Adwords, Bing Ads, Facebook Ads, LinkedIn Ads, Reddit Ads, OutBrain, and Taboola.
Feel free to use all, some, or none of these strategies over the course of your content marketing campaign (though I highly encourage you to at least make use of social media). Most are free, demanding only an arbitrary investment of time, and all of them will provide greater and greater value to you the more you use them.