Accelerating Your Content Distribution Process
One of the most important lessons I've learned in my young career in content marketing, is that not everyone is going to see all your messages all of the time. In fact, many people will not see many of your messages a lot ofthe time! (Still with me?). Since then I've followed a very simple rule that has paid massive dividends: Spend as much time distributing content as you do creating it. So often we see content marketers inspired to produce mountains of content daily, but then promoting it only a couple of times because they "don't want to annoy their Internet followers." News Flash: No one is paying that much attention to you. So go ahead. Pump the brakes on worrying about losing fans, and pump up the content distribution.
Use Content Syndication Networks
Pay-per-click (PPC) content syndication networks such as Outbrain, Zemanta, SimpleReach and Taboola can dramatically increase your content distribution. These tools are relatively inexpensive and are programmed to analyze what sites/audiences earn your content the most engagement, and then increase distribution to those sites. (Note: Generally speaking, content syndication networks do not help SEO). Click here for a comprehensive list.
Grow Email Subscribers List
Increasing the size of your email subscribers list is a difficult but effective strategy to help increase content distribution. Consider using content gating tools such as Scroll Box or List Builder to gather email addresses for your blog subscription list.
Distribute to Your Personal LinkedIn Page
The average (active) LinkedIn user has 393 connections. Of course, oversaturating your LinkedIn connections (who are oftentimes just acquaintances) with a heavy flow of blog content could be seen as a form of spamming. Use common sense, but learn how to leverage your professional connections.
Add Social Widgets to Content
This may seem like a no-brainer, but it's not uncommon for companies to forget to add social sharing widgets to their web content. Adding these widgets assures users are only a click or two away from distributing your content to their social audiences. Leveraging new audiences = leveraging new business.
Daily Social Posting Schedule
Developing a daily social posting schedule that outlines what content you will distribute, and at what times, will save your organization time. We recommend spending most of your social posting energy on Twitter. Most people aren't regular users of Google+, and oversaturation of Facebook/LinkedIn posting can annoy fans and connections.
Don't forget! Be sure to use marketing automation software such as HubSpot or Eloquoa to assure content is being distributed immediately upon its publication. Each time I write a blog, it is posted to our company's Facebook, Twitter, LinkedIn, Google+, and two additional Twitter accounts. We reach over 3,000 people per blog post without lifting a finger after publication. Additionally, automation software allows users to schedule an entire day's/week's posts in one sitting.
Hastening your content distribution process can yield dramatic benefits for your online presence – don't miss out.
Brian Overson is the Marketing Associate at StoryTeller Media + Communications. StoryTeller is an inbound marketing agency based in the Twin Cities of Minneapolis and St. Paul. Brian blogs about content marketing, social media and digital strategy. Find him on Twitter @brianoverson.