In the modern digital media landscape, producing high-quality content is only step number one towards content success.
Because there is such an abundance of content, the way you distribute what you've created is crucial in developing a loyal, engaged audience that cares about what you say — and wants more!
media update’s Joreke Kleynhans maps out your guide to effective content distribution in digital media.
Identify your target demographic
Determining a target demographic helps you set significantly more specific goals. More specific goals lead to more specific actions, resulting in a successful campaign!
Once you've set a target demographic, the necessary distribution channels can be identified and unnecessary channels can be eliminated.
For example, if you've identified your target demographic as retired people over the age of 60, you're probably better off distributing your content through newsletters — digital or print — than on TikTok.
This concentrates the team's efforts on a smaller surface, making for a greater success rate.
Set clear objectives
When you set specific and measurable objectives for your team to work towards, it serves for a cohesive and intentional result. All efforts are directed at a shared goal, which ensures that no resource goes to waste.
Objectives with milestones also ensure that everything is done in the most productive order, essentially preventing the roof from being built before the walls.
Understand different distribution channels
In the digital media landscape,
there are paid, owned and earned channels of content distribution.
Paid media refers to placed adverts:
- on social media
- in publications, and
- Out-of-Home adverts.
Essentially, any coverage that is not free of charge. Owned media is mostly corporate content, such as:
- company website content
- e-mail newsletters, and
- branded social media and blogs.
Earned media is any information, mentions, features or shares about a brand. It is mostly on social media and more casual media like personal blogs. Owned and paid media are controlled by the company, whereas earned media is not.
These three channels consist of different platforms that each have their strengths and weaknesses based on the unique style, tone and formats that perform the best on the platform.
If you have sufficient knowledge of the different platforms and the types of content they favour, a higher return on investment is bound to happen.
Optimise content for distribution channels
Some universally effective strategies include:
- writing catchy headlines
- including keywords and visual aids
- using trending hashtags, and
- having a call to action.
These form the basis of your optimisation and should be used as often as possible.
E-mail newsletters, website content, LinkedIn posts and other social media all require vastly
different steps to achieve top performance. That's why posting the same content on all platforms is less than optimal for engagement and reach.
LinkedIn, for example, requires a professional and informative tone, while the Instagram algorithm favours visually pleasing content — especially video.
Staying consistent in your messaging is still crucial, though. Every piece of media you distribute should directly link back to your pre-set objectives. This aids in preserving a cohesive brand image while still producing a variety of content.
Monitor analytics and adapt accordingly
Contrary to popular belief, strategy is an ongoing process, not a one-and-done task.
Research and planning can provide guidelines and a basic structure for effective content distribution, but every audience responds uniquely to content.
Analysing your content's performance and adapting your approach accordingly — also known as
trial and error — will be crucial in constantly improving your strategy.
Even if you have built a strategy that works for now, the keyword is 'for now'. Audiences are dynamic, and you need to keep up with the Joneses.
Staying up-to-date with your analytics allows your content and distribution strategies to evolve with the needs and preferences of your audience — and this will be your ticket to content distribution success.
Do you have any ideas on content distribution strategy? Let us know in the comment section below.