What do you do if you're struggling with content distribution?

If you're struggling with content distribution, it's time to reassess your strategy and explore new avenues for reaching your audience! ?? Start by analyzing your current distribution channels and identifying areas for improvement ??. Consider diversifying your approach by exploring social media platforms, email newsletters, influencer partnerships, or content syndication opportunities ??. Optimize your content for search engines to increase organic visibility and traffic ??. Engage with your audience directly by participating in online communities, forums, or Q&A platforms ??. And don't forget to track and analyze your distribution efforts to identify what's working and what's not - iteration is key to success! ??

From my experience, content distribution is long game, where you usually don't see concrete results for a while. It takes time developing the relationships necessary to get the right people to share your content. It's also not easy to track exactly where that content ends up. But ones you get exposed to the right potential client or customer, and he/she reaches out to you -- it makes all the hard work well worth it.

Your content marketing efforts should ultimately contribute to the broader goals of your organization, whether that's increasing brand awareness, generating leads, or driving revenue. By ensuring alignment between your content goals and business objectives, you can demonstrate the value of your content marketing efforts to key stakeholders and secure support for future initiatives.

Often the hardest, but most important, step in content marketing and distribution is to accurately identify your ideal marketing target. If you get it right you can then create very targeted content that speaks directly to your ideal client, and has an exponentially higher chance of seeing positive results.

It's important to tailor your content distribution channels to effectively reach them where they are most active. This means selecting the right platforms and mediums based on your audience's behavior and preferences. For example, if your audience primarily engages on social media, focus on distributing content through platforms like Facebook, Instagram, or LinkedIn. If they prefer consuming long-form content, consider publishing articles on your blog or guest posting on industry publications. By understanding your audience's preferred channels, you can maximize the reach and impact of your content distribution efforts.

You’re going to need a repurposing strategy so make a list of all the channels that are 100% necessary (based on your target audience and your business/service). Split them into lists of long-form and short-form. Then you can add your nice to haves. From there it’s easier to see how they work together in repurposing so you can distribute widely without much more work.

There are awesome software tools out there that can help you repurpose your content for different platforms. For example, say you record a podcast. You can then throw the audio file into an app that transcribes it. With some editing, your got a nice article or blog post that you can now share. You can then split that article into lots of bite sized content snippets that you can then share on X or Linkedin. There are even programs out there that will turn your text into video!

This is where a solid repurposing strategy comes into play. The easiest way is to start with one long-form content and work out how you can redistribute that as is (or with minimal changes), then how that can be broken into several short forms. Think: Start with blog post Repurpose on linked articles Make a social media post from each paragraph of the blog post. You could even make a YouTube video from the blog then split that into short form video. Many possibilities here!!

This is where a solid repurposing strategy comes into play. The easiest way is to start with one long-form content and work out how you can redistribute that as is (or with minimal changes), then how that can be broken into several short forms. Think: Start with blog post Repurpose on linked articles Make a social media post from each paragraph of the blog post. You could even make a YouTube video from the blog then split that into short form video. Many possibilities here!!

This is where a solid repurposing strategy comes into play. The easiest way is to start with one long-form content and work out how you can redistribute that as is (or with minimal changes), then how that can be broken into several short forms. Think: Start with blog post Repurpose on linked articles Make a social media post from each paragraph of the blog post. You could even make a YouTube video from the blog then split that into short form video. Many possibilities here!!

While automation is great, you need to be careful to monitor what is posting and when. The last thing you want is to be automatically posting a funny story when a story about a major terror attack is breaking on the news and blowing up social media. Something like that happening is always a danger when using automated posting. So make sure to keep a close eye on what you're "automatically" posting.

Automate with A.I. You'll still be creating your pillar content, buy A.I. is capable and adept at creating your repurposed pieces fir you. A blog summary that turns into a LinkedIn post, a YouTube video that's chopped up into a Twitter (X) thread, or a podcast that's turned into an Intagram carousel. And all of that posting can be automated too, set to be triggered by publishing the pillar content. You can do this for just about all of your channels, so all you have to do is focus on creating the pillar content and distribution is handled by A.I. and no-code platforms like Make.com or Zapier.

Content Marketing involves testing and optimizing every aspect: the content asset, the copy, the CTAs, and even the layout and colors. The same applies to content distribution. Always test and make data-driven decisions. Focus on where the results lie, while never forgetting that user behavior is constantly evolving. Therefore, keep testing and optimizing, and optimizing and testing.

As you track your content's performance across various channels, you might notice that despite your optimization efforts, there's one area that just isn't taking off. Give yourself permission to say goodbye to that channel. You don't need to distribute content everywhere. If the data is telling you the ROI isn't there, don't force it.

Creating content just doesn't end with getting the draft reviewed and ready. Distribution of the content is infact the prime role that is crucial in this journey. For those struggling to setup an effective distribution, here are few tips: 1. Evaluate possible avenues of distribution for your content online, it could be blogs, guest posts, social, podcast, newsletters, ads, events etc. 2. Align these avenues in line with your content calendar. 3. Setup timelines in your calendar to help distribute content across varied channels - this helps in streamlining the process better. 4. Last but not the least, be flexible in your process, as repurposing content for certain marketing avenues, might require some time.