If you have created great content for your business and posted it to the company website, congratulations! You are halfway done with your content marketing work. Now all you have to do is improve your content distribution reach. In other words, you need to figure out how to get more people to read and share the content you create.
How to Improve Your Company’s Content Distribution Reach
Share your content. When you post a new blog or web page, share the URL on social media. Email interested parties on your contact list; sign up for an email marketing platform like MailChimp to automate your emails and expand distribution of your content.
Determine when your target audience is online and most likely to share your content. An infographic on Kissmetrics, a professional blog about analytics and marketing, explores timing on social networks. According to that infographic, nearly 80 percent of the population in the United States lives in the Eastern and Central Time Zones. The highest percentage of all Twitter retweets occurs at 5 pm. For best click through rates (CTRs), tweet between one and four times per hour as a single hourly tweet enjoys 350 percent higher CTRs than the fourth tweet in an hour. CTRs are higher midweek and on weekends, spiking at noon and 6 pm on those days. Most Facebook sharing happens on Saturdays, peaking around noon and again just after 7 pm.
Create a sharing schedule then use software to post content automatically. Plan your content ahead of time then use software, such as Hootsuite or Buffer, to send messages, tweets, posts and updates at predetermined days and times.
Sharing is caring, especially in the world of content distribution. Create fascinating content and make it easy to share. Most social media platforms feature a ‘share’ button that makes it easy for your readers to distribute your content. Some provide an HTML code that you can use to embed the share button on your website. You can also use software, such as ShareThis, to create share buttons for multiple platforms using just one piece of code.
Create Content Everyone Loves
Create a ton of interesting, unique and valuable content that readers want to share. If you cannot write, rely on content writers for hire. Freelancers can produce a steady stream of current content relevant to your specific niche in the industry. Make sure to provide your writers with keywords and clear objectives, including calls-to-action (CTA) and SEO formatting guidelines.
Use humor unless, of course, you run a funeral home or offer other services that require a sense of decorum. People enjoy sharing funny or heartwarming stories. Use authoritative sources whenever possible to build credibility and shareability.
Create Content Only a Few Will Like
Identify your most qualified prospects, determine their demographics and try to learn about their likes and dislikes. Knowing what makes your target audience tick helps you create content that appeals to them. Keep your finger on the pulse of the internet through surveys on Facebook and other social media channels. Create mailing lists for specific topics.
Hypertargeting delivers your content to a highly specific group of people on the internet. To hypertarget, gear all your content, such as your company website’s “About” page and social media profiles, towards your qualified prospects.
Great distribution relies on engaging and informative content that is presented at the right time and in a format that is easy to share. Increase your company’s presence on the internet and its bottom line by improving its content distribution reach.
Lynn H has been a professional writer, providing exceptional content online and offline, for more than a decade.