content distribution channels

How to Utilize Your Content Distribution Channels Correctly

Annie is a Content Manager at Express Writers.

Content distribution channels provide a means of connecting with your audience on a number of different levels. These channels can include (but are not limited to) blogs, web page content, eBooks, whitepapers, infographics and email newsletters. They provide a method of communicating with your audience and engaging them with your message. In order for your content distribution strategy to work properly, you need to utilize your channels at maximum efficiency.

But how exactly do you manage content distribution channels (correctly—without over-spamming anyone, or using one channel the wrong way)?

Don’t Put All Your Eggs In One Basket

This old adage works well when evaluating your content distribution channels. Because of the number of available channels that you have, you should utilize at least a handful of them to get your message out to your audience. Channels such as social media networks and guest blogging opportunities are great resources since they allow you to direct your content to focus on your target audience. This ensures that you have the maximum exposure possible for your content and raises the possibility of engagement from your audience.

By delivering your content in multiple channels you allow your company to build a loyal following of customers on a number of different platforms. This gives you leverage when it comes to influencing customer decisions in the long run. Multiple channels increase the overall amount of people who are aware of your brand name and image. Once you product high-quality content consistently, you’ll be able to draw and keep an audience that agrees with your point of view and enjoys the content you create.

Too Much of a Good Thing

There is always the lurking problem of overreaching. Whilst trying to cover as many content channels as you possibly can is a good idea, you should be aware that when you cover more content channels the content quality you produce may drop. The happy balance you’re trying to seek is to produce enough good, high-quality content pieces to fit a measured amount of content channels so that you don’t sacrifice quality in the name of coverage. It’s much better to focus on a handful of channels and deliver high quality content than to try to cover the spectrum and fill all your channels with mediocre or low-quality content.

How Can I Utilize Content Channels to Boost Blog Traffic? 5 Methods

The crux of the matter is that you want to leverage your content production in order to drive traffic to your blog. Content distribution channels provide the most ideal method of directing customers to your blog through measured content that is designed to do this. When you create compelling content that makes a user want to know more, including a handy link to your blog in a call-to-action can encourage the user to visit your blog. But how does it work? Here are a handful of ways you can utilize your content channels in order to distribute content to drive your blog traffic.

  1. Guest Blogging: Guest blogging opportunities may come to you in the form of invitations to write on a topic or you can simply address the owner of the blog and ask them for a chance to guest blog for them. Guest blogging gives you a powerful method to drive traffic to your blog. It gives you ready access to an audience that is already within your niche. With the right type of compelling content and well-placed links you can direct users to read some of your own blog entries, possibly gaining new followers in the process.As a content distribution channel, guest blogging should never be discounted. It gets your message out to the people who would benefit from it the most: people within your target audience. By giving you a focused group that is already interested in your niche, it creates a simple way to distribute content efficiently and effectively to the people who would appreciate and benefit from it the most.
  1. Email Marketing: A number of marketing professionals consider email marketing to be on its last legs as a content distribution channel. I tend to disagree. Email marketing is not for the faint of heart, nor is it for someone who isn’t skilled in the area or dedicated to becoming so. Email marketing contacts your audience directly and gives them the feeling of having a direct connection to you.Email marketing is based around sharing your content through personal email addresses, inclusive of clickable links back to your blog. For many users, emails are the best way for them to keep connected to a blog that they are interested in. Many people don’t have the time to go check a blog every single day to see when updates come around. Strategic email updates to your subscribers gives them the ability to see when you’ve updated and to judge whether the content interests them enough to go read it. It’s a very efficient methodology, but requires compelling copy and high-quality content to succeed.
  1. Utilize Influencers: In any social media setting, there will obviously be a handful of individuals that are more influential than other people in the same niche. What you should be aiming to do is to get in contact with these influencers. But how do you find out which people are the ones worth contacting? Simple tools such as Followerwonk allow you to see the extent of a person’s social media outreach and allows you to target the influencers within your demographic of interest for the highest return.Utilizing influencers can be direct (emailing them or messaging them and asking them to share your content) or indirect (sharing content with them and asking their and their followers’ opinions). Both of these methods are useful in their own ways, but instead of simply leveraging the influencers, you should try to engage them. It’s much easier to get an influencer to share your content if you actually pique their interest. It’s unlikely that they’ll share content of mediocre or a low standard.
  1. Syndication: The best way to think about syndication is like guest blogging but with more added benefits. Bloggers that are adamantly against guest blogging (yes, they do exist) tend to see syndication as the solution to their major problem: The fact that your created content is generating traffic for someone else and you’re not benefiting from it as much as if it were on your own blog. What syndication does is give other sites the ability to post your blog entries as they are released. This increases your coverage whilst at the same time, gives you the initial credit for your post and the SEO/traffic statistics that you’d miss out on a guest post.There is a downside to Syndication, however. In some cases, Google may see the copy that another site has posted as the original and your copy as an imposter. This can be easily rectified by using the “Fetch as Google” feature in your Webmaster Tools. You just have to submit your URL to Google to ensure that it tags you as the original poster. Syndication gives you all the benefits of guest blogging but without the drawbacks of not owning your own content.
  1. Create a Resource Site: There are many niches that require a site that exists as a reference. In order to guarantee traffic for your blog, you can simply seek to become a reference site that everyone in your industry uses. This guarantees you traffic since your site is a valid reference that everyone in the community accepts as a citation. You might find your blog being cited in a number of posts from different blogs and articles, each of them driving content.The downside of this is that becoming an authority site takes time and no small amount of effort. To be a valid resource, your site will have to exist for quite some time and will have to be easily accessible to a number of people who would need to use it. Resource sites need to be constantly updated as new information or statistics come out. Keeping a resource site updated is no small task and can quickly swamp a small company blog. If it’s done right, however, it can be a very useful resource that is guaranteed to drive a lot of traffic to your company’s blog page.

Developing Your Content Distribution Channels For Best Results

In making the most of your content channels, you should be seeking to gain the maximum advantage that any one channel can grant to you. However, these channels do not exist in a vacuum. There is a subtle interplay between the different content channels and each can feed off the traffic from another. For example: a user on social media sees an interesting post, follows it back to your blog and then decides to become an email subscriber. Linking your content distribution channels together provides you with a system where you can keep your company or product in the user’s mind as much as possible. This translates in turn to a higher volume of customer loyalty and possibly higher traffic values. At the end of the day, your content channels are one of the most reliable ways of generating blog traffic, but only if utilized correctly.

Photo credit: violetkaipa / iStock

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