Content Marketing

How to Plan a Content Marketing Distribution Strategy


Published: November 28, 2022

You now know content distribution is crucial for increasing your business visibility and boosting conversions. However, that’s only the first step. The next is planning a content marketing distribution strategy that works. But here’s the million-dollar question: how do you plan an effective content distribution strategy? Not to worry, we can help. Today, we’re exploring what factors should guide your content marketing distribution strategy and how to pick the best content distribution channels with the following topics:

What Should You Include in Your Content Marketing Distribution Strategy?

Vector graphic showing illustration of two people in front of mobile device with social icons, concept for content marketing distribution strategy.

Image via Freepik by Vectorjuice

Every content marketing distribution strategy should include several key elements to create effective approaches. The purpose here is to think about the types of content to distribute for your brand, along with the different formats that content can take. As you get started on your plans, think about outlining the following essentials in your distribution strategy:

Gated Website Content

Gated website content—including white papers, articles, and videos—will require users to fill out a form before accessing it. The form typically only needs the user to enter their name and email address. However, you can generate new leads by gating your content, as it allows you to collect customer details.

Social Media Marketing Campaign

Social media promotion is an excellent addition to a content distribution plan because so many customers and businesses use social media to research brands when considering purchases. To help you develop an effective social media distribution strategy, you need to understand your target market, the kind of content they’re interested in, and the best ways to position your brand content to reach them. For instance, you can use a video-focused platform like TikTok to distribute excerpts from blog posts or leverage Twitter threads in positioning your brand as an expert in your niche.

Email Marketing Strategy

Email marketing is an effective owned distribution channel that allows you to reach your audience in a more personalized way. This is because your leads are already aware of your brand and the what products or services you offer. At least to an extent. So, once you have captured leads from your gated content, you can build a mailing list and set up an effective email nurturing system.

Email marketing should always be a part of your content distribution strategy as it remains one of the most effective content marketing channels today. For instance, you can set up an automated 5-part email nurturing campaign that delivers to your leads as they sign up to your mailing list. The first should be a thank you email. Then, you can follow up with a high-quality article/blog post relevant to your initial offering that made them sign up. Finally, an email about your paid products and services targeted at solving their problem works as the last email in the sequence.

Content Syndication Strategy

Content syndication is the process of distributing your online content using third-party platforms. Whether it be articles, videos, or graphics, content syndication platforms can help distribute your content while giving you credit by linking to it. You can reach readers, viewers, and potential customers who may have never encountered your brand naturally through content syndication. In addition, it can be a great way to distribute your gated content and get more leads that can be further engaged using owned media like email marketing.

Read more: Content Distribution Checklist: 12 Items for Engagement

How To Plan Your Content Marketing Distribution Strategy

Now that you are familiar with content distribution and what you should typically include in your content marketing distribution, use these steps to plan your content marketing distribution strategy:

1. Determine Your Marketing Distribution Channels

When it comes to planning your content marketing distribution strategy, there are several platforms you can consider. However, you only want to focus on those that best reach your target audience while giving you the most returns. This means being strategic and leveraging a mix of owned, free, and paid channels to help you reach them.

Now how do you know the proper channels to distribute your content on? The first step is to know your audience. This entails creating an audience profile or even buyer personas to envision the ideal customers for your services. To develop your personas, you can conduct audience research to discover your ideal customer’s characteristics, information needs, content consumption habits, and communication preferences.

You can now choose your target audience’s most relevant content distribution channels. Then, explore those channels to discover the content that appeals to those people. For instance, if your target audience frequents LinkedIn, you should produce work, productivity, and business news content, as such topics are most popular on that platform.

Related: 12 Types of Content Distribution Strategies for Your Company

2. Set Goals for Content Distribution

Illustration, vector graphic showing man running up stairs toward flag, concept for setting goals for content marketing distribution strategy.

Image via Freepik by Storyset

Your content marketing distribution goals can assist you in determining whether or not your efforts are successful and what this success will look like. Traffic, time spent on the page, bounce rate, engagement, click-through rate, backlinks, and reactions toward your content are common indicators that show the success of content distribution. Of course, this will vary depending on the channel. But once you define your goals, you can create a content calendar and decide on a publication plan to track progress toward those goals.

3. Set Up Your Email Marketing System

The first people that should know when you post new content should be those who are most interested in your offers. In other words, your subscribers are on your email lists and other content delivery platforms.

Since email list subscribers are generally people who are already interested in your business, they are more likely to read your blog posts and spread the word about them on social media. Therefore, your email list subscribers can receive a weekly roundup newsletter of your fresh content whenever your team publishes a new piece.

4. Schedule Social Media Posts

Social media content distribution attracts and engages customers on social media sites like Instagram, Twitter, and Facebook. However, it is not enough to simply post on social media. Instead, consider creating a schedule for posting on your social media based on the time your followers are most active.

You should also combine various social media platforms to improve the results you get. Sending one tweet or posting a picture and calling it a day is not enough. You can use a scheduling tool like Hubspot to plan your social media updates and post at the best times to ensure better visibility and engagement.

5. Repurpose Existing Content

Although blog articles are excellent for providing your readers with information, it can be challenging to hold readers’ attention with text-based posts alone. This is because many people today are looking for more exciting media, such as video and graphics. In light of this, an excellent strategy is repurposing content for podcasts, social posts, and even infographics. This can help your brand reach the audience members responding most to visual content.

You can turn your best-performing or high-value written content into videos and infographics, saving you time and increasing website traffic. Infographics are particularly effective in B2B industries, and you can use a tool like Piktochart or Canva to transform a text article into an eye-catching infographic quickly.

6. Leverage Community Platforms

People use search engines, forums, and discussion groups to look for solutions to their pressing issues on the internet. So, if you can interact with your audience in these settings and respond to their queries, it’s an excellent channel for distributing your content. In fact, one of the most prominent community platforms on the internet is Quora.

Millions of people visit Quora every day to obtain answers to various topics they’re searching for. You can sign up on this platform and join communities where you share your knowledge to position your brand as an authority in the field. In addition, you can also direct them to your resources if they need more information regarding topics you’ve posted about.

7. Measure and Analyze Your Results

With an effective distribution strategy in place, you can now start measuring performance and analyzing marketing data. But your distribution strategy will require ongoing attention, so you’ll need to regularly test, optimize and update your plans over time. Doing so ensures your brand remains relevant and guarantees improving results.

By tracking your progress, you measure and quantify the success of your marketing initiatives. Based on these results and analytics, you can then decide to change your approach and give it another shot or keep it.

Read more: How To Plan a B2B Content Marketing Distribution Strategy

How To Choose the Right Channels for Your Distribution Strategy

Selecting the appropriate distribution channel is crucial for your brand. After all, your decision will affect your content performance, brand visibility, customer conversion rate, and more. So, how do you choose the best distribution channels for you? Use the following steps to choose the best channels for supporting your content marketing distribution strategy:

1. Consider Your Competitors

Analyze which of your competitors are getting the most results and identify the marketing channels they employ. This information can help you determine where to focus your efforts. After all, if it works for them, it will likely work for you too. You can also gain a competitive advantage by using a distribution route your competitors have neglected.

Wondering where to start? With the CopyPress content gap analysis tool, you can analyze your top content competitors and uncover the topic gaps these rivals are missing. Using this data, you can target these valuable topic areas and create content that attracts and engages your target audience.

2. Identify the Goal

Do you want more people to sign up for your newsletter? Perhaps you want to increase your sales. Or maybe, you want to boost your business visibility. Whatever your objectives, being clear about them lays the groundwork for your choice of an effective distribution channel.

Each distribution channel operates differently, and some are more effective than others at hitting particular objectives. For instance, social media platforms, such as Facebook and Instagram, are great for building a relationship with your current clientele. So, knowing your objectives can help you choose the best distribution channels that will work best for your brand.

3. Know Where Your Audience Hangs Out

Regardless of whether you’re a B2B or B2C business, you can better engage with your audience when you know more about them. Your audience should impact every decision you make regarding your content strategy, including the topics you brainstorm, the content formats you select, and the channels you use to disseminate it. Think about it. Which types of content do people engage with most? What apps or websites do they commonly use, and what keywords do they search for most?

Other factors to consider include age, interests, and common problems that your brand could solve. For example, if you want to attract a younger audience, you might look at Tiktok or YouTube. On the other hand, LinkedIn may be your best bet if you’re focused on reaching professionals with your brand’s content distribution. Or, if your team is trying to reach more audience members globally, Instagram could be the winner for these wider ranges in demographics.

Read more: Your Guide to B2B Content Distribution

Tips to Boost Your Content Distribution Strategy

As you get started on your content marketing distribution strategy, keep the following tips in mind to create a more cohesive plan:

  • Select content types and formats carefully. Understanding the types of content formats that are most effective for your sector and your target audience can help you maximize the effectiveness of your content distribution strategy.
  • Collaborate with other businesses. Co-marketing campaigns are one of the best strategies to increase the visibility of your content. This is because numerous companies worldwide share the same buyer persona but aren’t direct competitors. So, consider collaborating with them.
  • Collaborate with influencers in your industry. Influencers serve as brand ambassadors and can be effective for your business’s content distribution strategy because consumers tend to trust well-known and popular figures when it comes to making buying decisions.
  • Consider different content syndication providers. The act of republishing web content on independent websites to increase readership and reach is known as content syndication. It exposes your marketing content to readers and viewers who may not have otherwise encountered your brand.

Building an effective content marketing distribution strategy is essential for long-term success in content marketing. Hopefully, we’ve helped you gain insight into how to plan your content distribution to ensure your target audience sees the materials you create.

Plan Your Content Strategy with CopyPress

Remember, there’s no one-size-fits-all method for content distribution. Instead, analyze your goals and examine your options to determine which distribution channels work best for you. And with CopyPress, you can dive into your best distribution opportunities. Let us help you analyze your brand content and build a winning strategy that engages audiences, boosts traffic, and generates conversions. Schedule a strategy call with the team and find out how we can help your business or agency achieve its goals.


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