Getting traction on your content can be hard. We’re all told to produce amazing content, short blogs, long blogs, downloadables, whitepapers and more! But what’s the worth of these content pieces if nobody sees them? The power of Google makes ranking extremely hard for startups and small businesses, so why not find an alternative and affordable way to get your content found, your brand’s voice heard and your inbound-engine roaring!
Content over the past year has evolved. We now see more of an interactive approach to connecting with your audience via video, live stream and tailored messaging. One thing still remains the same: quality over quantity.
Your audience has more resources than ever to get solutions to their problems and answers to their questions, so it’s all about creating good, wholeful and high quality content. Once you have the few pieces that you think rock, it’s about finding how to get it in the hands of your viewers. Find out where your customers are, when they’re online and what makes them click. If you have all the pieces to this puzzle, your content could skyrocket in views and generate some solid leads for your business. Content distribution is probably more important than the quantity of content you push out. All you need is one or two great pieces and a solid strategy to get the most amount of views on the page while capturing their attention the entire time they’re there. Content distribution is the new content creation.
The Content Distribution Trifecta source: Outrbain 2017
So, how exactly can you do it - and do it really well?
Find your audience
We’re hoping at this point in the game you know at least who your audience is - but do you know where they are online? How do they digest information? What is the ‘breaking point’ where they trust handing over their information?
We don’t mean to overwhelm you with these questions, but this is detrimental to knowing when to pay for advertising to put behind your content and when to let your content distribution go on break. Find the platform and times that your audience’s attention is switched on and thrive in those minutes with your content and messaging.
Have strong CTA’s
Throughout your content, have lead capturing or secondary actions so you can capture the audience's information at a section in the post when they feel they’re ready. If you treat most blogs or videos like a game of dating, you can often see how people need certain “bases” of information to hand over their information. Whether they’re looking for educational, solution-seeking, problem awareness or straight up like your style of writing, test out some call-to-actions and frequencies within each piece of content to find what works.
Make a distribution plan
A strategy isn’t much without a plan. Having a well thought out plan is key when it comes to content distribution, because if you’re putting marketing dollars behind multiple pieces of content - you bet your a$$ your boss will be asking what the return of that budget was. Set goals for each piece you boost and follow which types of content perform better than others. Once you see the trend, put all your effort into getting the most traction you can out of that one piece, and when it’s time to retire it, create a similar formatted piece.
Social is an easy go-to outlet to push content to for initial traction, but unfortunately all the likes in the world don’t mean much without some conversions on your page. Add timelines to your plan that allow for an alternative mode of digesting content for your audience. For example, if the bounce rate on your landing page is super high, try adding a blog to the mix that outlines the benefits and takeaways of your longer piece of content. Once people understand the benefit in a quick blog, they may be more apt to download the longer piece.
Your distribution plan above should track and test everything. Track metrics such as traffic, conversion rates, lead quality, avg. time spent on page and shares to ‘score’ each piece of content. A good place to start is in Google Analytics. If your account is set up properly with goal conversions, you can attribute the spikes of traffic and conversions to what activities you pushed that day and/or week.
Test different formats of content, different types of content (i.e. video vs. whitepaper vs. blog) and the different quality of leads that come in through each piece. Once you find your sweet spot, begin to test in micro-metrics such as CTA, topics and ways to interact with your audience.
Sounds easy, don'it?
Whether it’s making room for a new position in your company or dedicating a portion of your content creators time to being content distributors, understand what pieces of ‘marketing art’ resonate and convert - and run with them! Be sure to capture your audience with different call-to-actions at different depths of your content and know how to score them properly. Lastly, don’t forget to track and test everything to prove your return on investment - whether that be time or money.
Find out how you can use influencers as your brand messengers and content distributors. Their audience is pre-qualified and have a sense of trust in the accounts they follow on social. This more genuine approach has been shown to increase brand awareness, drive more traffic, lead conversions and sales - and most importantly, adds a level of genuine credibility to an audience you would have not been able to reach before.
To learn more, simply submit your email below to the Socialpeeks information form. We promise not to spam you, but we are super pumped about influencer marketing and helping brands get their marketing message heard!