Marketing

#contenthacks: Don’t Forget to Focus on Distribution

by Jessica Smith Posted On November 15th, 2017 | 4:25pm EST

So, you’ve followed all of the hacks on our blog and created some stellar custom content with City/Studio. Game over, right?

Wrong.

Content creation is only half the battle. If you’re not focusing on distributing that content, you won’t reach your target audience – or any audience, really. According to Forbes, only 50 percent of marketers contribute success to content distribution, which means most aren’t doing all they can

Here are a few ways you can step up your distribution game and spread the word about your brand.

Guest posting works both ways.

Releasing your content to your audience directly is the most effective, streamlined approach. But if you’re having trouble getting enough eyes on your content, consider guest posting, which is sharing your content through another publication. For example, advertising through places like Philadelphia or Boston magazine that have their own custom content departments will secure all of their readers, simultaneously expanding your audience and bringing more attention to their site in a mutually beneficial relationship.

Give your internal team access to content.

Your own employees will be the most enthusiastic about sharing custom content for obvious reasons. Don’t let distribution fall to one person; grant access to your sales team, account management, customer services, HR, and send company-wide emails encouraging everyone to share content themselves. In addition to just reaching their own friends and family on social media, they can also provide content to interested clients or attract new hires.

Customize content for social platforms.

Don’t just copy and paste the same branding message on each social media outlet. Take the time to write unique copy for each – Facebook can handle a longer pitch, Twitter can be condensed to a pulled quote, and Instagram needs an eye-catching featured image. Use links as often as possible, linking back to your own site when appropriate, but make sure to spread the love. You might end up linking your audiences with other brands. Also, remember to budget accordingly so you can boost posts. Sites like Facebook will allow you to geo-target your audience and send your content to more people for a small fee.

For more details on how City/Studio can create (and distribute) amazing content for your brand, click here.