The future of marketing is content.And the future is here.
A content marketing distribution strategy may be your best chance to stand out, build authority and win the trust of your prospects in 2017 and beyond.
After using content marketing distrubution methods for the last few years, I’ve picked up a lot of lessons along the way.
In this post, I want to help you become aware of the 3 types of content distribution your strategy can be comprised of:
They are paid distribution, organic distribution, and endorsed distribution.
Let’s talk about each.
#1: Paid Content Distribution
Paid content distribution is where a platform broadcasts your content to its database of users. This is often the fastest way to get shown to a massive number of people.
Most paid advertising platforms also have advanced targeting options — which means you can instantly get the specific people you want to see your content. Any business not taking advantage of this is crazy, in my opinion.
And the people that say “I’ve done just fine without paying for traffic..”
Well, the problem is with paid traffic you could have multiplied your efforts and would likely be making 10X (no lie) what you’re currently making.
Paid distribution platforms include Facebook Ads, Google Adwords, and Youtube ads. However, there are dozens more.
For most coaches and consultants, Facebook Ads are generally the lowest cost, and most effective form of paid ads to begin testing with.
My main paid traffic source for the last 5 years has been Facebook.
When I started running FB ads for my personal training studio years ago, I literally doubled my client base in 7 days.
Then I launched a new fitness facility in a different country, and used FB ads to enrol over 50 members before the gym even opened.
And that was 90% automated. I set my ads, put my budget on and sit back.
The best part is you can start with $5 a day. I suggest running TWO main types of campaigns.
The first campaign is to collect an audience of people who visit your site, or watch your FB videos. This makes a ‘Retarget audience’ that you now know have some interest in what you offer.
I let this campaign run evergreen, starting at at asimple $5/day budget. I collect about 50–200+ new people to my retarget audience every day.
Then, when you have a decent audience, you can add the second campaign:
Which is a lead-generation campaign — where you go for the email address. This turns a visitor into a ‘lead’.
As an example, to put this in context….
Two years ago this month, I opened a new fitness facility.
How we launched successfully was by starting our FB campaign in the November, 2 months prior.
We started running ads to an article page (we didn’t even have a home page set up — we just used the “SEO Article” page on Leadpages).
We built a list of over 30,000 people who visited the article, in a 4 week period.
At the bottom of the article was a simple opt-in form, letting people know there is a new Transformation Center opening soon, and they can opt in to be on the first notification list.
We collected 3000 email leads, who were waiting for us to give them more info.
A month later, in December, not long before Christmas, we announced a seminar in our new location
We didn’t even have the equipment installed, it was just a grayed out building! But imperfect action always wins.
We retargeted the email list of 3000, as well all the people that ever visited that article.
We made 50 pre-sales of memberships on the night.
That kind of result would have been very difficult without Facebook Paid ads. Or at least, it would have drained me of hours of energy.
1. Build an audience everyday
2. Retarget that audience with your next ‘lead magnet’ offer to introduce them to your service
#2: Organic Content Distribution
Organic traffic distribution is where you manually distribute your content to websites and platforms that your target prospects are visiting.
You can generate organic traffic by posting your content to social media, on your blog, and any other platforms that require user-generated content.
But here’s the biggest mistake content marketers make:
They create too much content.
That’s right. They spend 80% of their time creating, and only 20% of their time distributing.
That’s a problem. Because its better to have more people see one of your blog posts, than it is to have one person see 100 of your blog posts, right?
So, flip that around.
Spend 20% of your time making great quality content. Then spend 80% of your time distributing that piece to more channels.
There a bazillion ways.
But here’s a simple method to get started:
1): Start with content repurposing
The best leverage comes from getting your audience to see the same content, in varying formats.
So you can repurpose your video into a transcription, for example. You could strip out the audio.
Now, you only made a 10 minute video — yet you also have a written text document, and an audio track.
That could all be turned into blog posts, articles, PDFs, Soundcloud uploads, iTunes uploads and Youtube uploads.
From just one piece of content.
Next, when you’ve stripped your content into multiple formats, move to:
2): Content syndication
Here you aim to get your content pieces on as many platforms as possible, with the goal of driving traffic back to your website.
Vincent Dignan, leader of the fast-growing Facebook group Traffic & Copy, calls this ‘growth hacking’.
Here are some of the more popular options to distribute your content piece:
– Post the link on all your social media channels — Youtube, LinkedIn, Twitter, Instagram, Facebook etc.
– Including Facebook and LinkedIn GROUPS
– Send the link to your email list
– Send as a press release to major media publications such as Forbes, Cosmo or Men’s Health (I’ve had projects featured in all three because of doing this)
– Content sites, such as “How To” sites, Soundcloud, Youtube, Google+ pages, Docstock, and plenty of others
Or, alternatively use paid distribution methods, like Facebook. Spend some money to get thousands of targeted people to see your post, or buy Native Ads.
#3: Endorsed Content Distribution
Endorsed traffic is where your content is published and distributed by an organisation, or individual that has influence with your target market.
Endorsed traffic is effective because the people that visit based on an endorsement from someone else is usually ‘warmer’. They trust the word of the person that referred them and so are more likely to be receptive to your content and follow up messages.
Examples of endorsed traffic would be if your content was published on someone’s blog, in the media, or if you did a joint webinar presentation, or interview, with another influencer in your niche.
Who do you know that you could share your content with?
Whose audiences would benefit from such content?
What groups, blogs or social media platforms, forums, youtube shows, or podcasts are looking for expertise on your topic?
Start contacting them.
So, there’s a pretty basic low-down on getting traffic.
Keep it simple, and most importantly stay organized.
Organization is the key to a successful content (traffic) campaign.
There are 3 steps to your Content Campaign:
1) Content Creation
Making a content creation calendar (easy), and then sticking to it (harder).
2) Content Distribution
Make a checklist of at least 10 ways you’ll distribute each piece of content each week, based on the ideas given above.
3) Content Tracking
If its worth doing, its worth measuring.
If its not worth measuring its not worth doing.
So you gotta track your traffic efforts.
Every week, you need to track:
– How many hits to my website is my distribution strategy achieving?
– What are the TOP 20% performing sources?
– How many people added to your retargeting pixel list?
– How many people became email subscribers? Or group members (or whatever database you’re aiming to grow).
With organization and consistency.