November 16, 2024

Content Distribution: Getting Your Content in Front of the Right People

When it comes to content marketing, creating great content is only half the battle. Whether you’re running an independent bookshop, a boutique winery, or a legal firm, you’ve likely spent time and effort crafting blog posts, newsletters, or social media updates that speak directly to your ideal clients. But here’s the thing: even the best content won’t do its job if no one sees it.

This is where content distribution comes in.

Content distribution is all about making sure your content reaches the right people, in the right places, at the right time. It’s not enough to just hit “publish” and hope for the best – you need to be strategic about how, where, and when you share your content.

If you’re still getting a handle on understanding content marketing, content pillars, how to develop your strategy or create engaging content you can read more about that below:

Otherwise, let’s look at how to get your content in front of the people who matter most to your business.

Best Channels for Sharing Content

When it comes to content distribution, the first thing to think about is where your ideal clients are spending their time. Are they scrolling through LinkedIn, catching up on Facebook, or looking for inspiration on Instagram? Different businesses will need different distribution strategies based on where their clients are.

But that’s not all. You also need to consider your content pillars. These pillars represent the core themes or topics you’re focusing on, and they help ensure that your content is relevant and valuable to the right people

For example, if one of your content pillars is “local community engagement” and you run a boutique winery or a specialist cake shop, Instagram might be a fantastic platform for you. You can share beautiful photos of your products featuring local ingredients, behind-the-scenes stories, and updates on special events or new releases. Visual platforms work well for these kinds of businesses because they’re all about creating an experience that people can see and feel. And this type of content aligns with both your content pillars and where your ideal clients are likely to be.

On the other hand, if you’re running an accounting firm and one of your content pillars is “financial strategy for small businesses”, LinkedIn might be more relevant. Sharing articles, industry insights, or even client success stories on LinkedIn helps establish your expertise and reach professionals who are actively looking for the kind of services you offer.

Understanding both your ideal clients and your content pillars is key to choosing the best channels for distributing your content.

Importantly – remember that you don’t need to be everywhere. In fact, trying to be on every platform can spread you too thin. Instead, focus on one or two channels where your clients are most active and where your content will resonate the most.

Using Social Media for Content Distribution

Social media is one of the most powerful tools for content distribution, but it’s not just about posting and hoping for the best. You need to think about how to get your content in front of the right people in a way that makes them want to engage with it.

Here are a few things to keep in mind:

Tailor your content to the platform

A long, in-depth blog post might work well on LinkedIn but probably won’t do as well on Instagram, where shorter, more visual content thrives. Make sure you’re adapting your content to suit the platform. If you’re sharing a blog post on Instagram, for example, you might highlight a key tip from the post and pair it with a visually engaging image or video.

Engage with your followers

Distribution isn’t just about broadcasting your content; more imporatantly it’s about having a conversation. If someone comments on your post, respond. Ask questions, encourage discussions, and get involved. The more engaged your followers are, the more likely they’ll share your content with others, helping to increase your reach.

Consistency matters

Don’t disappear for weeks and then flood your followers with content all at once. Consistency is key when it comes to social media distribution. Whether you post once a week or a few times a day, the important thing is to maintain a regular presence. This helps build that know, like, and trust factor, and keeps you top of mind for your ideal clients.

Email Marketing: Still Powerful

With all the focus on social media, it’s easy to forget about good old-fashioned email marketing.

Email is still one of the most effective ways to distribute content, especially if you have a dedicated list of people who have already shown interest in what you do.

Let’s say you’re running an independent living retirement village. Regular email newsletters can keep residents’ families and prospective clients updated on new services, community events, or changes within the village. It’s a direct way to reach people who are already invested in what you have to offer.

Here’s how you can make the most of email as a content distribution tool:

Segment your list: Not everyone on your email list is going to be interested in the same content. Segmenting your list (whether by client type, location, or stage in the buying journey) helps you send more targeted, relevant content.
Include a clear call to action: Whether it’s to read a blog, attend an event, or get in touch for more information, your emails should guide your readers to take the next step.
Don’t overdo it: Bombarding people with too many emails is a quick way to get them to hit the “unsubscribe” button. Be thoughtful about how often you’re sending emails, and always make sure your emails are offering real value.

Partnering with Others to Boost Reach

One of the most underrated content distribution strategies is collaboration. Partnering with other businesses or influencers who share a similar target market can help expand your reach far beyond your existing ideal clients.

For example, if you run an independent bookstore, you might partner with local authors to host book signings or virtual events. Not only does this give you more content to share (think author interviews, event recaps, etc.), but it also introduces your business to the author’s audience, which might include people who have never heard of your store before.

Or, let’s say you own a boutique accommodation business. You could team up with local wineries or restaurants to create joint content like a weekend getaway package featuring your accommodation, wine tastings, and a special dinner. Sharing this content across both your platforms increases your reach and taps into the other business’s ideal clients.

Timing: When and How Often to Publish Content

When it comes to content distribution, timing matters. There’s no point in posting great content at a time when your ideal clients aren’t even online.

So, how do you figure out the best time to share your content? It depends on your ideal clients and the platform.

For instance, if you’re posting on LinkedIn, you might find that weekday mornings are best, when professionals are checking their feeds before starting work. On Instagram, evenings or weekends might work better, especially if your ideal clients are browsing for inspiration after work.

A good rule of thumb is to start by posting when your clients are most likely to be online. Then, track your engagement over time and adjust based on what works. You don’t need to post every day, but consistency (whether it’s weekly, fortnightly, or monthly) is key. Over time, you’ll find the sweet spot for your business.

Distribution is Just as Important as Creation

The truth is, content creation and distribution go hand-in-hand.

You can create the best content in the world, but if you’re not putting it in front of the right people, it’s not going to do much for your business. It’s all about making sure your content reaches your ideal clients, whether that’s through social media, email, or partnerships.

And remember, it’s not about doing everything at once. Focus on the platforms and strategies that make the most sense for your business and your clients. If it’s Instagram, great; stick with that. If email works best, focus on building a strong list and sending valuable updates.

If you’re feeling overwhelmed with where to start, don’t worry, I can help. Whether it’s creating the content itself or figuring out the best way to distribute it, I’m here to make sure your marketing just happens. Get in touch and let's have a chat.

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