How to Easily Build an Effective Content Distribution Strategy

By: | December 11, 2018 | Tags: , , , |

Content Distribution Strategy

Moss Clement

How can you build an effective content distribution strategy?

What if I told you there is an easy way to build a powerful content distribution channel that actually works?

Yes, there is a way… and all you have to do is apply some simple steps in the process.

But why do you need a content distribution strategy?

Because a proficient content distribution plan will get your content in front of your target market. It will enable you to create bonds with your buyer persona.

This will result in trust and credibility– moving your target market to take the desired action.

Hence, to help you build an effective article distribution plan, the first thing you need to do is to identify the objective(s) of your content.

This brings us to…

What do you want your content to achieve?

Find your content objective and take advantage of it. When trying to identify your content goals, the following questions might come to mind.

Do you want to:

  • Drive more massive traffic back to your site?
  • Attract millennials to your product or services?
  • Increase email signups?
  • Create brand awareness?
  • Improve website engagement?
  • Etc.

Another area you need to consider when building your content distribution strategy is to understand and define the nature of your target market.

Who do you want to reach with your content?

To better understand and define your market persona, you will also have to analyze the following questions:

  • Who is your target buyer?
  • Where does he come from?
  • What is the gender of your target market?
  • Where does your audience always hang out on social media?
  • When does he go online?
  • What is his favorite channel for content consumption?

These are important questions that need answers. And if you can find the answers, you will be in a better position to build an effective content distribution platform.

Pro tips:

Pinpoint your content marketing goals. Identify and define your audience, in terms of:

  • Who they are
  • What interests them most
  • Where they are hanging out, and
  • How they interact with your content.

More on what to consider when building a content marketing strategy:

Do you know how your target audience consumes content?

You cannot possibly create a perfect article distribution plan without knowing how your buyer persona engages with your content.

You must also find his favorite content consumption channel.

If you can find your audience’s content consumption platforms, you will be able to put your content in front of them and speak directly to your audience.

The collected information will enable you to develop a perfect content distribution strategy that actually works.

The next step is to…

Document your content distribution plan

Why should you document your digital content distribution strategy?

Because documenting your distribution strategy will increase your content marketing success rate.

To back this up, research by the Content Marketing Institute (CMI), in collaboration with MarketingProfs indicates that 48% of B2B small business marketers have a documented distribution strategy.

It also shows that 60% of B2C marketers who have a documented content distribution strategy have dramatically increased their content marketing success rate.

How to Build an Effective Content Distribution Plan


Hence, with a documented plan, you have a road-map to guide you along the way. It will increase the efficiency of your content marketing campaign by eliminating unnecessary techniques.

That is why 65% of marketers say their greatest educational problem is to know how to build a content distribution strategy.

How to Build an Effective Content Distribution Plan

Image source: Marketing Charts

Now that you have successfully mapped out the “what” you want your content to achieve, “who” you want to reach, “how” they consume content, and “why you need to document your plan, what’s next?

It’s time to analyze the distribution channels available to you…

To develop a perfect content distribution strategy, you have two options available to you. You either go the premium way or you go the organic/free way.

In both cases, there is no winner, as marketers are having tremendous successes using both strategies.

It all depends on the objective of your content and the steps you’re using.

However, although you have the free or organic and paid options available, these are also classified into 3 groups, including:

  1. Owned distribution
  2. Earned distribution, and
  3. Paid distribution

How to Build an Effective Content Distribution Plan

Source image: OutBrain

Let’s talk about these categories a little:

  • Owned Distribution – This is a strategy that involves distributing content to web properties that belong to you, such as your blog, via your email newsletter, your social media profiles, and other relevant platforms.
  • Earned Distribution – This technique works when third-parties distribute your content through different channels including; press release coverage, guest post contributions, retweets on Twitter and other social shares, product reviews, etc.
  • Paid Distribution – Paid content distribution works when you pay for your content to be distributed. Payment for this strategy takes many forms, but on many occasions, it best works on a cost-per-click (CPC) deal, where the owner of the content pays a certain amount every time someone clicks through to view the content.

But for optimal result, I recommend you use all these strategies.

It will enable you to skyrocket your marketing campaign, and you will be able to pinpoint what works best for you.

So then, let’s discuss the two primary distribution channels available to you.

Organic content distribution channels

The organic distribution, which is free, encircles both “owned” and “earned” distribution strategies.

It is the free channels you can take advantage of to establish your audience and engage with them without paying a cent.
The best organic content distribution channels are email marketing, social media sites, etc.

1: Email newsletters

You need to apply email marketing to your distribution strategy, because 90% of marketers view emails as the most effective content distribution channel, according to Marketing Charts.

How to Build an Effective Content Distribution Plan


But you cannot send out emails without a list of subscribers. There must be recipients who will receive your emails; that’s why you need an email list.

That means, if you do not have an email list, start building your list right NOW!

Use powerful tools like Optinmonster, Thrive Leads, etc, to grow your list. Use strong calls-to-action to move users to sign up for your list.

This article by Buffer will also help. You can gather visitors email addresses and build your list via:

  • Gated content
  • E-book download
  • Newsletter subscription

These strategies will enable you to build a database of targeted email subscribers.

So, if you have invested in building your email list, you can promote and distribute your articles to your subscribers to increase return on your investment (ROI).

Your email recipients will share your content on social sites to reach more people.

*Important* Bear in mind that not all who willingly submit their email address are quality leads. You have to nurture them to mature or qualify as quality leads.

Therefore, create highly informative content pieces and use automation tools to add the content in your welcome email sequences.

From there you can nurture your subscribers.

Once you’ve generated some leads, start sending out newsletters to your subscribers with links to your blog content.

Add links of your articles to your email signature to make it easier for recipients to find your blog. Encourage them to share your content by embedding social share buttons.

2: Blogging and syndication sites

Using your personal or business blog to distribute blog posts is one of the best content distribution strategy you could ever apply.

Your blog is your online empire where you regularly produce blogs to drive traffic, attract leads and convert them.

So, share links to your blog content across different platforms.

Do your blog have social media share buttons?

Many times after reading an interesting post and want to share it on social, I realize there are no share buttons on the blog. It becomes difficult for readers to share your content.

Hence, add social share buttons to make it easier for your audience to share your articles.

Apply influencer marketing to Increase the chances of your article reaching more people by mentioning others in your blog posts.

And when your post is published, reach out to them to let them know about the mention and links to their sites.

For example, in one of my recent posts where I mentioned Larry Kim of WordStream and MobileMonkey and other influencers, Larry shared the post, then contacted me to edit the anchor text.

How to Build an Effective Content Distribution Plan

Thus, send out emails or tweets to those you’ve mentioned.

It gives them the opportunity to share your post with their audience and also ask you to edit the article in regards to how you’ve mentioned or talked about them.

Pro tips:

  • Share links of your blogs on social media sites.
  • Mention influencers in your posts.
  • Republish your blog content on different syndication sites.

Some of the best syndication sites you can take advantage of are:

  • Etc.

Your articles will reach a wider audience with these steps.

3: Social media

Social media provides amazing platforms for marketers to scale their businesses in many different ways. This includes conversing with clients and prospects to understand their most pressing needs.

With social media engagement, you also get to know how your audience views your brand, what content types they want from you, etc.

However, the best rule of thumb for social media marketing is NOT to be everywhere.

Choose a couple of platforms (especially the major social media sites) and focus your attention there.

Here’s what to do…

  • Always create and share valuable blog content.
  • Use visuals to make your content more appealing.
  • Share your posts at optimal times of day– depending on your target audience’s Geo-location when they’re sure to be online.
  • Be active and interact with your audience, customers, and prospective customers.
  • Ask questions to find pressing issues your audience is dealing with and offer a solution by linking to relevant content on your website.

*Important* Inasmuch as it’s necessary to have a presence on the major platforms, make sure you choose social sites where your audience hangs out and consumes content.

4: Search engine optimization

Search engine optimization (SEO) is the method of using keywords and keyword-phrases to increase your content visibility on searches and improve Google rankings.

When you use targeted keywords in your content, it enables Google bot to determine what your content is about. Your keywords tell the search engine what each web page contains and how relevant your content is to a user’s search query.

SEO pro tips:

  • Find keywords and keyword phrases that are relevant to your content topic.
  • Use keyword tools to find and analyze what keyword terms your target audience is searching online, figure out keyword volume and keyword difficulty.
  • Utilize the keywords you found most relevant to create content and make sure each content is focused around that keyword and related keywords. This will enable Google to determine what your content is about which will help boost your search rankings.
  • Create quality content. Marketers have figured out that longer blog posts perform better on Google. Why? Because they’re in-depth, well researched, and packed with valuable information. This type of blog content attracts quality inbound links which help to further increase your Google search rankings.

Paid content distribution channels are fascinating platforms because they put your content in front of your buyer persona.

It is paramount to your business’ success in that, from an SEO perspective, paid distribution drives targeted website traffic.

Paid distribution is ideal when you want to give your content optimal reach.

For instance, a new product deserves all the extra boost it could get to reach more people, attract new customers & prospects, and generate new leads.

So if you have a new brand, a new product or service, or want to host a webinar, etc, to generate new leads, paid content distribution will enable you target quality leads that you can convert to buying customers.

Further, you can easily gauge your campaign metrics and measure your results with paid content distribution.

However, there are different types of paid networks, and here are a few of them:

Ad networks – Ad networks are also known or called “Pay-Per-Click (PPC) advertising (Ads).” These distribution channels take your content to your buyer persona.

But because it is a PPC tactic, whenever users click to engage with your content, you will pay for the clicks.

Interestingly, there are two types of Pay-Per-Click advertising:

1: Search PPC

Search PPC is a technique where you pay for keywords to show up as sponsored search results.

This means that when users search for the term or related terms, your sponsored keywords will appear first at the top of the search result page.

Here’s an example of a search PPC in the screenshot;

How to Build an Effective Content Distribution Plan

In the screenshot above, I searched for the terms, “best website audit tools.” As you can see, the first results have a green “Ad” box before the URL.

Those are paid keyword, sponsored search, or search PPC ads.

Although there are different search Pay-Per-Click networks, Google AdWords is the most popular.

2: Content PPC network

The second option for PPC ads is Content Pay-Per-Click advertising.

Content PPC is a network of websites that offer different content formats, such as; text, images, videos, audio, and so on, often through widgets.

In other words, this option uses content discovery networks to advertise your content.

The technique is exceptionally great if you want to attract more people to your brand and increase brand awareness.

Pro tip –

  • Since your campaign objective is to reach more people and convert them to leads, you can’t do that successfully without building relationships. So make sure your ads campaign directs users to highly interactive content that will add value to their lives. In that way, visitors may be more inclined to sign up for your email newsletter.

Paid social networks allow you to run ads campaign that target a clearly defined segment of users.

But, bear in mind that social advertising differs across platforms. So it’s vital to use common sense when assigning an ads budget.

Consequently, before allocating a budget and running your ads, pay attention to these:

  • Do you want to increase brand awareness?
  • Have a new product and want to create buzz to generate more product awareness?
  • Want to drive more website traffic?
  • Do you want to generate more quality leads?
  • Etc.

These are some important questions to consider. Thus, pinpoint which social ads or platforms best suite your campaign goals.

It might be one social platform, or a combination of two, three, or four platforms. What matters is to figure out social sites that will help you hit your target.

Let’s discuss a little about what each social media advertising (ads) network offers:

LinkedIn – This professional social networking site is the top-level spot for B2B marketers. Why?

Please look closely at the infographic below…

How to Build an Effective Content Distribution Strategy

Source image: LinkedIn Business

An analysis shows that 80% of B2B marketers generate leads from LinkedIn, 90% of B2B marketers are using LinkedIn over other social media networking sites.

Furthermore, 46% of all social traffic for B2B marketers is from LinkedIn, while 95% of B2B companies are using LinkedIn to distribute content.

Hence, LinkedIn ads are great for your business even if you’re not a B2B marketer. Why?

Because sponsored LinkedIn content helps you to attract new clients and prospects to your business page.

In turn, you can convert them to quality leads.

LinkedIn ads also let you send InMail messages to potential clients. It allows you to send direct messages even to people you’re not following.

Instagram – Instagram is an image focused platform that allows users to share visuals to engage their audience.

Instagram ads services are incredibly amazing.

But since Facebook acquired Instagram, to use its ads services, you must have a Facebook page and Facebook advertising account.

When you have the above mentioned in place, and based on your campaign purpose, you can then choose a campaign that will help you attain your aim.

Twitter – This mini-blogging platform of 280 characters offers advertising campaigns that will enable you to accomplish your marketing objectives.

Twitter advertising can help you achieve the following:

  • Boost website engagement
  • Grow your followers
  • Increase web traffic
  • Generate more leads
  • Increase conversations
  • Etc.

Facebook – We cannot possibly round this up without the mention of Facebook advertising.

This giant social networking site comes with fascinating ad tools and features that will– like other ad networks- take your business to the next height.

Although Facebook ads services are similar to Instagram and other social sites, what’s vital is that you select promotional services that will enable you to progress to your target result.


In concluding this article, please take note of some important elements of content distribution as indicated in above.

There are many distribution channels available to you, so make sure to evaluate your options correctly for optimal return on your (ROI).

This will give you a profound understanding of both your target market and the best distribution channels for your campaign.

Author Bio: 

Moss Clement is a freelance blogger and content marketing manager at He is working closely with B2B marketers and individuals like you to grow your business by creating useful content that is tailored to the needs of your buyer persona. Connect with him on Twitter & LinkedIn.

Readers, please share so content marketers discover how to establish and document your content distribution strategy and promote and distribute your articles to increase its influence and impressions.

I look forward to your views in the comments section: Do you have any suggestions on how to improve your content distribution strategy?

  1. Ryoma Sakamoto.Japan

    As “Christmas approached, the town became gorgeous”.
    Christmas song flows, and a roadside tree is displayed with gorgeous neon.
    I am excited just to walk the town. ”

    • Moss Clement

      Thanks a lot, Ryoma. Apprecciate your stopping by and adding to the discussion.

  2. Dr. Scott Simmerman

    Very nicely framed and very complete. I will admit to playing within these ideas, here some and there some, but not having and following a plan of action. Basically, all the pieces already exist but putting a plan of action into action is the real challenge.

    So, I saved this to my Evernote Notes and will share with my associates and discuss things more fully. It is timely and useful, so thanks again for the support.

    • Moss Clement

      Hi Dr. Scott,

      I appreciate your coming by and commenting. I agree with totally, because i have had discussions with other blogger friends who said the same thing as you, that they tried a couple strategies, but the problem is that they do not have a plan. A plan is more like a roadmap that guides you to the right direction. It will also help you streamline your content marketing campaign. Try to create one. You already use Evernote, so leverage the software for your content plan.

      Once again, thank you so much for your comments.

    • Moss Clement

      Hi Dr Scott,

      I appreciate your coming by and adding to the conversation. I agree with you because i have spoken to some blogger friends who told me their problem with content marketing distribution is not having a plan. And that can be a setback in terms of productivity and profits.
      A content plan is like a road map to your content success. It will guide you along your content marketing journey. You already have and use Evernote. Leverage it for your content distribution strategy to streamline your content marketing process.

  3. Moss Clement

    Hi Janice,

    Thank you for this amazing opportunity. I so much appreciate it. The article looks great and I’m grateful.
    Enjoy the rest of the week.

  4. Best MBA admission consultants in Bangalore

    Great reading and extremely comprehensive post. Thank you so much for all theses resources. Its funny how most haven’t changed over the years at all but fewer people seem to know or remember them.

    • Moss Clement

      You’re most welcome. I so glad you like the post and find it to be a useful resource. Change comes one step at a time, but it’s ironic to know that many are not open to change. However, with practice and action steps on your part, you will make it.

  5. Kyra Rodriguez

    Good read! I think this would be helpful to all bloggers like me. Thanks for this!

    • Moss Clement

      Hi Kyra,

      Yes, you’re right about that. This posts is every blogger and content marketing which includes freelance writers as well. It’s not just about creating content. You must have distribution channels in place for a seamless marketing experience.

      Thanks a lot for stopping by and commenting. Well appreciated?!

  6. Nayan verma

    Contents are the king for every digital marketer. Hence, We should know the effective content strategy. Great article. Keep sharing

    • Moss Clement

      You’re welcome, Nayan. Content is king in that in every marketing mix, content plays a vital role. But it make no sense to create epic content without an effective distribution strategy for promoting your articles. Being able to identify your distribution strategy will make for a remarkable meeting campaign.
      Thank you for stopping by.

  7. Chirag Bhayani

    Your blog was amazing i learnt here a lot thanks for sharing the distribution strategies
    keep sharing

    • Moss Clement

      Hi Charig,

      I’m so glad that the article is helpful to you, and that you learnt something new from it. Thank you for your honest comments

    • Moss Clement

      Hi Karolis,
      You’re most welcome. Zest is an incredible content distribution channel. We could never have concluded the article without the mention of Zest.

      Thank you for stopping by, and commenting.

  8. shirisha

    Thanks for sharing very useful and learnt some new things good post very useful

    • Moss Clement

      You’re most welcome, Shirisha. Knowing that you like this post gives me great joy, and the fact that you have learned something new amazing.

      Thanks a lot, and keep coming back!

  9. ebusiness information and Ideas

    Am definitely gonna apply this ideas on my new d business information blog. Your ideas are informative

    • Moss Clement

      Thank you so much, I’m so happy to know that you find the article very useful. Hope to see you soon again.

  10. Car dealer

    Thank you Moss. Great article. Novadays it so wonderfull to see when people competently devide channels for PPC, SEO and e.t.c.

  11. Moss Clement

    That’s right, Car Dealer. What should be paramount is for marketers to identify and create the best distribution channels that will enable them to scale their business.

    I’m happy that you like that article, and thank you for adding to the discussion.

  12. Al Gomez

    Hi Janice,
    It’s awesome that you have discussed this topic. Having a content distribution strategy is very useful when it comes to promoting a company.

    • Janice Wald

      I agree, Al. Business people will be lost without a content distribution strategy. Thanks for adding your voice to the discussion with this validation about my tips.

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