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Eight Distribution Tips That Will Help Your Content Soar After Pressing Publish

If you want people to notice your content (and share it) there’s one thing you need to know.

The life of an article doesn’t end when you press publish.

It’s at this point in which the life of your article actually begins. 

The lifecycle of most blog posts looks a little like this…

Typical Content Lifecycle

That initial spike is great but what if I told you, you can make a more sustainable ding in the universe with your content?  Look, we’ve all been there. We create something that we thought would make a ding in the universe but it barely makes a dent in a bumper.

So…

What exactly can you do to drive success for your content?

Well, you have to start of content people love as much as Kanye loves Kanye but after that, it’s time to focus on distribution.

Distribution is king.

And today is your lucky day because I’m going to share with you 9 tried and tested distribution tips that will help you spread your content more effectively. Let’s get to it…

1. Search The Domain On Twitter & Respond

There’s a theory that acquiring your first 1,000 true fans is enough to make a living. According to Kevin Kelly, a true fan is someone who will purchase anything and everything you create. They can’t wait till you issue your next work. They will travel to hear you speak or perform. They are true fans.

One of the best approaches to acquiring your first 1,000 true fans is building relationships. If you’ve created a great piece of content and have already implemented some of the strategies highlighted here, it’s likely that people are sharing your content online. Don’t let their shares go unnoticed.

Twitter search is a great way to find out who is sharing your content. Type in the domain of your blog post or website and Twitter will deliver any tweets that include a link back to that post:

Blog Search

Upon finding people who were fans of your blog post, it’s time to reach out with a simple tweet thanking them for sharing or engaging in a more meaningful way. It could be asking them a question about what they do or requesting their opinion of the content.

2. Reference Your Content In Forums & Quora
Quora Marketing

Forums are a great resource for finding people who want the content you’ve created.

People use forums to discuss topics they’re interested in or acquire answers from a specific group of people. Your goal in distributing your content in these channels is to deliver as much value as possible through your response and then reference your own content throughout.

For example, if someone asks you about Facebook Marketing and you’ve created an infographic about Facebook ads, you can talk about both organic and paid tactics with a link to your own content. The key here is to ensure that the content you’re creating is high quality. You don’t want to come across as someone who is simply looking to send traffic back to their own site so be sure that you give as much value as you can within the text response.

3. Turn The Blog Post Into A Slideshare

So you’ve exhausted all of the distribution hacks at your finger tips and have noticed that traffic has dipped significantly. At this point, it’s time to go big in figuring out how to add a new wave of life into your content. How can you do that?

Repurpose the content into a Slideshare deck.

I’ve leveraged this tactic multiple times and the Slideshare decks have in many cases, generated more traction than the actual blog posts. In total, I’ve generated millions of views on Slideshare by taking blog posts and turning them into high quality Slideshare decks.

Here’s an example of a Slideshare I created from this blog post about Content Marketing Hacks:

Content Marketing Hacks That Will Help You Stand Out

4. Create Social Media Visuals With Quotes or Charts

Buffers research found that Twitter images play a huge role in making content shared on social media more click-worthy and share-worthy. Studies found that tweets with images get 18% more clicks and 89% more likes than those that don’t. So creating a handful of visuals that can be shared with your content is a great way to drive consistent shares throughout social media.

The folks at Vox do a great job at sharing their links with content assets. Whether it’s a screenshot directly from the article:

Lines

Or a custom visual with a quote placed on top like this one:

Quote

This media giant understands the impact that visuals can have on driving an increase in engagement.

Creating visuals like this is easy in a world where tools like Canva and Pablo by Buffer are available. Whether you’re a designer or not, you can use these services to tell a story in an effective way. Kevan Lee of Buffer has created a great resource all about creating share worthy images and maximizing engagement for your tweets.

5. Distribute Content Within Slack Communities

SlackDAU

Slack has been growing like a rocket ship.

It’s a startup darling that tends to be viewed as a communications tool amongst teams but it’s quickly becoming a place where you can connect with people you don’t even know. Communities have sprouted up on Slack where people with a specific interest have daily conversations and even host events like an Ask Me Anything.

One of the first Slack communities I came across was Maker Hunt, a slack chat for product driven makers from the Product Hunt community. Since then, the number of Slack communities I’ve joined has skyrocketed with awesome communities like Online Geniuses, Saas Founders Club and more. Sites like Chit Chats give you the ability to find Slack communities that are directly relevant to you:

Chit Chat

One of the best parts of these communities is that they often have a specific channel created for shameless plugs and promotion. You can share your content within these channels and the community will respond by sharing your content and helping spread your story.

6. Include It In Your Email Signature

Call me old school but it works!

The average professional sends and receives about 120 emails a day.  If you send 60 emails within 24 hours and every single one of those emails has a link to your content in your signature, you have a great chance to drive more traffic to your content. In addition, you know that the people you’re engaging with are relevant because you’re talking to them.

Sometimes the people you’ll be interacting with will be team members and other times, they will be clients or partners. In each of these cases, there’s a benefit for you to keep these people in the loop about the content you’re creating.

7. Distribute Content Using An Email Campaign

RS Newsletter

Email marketing is far from dead. It’s a marketing opportunity that has helped many companies get their start.

An email list is a great place to start if you’re looking for ways to distribute your content. For example, on my personal blog all about content marketing and tech, I’ve created a mailing list for people who want to stay up to date with my content.

It’s a simple way for me to keep my audience informed about what I’m up to and deliver value directly to their inbox.

For Hustle & Grind, we have a weekly newsletter called the Hustle Weekly which is sent out every Wednesday. It’s a collection of articles from around the web that cover topics like startups, entrepreneurship and productivity. To leverage this for our own content distribution purposes, we sprinkle our own content into the weekly newsletter as well as the content we’ve curated from other resources.

8. Upload Content To Different Online Communities

GrowthHackers.com

Similar to online forums, there are online communities where discussions are held on a regular basis about niche topics. Two of the best communities in the online marketing world are GrowthHackers.com and Inbound.org. Both of these communities are great places for marketers to not only build relationships but also to have their content featured and shared.

You can submit your content into these communities and the people within it have the ability to comment or vote on the piece. If the content delivers value, it can be seen by thousands of people within only a couple hours and reach some of the most influential people in your industry.

Find the communities relevant to your target audience and leverage them as a great distribution channel. Of course, people will see right through you if you’re using these channels to solely promote your work and not others. I recommend that you become active in these communities before pushing your own content so it’s clear that you’re not there just to take.

Wrapping Up

The typical content lifecycle is short and sustained long term over nothing but search.  The ideal content cycle grows gradually with an initial spike sustained from the implementation of various distribution tactics.

ContentDistribution

I know that there are hundreds of different tactics for distributing content more effectively online.

I’d love to hear some of the tactics you have used to drive results for your business.

It could be simple. It could be game changing.

Anything that could help someone else is useful.

Leave a comment below and let me know one of your best tips.

The Power of Distribution: Why You Should Promote Your Content More

The secret ingredient to a successful content marketing strategy is distribution.

In fact, some experts recommend that content marketers spend as much time promoting their content as they do creating it. For me, I recommend that you spend 2x the amount promoting your content as you do creating it:

The success of content isn’t over when you press publish. It’s what you do after that determines how well you will do. – Wade Harman

We spend a lot of time talking about the importance of creating compelling, high-quality, click-worthy content – the foundation of a sustainable content strategy. Today we’re going to dive deep into the importance of distribution and how you can build a content promotion strategy that will give your content wings.

A little over a year ago I had an epiphany.

I had written more than 500,000 words over the course of two years for a combination of e-books, infographics, guides and blog posts. Some of the content I created was shared across social media more than 400 times, others more than 2.5K times. That massive gap motivated me to investigate why there was such a difference in the amount of attention my content was getting.

I learned an important lesson. Content isn’t king.

No matter how great my content was, if I didn’t put it out there for others to consume it would fall flat.

There are millions of pieces of content shared across the web every day. The only way to cut through the noise was to hustle hard and build a quality distribution strategy that would get eyeballs on my content. There is no magic button or one best channel to do this. It takes a lot of work but it’s worth it.

It’s so powerful that I gave it a name.

D.R.E.A.M – Distribution Rules Everything Around Me. [Check this out]

Content is no longer king, distribution is.

So how can you build a distribution strategy that will get you the results your content deserves? Here are the five key components I recommend every quality distribution strategy focus on:

Leverage the power of your email distribution list

One of the greatest things you can do for your content is build an email distribution list.

When your fans opt-in to your email list, they are ready to open, click and engage with the content you send them. It’s the single best way to get your content to the largest group of people interested in what you’re doing.

For example, each time you publish new content to your blog you should notify your email list that new content is available. You can do this a number of different ways:

  1. Send a newsletter with the full blog post included, link back to the blog and include a CTA encouraging readers to share the content with their followers on social media.
  2. Send a newsletter with a short blurb introducing the new blog post and several primers of previous posts they might have missed with “read more” links embedded that direct readers back to the website to consume the content and share on social.
  3. Automated emails from a subscription list that are automatically generated when a new article is published to your blog.

Regardless of the approach you take (you may take more than one approach or change it up depending on the content you’re promoting) the point here is to get your new content in front of your followers as soon as it’s live on your website and encourage them to consume it and share it with their own network of followers and influencers.

Share content on social more than once

Relying on email subscriptions and email distribution lists alone won’t get you the reach and growth you’re dreaming of. Read more about free spin no deposit bonus codes. Promoting your content across social media is critical to achieving the traffic goals you’ve set and extending the reach and lifeline of your content.

Each time you publish a new article to your blog, share it on Twitter, Facebook and LinkedIn – all the channels you use to connect with your audience. Most people use these sites to get their news and find relevant content. If you don’t include these channels in your promotion strategy you’ll miss a critical opportunity for getting your content seen by those who matter most to your brand.

Tweeting a link to your latest blog post is great. Tweeting it every day is better.

Number Of Tweets Per Day

In the chart above, you’ll see the amount of retweet activity based on the number of tweets you send. I’m showing you this tweet to demonstrate the obvious: the more you tweet, the better the chances your content will be retweeted and seen by your followers.

As such, the more frequently you share your own content on Twitter, the better the chances that your followers will engage and interact with it.

In the post below, you can see that the most popular brands on don’t exactly follow this formula:

Average Posts Per Day by Brand

Plan to share your post on social media in the morning, mid-day and evening, multiple times throughout the week.

With Crate and its Buffer integration, you can easily schedule tweets to go out multiple times a day, every day for a week or a few times a month. The frequency is up to you. We simply help you do it efficiently and seamlessly.

In addition, don’t forget to respond to social shares with a friendly thank you. Rewarding social interaction with more interaction is key to relationship building and extending the life of your content.

Guest post on another blog or website

Guest Blogging

Creating content or promoting your existing content on other people’s sites is a great way to establish credibility for your brand and generate traffic.

Guest blogging or repurposing your existing content on other established blogs and websites allows you to siphon another’s readership for your own purposes. These new readers might decide to subscribe to your blog, follow you on social media or sign up for a free ebook. Here’s a post of mine in action:

Reddit - Cracking The Code

 

And in this blog post, I promote the Reddit Marketing Guide.

Over the years, I’ve published on sites like Social Media Examiner, Forbes, Huffington Post, SEMRush, Crazy Egg and more. I’ve been able to do this by building relationships with those behind these sites while also creating content that their audience has an appetite for.

Want to write for GQ? Write about men’s fashion.

Want to write for Elite Daily? Write about young people.

Want to write for Entrepreneur.com? Write about entrepreneurship.

Focus on building a reputation for creating great content and then share your story with those who decide whether or not you can be published on their site.

This is a great way to grow your audience and enhance your promotion efforts month over month.

Enable and encourage others to share your content

Make it easy for people to share your content.

The best source to promote your content is the people who are already reading it. Your readers are more likely to share your content when you make it easy for them.

Click to Tweet snippets are an easy and effective way to get your readers to share your content. It’s a WordPress plugin that allows you to easily create tweetable content, like pull quotes or custom messages, inside the body of your blog post so that readers can easily tweet out 140-characters directly from within your post.

Simplicity is key. When you have something you want your users to do, tell them to do it! (Tweet this)

See what I did there?

If your readers have to search for the opportunity or leave your site in order to share your content, you’re actually creating barriers that prevent your desired action from occurring.

Personally target influencers

A great way to succeed in content marketing is to engage influencers in your industry. Tools like ContentMarketer.io make this process 10x easier and I strongly recommend you check them out. Anyways, back to the point…

Influencers can be industry leaders, thought provokers, journalists or respected bloggers. Establishing relationships with influencers offers many benefits: extending the reach of your content, adding credibility to your content, and growing your network.

Build a list of people who regularly blog or talk about key topics or themes relevant to your industry. Search them out and collect their contact information; email and social handles. Once you have a comprehensive list of influencers to engage with, make the connection.

Start by following them on social media.

Mention them in your tweets, link to them in your content and start a discussion with them on Twitter.

Share their content with your followers and extend kudos to content you find particularly awesome or thought-provoking. Build a meaningful relationship.

Now you’re ready to leverage this list for your own promotion purposes.

Going forward, when you create content that would be of interest to members of your influencer list, you can send them a personal email and share your content with them directly. The key here is to not ask for anything in return. Use this as a tactic for building a stronger relationship, not for soliciting shares. If your content is interesting, high-quality and relevant – they’ll share it.

But don’t be too aggressive.

Here is a proposed template for your direct email to influencers:

Hello [insert name],

I recently read your latest post [insert title here] and just wanted to say, Bravo!

I’m a big fan! I’ve enjoyed following your work for a while now. 

In fact, that’s why I’m emailing. I just published a [type of content] about [topic], titled, [insert name of post]. I know you’re interested in this topic and thought you might like this piece.

If you’d like to dive in, you can find it here: [insert link]

Just wanted to let you know and thank you for the great content you create – you’re site is an awesome resource.

Have a great day!

[Your name]

With this approach you want to make it personal and limit the frequency of your outreach. It becomes less effective – and truthfully, annoying – if you do this every time you publish a new blog post. Keep track of the dates you’re connecting and ensure you’re leaving an appropriate amount of time in between each email you send.

Conclusion

As content creators we become so focused on crafting highest-quality content for our readers that we can easily forget about promoting our own work. You’ve hopefully learned some important strategies today that will help you integrate content promotion into your marketing strategy.

Let’s recap. Build a distribution strategy that includes the following elements:

  1. Leverage the power of your email distribution list
  2. Share your content on social, multiple times
  3. Promote your existing content on third-party sites or guest blog on another website
  4. Make it easy for readers to share your content
  5. Personally target influencers with direct email

Finally, commit to making content promotion a daily task.

Looking for strategies on how to find better content to share?

Check out our post – How to Use Crate to Find and Share Better Content

Crate offers users a great platform for discovering the best and most relevant content on the internet. Start building your Crate today!