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