Having a well-structured content strategy is significant to increase organic traffic in almost every industry. And, to successfully implement it, impressive content that engages your target audience is necessary. However, just producing good content is not enough. You must ensure that the content which is being created is reaching the right audience. To get a better ROI on your content, you must bring it into the notice of relevant audiences. This is what content distribution is all about. It pushes your content onto the screens of suitable audiences.
With the oversaturation of content on clone websites, it has become even harder for the content to reach the right audience. Apart from this, social networks expecting businesses to ‘pay-to-play’ makes it all the more challenging to get organic traffic. Thus, for a better ROI and to get the required boost in organic traffic, most businesses seek a reliable digital content distribution platform. It affirms to be a medium to professionally disseminate the content to large and targeted audiences.
However, there are various platforms available online. You should select one as per your content and business requirements. To provide better clarity, let us look at the three primary categories of digital content distribution platforms.
The Three Content Distribution Channels: Paid, Owned And Earned Media
Paid Media - Paid media gets you an extensive online presence through paid content distribution platforms like Facebook, Outbrain, and Taboola, driving more exposure to your content. By promoting and advertising your content on paid networks, you get it in front of the right people with the right message. It further supplements your owned and earned media strategies by redirecting your potential audience to your owned channels. Some common examples of paid channels are Google AdWords, social media advertising, and influencers for shares and retweets.
Owned Media - You own the rights and controls of owned content distribution platforms like your own brand websites, blogs, and social media networks. It is advisable to publish core content on such platforms as it’s the only way to ensure that your content isn’t subject to changing rules. Though paid platforms are being widely used for digital content development, owned media is a great way to build credibility and trust among new prospects. It offers greater scope for you to control how you project the brand image in front of the larger audience.
Earned Media - If a customer says something great about you on any social media network, that customer becomes part of your distribution channel. The prior efforts that go into the product, marketing, or customer satisfaction have led to this recommendation and this is why it is called earned media as you have essentially ‘earned’ that channel. Any satisfied customer vouching for your brand will surely increase the trust factor among your potential audience. This increases the content and brand credibility. Some common examples of earned media are word-of-mouth, shares, reviews, testimonials, reposts by self or by third parties.
To conclude, all three media channels are important but may not apply in equal measure to every brand. To devise a successful content distribution strategy, you have to evaluate how each might be suited to your business and then decide where to allocate your resources in a way that makes sense.
Thinking about sharing your content on a digital content distribution platform? Get a free consultation from experts by drop a mail at firstname.lastname@example.org to find the best one for your business.