Posted to Leigh Carver's blog on June 10th, 2013
How to Distribute Your Content (The Right Way!)
At Volacci, we pride ourselves on our processes. Having a guide for everything from brainstorming content to following up with clients after meetings is a great way to make sure that we never miss a beat.
You may have noticed we've recently really picked up our content creation and regularly begun publishing and distributing new content marketing resources. This is new territory for us, and with new territory comes new processes; one of the biggest challenges we've faced with the increase in content has been adequately distributing it across the internet. In today's blog entry, I'm going to share some of our content distribution process with you, and explain why each step is so important.
So, you've just hit publish on your next great article/video/podcast. Congratulations! Here's what you need to do next:
1. Distribute across your social streams.
This is very important both for your organization and for your personal brand. Whenever you write and publish a piece of content, make sure you distribute it as much as you can. Share it on Twitter, Google+, and LinkedIn no matter what. If you're in a B2C environment, Facebook is likely another good option for you. Tips for posting:
On Twitter and G+, pick out relevant hashtags. Hashtags are ways of drawing attention to the industries or topics that your post most focuses on, or are most relevant to. If you've written an article about Drupal SEO, for example, you might write something like:
Are you aware of the latest #Drupal #SEO tricks? Check out my blog entry on the latest #Google algorithms and how to address them.
In this sample, I've tagged the three most important words in the post: Drupal, SEO, and Google. Using hashtags helps people find your content, ensuring that it doesn't get lost in the stream.
On LinkedIn, write a short, professional synopsis of your post and include it both on your personal and on your company's page. This helps position you as an expert, and that reputation will follow you throughout your career; posting it on your company page helps build up your company's credibility. Post the articles in groups on Google+ or LinkedIn; however, this comes with a caveat. Occasionally sharing content is great. Constantly posting content for self-promotion is spam, especially if you don't ever participate in any discussions.
On Facebook, post the article on your company's fan page, if nothing else. If (like me) you enjoy showing your family and friends what you're up to, go ahead and post it from your personal account too-- but by all means, don't feel obligated to do so.
2. Find industry blogs to share the post with.
A number of blogs exist in each industry that curate and share the most recent news for that niche. In Marketing, some of the biggest blogs that come to mind are Social Media Today, Business 2 Community, Marketing Profs, and more. For some of these blogs, you can syndicate your RSS feed. For others, you have to submit posts individually.
When you've got a great post that a blog won't accept because it has been published elsewhere, consider taking thirty minutes to rework it and submit as a guest post. This is not only a great way to get your content seen, but it's an excellent way to build links and drive traffic back to your site. Or, alternately, if you've got a piece of content you just know will go well on a high-traffic site that accepts only original content, ask them to guest post it. It'll likely be seen by more unique eyes than it would on your own blog, and is a great way to get the word out about your high-quality content.
3. Consider paid tools
There are also a number of paid tools for content creators to help get their work distributed. Outbrain is one great paid tool for drawing in new traffic, and allows your content to appear as suggested reading from other sites. StumbleUpon is great if you've got viral-style content that you're willing to pay per click for; TubeMogul is a great way to distribute video content.
No matter what you do, make sure you've explored as many options as you can. Know what blogs will be interested in your content, and do what you can to get mentions or guest posts from them. Keep sharing everything socially so your friends and followers can keep abreast of the news. And whatever you do, do it with regularity; only reliably distributing content will help you become a thought leader.