Content Is King, And Distribution Is Queen
Mastering and optimizing your content is essential, but if no one sees it, it has little – if not zero – effect.
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If you’re following along, we start with a working content strategy and check all of the boxes there when it comes to how we create our content.
But if we don’t take the next step and work on distributing that content properly, we’ll be frustrated with the results that our content gets.
Let’s quickly look at three ways to increase the distribution of your content so that not just more people see it, but more of the right people see it.
By that, I mean people who will engage with your content, and take the next step in that journey to subscribe, follow, or even become a customer or a client.
Publish To Existing Channels
Important to start with what you have, and get it working as much as possible. Most people encourage posting three to four times per day to try and reach as many people as possible.
That doesn’t mean that you should be posting calls to action or asking for things in each of these posts. But onec per day or so it totally within reason.
Look at the profiles that you follow and engage with online and see what they do. What do they post, how often, what do you click on and comment on?
Reach Out To Potential Partners
Whenever you post, are there people that you can reach out to who might be able to help you share it with their audiences? Whether it be on their profiles, or in groups or forums, who else would benefit from sharing your content?
If you’re sharing their work, it helps them look good to re-share your content with theri audience.
If you have a big launch or a piece of content you really want to get out there, you can reach out to people who have a similar audience to you to help promote it at a specific time, right as you launch.
In marketing circles this is called a “joint venture”, and often there’s a financial incentive for partners to help promote content.
These partners, or affiliates, are incentivized to share your product or company by getting a percentage of any sales that come from their referral or link.
Giveaways is another form of this – using people who you may not even know to share your work with their audiences.
Who do you know that might help you share your content with their audiences and can benefit from doing so? It’s rare that people will share your stuff without any direct reward or incentive, so think about that when you reach out and ask them to share.
Pay For Reach
There are also ways that you can pay to get more views on your content. You can boost a post on Facebook, or run a post as an ad. You can drive traffic to your work using ads on Google, Facebook, Twitter, Reddit – any number of platforms.
It can be expensive, but it is an option that can work, and is often used in conjunction with other strategies.
Think about how many people need to see your work in order to get the results you’re after. For example:
You sell an online course for $99. You want to make $10,000 per month from your work. In this case, you need 101 people per month to clear that threshold. One of out every 50 people that visits your website will purchase a course, so you need a little over 5,000 visitors per month to your site.
Working backwards, you can determine what your needs are, and measure what is currently working or not working.
If you’re only getting 500 visitors per month, you know that you’ve got to do something to get 10 times the traffic in order to get the sales you want for your business.
How are you going to do it? Get resourceful, work with what you have, and make sure to measure what works and what doesn’t.
It is also important to be patient – many of these distribution efforts can take months to start working. SEO, for example, can take 6-8 months to start showing signs of the work you’re doing at the beginning. Don’t give up too early.
The results in your business are completely within your control, if you take the responsibility seriously. Figure out what your business needs, and get to work.