It is the age of ad-block.
That means you have to find other, more creative, ways to get potential customers interested in your business. That’s where content marketing comes in.
But, how do you distribute the content you produce in a way that organically grows your audience and your customer pool?
New-media companies like BuzzFeed and HuffPost have hammered out the answer to that question, so if you want to know how to distribute content that has a better shot of going viral, they’re the ones to look to for inspiration.
Here are three strategies for content distribution from Paul Berry, founder and CEO of RebelMouse, that show how new-media companies are doing it.
As a general concept, native ads are disguised to look like the rest of the content published by the host site, so that viewers don’t go “Ew, an ad” and ignore it.
In the case of Facebook, this primarily means content that doesn’t force the viewer to click through to a different website. When scrolling through social media, no one really likes having to click off to another site and then come back. It’s annoying.
They would rather read the information on the same page, possibly share it from where they are, and then keep on scrolling.
While you ultimately hope for a more engaged audience than that, realizing that the majority of people are going to keep rolling through their feed gives you the information you need to make the greatest impact.
If you can tell your story in a memorable way in the space of a Facebook or Twitter post without any external links, you’ve got an edge on most companies.
As for how to tell that story, check out the next section.
A company slogan is the essence of the brand.
But, how well does yours really represent your business?
You want to turn your slogan into an editorial thesis. Look at your company story from every side and understand it completely so that you can tell others what it means in a succinct way: i.e. a slogan.
You want to be an expert on that one thing if nothing else.
Once you have a firm grasp on your company’s reason for being, it is far easier to transfer the message through various mediums. Whether it’s a tiny Tweet, a brief Facebook post, or a lengthy blog article on your company site, your company’s story should be the inspiration.
And, you should be telling that story every day.
Many companies will post something every three days or so, but that’s not a solid content distribution strategy if you want to play in the big leagues.
If you’re really dedicated to taking a page from the new-media company playbook, daily posts are a must.
When you get really good at this, you can tap into an often overlooked difference on Facebook between media pages and brand pages.
While brand pages will always require at least some payment to help broadcast your posts, media pages with really good content are less stymied in the newsfeeds.
That’s not to say that by producing top quality content and switching to a media page that you’ll never have to spend money on marketing again. There’s no such thing as pure organic growth, so you will definitely have to spend at least a little.
Search and Social
Social media is overtaking search in terms of importance for content distribution, but both are still necessary for your overall strategy.
Search is particularly useful for evergreen content. While people generally look to social media for things like updates on newsworthy events and their general interests, search still wins out on more niche topics.
You want to use a combination of the two to really get the most eyes on your content.
One way to do this is by bringing the content creator in on the action. When understanding SEO is part of the writer’s job, important pieces of your distribution strategy, like the search phrase and social headline, are already built into the content.
Another thing to keep in mind is that social has helped change how pages are ranked by search engines. If you look at the top-ranked sites for a query, they tend to have something in common: high social shares and likes.
Basically, that means that a good content distribution system on social media will also help your site ranking on search engines.
People are no longer letting ads into their web browsers, but that just means you have to find another way to get their attention.
Even if you aren’t interested in becoming the next BuzzFeed or HuffPost, you can learn from the new-media companies like them to improve your content distribution strategy.
With a solid knowledge of your company’s raison d’être and a good grasp on social media, you can develop a strategy that gets your message out there organically.