The content distribution cheat sheet: 7 tactics that actually work

Getting your content seen is a challenge these days. Between social overload, email fatigue, and search algorithm roulette, just breaking through the noise is challenging. But here's the thing - you've put a lot of effort into creating great guides, case studies, blog posts, videos...you name it. And that harsh truth is that all that hard work is irrelevant if nobody reads all those insights and takeaways.

You need a solid distribution plan - a healthy mix of promotion strategies and channels working together to amplify your reach. In this post, we will share seven proven tactics for exposure, from press release distribution to physically sending things out (the old-fashioned way). A little love across the right platforms goes a long way. These strategies cover both digital promotion and creative offline approaches. Let’s dive in!

1. Optimize for search engines

Getting found in search engines like Google is critical for content discoverability. You're missing out on organic traffic if you're not targeting key search terms in your content and metadata.

Aim to incorporate focus keywords naturally throughout each piece. Do your keyword research to identify high-volume, low-competition terms that match your topics and fit seamlessly into the user experience.

Ensure page titles, meta descriptions, image alt text, headers, etc., speak to what the content covers and align with searcher intent. Sprinkle-related long-tail variants in as well. This gives search bots strong signals about relevancy.

It’s also a good idea to generate an XML sitemap and submit it to search engines through Google Search Console or Bing Webmaster Tools. This helps expedite content indexing so you rank faster.

2. Share on social media (the right way)

We all know social media is critical for content distribution these days. But simply blasting your latest blog posts into the void won't cut it anymore. You need to take a targeted, relationship-based approach to social sharing.

Here are some tips for making genuine connections and getting more eyeballs on your content:

Understand your audience: Not all social sites or communities are equal. Do your research to identify where your audiences are actually hanging out online. It could be Twitter for your industry insiders or Pinterest for hobbyist customers. Get clear on the top 2-3 platforms that matter, then double down your efforts.

Personalize your voice: Social media is built on actual conversations between human beings. So, bring your authentic personality when you share content. Comment, like others' posts, use visuals, and ask questions - establish rapport as a real person, not a corporate bot. Be helpful and add to the dialogue vs just spamming links.

Listen first, share second: No one wants to hear you ramble on about yourself endlessly. Spend more time listening to communities and understanding pain points before determining if/how your content can provide value. Then, share delicately in ways that make allies, not annoyances.

Pay attention to timing: Some of your followers are scrolling Instagram while commuting in the morning. Others catch up on LinkedIn articles over their lunch break. Understand peak consumption times and align your sharing cadence accordingly for each community. More eyeballs are on the screen!

3. Distribute press releases directly to your industry

Press releases are an underutilized content distribution channel for most businesses. Too often, brands take a spray-and-pray approach - blasting out generic announcements and hoping something sticks. This is NOT the way to get coverage.

Instead, you need to be targeted and relationship-driven with your outreach. First, research the top 10-20 industry publications, blogs, and journalists your buyers actually pay attention to. Get granular here based on niche topics and personas - know exactly where your people hang out for news and analysis.

Start building connections with the reporters, analysts, and editors that dominate those spaces. Comment on their articles, share insights, and break news they might be interested in covering exclusively through an interview. 

You can speed up these efforts through newswire distribution services like MediaFuse. They offer niche-specific dedicated newswires covering industries like cybersecurity, gaming, finance, and Web3. This lets you target industry publications with laser precision across different niches your company plays in. And their media relationships help increase pick-up potential.

4. Send email newsletters

Email subscribers are royalty - they’ve already raised their hands and said, “Yes, I want your information.” So, serve it to them consistently.

Send new blog posts, guides, case studies, industry report downloads, event invites, promotions, etc., on a bi-weekly or monthly cadence. Spreading this out avoids spam fatigue while keeping your brand at the top of your mind.

Segment lists for more relevance, too. Group contacts by interests, buyer stages, demographics, etc. Then, customize email content accordingly. This helps ensure higher open and click-through rates.

5. Promote on LinkedIn

LinkedIn’s built-in blogging platform and tightly networked professional communities offer fertile ground for content syndication. Publish posts natively to your LinkedIn profile feed. Encourage employees to share these posts with their networks as well for extended reach.

You can also use LinkedIn’s Publisher Program to re-publish blog content externally on their platform. This expands visibility beyond just your direct connections.

Participate actively in LinkedIn Groups related to your industry or topics by sharing posts. Position employees as thought leaders within these communities to build influence and amplify content.

6. Repurpose for other formats

Get more mileage by repurposing existing pieces into new formats. Turn written posts into videos, podcast interviews, webinars, visual quotes, infographics, slide decks, and more.

Identify the highest potential pieces and transform them to align with different consumption preferences across your audience profile. Then, these derivative assets will be distributed through the respective best channels. 

Upload videos to YouTube and pillar pages and embed them onsite, share visuals on Instagram, pitch infographic exclusives to industry publications, etc. This multiplier effect expands your reach while building up a diverse content library.

7. Send out physically

Don’t forget good old-fashioned print! Sending meaningful offline touchpoints shows customers you value relationships beyond digital. Mail industry reports, special guides, company newsletters, personalized cards, event invitations, swag, and other physical collateral to contacts.

This breaks through the online noise and brings something tangible to connect with. It also positions your brand as investing in resources that educate and celebrate customers.

Just be sure to promote your digital properties within print pieces - add QR codes to download gated assets, link to your website and latest content, and promote social channels. This bridges online and offline exposures.

Wrap up

The key is mapping distribution plans tailored to each asset based on topics, formats, target personas, funnel stages, and preferred platforms. Mix and match these content amplification strategies over time. Track performance to double down on what works and refine what doesn’t.