Content Distribution

Free your content!The art of content distribution

Warsaw, 03.06.2016

Der Content Flow

So you got a lot of relevant content for your target group?


Well done! Good start!



But no more than that.




Cause: Where should I put it?




Cause: Where should I put it?

Well, let‘s just put it on our homepage...

But...

...the homepage is losing its importance:Relevance of entry points.

13 % 33

% 67 %

Homepage Landingpage Article Page

Aggregation: Social streams change the user‘s access behaviour

Homepage

Don‘t let your content be locked out!

2. So let your content be relevant – and make it easy to share.

1. User find your content through their social streams.

Content is like America: Discovered by chance!

One reason: There‘s no lack of it.

The challenge: How to get into the user‘s stream?

Content Marketing =

Analysis+ Strategy+ Production+ Distribution+ Promotion+ Monitoring

The theory

What is Content Distribution?

Content Distribution means adressing your target group through intelligent use of owned media channels.

But yet without the use of paid media (which would be Content Promotion).

What does that mean?

Content Distribution means making your content accessible through all the relevant channels you have available.

And what‘s next? Content Promotion!

Content Promotion means targeting specific target groups through Paid Media (e.g. Native Advertising) oder Earned Media (e.g. PR oder Influencer Marketing).

Which means that promotion usually requires a dedicated paid media budget.

7 Options Across the Paid Content Promotion Landscape20

High Relevance

Low Relevance

Low Reach High

Reach7. Content Aggregators

Eg: HuffPo, Flipboard

5. Paid Search

Eg: Google

4. Influencer Marketing

Eg: Lowe’s Creative Ideas Influencer Network

3. Programmatic Promotion & Distributions

Eg. AllRecipes

6. Content Discovery Platforms

Eg. Outbrain

2. Native AdvertisingEg Direct to Publisher deal, brand profile page on AllRecipes, HuffPo

1. Paid Social

Eg Facebook, Twitter

Guiding Principles of Content Amplification

1. Amplification isn’t an afterthought! – Think about how the content will be distributed before authoring it. Take a look at

your competitor’s best work and make yours better with more robust content and better design

2. Focus on creating “Big Content” – Use engagement data to determine the pieces of high-quality content to support

with paid media. This approach is better than supporting a large quantity of mediocre content

3. Align content to where the reader is– Know what type of content resonates and drives engagement with different

channel audiences (LinkedIn, Facebook, Twitter, Blogs, etc.) 4. Extract sharable pieces from your content

– Use snippets of your content to promote social sharing and drive clicks back to the content source

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Does it work?Measure, measure, measure.

Content Marketing Metrics – a basic set

Consumption Metrics

• Page Views• Visits • Time-spent• etc.

1Sharing Metrics

• Shares, Likes etc.• Which content is

shared?• Whow shares it?• In which channel?

2Lead Metrics

• How well does my content support lead generation?

3Sales Metrics

• How much sales is generated through my content?

4

Content Marketing Metrics – a basic set

Retention Metrics

• How effective is my content in retaining clients?

5Engagement

Metrics

• Does my content engage my users?

• In which ways and how often?

6Efficiency Metrics

• How effctive and efficient is my content production and smplification?

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So is there one single learning?

Yes!

Think about content distribution as early as possible – better even before you think about the content itself.

CMF Whitepaper: Content DistributionAutoren:Michael Schmitz, PublicisPixelparkOlaf Kopmann, Condé NastJutta Gawenda, wdv

Download:http://content-marketing-forum.com/publikationen/

Content Distribution

Marketing

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