The many lives of content
The Egyptians believed that a cat had nine lives. Increasing distribution channels is giving a single piece of content the opportunity to have several lives. And to meet its audience.
Here is a non-exhaustive list of five (5) channels to integrate into its distribution strategy for enhanced visibility:
1. Website: The matrix of content
Whether in a blog or on a dedicated page, all content created must find a convenient hosting platform, a real control center for publications. The idea of being very close to the website, which is promotional by its very nature, must not be overlooked so that from the content, the visitor may be led to more commercial ads or offers.
Pushing content onto a newsletter or into a simple email
is the solution of our time
. The health crisis has rekindled interest in email marketing. It is to date the fastest and most reliable communication channel
to learn about the content ecosystem. Having a contact's email address means – as GDPR requires – that the relationship is gathering momentum. The email comes to talk to them.
3. Social networks: For multicasting
Content distribution via social networks is no longer an option. However, social marketing requires little thinking and a lot of testing. We start by setting quantitative goals that the publication of content must meet (e.g., website traffic, lead generation, and social interactions) and by measuring returns over time. And we must not hesitate to post the same content several times on the same network by varying the days, times, teasers, etc.
4. Media: In search of expert content
Engaged in intense competition, many media, a fortiori professional, are looking for content that corresponds to their editorial line and their audience. And these can obviously be compatible with yours! Of course, promotional content won't be taken. However, an engaged community or content has every chance of being accepted, and of reaching an audience that is often engaged and enthralled.
5. White paper: The issue of legitimacy
Well drawn up, a white paper can generate a multitude of content. Conversely, a series of articles that discuss the same subject can be compiled in, among others, a white paper, a practical guide, or an inventory. It is a relevant tool to generate legitimacy on a subject we know.