3 Brilliant Underdog Tactics For Effective Content Distribution

“Content” is one of the biggest buzzwords in digital marketing. The saying “Content is King” holds true now more than ever. The reason it is so highly valued is because it gives startups and smaller businesses the ability to showcase expertise and prove to the rest of the world that they are a force in their respective field. In a sense, it levels the playing field for businesses of all sizes.

On average, a good content marketing strategy costs 62 percent less than outbound marketing and generates three times as many leads.

There’s no denying that the smaller businesses will always have a higher mountain to climb. Perhaps the most difficult part of content marketing is the distribution aspect. There are many factors that come into play when gaining traction. Here are three valuable tactics to keep in mind.

Take Full Advantage of Email

All businesses send emails. When it comes to content distribution, this is a part of the marketing mix that cannot be ignored. According to data from Mailigen, 89 percent of marketers say that email serves as their primary channel for lead generation.

As most small businesses don’t have millions of followers, they can take a quality-over-quantity approach and reach out to their loyal subscribers to share their most compelling content. For example, if you run a blog on your website, it can be difficult for your audience to check in every day to look for new material. In this case, you should be sending out emails with links to your new postings.

With the spread of content and conversations through mobile devices, consumers are more connected than ever before. With this in mind, there is perhaps no better way to get your brand messaging in front of the right eyes than email marketing. On average, the ROI is $38 for every $1 spent.

If you haven’t been using email marketing to its fullest advantage, there are many easy-to-use, but fully featured tools to get you started. GetResponse, for example, gets you started in email marketing with templated landing pages, personalized content, and workflow automation built in. You can send time or action-based triggered emails to a segmented list of up to 1,000 subscribers for less than $15 a month. Finally, all emails are fully trackable so you can learn how well your content is resonating with your target market.

Build an Educational Resource

The process of getting your content and brand messaging in front of vast audiences starts from within. Regardless of how well you distribute your content, at the end of the day, it needs to provide the viewer with real-life value to truly be impactful.

Creating content that educates and provides deeper insights into your industry is one the best ways to get people to share your material and establish yourself as an expert. A great way to do this is by creating an online course.

For example, let’s say you are a master carpenter. In a trade with so many ins and outs, there is practically an endless amount of skills you can teach people in a class. So how do you prioritize your sub-topics and actually get down to delivering classes on a schedule?

And this becomes all the more easier if you have an online classroom (your marketplace) ready – a course creation platform like Kajabi makes it easy to turn your knowledge into products you can sell, complete with landing pages and marketing emails. This Kajabi review on The Blog Herald has more tips on how to evaluate the demand for your potential course and find the most effective ways to deliver it online. Once you’re all set and running, Kajabi promotes you on their Twitter page too.

By conducting educational courses, you are not only providing value to viewers, you are building an incredible amount of trust between you and potential customers.

Seek Out Influencers

Influencer marketing suits brands of all sizes. Basically, it is the process of seeking out prominent thought leaders in a certain community to talk about your brand to their large following. The goal is to expand your audience by linking your messaging to an established name. This can be anyone like a celebrity, author or another expert source.

For example, the Hawaiian Tourism Authority wanted to drive home the concept of authenticity in their messaging. So, they invited some popular travel Instagrammers to come to Hawaii and document some of their best experiences on their social media accounts. As a result, the campaign reached 54 percent of all U.S travelers. Even more, 65 percent of those people planned to visit Hawaii in the next two years.

Finding the perfect influencer can be a challenge. Just be sure when you reach out that you have a plan in which both parties benefit.

Over to You

Content distribution takes a lot of strategic thinking. Each business has different values and can stand to benefit from a number of different techniques. It pays to be creative in this area. Just be sure you are measuring your results to learn what works and what doesn’t.


Avinash Nair
Avinash Nair
AVINASH is a digital marketer at E2M, India's premium digital marketing agency. He specialize’s in SEO and Content Marketing Services.

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