Reaching your target audience today is an essential and often challenging part of content distribution. With so much content put out across various media and channels, drawing attention to your brand is getting increasingly tough. Creating material that people naturally want to share is even more challenging.
How do you distribute content effectively? Which formats are most popular? Which distribution channels should be used? We will address all of these and other questions to assist your company in gaining greater visibility in 2022. Read on to discover more!
Content distribution channels
The channels through which you share and advertise your content are called content distribution channels. They can differ depending on your goals, target audience, and available resources. Content distribution channels are often divided into one of three types.
- Owned media
Owned media includes any content that is owned and controlled by a company, such as a website, blog, social media profile, or newsletter.
- Paid media
Paid media is when a company pays to distribute their content. It includes paid search, display ads, branded content, paid social media advertisements, and paid influencer content.
- Earned media
Earned media is when third parties distribute your content for free. Earned media includes reposts of your content, recommendations, product reviews, mentions on forums, review sites, or videos.
6 content distribution tactics to get more exposure in 2022
To make your life easier and your future clearer, we’ve compiled a list of tactics that will help you stand out in 2022.
1. Try podcasts
The popularity of podcasts has grown over the last few years, and this trend will only intensify in 2022. People are more drawn to audio formats as their lives become busier.
According to Statista, only 22% of the adult population in the United States was aware of podcasting in 2006. This number had climbed to 78% by 2021. In addition, in 2021, there were about 120 million podcast listeners in the US, and the number will grow by 20 million new listeners annually.
Companies can benefit from creating their own podcasts and incorporating them into their content marketing strategies. This way, brands get an opportunity to introduce listeners to their products or services, but also gain customer loyalty and trust by telling stories that are of interest or value to them.
Starting a podcast is also a great way to position yourself as a thought leader in the industry. Whether it’s as a way to showcase your own expertise and insight or to give a platform to other knowledgeable or interesting voices in the industry, letting people hear and see your business as one that really knows the industry can be a major boost in credibility, brand awareness, and leads.
McDonald’s, for example, decided to create “The Sauce” podcast to share a fascinating story about their Szechuan sauce. And it was surprisingly well received by the public as it reached the top 100 on the iTunes charts.
2. Guest post exchanges
Guest posting has been a go-to content distribution strategy for many years, and 2022 will be no exception. If you’re not familiar with it yet, guest posting is when another media outlet publishes content written by you on their website or blog. In most cases, the text includes a link to your website or product page, as well as a mention of your brand or company.
Sometimes websites exchange guest posts to get valuable backlinks. This type of content collaboration benefits both sides. When high Domain Authority websites link to your site, it helps increase traffic, improve SEO, and build a reputation.
Blogger Adam Enfroy launched his blog in 2019 and, in less than two years, turned it into a seven-digit revenue stream. By posting more than 80 guest posts, he increased his organic blog traffic from 0 to over 300,000 visits per month in a year.
3. Use interactive content
Interactive content engages the reader and improves user interaction because it is often highly personalized. It can set your brand apart from others, and provide reliable data to help you market to your target audience more effectively.
Interactive content that you can incorporate into your content marketing strategy:
- Books and videos
- Online/virtual tours
Keep in mind that the purpose of using interactive content is to provide a more interesting user experience, collect data, and increase conversions.
The Charles Dickens Museum, for example, offers an interactive tour of Charles Dickens’ London house. During the tour, you can examine the exterior and interior design of the home, visit his garden, wine cellar, or washhouse, explore every room, learn facts about the great writer, and much more.
4. Make an email newsletter
A newsletter allows you to connect with your customers, build long-term relationships, and attract new prospects. An email newsletter is a type of email that informs your audience about the latest changes to your product, business, or company. It can contain a sales message and be product-focused, or it can simply be informative.
A newsletter allows you to share personalized promotions, digests, news, updates, and tips at a frequency that suits your existing or potential customers. A successful email newsletter can help you drive traffic to your website, convert more leads, and grow your business.
Spotify uses user analytics to create personalized email campaigns around customers’ favorite artists and music. When an artist they follow releases a new song or album, users are notified through email. Customers are more likely to return to a company that understands their preferences and provides timely updates about them.
5. Leverage different visual content
Visual content captures people’s attention and allows companies to stand out from the crowd. But as the Internet becomes too noisy, people try to avoid traditional advertisements online. Instead, they want to see something new and truly resonant. Non-standard sizes, bold color combinations, and unique formats can help you create engaging content and attract people’s attention.
Depositphotos leverages visuals in their ads, campaigns, and creative projects to engage readers, spread brand awareness, and better connect with existing and potential audiences. In the company’s latest project, Hidden Messages in Children’s Books, Depositphotos collaborated with a team of illustrators to rethink the books we all grew up on, such as ‘The Hobbit’, ‘The Little Prince’, and many more.
6. Create videos
Video allows a company to educate and connect with its customers, as well as increase engagement. However, to successfully incorporate video in your content marketing strategy, you need to create content that is consistent with your brand’s mission, vision, and values.
Keep in mind that consumers prefer to be educated rather than sold to. Therefore, you’ll need to consistently create engaging educational or explanatory videos that subtly advertise your product or service. To simplify the content planning process, use editorial calendar software.
With 16.5 billion views and more than 13 million subscribers, Lego effectively uses its YouTube channel to post interviews, DIYs, tips & tricks on its products, as well as its own animated series.
In times of information overload, marketers should follow trends as well as experiment with new approaches to content marketing. This way, they can stay ahead of the competition and win customer loyalty.
Are you ready to use these tactics in the new year? With our content distribution tactics, you’ll be set to meet your goals and make 2022 a huge success.