You could have the greatest content in the world on your website, but if it doesn’t get found, then you’re wasting your time. The point of content marketing is not simply to create outstanding, original articles, but it’s also to ensure those articles get discovered so you can build your brand.
It’s often the case that the failure of inbound marketing isn’t in the quality of the writing or the readability of the articles. It’s because the content hasn’t been distributed properly.
Fortunately, there’s an answer to that. The internet exists, in part, to help you share your content and maximize your marketing potential. Here are some content distribution channels you might have overlooked in your content marketing efforts:
If you’re using search engine optimization (SEO) as part of your content strategy, you should focus on optimizing your content for all search engines. That includes YouTube.
Believe it or not, YouTube is the second most popular search engine in the world. It also happens to be owned by the first most popular search engine in the world, Google.
Use YouTube as another channel to get the word out about your amazing content. Keep in mind that your video production doesn’t need to be an exhaustive rundown of your content. Rather, it can be just a teaser (a “trailer,” perhaps) of your material with a link back to the article. Be sure to optimize the title of the YouTube video for the relevant keywords, too.
Also, there’s also no reason to stop at YouTube when it comes to video marketing. You can distribute your custom-made production to other video distribution channels such as Vimeo and DailyMotion as well. When it comes to content distribution, the more the merrier.
Related Article: Kicking Ass With Multimedia: Content Marketing's Hidden Secret
Some of the most overlooked avenues of distribution are syndication services. These are websites that allow you to post a link back to your content. They’re useful tools for SEO and getting your content discovered by people who are browsing the syndication service.
For example, you can set up an account on Scoop.it for free. You’re allowed to post 10 scoops per day. That’s 10 free opportunities to link back to your website every day.
You’ll also want to avoid overlooking the front page of the internet: Reddit. Be careful here, though, because if there’s anything Redditors hate, it’s spam. Still, if you have some awesome content that provides value to a particular group of people, find the relevant subreddit and post your link there. You might even find that it goes viral.
Email is still a fabulous, if often overlooked, distribution channel. However, to avoid the appearance of spam, it’s best to set up an opt-in email list.
One of the best ways to create an email list is to offer people something in exchange for free if they subscribe to the list. For example, consider the offering from CJ Pony Parts below. As you can see, the company offers people who subscribe to the email list a chance to win a $250 gift card.
I prefer to use a less intrusive means of encouraging people to subscribe to my email list on Punched Clocks. I have a more modest popup in the lower, right-hand corner of the website. It’s still noticeable but not nearly as distracting as the more traditional, center-screen popup.
Keep in mind, though, while sidebar popups tend to be less intrusive, their conversion rate is much lower. One study shows that center-screen popups convert at a whopping 1,375% better than their sidebar counterparts.
Still another option for a pop-up box is the “we’ll keep you informed” model. That’s an effective method if your analytics show people enjoy your content and you have a low bounce rate. You can see an example of that at Women 2.0.
While email lists are a great way to reach people, they still have a very low conversion rate. One study indicates the conversion rate of emails is just 3.4 percent, and that’s with opt-in lists.
Related Article: Cream of the Inbox: Small Businesses Doing Email Marketing Right
If you’re running a blog (and you should be), you can also distribute your content through one or more blog aggregators.
For example, Alltop is a site that allows you to submit your blog for consideration in its round-up of great content. If you get accepted, your content might be featured alongside the articles of some well-known blogs such as Lifehacker and Problogger.
Wrapping It Up
You’ve worked hard to develop some amazing content. Now, make sure it gets discovered by using those not-so-well-known distribution channels throughout the internet. With a little extra effort, you’ll find you can grow your audience and build your brand.