Get Noticed: A Few Ways to Get More People to Read Your Blog
Do you feel like your content marketing distribution strategy may be missing something? You’ve scoured the interwebs for the best distribution tools; social media, Hootsuite Amplify, WiseStamp, Medium, Buffer, LinkedIn Publisher, Facebook Notes, Circulate.it, Oneload, Contently GaggleAMP, SlideShare, etc., but content distribution only go so far even with all the different content distribution options available.
Don’t blame your marketers. It’s not their fault.
About 54% of Global Web Index respondents use search engines, 47% use consumer review sites, and 36% us product/brand websites. Even if content marketers are churning out content faster than it can be promoted, each piece of content only has a limited amount of time to grab readers’ attention. And there is a lot of competition out there for reader attention. According to Ethos3, “if your audience is still paying attention after 8 seconds, you have approximately 4 minutes and 52 seconds until their attention spans are exhausted. The average adult attention span has plummeted from 12 minutes a decade ago to just 5 minutes now.” Did I mention the average attention for a goldfish is 9 seconds?
So how do you get your content seen by the largest audience possible?
Before we dive into the best content distribution platforms customers use for product information, let’s look over a few basic channels:
Owned media includes the channels that are essentially yours. You control the content, for example, a blog, website, email newsletters, and social media profiles.
Earned media requires others to share your content. This can take the form of social media shares, guest posts, media coverage, and product reviews.
Paid media is the publicity you pay for, be it pay-per-click ads, display ads, social ads, or otherwise.
With this framework in mind, let’s see what a content distribution strategy looks like in practice:
- First off, what would a content strategy be without unique, engaging content? Be it a blog post, whitepaper, presentation, info graphics, academy, video, audio, or email — make sure the format corresponds with the type of content.
- Once you have the format down, ask yourself what type of content you want to develop. Is it a vision, a proposal, maybe a shared experience? Before you start writing or recording or drawing, confirm the premise of your content — what’s the big idea?
3. Remember the three types of distribution channels? Now you’re ready to use them. There are a few that you can own; newsletters, Twitter followers, Facebook fan page, LinkedIn followers, RSS subscribers, Webinars, eBooks, Podcasts, etc., and others you may want to ride; Hacker News, inbound.org, Quibb, Social networks, growthhackers.com, Slideshare, Youtube, Quora, Reddit, etc.
But, in order to maximize your content distribution you have to choose the same platforms your target audiences uses. If most of your audience gathers their product information from podcasts, you don’t want to make the mistake of distributing your content via a printed magazine or email newsletter.
Here is a list of the top 10 content distribution platforms as ranked in Global Web Index’s 4Q2015 data:
- Search Engines
Led by Google and YouTube, search engines have topped the distribution list for years now. Here are content SEO insights from professionals.
2. Customer review sites
Customers trust other customers, not marketers. Amazon, Trip Adviser, and Yelp dominate this category. If you haven’t been reviewed, customers are sure to seek the same product or service from someone who has.
3. Product/brand sites
Customers will often do extensive research on a product or service before they full commit. Even more so these days considering how many options are out there these days. The more information you provide without the promotion, the better your product or service will perform.
4. Blogs on products/brands
Use of blogging software and structure help your search rankings. The more information about your service or product, the easier it will be for your customers to find you. Better yet, if your blog offers insightful tips, tehnical support, or an interesting link, the greater your user engagement will be.
5. Price comparison sites
Potential customers will research and check the price on other sites before they purchase. If you’re not on there, customers may just go with a business that is.
6. Message boards/forums
This is where prospective shoppers go to evaluate different products, customer experience and other useful information. Consider having a member of your marketing team actively participating in relative forums where they can be a reliable source.
7. Emails/newsletters from brands
Keep your customers updated on relative content, price changes, or discounts. If they are truly fans, they will appreciate you providing them things they could use.
8. Question and answer sites
Depending on your category, Quora is the best known of these sites, but there are other options.
9. Social media network group
This is active involvement in social media sites such as Facebook, Instagram, Pinterest, Tumblr, LinkedIn, Google+. Here’s a great article on social media and buying behavior.
10. Micro-blog site
Although Twitter takes the lead on this one, Tumblr is also another type of micro-blogging site. On Twitter, customers mainly see customer support, events, and deals. On Tumblr, they look for visual support.
Hopefully, the aforementioned has helped close a few gaps in your content distribution strategy. There is certainly no shortage of tools, channels, and strategies out there to get your content in front of as many people as possible. There are plenty of paid and free sites and services out there to try.
Like this? See more of my insights on my blog http://steverenner.com/blog-2/