A lot can happen in the span of a few years. Just ask anyone who’s dealt with SEO trends since 2004. Or those who started using social media marketing in 2011. The same is true for content distribution strategy. Sure, it’s only been about five years since we began widespread experimentation with channels like Facebook and Twitter to distribute company-authored articles and videos. Still, within that short timeline, several game-changing factors have emerged. That’s why more marketers than ever are looking for fresh advice on how to adapt their content promotion approach best as they manage to change expectations from customers regarding privacy. Authenticity, tone, and many SEO consultancy providers can help, but here are few tips to improve your distribution strategy.
Over the years, we have seen most companies end up at a similar destination when improving their content distribution strategy. But now, brands slowly realize that they need to let go of the reins and allow employees who understand their customers best to take over and drive conversations themselves.
So how do you get there? Start by taking these three critical steps:
1. Help Your Employees Understand Their Audience
The first step in evolving your content distribution strategy is to help employees understand the audience they’re writing for. Depending on how big your company is, this can be tricky. After all, thousands of employees need audiences to connect with—and not all of them will want to write. Still, you must develop a system that provides every single person with the skills and tools they need to speak directly about their area of expertise and passion.
How do I put this into practice?
For starters, start using a tool like Infer to measure actual customer behaviors (like web browsing history or purchase activity) against what people inside your organization have been talking about day-to-day. That way, you can start understanding what your audience is interested in hearing from your employees.
What will this do for me?
It could help you discover that your employees have been talking about how to best take care of babies who have sensitive skin—and therefore, they should share their knowledge by publishing blog articles on the topic. Or worse, it might reveal a glaring hole in the information your audience wants most and encourage someone within your company to step up and fill that gap.
2. Get Everyone on Board With Your Content Distribution Strategy
The second step in evolving your content distribution strategy is to get buy-in from everyone involved—not just executives or marketing professionals who understand the ins and outs of social media but also human resources teams, customer support groups, salespeople, legal advisors, and more. The goal here isn’t just to give every employee permission to create freely but also enough context around what’s going on.
How do I put this into practice?
One common way is to dedicate part of each team meeting toward a “content recap” covering the most recent blog posts, events, marketing strategies, and more. But it could also be as simple as adding an email newsletter or social media calendar with a place for people to see what their counterparts are publishing to share around important industry news.
What will this do for me?
The goal here isn’t just to get buy-in but also empathy—so when employees start talking to their friends and co-workers about your company and products, they’ll have a good idea of what people care about. This is particularly important if you work in B2B or for a local business, as there are all sorts of things that could trip up a non-customer (e.g., jargon, technical specs) but go unnoticed by customers.
3. Keep Your Content Circulating
The third step in evolving your content distribution strategy involves making sure the content you publish isn’t just read once—it gets shared around often enough to reach new eyes with each pass through an audience.
How do I put this into practice?
For starters, think about how someone might stumble across your content. For example, in the world of Facebook, you want people to check out your company’s page or explore its timeline so they can see what it has to say about a particular topic (like breast milk storage safety). But Twitter is different. You should have employees share your most important blog posts there at least once per day, if not more.
What will this do for me?
It’ll make sure that every piece of content you publish isn’t just read by one person but also exposed to others who might care—and therefore, some of that content will be shared organically across social channels. This is a crucial piece to making your content marketing strategy more like the real world: information flows from one person to another and takes off from there, with no force required to get things started.
How to improve your content distribution and SEO strategies!
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Article provided by: Seo Agency https://www.daviesis.com
