March 30, 2017 | Marissa Noble | PR + Account Executive

Three Ways to Distribute Content and Boost Traffic

As a content marketer, it’s not only important to have a strategically crafted Editorial Calendar chock full of boundary-breaking content, but also to make sure that it is seen and shared after hitting publish. If you are going to invest a lot of precious time into planning and creating high-quality content, don’t let it fall flat by getting lost in the ethers of the web.

The key to making the most of your content and giving it the longevity it needs to be successful is going beyond the obvious sharing platforms like social media. We’ve compiled a few creative ways to distribute your content and drive traffic to your site:

  • Make the most of emails – It’s pretty unlikely that your readers have the time to visit your site everyday and check for new content, but by sending occasional emails with your most recent work directly to their inbox they are more inclined to click through and end up on your site. Try giving people the option to subscribe and receive a monthly or bimonthly newsletter with snippets of your recently published articles. This will allow your audience to see a quick recap of what you’ve been creating and give them the option of choosing which pieces they’d like to read more about. Pro tip: Don’t forget to add links to your content within your email signature, and ask the rest of your team to do the same!
  • Get involved with influencers – One of the best ways to get your content seen by a large audience is to get it promoted by influencers in your industry. Asking outright for an influencer to promote your work can be off putting and is not a strategy you should count on. Start by identifying a few expert influencers you’d like to target and begin sharing your content with them, asking for their input and feedback. Show your interest in their expertise by engaging with them, share their content or leave comments to gain their attention. Once you have built a positive, consistent relationship with an influencer, request a quote or contribution that you could include in your content, and they will be likely to share with their audience!
  • Change up your content – After creating a high-quality piece of content, it’s considered a sin to let it sit stagnant in one place. Get the most of your content by changing up your original piece and turning it into something new and exciting. Take key points from a text-heavy article and curate a well-designed slide show, make a video or flip a long-formatted blog post into an image-focused infographic. The options are endless and will save you the time and hassle of reinventing the wheel for new content. Changing up the medium of your best performing pieces is one of the easiest ways to get your content seen and shared over and over again with half of the work

Creating unique, shareable content is the key to a strong content marketing strategy, but if no one knows it’s there, it’s pointless. When working on your content marketing planning, be sure to include promotion and distribution opportunities so you know exactly how you’re going to get your content in front of your readers and really drive traffic to your work.

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