In the competitive world of digital marketing, creating high-quality content is only the first step. The real challenge lies in effectively distributing that content to your target audience to maximize its reach and impact. A well-thought-out content distribution strategy can ensure that your content gets seen by the right people at the right time.

The 3 Main Types of Content Distribution Channels in Digital Marketing

To build an effective content distribution plan, it's crucial to understand the different types of channels available. These channels are the vehicles that deliver your content to your audience, and each plays a unique role in your overall digital marketing strategy.

1. Owned Distribution Channels

Owned channels refer to platforms and properties that you fully control. These include your website, blog, email marketing list, social media accounts, and mobile apps. Since you own these channels, you have complete control over the content and how it is distributed.

Importance:

• Owned channels are an essential part of your digital marketing funnel because they provide a direct line to your audience.
• Building a loyal audience through your owned channels gives you long-term stability and minimizes reliance on third-party platforms.

Examples:

• Website/Blog: Your website or blog is your home base. Use it to publish in-depth content like SEO blog posts, landing pages, and case studies.
• Email Marketing: An email list allows you to directly reach out to subscribers with newsletters, promotions, and updates.
• Social Media: Platforms like Facebook, Instagram, Twitter, and LinkedIn are ideal for building community engagement and sharing content directly with your followers.

2. Earned Distribution Channels

Earned channels refer to exposure gained through external sources that mention, share, or promote your content. This type of distribution happens when others choose to share your content organically or when media outlets feature your content, creating a higher level of trust.

Importance:

• Earned media adds credibility to your brand because it is seen as more authentic and trustworthy.
• This type of exposure often comes with a strong network effect, as others will be more likely to engage with your content when it’s shared by people they trust.

Examples:

• Media Mentions: Getting featured on industry blogs, podcasts, or news outlets.
• Social Shares: When your audience or influencers share your content across their social media platforms.
• Backlinks: Gaining high-quality backlinks from authoritative websites to your content, which also boosts your SEO rankings.

3. Paid Distribution Channels

Paid channels refer to advertising and promotional methods that allow you to distribute your content to a targeted audience for a fee. These channels help you reach a broader audience more quickly, but they require ongoing investment to sustain the momentum.

Importance:

• Paid content distribution is especially useful for amplifying your content and reaching new audiences that might not otherwise come across your content.
• It’s also an effective way to drive website traffic, generate leads, and increase conversions in the short term.

Examples:

• Social Media Ads: Platforms like Facebook Ads, Instagram Ads, and LinkedIn Ads offer sophisticated targeting tools to help you reach your ideal audience.
• Google Ads: Advertise your content via Google Search ads or Google Display ads across the Google network.
• Sponsored Content: Collaborating with influencers or publishers to create content that is distributed to their audience for a fee.

How to Build a Content Distribution Strategy: Step-By-Step

Now that we’ve covered the types of distribution channels, let's dive into the step-by-step process of building your content distribution strategy.

Step 1: Define Your Target Audience

To distribute your content effectively, it’s essential to understand who you’re trying to reach.

• Who Is Your Target Audience? Identify the demographics, psychographics, and behaviors of your ideal audience. What are their needs, pain points, and preferences?
• What Content Do They Enjoy? Are they interested in informative blog posts, engaging videos, or product reviews? Tailor your content to match their interests.
• Who Do They Trust? Understanding the influencers, brands, or thought leaders they follow can guide your earned media strategy and help you build partnerships.

Step 2: Choose Your Distribution Channels

Now that you know who your audience is, the next step is to choose the right distribution channels.

• Think About Your Goals: Are you looking to build brand awareness, generate leads, or drive sales? Your goals will influence your channel choices. For instance, social media is great for awareness, while email marketing works wonders for conversions.
• Follow Your Audience: Where does your audience spend their time online? If your target demographic is active on LinkedIn, then you should focus on content distribution there. If they’re more active on Pinterest, tailor your approach accordingly.

Step 3: Choose the Right Content for Each Distribution Channel

Not all content works well on every platform. Certain formats perform better depending on the channel.

• Owned Channels: Share long-form content like blog posts, product updates, and case studies on your website and social media profiles.
• Earned Channels: Focus on guest posts, influencer mentions, and media interviews. These help build trust and authority.
• Paid Channels: Opt for paid ads, sponsored content, or product-focused landing pages. Ensure your messaging aligns with the audience’s intent to maximize conversions.

Step 4: Match the Format and Messaging to the Distribution Channel

Each distribution channel has its unique requirements for format and messaging.

• For example, a video may work well on Instagram and YouTube, but for a blog post, you may prefer more detailed, informative content.
• LinkedIn favors professional content, while Instagram thrives on engaging, visual content.

Make sure your content format and tone align with the expectations of the platform and your target audience.

Step 5: Create a Content Distribution Calendar

Consistency is key in content distribution. A content distribution calendar helps you stay organized and ensures timely delivery of content across multiple channels.

• Plan Your Content: Set clear dates for when content will be published on each channel. This ensures you don’t overlap or leave gaps in your content output.
• Diversify Content Types: Alternate between articles, infographics, videos, and social media marketing to keep your audience engaged.

Step 6: Measure and Analyze Your Results

After distributing content, it’s crucial to track your performance to see what’s working and what’s not. Use the following metrics for each distribution channel:

• Owned Channel Metrics: Track website traffic, engagement, and email open rates.
• Earned Channel Metrics: Monitor backlinks, media mentions, and social shares.
• Paid Channel Metrics: Analyze ROI, click-through rate (CTR), and cost per conversion.

Leverage tools like Google Analytics, Facebook Insights, and Google Search Console to gain valuable insights.

Get Started with Content Distribution in Digital Marketing

Building a comprehensive content distribution strategy is key to ensuring that your content reaches the right people, engages your audience, and achieves your marketing goals. By following the 6-step content distribution strategy, you can leverage owned, earned, and paid channels to maximize your reach and boost your content’s impact.

Start by defining your target audience, choosing the right distribution channels, and creating a content calendar. Measure your results and refine your strategy over time. With consistent effort and smart distribution, your content will be positioned for maximum visibility and success.

By following these steps and optimizing each phase of the strategy, you can unlock more organic traffic, increase brand visibility, and drive higher engagement across multiple channels, all while reinforcing your position as a thought leader in your industry.