Content Distribution 101

BY Chatbotize Team
5 months ago
Chatbotize - Chatbot

Content is King, but distribution is its Queen. Even the most valuable and insightful piece of content needs to be distributed in order to reach your audience. Therefore, any content marketing strategy should include both of these two aspects. Over 4,5 million blog posts are published every day, so you will have to face vast amounts of competition and plan your actions to attract readers to your company’s blog.

Keep on reading to learn more about different content distributions.

What is content distribution?

Every form of content promotion via owned, paid and earned media is content distribution. Every time marketers share articles on LinkedIn, companies publish videos on YouTube, link to their blogs on Instagram Stories, or buy paid articles in the media, then we can talk about content distribution.

Firstly, let’s clarify these groups of channels:

  • owned content distribution — channels that belong to your brand, for example, blogs, social media profiles, newsletters;
  • earned content distribution — third-party contributions, for example, guest posts, shares, retweets;
  • paid content distribution — when you pay for promoting your content, for example, sponsored articles, CPC campaigns.

Content distribution: how to start?

A content marketing strategy should include chosen channels, forms and budget of the content promotion. Start with comprehensive research that can enable informed decision making about the aspects mentioned previously. Check out your competitors’ activity and identify channels that may be the most suitable for your audience.

The most important thing is to find a balance between an insufficient content distribution and overdoing it. On one hand, some of your customers can be active on many of your channels, so if you share the same article 20 times they may get annoyed at the repetition. On the other hand, some readers might only follow your brand on Twitter or subscribe to your newsletter. To reach your audience, you need to distribute your content across many channels, but do it in a smart way. Share a given piece of content on a few platforms, but in different forms. You can create videos, infographics or quotes based on the article and link to the source. That way, you can attract your customers and drive traffic to your website.

Social Media

This is one of the most popular methods of content distribution, and it definitely should be one. Identify the most used social networks by your target group and create a posting strategy. As mentioned earlier, you should not annoy your followers with the same posts over and over. Create a content plan for the chosen platforms and make sure to deliver value in your social media posts. Every channel has a different dynamic. For example, you can share several tweets every day, but only one or two posts on Facebook and LinkedIn. What is crucial on Twitter is the usage of hashtags and handles. Tag influencers and organizations that might be interested in your piece of content. Post quotes, stats and highlights to attract followers to read your articles. While posting on Facebook and LinkedIn, you can use animations or short videos to encourage followers to get familiar with your content. It is a good idea to post key takeaways in bullet points, which can make your article easier to digest and seem more interesting.

Choose wisely the time of posting. When do your customers have the time to get familiar with your content? For example, if you are sharing an article or an hour-long video, you can not expect that people will have time to watch it during a workday. On the other hand, if you are publishing an infographic or a ten-minutes podcast, you can post about it in the morning so that users can check it out while commuting to work.

Remember that the Internet does not end on mainstream social media platforms. Find out about niche social networks that are relevant to your audience (Reddit, HackerNews, etc.).


This is another very popular type of content distribution, but as such your target audience may be tired of them. Do not spam your subscribers, but do try to deliver the best value. For example, send only one e-mail a month with the best and most suitable pieces of content from this period. Use marketing automation and segmentation to adjust content to your readers’ preferences.


A great alternative to a newsletter. Distribute your content via Messenger and engage with your subscribers more conversationally and attractively. Even though creating a bot seems like a challenge, you can, in fact, create one in just a few minutes with a tool like Chatbotize and its ready-to-use module. Why is it worth trying instead of a newsletter? The open rate of Messenger notifications is, on average, 80-90%. In comparison, the open rate of e-mail newsletters is about 20%, and the organic reach of posts on Facebook is approximately 5%.

Guest posting and sponsored content

Share your knowledge on other websites. Find companies or bloggers who accept guest posts and prepare an accurate piece of content. Link to your content to get more traffic to your website. Sometimes, to get featured in the popular media, the owners of such websites offer sponsored content opportunities. It can still be profitable if you can reach your precise target group by doing so.

Internet Monitoring

Observe social media not only in terms of your brand’s mentions, but also regarding your products or services and your industry in general. Your content should be valuable for customers, and they are probably already looking for such helpful information. Thanks to Internet monitoring, which can be set up for many keywords, you can get notifications about such mentions, answer succinctly and link to a relevant piece of content. This can be one of the most resultful methods of content distribution, because you can reach people who are greatly interested in a given issue.

A similar function to internet monitoring is Quora — a Q&A platform. Quora users ask questions, and you can answer them. Make sure to write relevant and valuable answers, including links to your content. Do not be pushy and salesy; just be helpful. Questions on Quora can give you a lot of ideas for new content because you can find out what is important for users.

Content aggregators

While distributing content, many companies seem to forget about content aggregators, which are devoted to that purpose. As an internet user yourself, you probably consume a lot of content as well. Maybe you have some favourite blogs, websites and YouTube channels, but do you manually check them all, every day? Content aggregators are great for a comprehensive overview of what is new in the industry, etc. To reach your audience, you should join such platforms, as well as a publisher.

Some of the most popular content aggregators are:

  • Digital Doughnut
  • Medium
  • GrowthHackers
  • Flipboard

Moreover, look for other websites that can be helpful for your content distribution and suitable for your target group.

Gated content

One of the content marketing goals is lead generation. Once you create an amazing piece of content, which is extremely valuable, you should gate it. For example, you can ask readers for their e-mail address in exchange for access to the article or video. Another idea that can help you reach more Twitter users is to use tools like PayWithATweet. Thanks to that solution, you can grant access to a piece of content only when a given person shares your tweet.

Make the most of your content distribution

When sharing any links, make sure to add retargeting pixels to them. That way, in further campaigns, you can reach people who are highly interested in your content and, therefore, might become your customers at a later date.

Key takeaways

Once you have designed your company’s content marketing strategy and including distribution, then test channels and forms of distribution to find out which ones work best for your audience. Do not hesitate to try out new platforms and think outside the box. There is no perfect strategy suitable for every business. That is why you should get to know your target group’s preferences and optimize your content marketing activities regularly, because your customers are constantly changing too.

Hungry for more tips? Check out 5 Content Marketing Strategies To Try in 2020.