6 Tips For Optimal Content Distribution
Key to a successful content strategy is providing value to the audience, be it informative, entertaining or inspiring.
However another step in this process is delivering it in a way that they will see it.
This step is equally as important as creating the content, here are our tips for optimising your content distribution.
Look At When And Where Your Audience Is Active
Ensuring you deliver your content to the maximum potential audience means knowing when and where your audience is online. Pay attention to the different audience patterns each social network has and schedule posts accordingly.
For help working out the best times to post on social media:
Facebook Pages - use the 'Posts' tab within Insights to view when your followers activity on Facebook peaks.
Twitter - use tools like Tweriod to analyse your account for the best time to tweet.
Instagram - Iconosquare is a useful tools for identifying things like the best time to post, engagement rates and follower growth.
LinkedIn - An infographic from QuickSprout established business hours on Tuesdays through Thursday are the best times to post on LinkedIn. LinkedIn also has it's own analytics within each company page for insights into engagement rates.
Be prepared to test different posting times and measure their reach using Twitter Analytics and Facebook Insights to inform what worked or not.
Tailor Your Tagline For The Specific Social Channel
Just as user browsing behaviour is unique for different social networks so is how the effective the accompanying text is in convincing a browser to click through.
When distributing your content on social media tailoring your text will help to make the content more enticing. Think from the point of view of the reader, what is going to attract their attention.
Twitter: As you are limited to 140 characters including your link, Twitter calls for efficient use of text to grab one's attention. Focus on conveying what the link contains while providing a reason for the follower to read further. Include hashtags to make your tweet discoverable for people searching by topic and @handles of authors to encourage retweets.
Facebook: While Twitter is a short form update, Facebook updates provides more flexibility with text to allow you to give more detail to entice the reader.
Some best practice for producing engaging updates:
- Include enticing and relevant images.
- Ensure link preview shows correctly and remove pasted http link.
- Include hashtags and emojis.
- Limit link titles to 100 characters.
LinkedIn: There are two ways of posting to LinkedIn, short form status updates or long form blog style post.
Status Updates - This is similar to the Facebook status update where you can include a link preview to a blog post with a short tagline to let people know what it is about.
Long Form - Pulse is LinkedIn's long form publishing platform where you can submit posts from your blog.
Build A Subscriber List
Email is still a highly effective method of getting your content direct to your audience. Focus on creating content that provides value to them and they will continue to be engaged.
Building a subscriber list can take time, for some inspiration take a look at our recent post 10 Ways To Increase Your Email Sign Ups.
Share Key Content Multiple Times
Research by Moz.com worked out a tweets 'Prime Of Life' to be 18 minutes. With the constantly moving timeline of Twitter and the reduced organic reach of Facebook there is a case for sharing content multiple times to reach your audience.
By sharing your content on Twitter at different intervals you can, hit different timezones, reach recent followers and increase overall impressions.
Sharing on Facebook multiple times would lend itself to repurposing the same content in blog form and later as a part of an eBook.
You can use tools like Hootsuite or Buffer to schedule posts to social media, enabling you to setup in advance all at one time.
Share To A Community Forum
Use the established audience of niche communities to engage people with specific interests.
These are some suggested websites for submitting your content to:
Growth Hackers - Is an online community for sharing marketing techniques that drive effective, scalable and sustainable growth.
Inbound.org - Is another online hub for marketers to share ideas, connect and interact.
Spend A Little To Give It A Push
As we know in this age of reduced organic reach sometimes your content needs a bit of a push to get it out to its audience. Facebook, Twitter and LinkedIn all have options for paid reach. It is important to remember who you are targeting when you amplify your content so take advantage of the options for tailoring your ads to your intended audience.