As bloggers, we talk about content creating content all the time. I get why.
There is such a sense amount of accomplishment when we put a blog post out there.
And hello! Can we say AMEN to all the work that goes into a single story?
It’s underestimated but an SEO-worthy piece of long-form content can take a week to write, edit, design, and rank (Yoast, Math Rank, and not Google’s top pages).
We don’t talk about those hours often enough, especially if they are marked as a service offering to clients.
But there is something else I want to talk about today, content distribution.
If you’ve been blogging, I’d put all my cards in the game and declare that you don’t devote equal time or passion to distribution as you do to content creation.
Ok, I know you need a breakdown. Here goes.
The Fundamentals of Content Creation For Bloggers
As a serious blogger, (hobbyists please read on because you might want to consider these guidelines too) there is a rule of thumb that you should follow.
Begin with the end in mind!
Remember that Covey principle? Good! Because must always ask yourself WHY!
This has to be as defined as you can make it. Once you know the purpose, you can focus on some deeper details before you begin writing:
You should know:
- How does this blog post fit into your overall strategy?
- What’s the key action or takeaway that you want your audience to engage in or know?
- What are the top questions you get asked about the topic?
- What’s your point of view on the topic?
- Are you solving a pain point?
- What’s your solution?
Question 1 allows you to focus on the actual post and your blog ecosystem; questions 2-3 prepare you to think about SEO, 4 ensures you’re sharing expertise and personal stories, and questions 5/6 are especially important if you’re launching or making people aware of your offers.
Where in the numerics do you put one of the most important parts of blogging, and that is, your distribution of that post.
Where do you share the juice you just squeezed onto your blog platform.
What’s Content Distribution
Here I’m going to use a basic definition for the conversion-focused, or goal-oriented pieces of content that I write.
Now, not all of my blogs are conversion-based but for the ones that are, the definition below is gold.
This definition came straight from HubSpot.
You should not think about distribution after you’ve written your story, and moved on to the next BIG blog post.
Content distribution begins at the top of the blogging process before you even begin to write, and it starts with this roundup of questions?
HOW IS YOUR POST ADDING TO THE CONVERSATION?
IN WHAT WAY YOU CAN MOVE YOUR BLOG POST FOWARD SO THE MAXIMUM NUMBER OF PEOPLE SEE IT?
WHAT CHANNELS AND PLATFORMS CAN YOU USE?
SHOULD YOU PAY FOR TRAFFIC OR WHAT ORGANIC PROCESS CAN BE USED?
Start Blogging With Content Distribution In Mind
Let me drive it home with an example of my own.
Before I write a blog post that I want to be really impactful, I look at what the competition is doing.
I study what’s trending, how are people are talking about it in communities, what questions are they asking.
Then I think about my own approach and figure out how can I make it more contextual, longer, focused etc.
I don’t stop there.
I also consider the data I can input or designs that can be used.
Lastly and perhaps this is the most important part, I’ll think about the platforms where the blog post can be shared: do I own them, can I earn them or can they be paid for?
A BONUS TIPS FOR Bloggers:
I would highly recommend seeing if you could work with a content distributor and an SEO expert. It takes a lot of the work off your plate so you can focus on those conversion-driven pieces.
5 Content Distribution Platforms For Bloggers
No. 1| Owned Content Distribution
These are the channels you own and why you’ll hear me talking about them until I’m red in the face. While social media is terrific, you also need to own your unique and personal content engines.
These include your website, and blog (obviously), your email newsletter, mobile publishing app, landing pages and any pace you collect data.
This means you have direct access to this audience to push out your content.
No. 2| Earned Content Distribution
As a content creator/blogger you need to go after earned content too.
Consider these channels ones you don’t own but whose owners will share your content without charge because they see it as valuable to their audience.
For instance, my team and I recently worked for a fertility centre, and using an earned media approach we were able to get their keywords to rank at number 1 on Google in six months using an earned strategy approach.
Here are a couple of ways as bloggers that you can grab earned content distribution for your blog.
Reaching out to customers, journalists, bloggers and asking them to publish your work takes time but needs to be done.
No. 3| Paid Social Ads
Organic traffic is great if you can get it as a blogger.
But in the age when 4.4 million blog posts are released every day, the way you think about content distribution probably shouldn’t happen without a paid-for social campaign.
With this, your focus should be on marketing messages and campaigns on social media platforms such as Facebook, LinkedIn, and Instagram.
A lot of small business owners on Facebook for instance only think about boosting a post because it is the easiest way to get some traffic.
But it’s never ideal and really it’s just money badly spent.
You will not be able to move people who engage with your paid ad through a funnel. You can’t retarget them with middle-of-funnel ads and your conversion will be non-existent.
As bloggers, your paid social media ads should be targeted to a specific sub-audience on those platforms.
It should layer geo-targeting with interest targeting and incorporate tools that are native to specific social media channels, like Facebook Ads or Instagram Ads.
No. 4| Pay-Per-Click (PPC) Ads
PPC can earn you strong leads because you are paying for “quality eyeballs” to interact with your ad through clicks and impressions.
When I say “quality eyeballs” I really mean prequalified leads selected by you as the ones more likely to follow your Call To Action (CTA).
PPC can be used both in search engine results pages (SERPs) and on social channels.
This is the magic, the sweet spot where the rubber meets the road because when you pair SEO with PPC you are setting your inbound marketing on fire.
Content distribution here is at its most optimized level. This is the place you want to occupy as a blogger.
No. 5| Paid Influencer Content
When mass advertising lost its impact influencer marketing emerged as a leading way for buyers to know which product was worthy of their time, attention, and dollars.
Influencer marketing is close to a 20 billion dollar industry. As bloggers, this space is also yours but your distribution and traffic have to be intact to secure the bag.
Before you write your blog think about the top content creators in your business’ niche who can help you create buzz, bring traffic, improve your brand awareness, traffic, and conversions among your shared target audience.
A single endorsement from an influencer or a favourable product review could mean millions of eyeballs on your blog, traffic, conversion, sales, etc.
What’s The Most Strategic Approach For Bloggers?
So I know what you’re thinking. Who has the time? Look I’m just as busy as you are.
So no, I don’t do this with all of my content, only the ones that matter, for example, those that can drive sales or bring leads.
You may want to decide what matters the most to your business and then go from there
I guess what I want to share with all the bloggers is: “Don’t create all your blogs or content in silos. Think about your content distribution as much as you do your content creation.