Creating stellar content is only half the work for content marketing success. Before you publish any content, there’s one other thing to consider: content distribution. A solid distribution strategy will determine the success of your content marketing campaign. You need it to know how, where, and when to share that piece you’ve created. If you get it right, and your content won’t just find the right audience; they will love it.
In this guide, I have laid out 8 actionable tips that will help you refine your content distribution strategy in 2024. You will gain insights that will help make content that hits the mark. So, are you ready to refine your content distribution strategy in 2024? Let’s dive in.
How to Refine Your Distribution Strategy for Success in 2024
You can create the most brilliant, valuable content, but if your distribution strategy falters, few people will ever discover or connect with it. As we enter a new year, this is an ideal time to review and refine your distribution strategy in 2024. Follow these steps:
1. Review Your Current Tactics
First, objectively assess your existing content distribution strategy. Analyze the channels, platforms, and tactics you used over the past 12-18 months. A content strategist should be able to help with this.
Track performance metrics like reach, engagement, and conversions for each. For me, I try to Identify which platforms drive the most traffic and engagement for my content. But don’t focus solely on quantity–also evaluate the quality of the engagements your content is receiving.
A platform may generate a lot of views and yet get minimal engagement or conversion, and that’s not what you want. The goal is to get an honest evaluation of what’s working effectively in your current strategy, and which areas need improvement.
2. Know Your Audience and What They Want
Truly effective distribution starts with insight into your audience. Put yourself in their shoes by asking these questions:
- On which platforms and channels do they consume content?
- What formats do they prefer to engage with–video, audio, or text?
- When and where are they most receptive to content?
These insights allow you to be more targeted and strategic in distributing content. For instance, is your audience on TikTok? Then short-form video could be a big opportunity. Do they listen to podcasts during their commute? Consider repurposing your content into audio formats.
You can gather these insights directly by surveying customers, interviewing them, and monitoring social conversations. Analytics can provide behavioural data on engagement patterns too. The better you understand your audience’s content preferences, the better you can tailor formats and choose ideal platforms.
3. Evaluate Current and Emerging Platforms
We all know that social media (and the content landscape as a whole) is evolving fast. That’s why you need to be proactive in evaluating both established and up-and-coming platforms to ensure your strategy stays fresh and relevant.
For example, TikTok exploded in popularity globally since the pandemic of 2020, receiving 770 million global downloads, making it the most downloaded app worldwide. Instagram rolled out Reels; Facebook rolled out Stories. The point is that platforms are always evolving. Don’t stick to the same old strategy out of habit.
Spend time to understand the platforms your audience uses most. Follow trends and new features closely. Then identify opportunities to create formats and content types that will resonate in each channel. For example, you could adapt your long-form written content into quick videos for Instagram Reels. How about a short podcast or Clubhouse chat?
The goal is diversifying your distribution across current popular platforms, while also expanding thoughtfully into 1-2 new promising outlets. Don’t spread yourself too thin, but do spot opportunities.
4. Shape Content for Each Platform
A common distribution mistake is blasting the same piece of content across every platform unchanged. Effective distribution involves tailoring content to each platform and audience.
Consider channel-specific formats like LinkedIn articles, Quora posts, YouTube tutorials, podcast interviews, etc. Develop content variations specifically suited not just for the platform, but your distinct audience on each one.
Distribution is not a “one-and-done” effort, so it’s good practice to build an editorial content calendar. This will help you map out how you’ll shape and share content across multiple channels over time.
5. Schedule Content for Optimal Engagement
When you share content can be just as crucial as where you share it. Analyze when your audience is most active on each platform. Notice trends and patterns in usage and engagement.
For example, Twitter usage often spikes on weekdays during working hours, especially after noon. People frequently browse Instagram and TikTok during evenings or weekends.
When you’ve found your platform’s peak period, use tools like Sprout Social and Hootsuite to schedule social media posts for optimal timing. Pay attention to time zones if distributing content globally.
6. Optimize Paid Promotion Channels
Paid distribution like social media ads, promoted posts, and influencer partnerships will greatly amplify your reach. But simply blasting out your content generically will not get you anywhere. Here’s how to plan a successful campaign:
- Be strategic with paid promotion. Define your priority audiences and where they spend time online. Set specific goals such as driving website traffic, boosting downloads, or generating leads.
- Tailor paid content to complement your organic strategy. For example, you can run an ad campaign promoting your newest blog post.
- Continuously optimize your efforts based on performance data. Adjust targeting, bidding, and creativity according to what placements and approaches deliver the best ROI. Like any marketing, double down on what works–and cut out what doesn’t.
When coordinated effectively, paid distribution can dramatically widen your content’s reach. But it should enhance organic promotion, not replace it entirely.
7. Connect with Your Audience
Getting your content directly into your audience’s hands is about engagement, not just distribution. When you’ve put out content, it is important to actively participate in social conversations. Build relationships with influencers and advocates who align with your brand values.
You can also collaborate on co-created content and cross-promotion. This way, when they share your content, it exposes your brand to new audiences.
Interact beyond just content promotion–answer questions, acknowledge comments, and provide value. The more you authentically connect with your audience, the more receptive they’ll be to your content. Distribution is about building lasting awareness and loyalty, not just reach.
8. Monitor Performance Metrics
After you’ve published content on various platforms, you want to know how they are performing. Key metrics to monitor include reach, clicks, engagement rate, conversions, and ROI.
Many social platforms offer built-in analytics. Tools like Google Analytics, Sprout Social, and Hootsuite provide deeper data across channels.
Analyze metrics for each piece of content, but also identify broader patterns. Which formats and platforms overall drive the most qualified traffic? Does your audience prefer educational videos or entertaining TikToks? Use these insights to double down on what works well.
9. Experiment, Test and Refine Strategies
Most importantly, remain agile by continually testing new strategies and approaches. Run A/B tests–for instance, posting the same content across two different platforms, changing the headline/imagery, to see what resonates more, etc.
Analyze performance data to pinpoint what works. Be willing to ditch the aspects that fail in favor of new opportunities. As consumer behavior evolves, your strategy should too. The brands experiencing the most content marketing success continuously experiment, evolve, and improve their distribution–and so should you.
Conclusion
Refining your distribution strategy requires effort but it’s essential for content marketing success in 2024 and beyond. Distribution may seem complicated, but breaking it down into these core elements will set you on the path to success.