What is Content Distribution?
TL;DR
How you get your content in front of people beyond organic search, email newsletters, social media, partnerships, paid promotion. Creating content is only half the work; distribution determines who sees it. A Content Calendar should include distribution channels. Effective distribution amplifies your Search Engine Optimization efforts.
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Frequently Asked Questions About Content Distribution
What are the main content distribution channels?
Owned channels (your email list, website, social accounts), earned channels (PR, guest posts, shares), and paid channels (social ads, content promotion). Most businesses should focus on owned channels first, you control them and they're usually cheapest.
How much time should I spend on distribution vs. creation?
Many suggest 20% creation, 80% promotion, though that's aggressive. At minimum, spend equal time promoting as creating. A great article nobody sees is wasted effort. Build distribution into your workflow, not as an afterthought.
What's the best distribution channel for my content?
Where your audience already is. For B2B, that might be LinkedIn and email. For local businesses, email and local Facebook groups. For younger audiences, Instagram or TikTok. Don't spread thin across all channels, focus on what works.
Should I repurpose content for different channels?
Yes, one piece of content can become multiple formats. A blog post becomes a newsletter, social posts, a video script, and an infographic. Adapt format and length for each channel. Repurposing extends the value of every piece you create.
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