How Do Websites Distribute Content? Tips for Improving Content Distribution

February 8, 2023
Table of Contents

Get practical tips on creating higher-performing content for your business

Creating fresh content is becoming even more critical for businesses as they strive to engage audiences and achieve their marketing goals. The catch is that having content on your website doesn't guarantee digital marketing success. You must also know how to distribute it effectively. How do you do this, and which strategies should you implement?

Let's delve into creating a wise strategy for distributing online content so you can maximize your reach and stand out from the competition.

How Can You Distribute Web Content Effectively?

The short answer is by leveraging various content distribution channels

Successful businesses use thoughtful distribution strategies to ensure their content reaches the broadest possible intended audience. Below are some tips for improving your content distribution tactics in modern digital marketing.

1. Optimize Every Content for SEO

By making all of your content SEO-friendly, you ensure discoverability. It helps improve your organic search engine rankings, boost visibility, increase engagement, and enhance the overall user experience. Overall, this will generate more leads and conversions.

Optimizing for search engines also boosts your chances of appearing and ranking in search engine results pages (SERPs) no matter where you publish it online. You can guarantee that your website content is visible to the right audiences, helping you achieve your goals.

2. Publish Content on Your Website

Your website must be your primary channel for publishing content because it's your biggest owned channel. You can use it as the central platform to share content with other channels and ensure your intended audiences see it.

Remember that you have control over the user experience when you publish content on your owned channel. That is why you can freely tailor content to meet the specific needs of your audience and ensure that you communicate your message accurately and engagingly.

Plus, your content will be seen as authentic and relevant since it doesn't solely compete with other brands for attention.

3. Share Your Content to Secondary Owned Channels

Distributing to secondary owned content distribution channels extends the visibility and accessibility of your content. This shared content increases brand recognition, driving more traffic to your website.

You can also prompt higher engagement through your secondary channels. Do this by sharing your content's essential insights with well-thought-out calls to action. But you must select platforms that best suit your content and target market. Otherwise, your content won't resonate with the platform's users.

4. Push Your Content to Earned Channels

Earned channels let you leverage the trust and influence of third-party networks, such as social media channels, review sites, and other digital platforms. Promoting content to these earned channels to drive brand awareness, engagement, and conversions will significantly improve your content marketing and distribution efforts.

These channels can be a terrific way to spread the word about your business and develop relationships with your prospects without directly paying for advertising.

5. Expand Your Reach Further With Paid Channels

Paid channels help you reach a much wider audience than organic channels, allowing you to target additional and specific demographics, interests, and behaviors. Plus, it is a cost-effective way to drive high-quality traffic to your website and increase conversions.

These channels may also provide better control over the content you're promoting, letting you track performance and adjust your content strategy in real-time. This guarantees your message reaches the right people and that your content resonates with them.

a concept art of a distribution strategy creation sequence - how do websites distribute content

Creating an Effective Content Distribution Strategy

A smart content-sharing strategy can spell the difference between content marketing success and failure. It will guide your marketing efforts for promoting content assets, so it's something you should take time to understand and plan out.

Here's how you can build a foolproof distribution strategy for your web content.

1. Establish Your Goals

Before anything else, it’s essential to determine your objectives because they will significantly influence your content-sharing strategy.

For instance, you should focus on highly-shareable content to build brand awareness. To boost site traffic and search engine rankings, concentrate on producing high-quality, SEO-friendly content. Finally, if your objective is to increase conversions, focus on persuasive content that drives users to take action. 

With a clear idea of what you want to achieve, you can focus your efforts on reaching the right audience and maximizing the potential of your content.

2. Set Your Key Performance Indicators (KPIs)

Ensure that what you share in specific channels reach the right people at the right time and in the right way. KPIs allow you to identify and track which content performs well and which does not resonate with your intended audience. You can enhance your content distribution strategies by tracking performance metrics for optimal results.

With KPIs, you can also analyze the success of your content to figure out what type of content resonates with your audience in each channel and how to improve your content distribution further.

3. Analyze Your Target Audience

Your primary goal in building a content distribution plan is to reach your target audience effectively. After all, there's no use in developing content if it won't show up where your target market is.

Understanding your target's specific needs and interests will help you create compelling content tailored specifically for them. It will also aid you in identifying the most effective channels for distributing your content. This ensures that it reaches the right people in the proper channels.

Your content may miss its intended audience without researching your target market, leaving your strategy ineffective and your efforts wasted.

4. Choose the Right Content Distribution Channels

Different content distribution platforms have their own audiences and engagement levels. This is why choosing the proper channels is essential. It ensures your content meets your specific goals and reaches the people you intend to reach. You can choose from various content distribution channels categorized as follows:

  • Owned channels - Your official website, email list, and social media accounts
  • Earned channels - Guest posts and forums
  • Paid channels - PPC advertising, social media ads, and sponsorships

The channels you select must align with your target audience's preferences and behaviors, such as how they consume content. And once you've picked the right platform, start tailoring your content to fit the platform's guidelines. Remember, each platform supports a different type of content style or structure.

5. Create an Editorial Calendar

An editorial calendar provides a clear structure and timeline to help ensure that you distribute content consistently. It allows you to organize your website content according to goals, target audience, and chosen distribution channel. 

Organized information helps ensure that all your content is well-optimized for each platform. It also aids in meticulously tracking and measuring the success of your strategy, prompting any necessary adjustments.

6. Use Content Distribution Tools to Measure Results

Distribution tools show valuable insights into the impact of your content strategy. These tools can measure your content's reach and engagement levels. They can also reveal which content has proven to be most effective, allowing you to optimize your content distribution plan.

With the right distribution tools, you can accurately track your content's success and make data-driven decisions that will improve your distribution strategy. To help you, here are some tools for measuring the results.

data analysis concept art - how do websites distribute content

Google Analytics

Google's web analytics service provides valuable insights about your content distribution's performance. It gives you information about the source of page visitors, the duration of their visits, and the distribution channel's conversion rate.

Use this tool to compare content performance on different channels and identify which are most effective in driving content marketing success.

Ahrefs Webmaster Tools

With Ahrefs, you can check if your content starts ranking for relevant keywords in the specific channels you shared them with. You just need to plug your distributed content's URL into the tool's Site Explorer feature. Then, you can see the number of keywords it ranked in and its page's monthly organic visits.

The tool offers the simplest way to gather essential data to determine your distributed content's success.

Semrush ImpactHero

Semrush provides comprehensive data about your content's reach, engagement, and performance across multiple channels. This includes organic search, social media, and email. It also gives you detailed analytics on how users interact with your content.

With this vital information about your content's performance, you can make better decisions about future content distribution strategies.

Social Media Analytics

Social media analytics can supply detailed insights about how your content performs on various social media platforms, including Twitter, YouTube, Facebook, and Instagram. You can easily track impressions, click-through rates, engagement, and audience demographics.

The tool can also show you how viewers discovered your content, which can significantly improve your distribution tactics.

Start Distributing Valuable Content With Typelab

Your web content is the lifeblood of your content marketing success, so give your unique ideas the attention they deserve! Build a distribution strategy that connects you with vast target audiences and strengthens your relationship with them in the long run.

Need help determining which content to distribute in your desired distribution channels? Contact us at now! We’ll create the perfect blog tailored to your specific needs and help you achieve your digital marketing goals in no time!

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