Content Distribution Strategy

Congratulations! 🎉

You just published a super awesome, oozing-with-value whitepaper (ebook, video, or whatever).

Now what?

Whoops! 😱

In all the excitement, you forgot about the distribution strategy.

A good distribution strategy ensures your target audience sees your content.

Here's a hit list of places to re-publish your content:

Company Website

- Homepage banner

- Press page, custom slice, blog post (be sure to optimize for SEO)

Email - Internal newsletter (employees), external newsletter (prospects, current clients, etc.), partner newsletters

- Add a link to your content in email signatures

Organic Social

- LinkedIn, Twitter, IG, YouTube, etc. (company page and relevant groups)

- Ask partners to re-share, like, comment

Sales Team

- Provide them with sample scripts and talking points

- Create and share email templates

Paid Ads

- Google, Twitter, LinkedIn, etc.

- Native Advertising on Outbrain and Taboola

Live Events

- Host a webinar

- Host a Facebook live event

Podcast

- Plug the content on your podcast

- Guest on industry podcasts to promote the content

Influencer Marketing

- Ask your network of influencers to share

- Reach out to new influencers to share

Content Syndication

- Guest post on an industry blog

- Submit/add to Medium, Forbes, Inc.

Frequently Asked Questions

Why does great content still fail to perform if there's no distribution strategy?

Because publishing alone doesn't guarantee the target audience actually sees it. Without a deliberate plan for redistribution, even excellent content can go largely unseen.

What are some of the internal channels worth using to distribute new content?

The company website's homepage banner and press page, internal employee newsletters, and email signatures with a link included, all channels that put the content in front of an audience already connected to the business.

How can the sales team help extend the reach of new content?

By being given sample scripts, talking points, and email templates built around the content, allowing them to naturally reference and share it during their own ongoing conversations with prospects.

Why does content syndication matter as part of a distribution strategy?

Because guest posting on industry blogs or submitting to platforms like Medium, Forbes, or Inc. puts the content in front of entirely new audiences that wouldn't otherwise discover it through owned channels alone.

What role can influencer marketing play in distributing new content?

Reaching out to an existing network of influencers to share the content, as well as connecting with new influencers specifically to promote it, extending reach beyond the business's own direct audience.