Your content is only as powerful as its reach, and content distribution platforms make it possible to get your message in front of a wider audience. From social media channels to email newsletters, these channels help you reach customers, increase traffic, and boost engagement.
But which platforms should you focus on, and what are their unique benefits? I’ve narrowed it down to nine of the most championed options so you can curate the perfect content distribution strategy.
Owned, Earned, and Paid Platforms
Not all content distribution channels are created equal. Some require more time and effort to establish a presence on, while others may require a steeper monetary investment.
Understanding the distinction between owned, earned, and paid distribution platforms can help you determine which ones are best suited for your business goals.
Here’s a quick breakdown:
- Owned content: branded content that you have complete control over, such as your website
- Earned content: someone else shares your content or talks about your brand
- Paid content: you pay to promote your content or have it featured on other platforms
It’s important to have a balance of all three in your content distribution strategy, so you’re not too reliant on one source or at risk of losing your audience. You never know when a particular platform will change its algorithm or if your budget will change down the line.
Best Owned Content Distribution Platforms
Owned content distribution platforms are the backbone of every content strategy. These are the channels where you have complete control over the messaging, design, and distribution of your content.
Here are the three foundational owned platforms you should focus on:
1. Company Website
Your company website, whether it’s built on WordPress or Squarespace, is the hub of all your owned content distribution efforts. It’s where you showcase your brand and products/services, engage with customers through blog posts and other content, and drive conversions.
Here are a few ways you can share content on your website:
- Regularly write blogs: Blogging is an effective way to share valuable and useful content with your audience and boost SEO. Ensure each blog post is optimized for search engines and easily shareable on social media. Consider republishing your blog posts on Medium to reach a larger, engaged audience and drive more traffic back to your site.
- Offer downloadable resources: Create free downloadable resources, such as eBooks or whitepapers, to attract and capture leads. These can be promoted on your website and through other distribution channels.
- Include social media buttons: Make it simple for visitors to share your content by including easy-to-use social media buttons on your website.
When visitors can find helpful content on your website, they are more likely to trust and interact with your brand. But how do you capture your website’s audience for long-term engagement? That’s where email comes in.
2. Email List
Email lists are a powerful way to distribute your content directly to interested subscribers. Instead of waiting for your audience to find it, you can send it straight to their inboxes. And unlike search engines or social media, you don’t have to worry as much about algorithms affecting visibility once delivered.
To build and maintain an email list, consider using email marketing platforms like ActiveCampaign or AWeber. The best email marketing software options allow you to segment your list, create automated email campaigns, and track the success of your emails.
Or you can try writing on the Substack newsletter platform, which combines the ease of blogging with the power of email marketing.
You can use your email list to:
- Promote content from other channels
- Share recent blogs
- Provide industry updates
- Offer exclusive deals to your subscribers
Just remember to always provide value, not just promotions, to keep your subscribers engaged. Make sure your target audience is interested in your content by regularly surveying your email list and segmenting based on their interests.
3. Social Media Accounts
With billions of users, social media offers a massive audience and the potential for virality. Social media platforms are best for short, punchy, and visually appealing content that can quickly grab attention and encourage shares.
The key with social media is to find the platforms your target audience frequents and be consistent with your posting schedule.
Here’s what a sample content distribution plan on social media may look like:
- Facebook: Share blog posts, promote webinars or events, and interact with customers by replying to comments and messages
- Twitter: Share short snippets of blog posts, link to resources and other industry news, engage in conversations with relevant hashtags
- LinkedIn: Share thought leadership articles and industry insights, connect with professionals aligned with your field, join groups related to your niche
If one platform doesn’t work well for your business, don’t be afraid to experiment until you find the right fit. There’s no need to be on every social media platform, just the ones that align with your target audience and business goals.
Best Earned Content Distribution Platforms
Earned content distribution platforms can be powerful sources of traffic and brand recognition, especially when you align with the right influencers and media outlets. These platforms rely on others sharing or featuring your content, giving it third-party credibility.
4. Media Coverage
Media coverage can drive new traffic to your website and enhance your brand’s credibility by associating it with trusted third-party sources.
Here are a few ways to secure media coverage for your content:
- Guest blog on reputable websites: Reach out to similar websites in your niche and offer to contribute guest posts. This not only exposes your brand to their audience but also earns you a valuable backlink.
- Pitch yourself as an expert on podcasts: Look for podcast hosts in your industry and pitch yourself as a guest speaker. This allows you to share your expertise and reach a new audience.
- Connect with journalists for exposure: Qwoted is an online platform that connects journalists and PR professionals with experts for interviews and quotes. By joining their network, you increase your chances of being featured in articles related to your industry.
It may take some time and effort to secure media coverage, but the impact it can have on your brand is worth it, especially if you’re a smaller business that could benefit from leveraging a larger platform’s audience.
5. Customer Reviews and Testimonials
One of the best ways to get people interested in your content is by showcasing the glowing feedback you’ve received from satisfied customers. Positive reviews and testimonials provide social proof, making your brand more trustworthy to potential customers.
You can gather customer reviews by:
- Offering incentives for leaving a review
- Sending follow-up emails after purchases asking for feedback
- Making it easy for customers to leave reviews on your website or social media
- Request testimonials directly on your website with a program like Famewall
If your content is making waves and people are talking about it, ranging from YouTube comments to social media chatter, it’s a great idea to capture these moments and add them to your website. This not only shows that your content is resonating with people but also encourages others to check out what all the buzz is about.
6. Forums and Groups
Forums and online groups are excellent places to share your content with a highly targeted and interactive audience. Certain groups allow members to share their own content, while others may require you to participate in discussions and build relationships before promoting your content.
Some popular forums and groups for content promotion include:
- Try Reddit marketing: With thousands of niche communities on Reddit, it’s a great place to find targeted audiences for your content. Just ensure to follow each subreddit’s particular rules and guidelines when sharing your own content.
- Answer questions on Quora: Quora is a platform where users can showcase their expertise by answering questions related to their niche. You could also include links to your blog content in your responses.
- Facebook and LinkedIn groups: Joining relevant groups on these platforms allows you to engage with peers and share your content with an interested audience.
Remember to always add value to discussions rather than solely promoting your own content. When people see you as a helpful and knowledgeable member of the community, they’ll be more likely to check out your content.
Best Paid Content Distribution Platforms
Paid content distribution platforms can be valuable for getting your content in front of a larger audience quickly. However, they can also eat up your budget if not used strategically. Here are a few popular options to consider:
7. Search, Site, & Social Media Ads
Search engine, website, and social media ads are all effective ways to promote your content to a targeted audience. These platforms allow you to choose specific demographics, interests, and behaviors for your ad to reach.
Depending on how big your your budget is and your target audience, you might want to consider running ads on:
- Google Ads: This is the leading platform for paid search ads, and allows you to target users based on their search queries.
- Facebook Ads: A versatile platform for targeted ads based on user demographics, interests, and behaviors.
- Instagram Ads: Ideal for visually engaging content, leveraging Facebook’s ad targeting capabilities.
- LinkedIn Ads: Best for B2B marketing, targeting professionals by industry, job title, and company size.
- YouTube Ads: Perfect for video content, targeting users based on their viewing habits and their search history.
When using paid ads, it’s important to have a clear call-to-action and track your results closely to make sure you’re getting a positive return on investment (ROI).
You can also experiment with various ad formats and targeting options. Split testing between platforms such as Google Ads vs Facebook Ads may also help you determine which platform works best for your content.
8. Sponsored Content and Influencer Marketing
Sponsored content involves paying a third-party platform or influencer to promote your content to their audience. This is similar to guest blogging but with a larger reach and potential for higher engagement.
When choosing influencers or platforms for sponsored content, consider the following:
- Relevance: Make sure the influencer or platform’s audience aligns with your target audience.
- Engagement: Look at their previous sponsored posts and see how much engagement they received. Quality over quantity should be a priority here.
- Authenticity: Partner with influencers who genuinely believe in your product or service, rather than those just looking for a paycheck.
- Disclosure: Make sure that sponsored content is clearly labeled as such to comply with FTC guidelines and maintain transparency with the audience.
Ninja Outreach and BuzzSumo are great platforms to find and connect with potential influencers for sponsored content. You can also reach out to relevant bloggers or social media personalities directly.
9. PR Sites
If your content has a newsworthy angle or is relevant to current events, consider using PR sites and press releases to distribute it. These platforms allow you to reach journalists, bloggers, and other media outlets who may be interested in covering your story.
Some popular PR distribution sites include:
While this is considered a paid distribution method, there are free PR sites that offer limited distribution, which is great for entrepreneurs on a shoestring budget. When submitting a press release, make sure it’s well-written, newsworthy, and includes all necessary information, such as contact details and high-quality visuals.
Final Thoughts: 9 Powerful Content Distribution Platforms To Try
I can personally attest that these content distribution strategies have helped me increase traffic and engagement on my blog, in my ecommerce store, and in my freelance business. No matter what type of content you’re creating, it’s crucial to have a distribution strategy in place to get it seen by the right audience.
Experiment with different platforms and techniques to find what works best for your specific niche and goals.
