To figure out which tools fit your needs best, we put together the following list of content promotion tools.

This list includes social media networks, social media management tools, paid content promotion tools, distribution tools and advocacy tools. Please note this list is not comprehensive and there are other ways to promote content such as emails and newsletters. For a look at the entire ecosystem, see our complete content marketing tools map.

Content Promotion Tools

Social Networks

Use these networks to build followings, reach out to influencers, and even pay for sponsored posts and customized reach. For expert tips on using social media, see Neal Schaffer’s guest post: 11 Effective Ways to Use Social Media to Promote Your Content.

Twitter – Boasts 328 million monthly active users as of Q1 2017. Users can post messages of up to 140 characters, share photos and videos, create custom lists, send direct messages, and more. Promote content on Twitter organically, with Twitter cards, or paid promotions.

Facebook – The social media giant has two billion monthly active users as of June 2017. It lets users connect with friends, share links, photos, videos, and events, join groups, and more. There are options for promoting content organically and through paid promotions.

Pinterest – Share your images and videos on customizable boards and “repin” others’ images. Pinterest has 175 million monthly users as of Q1 2017.

LinkedIn – A business-focused online network. Users can share links, add connections, join groups, write recommendations, and search for connections by company, industry, skills, and more. Marketers can share content through company updates, sponsored updates and LinkedIn Pulse posts.

Google+ – Google’s social network. Set up “Hangouts” using video chat, and create “Circles” of people for organizing contacts and targeting messaging.

Offerpop – A social media platform for businesses to recruit, engage, and convert customers.

SlideShare – Upload and share slide presentations, gain insight into who’s viewing your presentations, collect business leads, and more.

StumbleUpon – A discovery engine for finding and recommending web content. Allows users to discover and rate web pages, photos, and videos personalized to their tastes using peer-sourcing and social-networking principles.

Flipboard – Curate articles, videos, pictures and more. Save them into a glossy, shareable digital magazine format.

Social Media Management Tools

These tools help you organize your online presence. Many allow you to post to several social networks. They also typically analyze your posts’ performance through a dashboard, showing which content performs best on which platform.

Sprinklr – Large global companies use this social media management system. Engage with customers, connect with CRM systems, build custom widgets, publish and manage content, and more.

Tweetdeck – Track brand mentions and hashtags, manage multiple Twitter accounts, and schedule Tweets, all in a single Twitter platform.

Hootsuite – Administer multiple social media accounts. Analyze social media traffic, track brand mentions, collaborate with other team members, and schedule messages and tweets.

Buffer – Add articles, photos, or video. Buffer automatically posts content to your social media accounts throughout the day.

Traackr – Discover influencers, nurture relationships with them, and demonstrate the impact of these relationships.

Sprout Social – Allows multiple users to schedule, publish, and analyze social media posts across several platforms.

Social Bro – Follow trends on Twitter and capitalize on them with this fully functioning Twitter listening and publishing tool.

Salesforce Marketing Cloud – Find and analyze what’s being said about your brand and your competitors’ brands. Find out what customers want, which content is working, and how to keep up with the conversation.

Social Mention – A social search engine that searches for and analyzes real-time aggregated content across 100+ social media platforms.

Bottlenose – Track what’s trending in your industry. Get warnings about breaking news stories using advanced topic discovery and Natural Language Processing (NLP).

Spredfast – Company-wide social media collaboration and monitoring, and social analysis reports.

Meltwater Buzz – A social media marketing SaaS platform. Combines monitoring and analytics with engagement to give you a complete lifecycle approach to social media community management.

Marketwired Resonate – Connect to your industry marketplace in real time through social media and traditional distribution.

CisionPoint – PR software that helps you reach your audiences and manage campaigns across traditional, digital and social media.

GetStacker – Receive all social media mentions in a single inbox. Schedule messages across platforms, and run reports on social media content.

ViralHeat – Publish, analyze and run reports about social media posts via multiple networks.

Followerwonk – Discover metrics such as who your Twitter followers are, where they are, when they tweet, and easily share your reports with the world.

Content Marketer – Three products to help you find and contact influencers via email and Twitter. Email templates feature tracking, scheduling, and follow up sequences.

Narrow – Build a targeted Twitter following by interacting with the users most likely to be interested in your company’s offerings.

Image Sharer – Create viral traffic by allowing your readers to automatically share images on your site and link back to you.

Jing – Capture basic video, animation, and still images from your computer screen, and share them on the Web.

Meet Edgar – A social media scheduling tool. Catalog your updates in a library that builds over time and automatically refreshes.

Oktopost – A B2B social media management platform. For managing, measuring, and amplifying your social media marketing.

Viraltag – Easily pull visual content from websites, Instagram, Pinterest, Flickr, Dropbox, RSS Feeds. One click scheduling for all social networks, and measure results from each channel.

DrumUp – Content discovery and social sharing. DrumUp uses data mining and NLP algorithms to discover, analyze and rank content based on relevance to the user’s interests.

Paid Promotion Tools (aka Native Advertising)

Use these content promotion tools to advertise content on websites across the Internet.

ContentGain – This widget places links to third-party content on other websites to boost distribution. The original content publisher shares ad revenue with the website sharing the content.

OneSpot – This tool automatically turns owned or earned content into optimized ads. It distributes the content across OneSpot’s ad inventory, retargets users, and monitors results.

Gravity – Using algorithms based on users’ reading and sharing history, Gravity enables websites to deliver personalized recommendations.

Outbrain – This content discovery tool recommends your content to readers of other premium publishers. It offers a personalized reader experience while exposing your content to engaged readers.

Vocus – Scans for prospects looking for companies like yours, suggests relevant social conversations, and distributes your press for traffic and search.

Taboola – Takes your content and places it on publishing websites, targeting it towards your selected audience.

nRelate – This platform helps content developers and publishers find an easier path to your target audience. Grows your reader-base from your site or elsewhere on the web.

Content Blvd – Connect with brands and publishers to create relevant and rewarding product placements.

Vibrant Media – This native advertising tool places content ads within other forms of editorial content. All triggers are user-initiated.

Disqus – Allows bloggers and website publishers to engage readers with an industry-leading comments section.

ContentClick – A native ad delivery system. Integrates content into thousands of blogs and websites.

Zemanta – Partners with many native ad networks such as Outbrain and nRelate.

Adblade – Target content with advertisement opportunities on over 100 branded content sites.

Mylikes – Places content on various websites and allows you to control your daily budget and bidding strategy.

PubExchange – Helps create partnerships between content creators. Partners then share ads for each other’s content on their blogs and other websites.

Resonance – A content retargeting tool for keeping your message in front of people who visit your website. Tracks the content they view and makes them aware of the next most relevant piece.

Zemanta – Programmatically buy native content ads on almost all native ad platforms. Target your audience with the reach and frequency to meet your marketing goals.

Distribution Tools

Content promotion to these networks will expand your reach.

Brightcove – This cloud content services provider offers an online video platform. Add custom video players to websites, social media profiles, and mobile destinations.

PR Newswire – Distribute news releases to a global media database of more than 700,000 journalists and blogger contacts. Monitor traditional and social media, and engage in real time conversations with journalists, bloggers, and other influencers.

Cadence9 – A unified solution for managing content marketing. Plan content using an editorial calendar, assign tasks to team members, administer content creation and publishing workflow, and more.

Dynamic Signal – Cloud-based promotional tool for content marketers. Distributes to multiple channels and alerts marketing and sales teams when content is published. Leads are integrated into Salesforce and marketing automation platforms.

JustReachOut – Find the right journalists and bloggers to pitch by searching keywords, competitors, niches, publications, and more.

Advocacy Tools

One of the most powerful forms of content promotion could be inside your own company. Use these tools to enable your employees—and in some cases your customers—to share content across their own social media profiles.

GaggleAMP – Amplify social media efforts. This tool allows you to create “gaggles” of people who can share company social media updates to their followers.

SocialChorus – Amplify social media posts and create brand ambassadors out of employees, customers, and partners.

Amplifinity – Creates advocacy programs across various mediums, including email, direct mail, and social media.

EveryoneSocial – Employees and customers can build their own social profiles to share your company’s created and curated content.

SoAmpli – Encourage employees to become brand advocates. Helps you feed them content and reward them accordingly.

Influitive – Create an army of advocates with Influitive. Fosters a community of customers to share your content across various platforms.

SocialLook – Increase content traffic and conversion rates by sending messages through employees’ social media presence.

Smarp – Empower employees to discover and share content such as blogs, events, and open positions to social media networks. Employees can measure the impact their content has on their network.

Content Promotion Tools are Crucial for Content Marketing

Do you use a tool for content promotion we haven’t mentioned here? Let us know in the comments below. If you’re interested in furthering your content marketing career as much as your content, download Curata and LinkedIn’s joint eBook: The Ultimate Guide to a Content Marketing Career.

Here we examine the top content distribution techniques B2B firms use to entice their ideal audience to their website.

Start With Great Content (Good Isn’t Good Enough)

Before we dive into content distribution techniques, it’s important to discuss something fundamental to B2B marketing and content strategies. All content creation for brands should focus on quality, not quantity. There is so much noise out there, even in certain niche industries, that it’s important to produce quality pieces of content that resonate with your audience. Do you write sub-par blogs, create low quality videos, or throw together boring guides? Expect the reaction to those types of content pieces to be lackluster.

Alright, now that we have addressed the issue of quality content, let’s jump into effective content distribution methods.

Share it on Social Media

At minimum, the first thing your content team should do is share your content on social media channels. You don’t need to take to every social media channel and blast it out repeatedly however. In fact, it’s better to carefully select the social media channels where your target market is active.

For B2B firms, we find that our clients’ ideal prospects are typically active on LinkedIn, Facebook, and Twitter. Instagram, Pinterest, and Google+ (yes, people are still on Google+) are also good places to connect with a B2B audience. We haven’t seen much of a case for B2B firms on platforms like Snapchat. But if you have a strong following on the platform, definitely share your content there.

Check out 11 effective ways to promote your content using social media. Neal Schaffer explains how to share your content to maximize user engagement and entice them to actually click on your content.

Email Newsletters Get the Word Out

Building up your owned audience is essential for distributing content. No matter what, you own your list of email subscribers. Build this over time. Get opt-ins on your website, through your sales emails, on your blog posts, and via social media. The ideal aspect of an owned audience—in this case an email subscriber list, is that you can completely control the messaging, how it appears, when they see it and the frequency of when they see it.

Whether they are monthly, bi-monthly, or quarterly, branded email newsletters are an excellent way to get more eyes on your content and more visitors to engage with your content. Typically an email subscriber list includes a mix of current customers and prospects. Sharing your content with existing customers is a great way to have a customer touchpoint. It also reinforces your standing as a resource for your clients. Sharing content with prospects who are interested but not ready to commit keeps you top-of-mind and builds your topic authority. So when they are ready to close the deal, they come to you and not your competitor.

Paid Content Distribution Techniques

There are many content promotion tools out there. However, a quick way to distribute your content is through paid promotional campaigns. We’ll look at several paid options for promoting and extending your content’s reach through the rest of this article.

Organic Is Mostly Dead, so Pay Your Way

Yes, organic reach on social platforms is mostly dead. While your brand may still be able to organically reach your audience if they engage with your content regularly and have selected to receive your content updates, it’s important to note that organic reach on platforms like Facebook is mostly a thing of the past. The answer however, is not to stop posting on social media. The social media usage statistics don’t lie; people are more active than ever on sites like Facebook, Twitter, and LinkedIn.

In addition to sharing content on your social media channels, using paid social promotions is effective for B2B companies. The major benefit of paying to promote content on platforms—particularly Facebook and LinkedIn—is the targeting capabilities.

You know your ideal audience—where they live and work, which industry they work in, their job title, etc. Use that knowledge. Get your content in front of your ideal audience who may not follow your brand on social media or be aware of your company.

LinkedIn Targeting

LinkedIn has a ton of options for sponsored content (paid promotions). The newest option is Matched Audiences. You can target people who have visited your website, also called retargeting. Or you can target a list of ideal accounts or contacts, often called account based marketing, or ABM. (Read Doug Kessler’s account of how to integrate content marketing with account based marketing.)

To reach new audiences who may not be on your radar, LinkedIn has a variety of targeting parameters to make your paid content distribution successful. You can geo-target, zero in on a particular industry (such as insurance, apparel & fashion, or manufacturing to name a few), exclude or include companies by their size, and even target individuals with certain titles (such as CEOs, Project Managers, Marketing VPs, etc.). There is even an option to target individuals at certain companies.

The options aren’t endless with LinkedIn Sponsored Updates. But they do offer enough specificity to ensure your paid content distribution isn’t wasted on a less-than-ideal audience.

If your audience isn’t on LinkedIn, Facebook offers similar targeting options for paid social promotions. Just like LinkedIn custom audiences, Facebook has the option to create custom audiences for your paid content distribution strategy.

Retargeting Ad Campaigns

However, paid promotion on social media isn’t the only way to extend your content distribution reach. Say you have website visitors who haven’t converted and aren’t signed up for your email newsletter. They’ve shown some level of interest and have been to your website. It’s time to retarget these visitors and get your new content in front of them with retargeting campaigns.

Retargeting website visitors with content has a twofold effect:

1. It keeps your brand top of mind with prospects
2. More visitors will view your content

Research shows it can take up to 6 touch points or more to get a viable sales lead. Why not use your awesome new content as a touchpoint? It’s simple to create a nicely designed, simple ad that promotes your content. And there are a variety of platforms that offer retargeting advertising, also called remarketing. The company I work for, Bop Design, uses AdRoll for retargeting, but there are a range of comparable options like Retargeter and Magnetic.

It takes more effort to roll out a retargeting campaign for content distribution and promotion. So try to only retarget website visitors with stellar content pieces. Well-designed downloadable guides are great candidates for remarketing. Although a progressive thought leadership article can also be successful for retargeting visitors and driving website traffic.

Run Search Ad Campaigns

The limitation of retargeting is that it doesn’t get your content in front of people who may be searching for your firm’s products or services. Paid search ads are an alternative method that does. For some reason marketers often consider PPC campaigns to be separate from content marketing efforts. Rather than creating more content, PPC campaigns are a great way to get more mileage out of existing content. They should be part of any content distribution strategy. If you’ve created a buying guide for the services you offer, run a PPC campaign targeting terms related to those services.

The pro tip here is to not just rely on Google AdWords for a paid content distribution campaign. Take a look at Bing ads. Remember, many B2B users are forced to use Windows with Microsoft Edge as the default browser.

Account Based Marketing Promotions

We’ve already touched on ways to reach a target market using data they have supplied to social networks, via browser cookies, and through searching online. Now we encounter the cool (and yes, kinda creepy) ways you can get your content in front of prospective clients. It’s called account based marketing (ABM) and it’s not necessarily new, but many of the technologies are. Essentially, ABM platforms like AdDaptive Intelligence and El Toro use proprietary IP targeting technology to serve up display ads on a network of websites to a predetermined group of individuals in a target market.

A little creepy. Also, very cool when it comes to controlling the audience reached, timing of ads, and the content being displayed. ABM may not be the first thing you think of when deciding on content distribution channels. But it is a great way to get your content in front of a target list of individuals or key accounts.

In fact, ABM is the ideal channel for B2B firms that have clients in various industries. For example, say you create an article on how apparel manufacturers can streamline their A/R. Now imagine there is a convention coming up for apparel manufacturers. A targeted ABM campaign promoting that article to convention goers ensures the money you spend only reaches that audience. You avoid distributing industry-specific content to the wrong audience.

Publish a Press Release

One last pay-to-promote strategy is not a new idea. But it’s still an effective means of getting your content in front of a broader audience. Publishing press releases discussing your content pieces is a good way to drive traffic to your content. Press releases still drive traffic and interest.

An effective use case for press releases to expand content distribution is promoting a branded industry report or industry trends content piece. Both content pieces are newsworthy and are likely to elicit attention from professionals in that industry. At Bop Design, we use this method to promote our content and our clients’ content with great results. In one case, a press release announcing the release of industry trends garnered excellent social media exposure and increased website traffic. It also resulted in a well-known industry association contacting us for a follow-up interview on the trends.

Conclusion: Get Out of the Box

It’s easy to get into a routine of distributing your content through the “regular” channels and doing things the way you always have. However, the best way to get results and amplify your content is to get outside of traditional content distribution strategies. Marketers spend a lot of time and effort to create awesome content pieces that will resonate with your target market. The right content distribution strategy will wring the most value out of those content pieces and garner the most interest from your target audience. To learn how to integrate distribution into a holistic content strategy, download The Content Marketing Pyramid: A Framework to Develop & Execute Your Content Marketing Strategy eBook.

This is harder than it might seem. Marketing influencer Mark Schaefer coined the idea of “content shock” in 2014. He argued that content production will:

… increase exponentially as more and more brands pile in on the action, the rate of increase in content consumption will only increase slightly and then inevitably plateau. This is because we only have so much time with which to consume content. Therefor content marketing will become a victim of its own success, and brands will find that the same techniques become less and less effective each year.— SmartInsights

The point of “content shock” is upon us. Over four million blog posts are published on the Internet every day, while 50 percent of content created gets eight shares or less according to BuzzSumo. This says two things. First, that most content is created without being read or interacted with. Second, that many content creators fail to properly distribute their content. For content to succeed requires strategic content distribution.

Source: BuzzSumo

The real value of content marketing is in the distribution channels.
— Jayson DeMers, founder of AudienceBloom

If you build it, they will come no longer holds true, if it ever did. Marketers now need to build it, share it, talk about it, optimize keywords, email it, and share it again. Then maybe you’ll start getting people to come to your website.

Some people may argue that if you create really amazing content, your job is done. People will find it and love it and share it and come back for more. This is sort of true. If you own a bakery, you need to put your freshly baked triple fudge cake out front in the glass window in order for people to know they want to buy it. If not, they’d probably pick something else in the glass window, even if it’s not as good. That cake won’t create value for your bakery no matter how delicious it is. The same goes for content: it needs to be out front in the glass window.

REBECCA LIEB
Analyst, Author, Speaker. @lieblink
If you build it they will come.
Maybe. Maybe not. That’s why a plan to promote and distribute content is as critical as having great ideas for content creation. The most brilliant content in the world is the proverbial tree falling in the woods if it’s not seen or found.There’s not a single best way to approach promotion and distribution. Instead, there’s a series of questions to answer: who is the intended audience? Where do they go online? Who are their influencers? Is paid promotion a good option? If so, on what channels or media? There are many, many dependencies to promotion and distribution that can only be addressed with a solid content strategy.

This article explains different content distribution methods, how to develop a content distribution strategy, tips for optimizing, and offers tools to make planning and scheduling easier.

Things to Consider

Before developing a content distribution strategy, consider the following:

• Content distribution should just be one section in your overarching content strategy. And there is no one size fits all option to content distribution. Your strategy should be unique to your company.
• Consider the goal of your content. Are you hoping your audience will buy your product, interact with more content, or sign up for your newsletter? This will dictate the way you’re sharing, where you’re sharing, and the frequency.
• Who’s your audience? Determine your target audience and figure out where they are and at what time to optimize your online promotion strategy.
• The digital and content marketing landscape is constantly evolving. Best practices for sharing on Facebook are nothing like what they were five years ago. Be aware of promotional tactics that are no longer effective.

Distribution Options

After defining your content audience and goals, examine content distribution methods to determine which ones are ideal for your organization. Here are the most common content distribution methods in marketing today, and how they can be used in a distribution strategy.

Paid Promotion

Paid is a four letter word to a lot of content marketers. If my content is good enough, why do I have to pay people to read it? The simple answer is, you’re not paying people to read it. You’re paying people to see your content, the same way magazines pay for prime placement on newsstands.

Paid content can help:

• Pre-existing content work harder
• Get a solid base of eyes on your content
• Jump-start sharing of your content

DOUG KESSLER
Creative Director & Co-founder of Velocity, @dougkessler
Everybody talks about earned, owned, and paid media. But it’s important to add employed media. All the people who work for you add up to a really powerful distribution channel—but only if they know the content exists.

When paying for eyeballs, metrics other than pageviews become more salient. While you can count on those numbers, you’re paying for them. “Paid” is an umbrella term that can include anything from paid social to banner ads to pay per click (PPC).

Email Marketing

Email should be the foundation of any content strategy. While not as glamorous as social, email remains the most effective marketing channel there is. Email allows you to send content to people who already have a relationship with your brand. You have more information about them, and more control over how your content is packaged when they first see it.

For this reason, email should be a primary method of content distribution. Segment lists to prevent your audience from fatiguing with emails, and to ensure you only deliver content each audience member finds interesting. 

• Email is best for: Acquiring customers. Email is 40 times more effective than Facebook and Twitter combined. — McKinsey
• Email is worst for: Growing your email lists. Because, well, you already have their emails.

Social Distribution

Over 80 percent of the US population has a social network profile. And 94 percent of B2B marketers distribute content on LinkedIn. Social is necessary for content marketing to succeed, and marketers know it.

Social distribution works best when shared both organically and via paid options. There are plenty of tools like BuzzSumo or Hootsuite that can determine the best time to share content, where to share, and what kind of messaging is most effective.

• Social is best for: Increasing engagement, buzz, and brand awareness.
• Social is worst for: Bottom of the funnel content meant to sell.

Tips: Social distribution can be overwhelming. Not only are there several big players to advertise on, but the pay to play options are extensive. Don’t advertise on social sites your audience isn’t on.

Make sure the content you’re sharing matches the preferences of the audience on the platform. Advertising on Instagram or Pinterest requires sharing visual content rather than text-heavy content.

PAM DIDNER
GCM Strategist, Speaker, Author. @PamDidner
Understand how your customers use each social media channel. Customized your copywriting and image as necessary. COPE: “create once, publish everywhere” doesn’t work well in the increasingly personalized communications.

PPC (Pay Per Click)

There are two types of pay per click: search engine PPC and content PPC. Search PPC involves paying to rank for keywords on Search Engine Results Pages (SERPs) like Google. Content PPC operates similarly. You pay for your content to show up in the recommended or related articles section of content discovery networks.

• PPC is best for: Serving content to a new audience and helping your company be found.
• PPC is worst for: Sustained, high-value traffic, unless you want to continue paying for it.

Tips: Strong copy and calls to action are vital. Your content will be served up against similar competitor content.

SEO

Is SEO a distribution method? Not really. But ensuring people can organically find your content is. This is about as close as we can get to the idea of someone asking for your cake without finding it from the front glass case. Good SEO means anyone who asks for a chocolate cake is offered a slice of yours. While SEO is a ‘free’ way to get eyes on your content, it’s difficult to do effectively. To start, focus on key phrase research, go in depth in your articles, and create high-quality content. Integrate SEO into your content strategy.

Republish Elsewhere

In addition to the company blog, publish your content on sites such as Buzzfeed, Medium, Slideshare, Reddit, and other third-party websites. (Make sure to link back to your website on these other platforms.) This helps your content gain more visibility, and to drive more traffic to your website.

Influencer Marketing

Search Trends “Influencer Marketing”

While influencer marketing needs its own strategy, your influencer connections can aid in distributing your content. Tactics such as including influencer quotes in your content incentivize influencers to distribute your content to their followers, increasing your content’s reach.

Native Advertising

Another way to distribute your content is via paid posts on other media sites. This is a good option for outlets you haven’t been able to get published in.

Customer Advocacy

Many brands ask customers for case studies and testimonials. If you’re creating a tiered customer advocacy program, try social sharing and interaction as one of the tiers with low incentives. Or ask customer success to encourage your clientele to share your content.

Edelman Trust Barometer, 2017

Tips for Optimizing Distribution

• Repurpose content so it’s in different forms for different distribution channels.
• Keep testing; there’s no “best practices” for content distribution.
• Company employees are an asset. Your email lists and social accounts aren’t the only ways to share content with your audience. Ask employees to participate in your content distribution strategy to grow your audience and social engagement for free.
• Create a community engagement strategy that aligns with your distribution strategy. By consistently interacting with your audience to form deeper connections with them, you increase the likelihood they’ll interact with and share your content.

Tools

As with anything in the marketing sphere, there are many tools and platforms to optimize a content distribution strategy. Here are some of the essentials:

• WiseStamp: Automatically share your latest piece of content in your email signature.
• ClicktoTweet: Help your audience evangelize your content. Share tweetable quotes at the click of a button.
• Medium: All brands should have a Medium account. It allows you to republish existing posts to reach a new audience.
• GaggleAmp: Create messages for your company’s employees that are sent out automatically on social channels.
• Hootsuite: One of many social scheduling tools that helps you optimize the time and frequency that you publish.
• Quora: According to Quora’s website, “Quora is a question-and-answer website where questions are created, answered, edited and organized by its community of users.” Quora enables you to establish your company as an expert in your field, and lets you link back to your content from a high domain authority site.
• Slideshare: This presentation sharing platform gives you another opportunity to distribute eBooks, webinars, and event presentations. With 80 percent of traffic coming from search, over 159 million monthly page views, and less than one in five B2B marketers using it, it’s without a doubt a platform you should be on.
• PR Newswire: Having a platform that reaches journalists and other news outlets is important for sharing company updates and company news.

Create a Content Distribution Action Plan

Now you know the options for content distribution and the best ways to use them, create a content distribution strategy for your company by:

1. Implementing a set of rules for content distribution. For example, if content’s goal is to generate x pageviews, share x times on social media and send x emails over x weeks.
2. Create a distribution calendar in conjunction with, or on top of your editorial calendar.
3. Establish KPIs and allocate time to analyze performance once a month or every other week. Adjust and optimize according to these metrics.

ARDATH ALBEE
CEO & B2B Marketing Strategist, @ardath421
My number one tip for content promotion and distribution is that it’s most successful when it’s part of the content planning process, rather than an afterthought when you hit publish.As part of all the content briefs I help my clients create, I coach them to include the requirements for promotion and identify distribution channels up front. This way you (or your writer) can create the snippets for social media along with any additional graphics.You can also map out distribution scenarios so that momentum is built along with reach and exposure. Planning for content promotion and distribution also helps to ensure that your messaging is consistent across channels, producing better experiences for your audience.

Once you have a content distribution strategy, it’s time to put it all into action. For more on creating a comprehensive content strategy, download Curata’s eBook: The Content Marketing Pyramid: A Framework to Develop & Execute Your Content Marketing Strategy.