3 min read

Content Marketing: Creation vs. Distribution

When a company decides to do content marketing, they often focus heavily on creating new content. They jump right in, set up a content calendar and publish regular blog posts, podcast episodes, and videos. That's great. The energy is high, you are excited.
Content Marketing: Creation vs. Distribution

When a company decides to do content marketing, they often focus heavily on creating new content. They jump right in, set up a content calendar and publish regular blog posts, podcast episodes, and videos. That's great. The energy is high, you are excited.

And then? Crickets.

Your blog becomes a graveyard, only visited by the occasional lost soul who clicked on the wrong link in the footer. Your YouTube channel and podcast is buried by algorithms before they ever had the chance to shine.

What they haven't told you

"Build it and they will come" doesn't work.
"Publish and hope for the best" is not a strategy.

And don't get me wrong, I am working in content marketing for well over eight years now and I fell into this trap over and over again. I get it.

Most people love creating content. But promoting it all over the internet? Not so much.

But the harsh truth is:

Nobody cares how good your content is if they never get to see it.

So we need to have a strategy in place on how we distribute that content effectively. In fact, over the years I have come to terms that at least 60% of my content-focused time should be spent on promotion and distribution.

How and where can I amplify my content?

There are dozens of different content distribution channels out there. Here are a few common ones you can explore.

What distribution mix you use, heavily depends on what kind of content you are producing. For some help on what kind of content you should produce check out this article.

Example: Get Started With Organic Social Distribution

Let's say you focus mostly on opinion leader content and want to establish yourself as a brand who drives the conversation in your industry. So how do we start out promoting our content effectively? → Use the content you already have to kickstart your distribution strategy.

Very basic, I would go about it as follows and start with social media:

  1. Pick ONE (seriously, only one!) social media channel you know your customers hang out on. Now learn the ins-and-outs of this channel. What kind of formats are being posted? What works? What doesn't?
  2. Collect all of your best content that you have in your library. Blogs, Podcasts, Webinars, Videos etc. and list them out on a spreadsheet.
  3. Next, screen all of these content pieces and think about ways you could extract quotes, insights, graphics, lists (or whatever you identified works) into stand-alone micro-content for the chosen social channel.
  4. Important: This is not about promoting your products or getting customers right away. All you are here to do is providing value. My rule is: For every 10 social posts on LinkedIn I put in one promotional post.
  5. Finally, you fill up that publishing calendar and if you've been producing content for a while you'll have social posts for months. You won't see immediate results, but after a while people will start to trust you
  6. Bonus: If you can get your CEO (and 1-2 employees) to go all in on this and share this content (let me know, I can give you a few additional tips on this), you will carve out a brand in your clients minds faster than you imagine possible. Especially if no one else in your niche is doing it.

Takeaway Message

I have barely scratched the surface with this one. I hope to expand on this topic in future newsletters. But the message I want to leave you with is this:

If you already create content for a while, start shifting your focus towards distribution. All the content in the world does not matter if the right people don't see it.

And not only does it give your content more visibility, but it also teaches you what formats, content and topics work well and which don’t. So you don't create 100s of hours worth of content while tapping in the dark if your customers care about it.