Content Marketing: It’s About Distribution

By melih

You may have heard that “Content Is King” on the Internet. The statement is 100% accurate. The one with the most content and backlinks to their website wins. (The “and backlinks” statement is significant.)

Of course, developing and writing content is only the first step. Where and how to distribute your content is even more important!  Consider this:  If you post 1,000 content items on the Internet, but they are posted in a way that lacks viral capabilities, the reach will not expand and will be constrained within the 1,000 original websites. As a result, these content items do not provide much value.  If, on the other hand, those same 1,000 posted content items virally find their way onto 100,000 websites, your business achieves a much bigger impact from the outreach effort.

Let’s dig into this process of content marketing.  First, let’s define content marketing:

“The convergence of editorial and advertising using multiple formats that allows for viral distribution to raise awareness about your business and website.”

Content Marketing is not directly about your website, but rather what is happening overall within your business and industry sector.  This is a communications art and outreach effort that does not involve direct selling, but is rewarded with sales and loyalty. Content Marketing is a supportive method of selling via quality, relevant and valuable information which:

• Educates your  customers
• Shows your authority in your field
• Allows prospects to find you through multiple sources

There are a variety of types of content, including:

• Articles (informative and educational, not featuring your business)
• News releases
• Photos
• Social Media
• Videos

The above tends to have the most viral impact, however, additional types of content are as follows:

• E-Newsletters
• Powerpoint Slides & Presentations
• Podcasts
• Webcasts or Webinars

…So you get the idea that there are many other items which might be included as types of content

Unfortunately, the process of physically distributing content on the Internet is far from an automated task. Instead, the process is laborious. Many of our clients simply do not have the time and resources for this important outreach effort; therefore, they outsource the management of their content marketing efforts to SmartFinds Internet Marketing. For companies who directly engage in content distribution, it is typically something to pursue at regular intervals over weeks and months.  Locating websites that accept your content, specific to your business and industry is not as important as casting a wide net on the Internet.  Some distribution point categories to consider include:

• Article Networks
• Blogs
• Directories
• Forums
• News Networks
• Wiki Communities
• Photo Communities
• Video Communities
• …and many more

You will notice that many of the above are plural.  Content marketing allows you to support your identity on the Internet and as such, acts as a public relations tool through a variety of distribution areas.

Stay tuned to this SmartFinds Digest; and we will tackle strategy, content development, benefits, measurement and search engine ranking effects of content marketing!

For now here is an exercise you can perform yourself.  Do you know how much information exists on the Internet about your business?  Have you performed a search at the major search engines on your company name?  What about a search on your domain name?  Now compare that to your competitors.  Tell us what you found!