With so many channels available to distribute content these days, knowing where to start can be a bit overwhelming. So let’s look at how to create a simple, winning content distribution strategy step by step.
Step 1. Publish content on your primary owned channel
Every business should start by choosing an owned channel to focus on, and then decide what content to post there.
And 9 out of 10 times, this will usually be:
A social media account (Twitter, Tiktok, Instagram, etc)
The best channel for you will depend on the type of content you already produce and whether you have the expertise to create more content for that channel.
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For example, if you’re camera shy, then YouTube probably isn’t the best choice. You’ll want to stick to writing and publishing on your website or blog instead.
Our primary channel is our website/blog, so this is where we first distribute most of our content.
If you’re distributing content via your website or blog and want people to find you, it pays to optimize the content for SEO. If you can rank on Google for your keywords, your content will get a lot of organic traffic every month.
For example, our guide to Google search operators ranks in the top 100 for over 2K keywords and gets an estimated 8.8K monthly visits from organic search, according to Ahrefs.
Site Explorer overview of Ahrefs' article on Google search operators
Looking at the organic traffic history chart, we can see that traffic has fluctuated over time, but the article has been getting thousands of organic visits each month since December 2018.
Line graph showing article's organic traffic trend from Dec 2018 to Feb 2022
In other words, optimizing this post for SEO resulted in hundreds of thousands of readers. And we did so by publishing and distributing on just one channel.