Content Distribution: Getting Your Content Seen
Creating great content is pointless if no one sees it. Distribution is the engine that delivers your work to a target audience, used to attract leads and build brand loyalty. The biggest mistake is treating distribution as an afterthought to creation.
WHY IT EXISTS: Businesses create content to achieve specific goals like generating leads or increasing sales. But content can't achieve those goals if it's not seen by the right people. Distribution exists to solve this "last mile" problem, connecting created content with its intended online audience.
THE MENTAL MODEL: Think of content creation as manufacturing a product. Distribution is the entire supply chain and logistics network—the trucks, ships, and storefronts—that gets the product into the hands of the customer. Without distribution, your product just sits in a warehouse (your blog or website).
HOW IT WORKS: Content distribution is the process of publishing and actively sharing content with a targeted audience online. After a piece of content is created, a distribution strategy is used to promote it. The goal is to make valuable, free information accessible to potential customers, thereby attracting their attention and building credibility and brand loyalty.
WHEN TO USE IT: Use a distribution strategy whenever you publish content as part of a marketing effort. It's essential for achieving business goals like attracting new customers, increasing brand awareness, generating online sales, and engaging with a user community. If you're creating content to grow a business, you need to distribute it.
WHEN NOT TO USE IT: Distribution is less of a focus for content not intended for a wide audience or specific business goals, such as internal company documentation or personal journals. If the act of creation is the sole purpose and there is no "targeted audience" to reach, a distribution strategy is unnecessary.
ONE CANONICAL EXAMPLE: A company writes a helpful guide on a topic relevant to its customers. Instead of just posting it on their blog and hoping people find it, they actively distribute it. This involves sharing it online to attract their target audience. The goal is that by providing this valuable free guide, they build credibility, making the audience more likely to purchase from them in the future.
Read the original → en.wikipedia.org
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