Here’s a marketing secret you may find tough to swallow: The vast majority of Internet users don’t care about your content.
No matter what you sell, your products and services just aren’t for everyone, and that’s ok. It’s time to stop employing a content marketing strategy based around reaching everyone and their grandmother. You are wasting time and money and missing out on the opportunity to actually serve people who are really interested in what you have to say.
That’s where targeted distribution marketing comes in the picture.
What is Distribution Marketing?
Distribution is all about taking the great content you create and carefully publishing where you know your audience lives. Take a look at your metrics to determine where your messages are working now and where they are flopping. Great distribution strategies begin by sharing more information where you’ve already experienced success.
But don’t stop there- think about your target customer. Where are they likely to be online? Consider compiling a list of websites where you’d like your business to be featured. Then, take your best and most interesting piece of content and pitch it to the people who run these sites. Most will have a “Contact” section on their website where you can submit your content for consideration. Be aware, most of these sites get multiple requests like this daily and ignore the vast majority of them. Time and dedication will get your content published, but it’s well worth the effort.
Pick the right platform
Manage your time and resources, by deciding where you don’t need to be. Give yourself permission to stop wasting time on platforms which don’t work. After studying their analytics, content powerhouse Coppyblogger, deleted their Facebook page – despite the fact that they had 30,000 followers – because they were having significantly better results elsewhere. If they can specialize, so can you.
Pick the right people.
If you want to get noticed, you will need to distribute your content to the targeted audience beyond your regular blog roll and social media accounts. One strategy is to reach out to influential people and ask them to share what you have written. The person doesn’t have to be a celebrity, though if you know Taylor Swift personally you might want to cash in a favor. Look instead for “influencers” in your industry; people who seem to be thought leaders who share industry-specific knowledge, have a loyal audience online, and share with your targeted audience.
Keep in mind that people who are really influential will get lots of requests to share information, so your request needs to be compelling. What are they getting out of the relationship? Be sure you have read the influencer’s content before you ask them to share something you have written. Take the time to explain how it supports or complements what they have already shared. A good way to start the conversation is by sharing some of their information in a tweet or LinkedIn update.
If you are lucky enough to get the attention of an industry leader, be sure to keep a running list of where your information has been published so you can approach them again. Don’t abuse the list by asking for daily shares, even your best friends will burn out. And most of all, don’t forget to say “Thank You” with an email, comment or tweet .
In some cases you may have to pay an influential writer to share your information. Just like any advertising vehicle, be sure they really have the audience before you write the check their interactions. Do they really have an audience worth paying for. If you are ready to pay for placement it may be time to consider buying advertising on Facebook, LinkedIn, or Twitter. If you are going to pay for advertising, be sure the content links back to some type of conversion form.
You may also want to consider using some sort of target content placement tool like Outbrain. The Outbrain system in particular lets you determine the exact type of consumer you’re trying to reach and serves up your content to them as they surf the web. You pay Outbrain a monthly fee to serve up your website to a broad array of readers across the web who may be interested in what you do.
Looking to target people interested in a new AC unit for the summer? Use a targeted distribution platform like Outbrain to promote your industry-specific content. This type of content includes anything you publish about current events in your industry, new ways of offering your good and services and product-specific information only customers interested in your business would want to read.
Unfortunately, Outbrain does not let you specifically target other businesses or business owners for B2B marketing. If you’re looking to reach other organizations with your content, you’re much better off dabbling in LinkedIn advertising and promoting to the industry-specific groups you are a part of.
Need more ways to target your visitors with your content? Make sure to check out our Online Advertising Guide to help you plan a budget for your distribution strategy:
Roundpeg is a marketing strategy company that can help you plan your targeted distribution.