Four Tactics for Content Distribution |


Four Tactics for Content Distribution

| Vivian Wagner

You’ve got great content: stories, photos, videos, information and blog posts. But great content doesn’t matter if no one ever sees it. How do you ensure that all of the wonderful work you’ve created is seen by your intended audience? Here are a few content distribution options you’ll want to consider:

1. SEO

Search Engine Optimization, or SEO, is based on using keywords, links, images, and other strategies in order to ensure that people searching for content like yours find it high on the list of search results. SEO is particularly effective with content that people are already searching for. They know what they want and they use search engines to find it. Your task is to find out what they’re searching for and tailor your content to match what they want. One of the major aspects of the seo process is getting people to read content which refers them to you. Outbrain’s platform can do just that.


2. Ads

Web and app-based display ads drive traffic to your content by grabbing the attention of Web or mobile users, intriguing them, offering them a service, or otherwise engaging them. Most media outlets, social media sites and search engines sell ad space, and it’s usually tied to the content on any given page, ensuring that the visitors on this page will likely be interested in your content as well.

The drawback of ads is that, well, they’re ads. Consumers have become increasingly resistant to traditional advertising, and though it does still work, it’s not a good idea to rely completely on these ads. In fact, ads often work better on the level of brand or name recognition than they do to inspire direct action on the part of consumers.

3. Social Media

Any marketer worth his or her salt is in the social media realm, with a presence on Facebook, Twitter, LinkedIn, YouTube and other sites. Social media sites can be used to drive traffic to your content, and they can be used to publish content as well.

The primary advantage of social media sites is that they can lend a viral quality to your content: if it’s interesting, engaging, or unusual, people will be likely to share it with others, and it’s in that sharing that the magic happens. The main disadvantage with social media is that you can’t always control how your content is received, who sees it, or what they say about it. This drawback comes with the territory, however, and you must be prepared for the unpredictable — and the unpredictably successful — results of participating in social media.

4. Content Recommendations

We all know what it’s like to get recommendations for content: we’re more likely to pay attention to it, read it, watch it, or otherwise engage with it than content that randomly crosses our screen.

Recommendations take into account what we like, who we are, and what interests us, and research shows that we spend more time with recommended content than other content.

However, generating content recommendations on your own can be slow and laborious — which is why we partner with media outlets to provide extensive content recommendations to consumers based on personalized algorithms that take into account habits, interests and demographics. All we need is an RSS feed/links and all the links are automatically fed to relevant publications.

Content is like a child: you create it, raise it, and then you have to send it out into the world. With effective and mixed distribution channels, you’ll ensure that your content has the best possible chance of doing well for itself once it gets there.

Read some more on how to use Outbrain to distribute your content >>

Hitting "Publish" is only The Beginning!

Download our free A-Z Guide to Brand Publishing to find out how to make the most of your content strategy.

Vivian Wagner

Vivian is a freelance writer, photographer, editor, and media specialist.

Add A Comment

* Your email address will not be published. All fields are required.


Get Weekly Content Marketing Tips

Subscribe to get weekly tips and insights directly to your inbox