Content Distribution Strategy: Get More Reach With Less Content

If you’re prioritizing content creation over content distribution, then you’re wasting a lot of opportunity in content marketing.

Most of the time, brands consider the following content cycle:

1. Find content Ideas 🧐
2. Create & Publish the content 🥳
3. Share it on social media 📢
4. Send it to the email subscribers 📩
5. Then, they begin with content ideation again 😓

With this approach, you’re wasting the full potential of every piece of content.

The solution?

Here’s the content distribution framework that has helped me immensely to create endless content pieces without creating more:

Let’s understand the process in 3 steps.

1/ Immediate distribution

There are various places where you can share your article to reach a new and relevant audience.

These platforms are → 

• Medium posts (Medium let’s you republish your blog post by adding a canonical URL)

• Quora posts (Share the article link with relevant tag. Even better answer to relevant Quora questions and share your post in a meaningful way)
• LinkedIn article (Publish your content as a LinkedIn article)

This is how Andy Crestodina is nailing this content distribution step:

Relevant Read: 50+ Content marketing quotes to inspire you

2/ Reshare Repurpose your article

Repurposing is not a copy-paste method to distribute content from one channel to another. You need to expand the content.

• Turn the article into a Slideshare presentation. 

It’s not necessary to make your presentation text-heavy. Add charts, visuals, graphs to do storytelling with your content.

• Create micro-content

Surely, your blog post will have multiple sub-topics covered. Consider each sub-topics into a separate social media post.

• FB, LinkedIn groups

Whether B2B or B2C, you may find your ideal customer hanging out on LinkedIn or Fb groups. Don’t just share the link to the article. 

Instead, let them know how this content is going to make their life easier.

What can you turn that old blog post into?

One post = 8 Tweets
One post = 5 Linkedin posts
One post = 3 Quora answers
One post = 2 YouTube vids
One post = 1 PDF for download
One post = 1 Slideshow

Remix your content and give it more life.

Create once. Distribute forever.

— Ross Simmonds (@TheCoolestCool) August 8, 2021

Smallcase (an investing platform) is a great example of repurposing your content in multiple format.

Here’s how do they do it:

The Smallcase team repurposes their newsletter and publishes it on various social media channels and even on the website as well.

Relevant Read: Develop an effective video content marketing strategy this year

3/Make the extra effort

Social media isn’t the only place where your audience is spending time. For example, if you’re into startups, businesses, there are valuable communities such as Indiehackers, Hacker News, and more.

To find these communities, type ‘Top [your niche] communities.’

Here’s an example for finding useful communities in the ‘health fitness’ niche:

This will show you all the possible places to distribute your content and generate ROI for your business.

Relevant Read: Ultimate Guide On Content Repurposing