Content publication and distribution

Content publication and distribution is the next step after content creation.

Content platforms

It is crucial to match the platform to the audience. This is done by defining the content need, ecosystem of the audience and brand proposition and format.

Platformfacebook
White paper
eBook
Infographics / Images
Blog
Interactive content
Video
360 video
Live video
Articles
Templates
Webinar
Podcast

 

Content seeding

Simply means mapping the content across the web. The benefits of content seeding are: reach, relevancy, build, generation an increase.

The content seeding can be divided in following areas:

Owned: Facebook, Instagram, Twitter, YouTube, Pinterest, Blog, Snapchat, website

Collaborative: Pinterest, Reddit, StumbleUpon, Digg, forums, tagging, linking

Earned or paid: Blogs, Vlogs, journalists, online new sites, third party social channels, influencer channels

 

The challenges in content seeding are in reach, relevancy, measurement, transparency, content itself, budget and resources, and collaboration.

 

Seeding curated content

Basically seeding of curated content can be done through three methods: either by blog posts, email newsletters and social posts.

 

Content scheduling

It is a method of planning  the content to be published at a precise future date. There are two types of scheduling:

  • native: Facebook scheduling, Twitter Studio and WordPress scheduling
  • third party scheduling: Hootsuite, Buffer, Falcon Social, Percolate and Sprout Social

Content scheduling has its benefits, like time efficiency and cross posting possibility, but also its limitations: the author is not able to react and sometimes API updates do not work properly.

 

Content promotion

It is defined as a strategic approach to put the content in front of the eyes of larger audience than the audience present on the owned channels; in both, earned and paid spaces.

There are several content promotion methods:

  • influencer marketing, involving influencer’s media channel, content co-creation and content amplification
  • tagging
  • guest blogging
  • affiliate marketing
  • and media partnerships

Why users share content? Either they have incentives (financial), or get a fame or simply, because of its utility.

Influencer

It is often not a classic celebrity, but just a good digital content creator. The cooperation with influencers can be a win-win opportunity: the brand gets wider reach, credibility, conversion and quality traffic, meanwhile the influencer gets recognition, exclusivity of publishing, valuable relationship and relevant followers.

 

Influencer’s management

A correct infuencer’s management brings an non-promotional and authentic type of content, clear disclaimer, a free-hand production and relevant context and targeting. This in turn brings direct sales, more educated customers and higher billing per transaction.

 

Content repurposing

It is the use of the same content, which is still relevant, but under a different format, fitting that purpose. Methods of repurposing include:

  • on the blog: infographic, motion-graphic podcast and white paper