The Ultimate Guide to Content Distribution on Social Media

The Ultimate Guide to Content Distribution on Social Media

Building a global brand goes beyond creating top-notch products and services. You need to push the right information out there. 

Without the right information, your audience won’t know that you exist. And if they don’t know about your brand’s existence, then you are screwed!

Lots of brands pump in millions of dollars into their content marketing strategy. For this content to be effective, it has to be exposed to the right eyes — the customer’s eyes.

And that is where content distribution comes into play.

What is content distribution?

Content distribution involves publishing, promoting, and sharing your content. It’s getting the content out there for your ideal audience to see.

Content here can be in various forms. It could be written texts, graphics, or visual content. And how you provide it for your audience consumption is called content distribution.

Nowadays, almost everything is done online, and social media platforms are slowly but surely replacing physical gatherings. And that’s where social media content distribution comes into play.

Just like content distribution, social media content distribution involves sharing, promoting, and distributing content on various social media platforms.

No matter how good your content is, content distribution happens after you’ve created the content.

Therefore, before putting in the time and effort to create catchy content, you should have a blueprint of how and where the content will be distributed. If not, your resources will not yield many fruits.

One more thing…

To get the best out of your content, you should make it optimized for search engines.

Here’s an interesting fact. Google answers over 3.8 million queries per minute — having content that is optimized for search engines is a must!

Now you know what content distribution is, and its importance to your brand here is how to launch an effective content distribution strategy.

  1. Evaluation your goals behind social media content distribution

Goals provide direction, and it helps us recognize our destination on arrival. Without goals, you would be running around, achieving zero results.

To get the best out of your social media content distribution, you must set goals and also know your key performance indicators (KPIs). For a social media content distribution, KPIs may include traffic, engagement, top content, falling content, and impact.

Also, your goals must be SMART — Specific, Measurable, Attainable, Relevant, and Time-bound.

A specific goal could be an increase in blog traffic by driving traffic from a single social media platform (say Facebook).

Measurable could be sharing three blog posts daily on each of your social media channels.

Is the goal attainable? Can you achieve such results if you put in the time and effort?

Furthermore, the goal has to be relevant to your brand. And it should align with your overall social media strategy.

A goal without a definite deadline is a wish, and brands don’t achieve much by having wishes. If you want to get the most out of your social media content distribution, your goals should be time-bound.

  1. Plan your social content according to platforms

The platforms are known as social content distribution channels. Ideally, your target audience should be found on these platforms.

Having an in-depth understanding of the various social content distribution channels (or platforms) would help you know how to put your content in front of the right people.

                                     

                                                                                                     (Image Source)

Furthermore, you can target readers on forums like Quora and Reddit. And if you have the budget for it, you can pay to boost your reach on these platforms.

The key here is to know where your customers are found on the web and promote your content on such platforms.

One more thing…

Optimizing your blogs and email newsletters isn’t such a bad idea. Even if your customers are primarily found on forums like Quora, don’t neglect your websites and blogs because it pretty much reflects your brand identity.

That’s not all…

You’ve got to understand how various social media platforms work and write content for it.

For instance, if your audience enjoys long-form written content, then Facebook is the right social media platform for you. For those who get thrilled by eye-catchy visual content, Instagram and YouTube is the place to go.

LinkedIn is designed for professionals, but that doesn’t mean you should not try it out and see how it goes.

Twitter is pretty good, especially for folks who are promoting short-form written content.

All in all, you should know what kind of content your audience enjoys and reach out to them the right way.

  1. Build the content calendar for best engagement 

A good content marketing strategy doesn’t just fall from the sky. You’d have to plan it — and that’s where a content calendar comes into play.

You can create a content calendar using Google Calendar, Google Sheets, or Excel. Other tools like Trello, Asana, and CoSchedule can come in handy too.

The content calendar boosts the team’s focus and helps you stay glued to your goal. It provides a functional roadmap for your writers and editors. This way, they get to know what they would be working on in the coming weeks (and months).

The content calendar is vital to your social media content distribution strategy. It’s much like a roadmap, and it pretty much shows you the action plan.

Aside from building a useful content calendar, you should know the best publishing day and time on each social media platform.

Here is an infographic showing the best time to post on various social media platforms.

(Image Source)

Other experts predict that the best days to post on all social media platforms is the early days of the workweek (Mondays to Wednesdays), and the ideal time is between 9 a.m and 12 a.m.

This works for all industries.

  1. Promote your content and engage the audience

Before diving into how to promote your content, you’ve got to understand how to create it.

Let’s get right into it — here is a quick overview of how to create quality content.

The content creation process is largely dependent on your industry, team size, brand, and resources.

To give you a headstart on your content creation process, here are some tools to use.

  • Canva. Canva is ideal for folks who want to create eye catchy visuals like images and infographics.
  • Anchor. It’s the best fit for folks who want to create audio content in the form of a podcast.
  • AnswerthePublic. A great tool to help you get trendy topics and dive right into the minds of your audience.
  • Vidyard. Vidyard is one of the best video hosting platforms for marketers.

This is by no means an exhaustive list. You can go on and search for other content creation tools in your industry.

After creating your content, you would have to let your audience know about it — and it can be done by putting it across various social media platforms.

If you desire some level of consistency, you would have to follow your content calendar. Pinpoint the various content distribution channels and promote the new content.

Another factor that plays a vital role is content promotion tools.

Tools like Scoop.it can help you kickstart the promotion process.

Scoop.it is content curation software that helps you monitor your content, manage content curation, and perform other content marketing actions. It also makes content publishing much more efficient.

  1. Analyze and optimize the distribution strategy

It would help if you always kept a close eye to your distribution strategy. Focus on the process and keep tweaking until you get the desired result.

Remember those smart goals? 

Well, it’s time to pull them out, and also keep a close eye on your KPIs. 

After you must have published your content across various social media channels, you should take a good look at the analytics dashboard and see how they are performing.

One way of pulling this up is by having a routine. Set up some time to measure and analyze your results.

You can also opt for third party social media tracking tools like Linkfluence’s Radarly

Radarly is the perfect tool for any company who is looking for a reliable way of tracking engagement across all social media platforms.

Radarly can be used to track hashtags, mentions, keywords,  accounts and even emotions!

That’s not all…

You can also track your competition twitter and Instagram accounts using Radarly.

The best part…

You get to generate a comprehensive report, and schedule it in order to receive it directly as often as you wish!

This way, your decision-making process would be data-driven.

Conclusion — Distribute your content the right way.

Great content is king, but it’s of no use if no one sees it. And that’s why content distribution is a vital part of content marketing.

Effective content distribution helps boost your brand awareness, grow loyal followers, and ultimately convert readers into loyal customers.

Now you know how to distribute content on social media effectively, how would you start your social media content distribution routine?

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Everything You Need to Know About Curating Twitter Content

Today, having an online social presence is no longer optional. The harsh truth is if you want your organisation to thrive, you not only have to be present in most social platforms but you also are required to provide content that is relevant to your target demographic.

Nevertheless, making sure that your social accounts are a rife resource for your clientele can be a challenge. Managing social media and creating content, after all, is a full-time job. It can be difficult to keep up with social trends because they change by the day.

 Thankfully, you don’t necessarily need to create content in order to provide content. There are ways to make the process of populating your social platforms especially twitter without spending too much time developing articles, blog posts, or videos.

Two words: Content curation. Content curation is easily the answer to your social media problems. Here is why:

What is Content Curation?

Content curation is essentially two things – discovering relevant content and packaging it in a way that is true to your brand. It’s a simple and effective marketing strategy that would get your brand noticed but it is by no means mindless.

The internet is teeming with information. Content curation allows you to become an authority to your audience by providing them with a means to get to the information without having to dig through what is available online. It is a tool that can help you keep up with social trends.

 With that said, a strategy is central to curating content effectively. Sure, sharing posts would help top up your social profiles, but without proper messaging and deliberate goals setting, you shouldn’t expect your curated posts to drive customers to your business.

 What is the Difference between Content Creation and Content Curation?

 While similar,  content curation is not the same as content creation. Content curators are not responsible for generating NEW content. Instead, they collect relevant content from credible resources and package it in a way that appeals and can be easily digested by their target audience.

 What are the Benefits of Content Curation on Twitter?

 As a business owner and a budding digital marketer, there are many benefits to content creation especially in a fast-paced social platform like Twitter:

          It Helps You Stay on Top of What is Trending

          Your Page Becomes an Authority on Certain Topics

          Content Curation Allows You to Connect with Influencers

How Can You Start Curating Content on Twitter?

As discussed earlier, for your Twitter content curation campaign to be effective, you have to develop a plan before sharing posts. We know that the prospect of sharing content instead of creating it is exciting. However, the plan that you create would steer your efforts in the right direction so you shouldn’t skip it!

#1. Determine Your Ratios

There is no denying how content curation is less tedious than creating original content. While it does have benefits and it should be part of your marketing strategy, your feed should be a balance between shared and original content. Take Agent Image, a real estate marketing company in the US, as an example. The company’s Twitter feed is a healthy mix of curated content and original content.

There is no definitive formula that determines the ratio of shared versus curated content. It does vary from industry to industry. However, the general rule of thumb is to divide types of content in a 65 – 25 – 10 ratio – 65% original content, 25% curated content, and 10% syndicated content.

#2. Know Your Audience Interest

One of the most important things you have to consider before endeavoring in content curation is your audience. It doesn’t matter if you share good content if these posts don’t appeal to the demographic that you want to target, you wouldn’t be able to make loyal patrons out of them. Moreover, sharing content that is not directed to a specific audience would generate virtually no engagement on your tweets in terms of retweets, replies and link clicks.

 In fact, curating content without regard to the market you want to capture might attract the wrong audience.

At the end of the day, just because you find a piece of content interesting, doesn’t mean that your consumers do too. It isn’t about your preference, it is about what they like. Keep that in mind. For example, Nike customers are interested in tips regarding sports and health in general, so that’s what they share in their tweets.

Once you have the topics that suit your audience, you need to divide them in the right categories, which is the next point.

#3. Create Content Buckets

 Once you have a clear idea as to what your audience likes to read, it is time to create content buckets. Content buckets are categories that posts can fall into. These can vary depending on your industry, the product or service that you are selling, or the topics that your audience enjoys. For instance, you can have “advice/tips, and” “inspiration” as your content buckets. Creating these buckets would make it easier to find content that you can share.

Sephora, the French multinational beauty store, is a great example of a brand that categorizes the curated content that they post on Twitter. Aside from original posts, Sephora retweets content from brands that they carry in their stores. They also, on occasion, reshare the tweets of their followers who tag them and their products.

 Likewise, Whole Foods Market, not only features the products they have in store, but they also share links to other websites that use their products in recipes on their official Twitter account. They also retweet brands that mention their Twitter handle.

#4. Source Your Content Properly   

 Content curation provides your brand with the opportunity to become a topic of authority. With that said, it is significantly important to source your posts from credible organizations.

 You can use Twitter advanced search to search the topics on the basis of relevant keywords and hashtags. You can filter them from relevant and credible Twitter accounts further.

 This part of the content curation can be tedious. You need to be cautious while choosing the topics and organizations. You can save the search on twitter so you need not apply the filters again.

There are also twitter tools that will help find interesting and trending posts for you.  One of the best options is scoop.it which we will discuss later in the blog.

#5. Share with Ease using right tools

Similar to finding sources for your created content, sharing the posts that best suit your brand can be time-consuming – especially if you plan to post several times a day. Good content curation applications not only provide you with a means to source content, but you can schedule the posts on the app as well.

The top picks include Buffer, Socialpilot both of which can help you schedule your curated content.

#6. Track and Pivot

It takes a bit of time to get to know the audience that you are talking to. This is the reason why it is a good idea to track tweets that do well. Twitter is already equipped with an Analytics tab that allows you to see the content that resonates with your audience. However, you can also use twitter tracking apps like Socialert, if you want to delve deeper into your account’s performance.

One App to Do it All – Scoop.it 

Content curation becomes easier if you equip yourself with the right tools. Nevertheless, why choose three apps if one can do it all. Scoop.it is the solution to your content curation needs. Scoop.it is a cut above the rest because it allows its users to source relevant content based on specific keywords, edit the content to better suit your branding, post them or schedule them on various social media platforms as well as track each post’s performance.  

Try it today to see what all the buzz is about!

 Content Curation Isn’t Rocket Science

 While it might seem complicated at first, content curation can do wonders for your digital marketing efforts. Keep an eye on your analytics to evaluate which posts are getting the most engagement because this will impact your content curation strategy moving forward.

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