If Content is Now King, Distribution is It’s Queen.


chessYes, content is king. Every minute massive amounts of content are uploaded in the hope the designated audience will see it, consume it and share it. John Q. Public is rabid in its consumption of content. According to the Institute for Communications Technology Management, the average is 63 gigabytes per person a day with 2015 predictions for spending upwards of 15.5 hours per day. That is an extraordinary amount of content consumption.

In response, companies are scrambling to hire content creators. Many companies in the U.S. have actually gone as far hiring a staff blogger.

But content is nothing without its queen­–distribution.

The key to ruling the content game.
John Muir once said, “When we try and pick out anything by itself, we find it is hitched to everything else in the universe.” The same is with content. Content rules only when it is quality content, audience-centric, is infinitely shareable and findable.

1. Be your own “shareability” bullshit meter.
Would you share, comment or engage with the content you are creating? Is the content you created something you would be interested in? Or is it something you’ve seen somewhere else. It’s okay to talk about similar content, but then you have to have your own opinion. If not, trash it and start all over.  Or give it a fresh eye with a re-write.

2. Syndicate your content, but don’t spam.
There are arguments for both sides when it comes to syndication. But if brands are looking to become publishers, syndication is part of the mix. The other half is having a voice and joining the conversation as part of the mix. If the particular channel is all syndication, the audience will become quickly bored and leave and you’ve become a spammer. There are lots of options for getting your content seen like Alltop, Tribrr, Reddit and if you have a budget one place to look to is a company like Outbrain is an option to look at for paid syndication.

3. Don’t spam people with the same content on every channel.
Even though you may have a different audience on each channel there are overlaps and your kingdom will protest if you put the exact same content on Facebook, Pinterest, Twitter, your blog and every other channel you own. Look at the channel and adjust the content for the channel. Instagram and Pinterest are visual channels. Facebook is typically where an audience is looking for news, offers and contests. A blog is more about thought leadership and opinions on various subjects.

4. Think about collaboration.
One area to think about is reciprocal content sharing. I have yet to do this myself but I must admit I’ve been toying with the idea. The concept is doing an exchange with a sister site that carries content my audience would like. Both the sister site and I would write a snippet about one of our posts. I would host her snippet with a link over to her full article and vice versa in effect cross-pollinating our audiences. Many bloggers host sections on their sites with their favorite sites as well.

5. If you have great content and are prolific, sites are looking for content.
Medium is new-ish site that will gladly take your content. Read the small print though. They own your content. Huffington Post is always looking for ideas and you can submit your blog post for consideration by their editors. They usually will only link to your Twitter account though. And they don’t pay for your posts, but still it’s a great way to get noticed by association. Just do a bit of searching and read the fine print.

The best way to get your content seen and distributed is create really great content. We have one blogger who is part of Collective Bias’ Social Fabric community whose one piece of content has been pinned over 100,000 times. My hat is off to her.







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