{"id":52243,"date":"2024-03-15T09:58:41","date_gmt":"2024-03-15T16:58:41","guid":{"rendered":"https:\/\/www.clearvoice.com\/?p=52243"},"modified":"2024-05-14T09:21:53","modified_gmt":"2024-05-14T16:21:53","slug":"mastering-content-distribution","status":"publish","type":"post","link":"https:\/\/www.clearvoice.com\/resources\/mastering-content-distribution\/","title":{"rendered":"Mastering Content Distribution: Choosing the Right Platforms and Channels"},"content":{"rendered":"<p>Here\u2019s\u00a0<a href=\"https:\/\/www.statista.com\/topics\/1650\/content-marketing\/#topicOverview\" target=\"_blank\" rel=\"noopener\">a fun fact<\/a>: global content marketing revenue totaled $63 billion in 2022. Furthermore, the content marketing industry will reach $107 billion by 2026.<\/p>\n<p>That\u2019s a lot of dollars. It also underscores the need to produce great content.<\/p>\n<p>But generating compelling content is half the battle. The other half is ensuring that the content you create content ends up in front of your audience. This, in turn, requires a well-thought-out content distribution system to ensure content delivery via the right platforms.<\/p>\n<p>A solid content distribution strategy does the following:<\/p>\n<ul>\n<li>It tells you what content distribution platforms and channels are best for reaching your audience<\/li>\n<li>It helps you determine the tone, language, and \u201cfeel\u201d of your content<\/li>\n<li>It allows you to measure what works and what doesn\u2019t when it comes to engagement and action<\/li>\n<\/ul>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-52328\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/03\/Content-Distribution-Platforms_Defined.jpg\" alt=\"distribution is an important facet of content marketing, and platform selection is also an important facet of distribution.\" width=\"820\" height=\"290\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/03\/Content-Distribution-Platforms_Defined.jpg 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/03\/Content-Distribution-Platforms_Defined-300x106.jpg 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/03\/Content-Distribution-Platforms_Defined-768x272.jpg 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<h2>Content Distribution Platforms Defined<\/h2>\n<p>Content distribution\u00a0<a href=\"https:\/\/www.semrush.com\/blog\/content-distribution-guide\/\" target=\"_blank\" rel=\"noopener\">involves using different channels and platforms<\/a>\u00a0to share your content. While content creation has gotten a lot of attention, content platforms, not so much. However, distribution is an important facet of content marketing, and platform selection is also an important facet of distribution.<\/p>\n<p id=\"isPasted\"><a class=\"editor-rtfLink\" href=\"https:\/\/markwideresearch.com\/global-content-distribution-platform-market\/\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">According to MarkWide Research<\/span><\/a><span data-preserver-spaces=\"true\">, the global content distribution platform market is experiencing phenomenal growth due to an increasing demand for seamless content distribution across different channels. Businesses better understand the need to deliver the right content to the right audience at the right time.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">You likely already know there are a plethora of platforms on which to share your content. There\u2019s social media, your website, paid platforms, and more. From a high-level view, content distribution platforms can be divided into three basic categories: owned, earned, and paid. Each has its place in your distribution strategy.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-52331\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/03\/Content-Distribution-Platforms_Owned.jpg\" alt=\"Owned distribution gives you total management over content creation and how it\u2019s circulated.\" width=\"820\" height=\"290\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/03\/Content-Distribution-Platforms_Owned.jpg 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/03\/Content-Distribution-Platforms_Owned-300x106.jpg 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/03\/Content-Distribution-Platforms_Owned-768x272.jpg 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<h3>Owned Distribution Platforms \u2013 100% Controlled<\/h3>\n<p id=\"isPasted\">Owned distribution gives you total management over <a href=\"https:\/\/www.clearvoice.com\/resources\/ultimate-guide-to-content-creation\/\">content creation<\/a> and how it\u2019s circulated. As the title suggests, you \u201cown\u201d those platforms and what&#8217;s on them.<\/p>\n<p>Your website is the poster child of an owned distribution platform \u2013 you are in charge of it and decide what to upload. Also owned? YouTube, Facebook, Pinterest, X or LinkedIn pages. Another owned platform example involves emailing \u2013 again, you determine what and to whom your information is through platforms like Constant Contact or MailChimp).<\/p>\n<p id=\"isPasted\">Then, there are third-party \u201ccommunity\u201d platforms like Quora and Medium. While you don\u2019t strictly \u201cown\u201d these, they do allow you to publish content for free, giving you greater reach.<\/p>\n<p>The main advantage of owned platforms is that you own and control the content on them. The more owned platforms you have, the larger your digital footprint and audience reach.<\/p>\n<p>But there can be downsides, including:<\/p>\n<ul>\n<li>Extra effort required to drive audiences to these platforms<\/li>\n<li>Emails could be flagged as spam (or end up in a junk file)<\/li>\n<li>Updates in social media platform algorithms: the content that appeared at the top of your audience\u2019s feed last week could be lost in the ethernet this week<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-52329\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/03\/Content-Distribution-Platforms_Earned.jpg\" alt=\"Earned distribution occurs when third parties borrow your content to repost, curate, and showcase it on their platforms or channels at no cost to you.\" width=\"820\" height=\"290\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/03\/Content-Distribution-Platforms_Earned.jpg 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/03\/Content-Distribution-Platforms_Earned-300x106.jpg 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/03\/Content-Distribution-Platforms_Earned-768x272.jpg 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<h3>Earned Distribution Platforms \u2013 Sharing the Content \u201cWealth\u201d<\/h3>\n<p id=\"isPasted\"><span data-preserver-spaces=\"true\">Earned distribution occurs when third parties borrow your content to repost, curate, and showcase it on their platforms or channels at no cost to you. Those third parties can include customers, prospects, journalists, and bloggers.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">If the blog on your website finds its way to a client\u2019s site, this represents earned distribution. Articles published on a third-party site like Forbes Council also qualify as earned distribution, as do brand reviews on unaffiliated platforms. The journalist or blogger who likes your content well enough to repost on their news sites is also an earned distribution platform (it\u2019s even better when they tap you as a source for\u00a0<\/span><em><span data-preserver-spaces=\"true\">their<\/span><\/em><span data-preserver-spaces=\"true\">\u00a0original content).<\/span><\/p>\n<p id=\"isPasted\">The remarkable aspect of earned distribution platforms is they boost the \u201cstreet cred\u201d of your brand. The content is still yours, but others find it compelling enough to share with their audiences. Content through earned distribution platforms also tells your audience that your audience that your content (and, by extension, your company) is important enough to merit mention by an independent source.<\/p>\n<p>However, earned distribution is \u201cearned\u201d for a reason. You must build relationships with others and encourage them to share what you produce. Plus, this works only if you have content worth sharing.<\/p>\n<p>Another potential downside is loss of control over what you create. Third parties can cherry-pick your content and use it however they please. There\u2019s also the chance that those other platforms might not credit you as the content\u2019s source.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-52332\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/03\/Content-Distribution-Platforms_Paid.jpg\" alt=\"As the name suggests,\u00a0paid channels or platforms\u00a0mean you pay to showcase your content.\" width=\"820\" height=\"290\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/03\/Content-Distribution-Platforms_Paid.jpg 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/03\/Content-Distribution-Platforms_Paid-300x106.jpg 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/03\/Content-Distribution-Platforms_Paid-768x272.jpg 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<h3>Paid Distribution \u2013 Cash for Visibility<\/h3>\n<p>As the name suggests,\u00a0<a href=\"https:\/\/www.clearvoice.com\/resources\/sponsored-content-examples\/\" target=\"_blank\" rel=\"noopener\">paid channels or platforms<\/a>\u00a0mean you pay to showcase your content. Examples of these platforms include:<\/p>\n<ul>\n<li>Pay-per-click, like Google, Facebook or Instagram ads<\/li>\n<li>\u201cFollower\u201d content<\/li>\n<li>Paid content on social media, like that on Google search engine optimization pages<\/li>\n<li>Paid influencers on YouTube or Facebook\/Instagram \u201cReels\u201d<\/li>\n<li>Sponsored paid content on sites like Buzzfeed or Apple Podcasters<\/li>\n<\/ul>\n<p>Paid content platforms can provide a built-in targeted audience for your product. These platforms can increase your visibility and generate metrics to measure your results.<\/p>\n<p>On the other hand, you\u2019re paying to get that content in front of your audience. Content with the word \u201csponsored\u201d ahead of it might not have the same cachet as earned content.<\/p>\n<p>Paid distribution platforms can generate \u201cad fatigue\u201d among your followers. Let\u2019s put it this way \u2013 you\u2019re not the only one paying to take possession of your audience\u2019s eyeballs; you compete with other content. Furthermore, the ads \u201cfollowing\u201d your targeted audience from site to site could create a backlash against your brand.<\/p>\n<h2>Evaluating Platforms \u2013 What\u2019s Right for You?<\/h2>\n<p>So, yes. There are a lot of content distribution platforms out there. In addition to spending time creating your content, evaluating what platforms are best for showcasing it is essential.<\/p>\n<p>For the best results, consider the following:<\/p>\n<p><strong>Your marketing goals<\/strong>. What is the goal of your content? Do you want to encourage sales? Generate leads? Educate? The best platform for sales might be those social influencers or sponsored content, while owned content platforms would be your best bet for educating and informing. Email platforms can help generate leads.<\/p>\n<p><strong>Where your audience gets information<\/strong>. Your content aims to address and solve your audience\u2019s problems. The goal of your platform is to put that content in front of your audience. This means you need to research where they go for information. If they frequent X regularly, your efforts should be focused on that. If they read Medium or tune in to what the latest influencer has to say on YouTube, focus on those platforms.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-52333\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/03\/Content-Distribution-Platforms_Pitfalls.jpg\" alt=\"Avoiding Content Distribution Common Pitfalls\" width=\"820\" height=\"290\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/03\/Content-Distribution-Platforms_Pitfalls.jpg 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/03\/Content-Distribution-Platforms_Pitfalls-300x106.jpg 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/03\/Content-Distribution-Platforms_Pitfalls-768x272.jpg 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<h2>Avoiding Content Distribution Common Pitfalls<\/h2>\n<p>Avoid potential problems with your content distribution efforts with the following tips:<\/p>\n<h3>Select the platform BEFORE creating the content<\/h3>\n<p>The typical order in content marketing involves developing the content first and then worrying about how it&#8217;s disseminated. This is not a good strategy. The best use of content distribution platforms is to decide on your audience\u2019s pain points (Marketing 101). Then, determine what platform (or platforms) you\u2019ll use to target that audience. After that, you can create your content.<\/p>\n<h3>Use more than one platform<\/h3>\n<p><span id=\"isPasted\" data-preserver-spaces=\"true\">Here\u2019s\u00a0<\/span><a class=\"editor-rtfLink\" href=\"https:\/\/www.siegemedia.com\/strategy\/content-marketing-statistics#ch1\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">another fun fact<\/span><\/a><span data-preserver-spaces=\"true\">: 90 percent of content marketers use websites and blogs the most in their content strategy. The owned distribution platform is all well and good. But if this is all you\u2019re using, you could miss out on a wider audience reach. Consider developing sources to boost your content on earned distribution platforms. In some cases, a pay-to-click campaign can also be effective. The takeaway here? Don\u2019t limit yourself to just one platform.<\/span><\/p>\n<h3>Adapt content to fit the platforms<\/h3>\n<p>Whether you\u2019re using owned, earned, or paid platforms, adapt that content to fit your platform. Posting a 1,000-word treatise on X isn\u2019t a good idea. By the same token, YouTube runs videos, not white papers.<\/p>\n<p>You can also design content to encourage sharing it on other platforms. For instance, well-designed infographics are picked up by other parties and shared on platforms. So are well-thought-out videos.<\/p>\n<h3>Rely on KPIs and metrics\u00a0<span id=\"isPasted\">\u2014<\/span>\u00a0and adapt<\/h3>\n<p>Ensure that the time and effort you spend on content creation and distribution are adequate by putting key performance indicators and other metrics into place. These can tell you if the platforms are effective in reaching your audiences. If they aren&#8217;t, you might need to re-evaluate your platforms.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-52334\" src=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/03\/Content-Distribution-Platforms_Righ-Channel.jpg\" alt=\"Understanding content distribution platforms and how they operate is essential to your overall content marketing efforts.\u00a0\" width=\"820\" height=\"290\" srcset=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/03\/Content-Distribution-Platforms_Righ-Channel.jpg 820w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/03\/Content-Distribution-Platforms_Righ-Channel-300x106.jpg 300w, https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/03\/Content-Distribution-Platforms_Righ-Channel-768x272.jpg 768w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/p>\n<h2>Knowing the Right Content Distribution Platform<\/h2>\n<p id=\"isPasted\"><span data-preserver-spaces=\"true\">You could have the best, most compelling content out there. But it doesn\u2019t mean much if it doesn\u2019t reach your audience. You should spend as much time determining how that superb content is distributed as you do in creating it.<\/span><\/p>\n<p><span data-preserver-spaces=\"true\">Content distribution strategies should also be fluid. You should pay attention to feedback and metrics to ensure that your platforms reach the audiences you want. Understanding content distribution platforms and how they operate is essential to your overall content marketing efforts.\u00a0<\/span><\/p>\n<p><a class=\"editor-rtfLink\" href=\"https:\/\/www.clearvoice.com\/content-strategy-session\/\" target=\"_blank\" rel=\"noopener\"><span data-preserver-spaces=\"true\">Reach out to ClearVoice<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0for assistance reaching your content creation and distribution goals. We\u2019re happy to sit down with you and analyze how\u00a0<\/span><span data-preserver-spaces=\"true\"><a href=\"https:\/\/www.clearvoice.com\/solutions\/\">your content strategies can be improved<\/a><\/span><span data-preserver-spaces=\"true\">.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Here\u2019s\u00a0a fun fact: global content marketing revenue totaled $63 billion in 2022. Furthermore, the content marketing industry will reach $107 billion by 2026. That\u2019s a lot of dollars. It also underscores the need to produce great content. But generating compelling content is half the battle. The other half is ensuring that the content you create [&hellip;]<\/p>\n","protected":false},"author":172,"featured_media":52330,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[177],"tags":[148,138],"ppma_author":[280],"class_list":["post-52243","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-content-distribution","tag-content-marketing-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Content Distribution: How to Choose What&#039;s Right for You<\/title>\n<meta name=\"description\" content=\"Looking to level up your content distribution? This guide will cover everything from choosing the right platforms to avoiding pitfalls.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.clearvoice.com\/resources\/mastering-content-distribution\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mastering Content Distribution: Choosing the Right Platforms and Channels\" \/>\n<meta property=\"og:description\" content=\"Looking to level up your content distribution? This guide will cover everything from choosing the right platforms to avoiding pitfalls.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.clearvoice.com\/resources\/mastering-content-distribution\/\" \/>\n<meta property=\"og:site_name\" content=\"ClearVoice\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/ClearVoiceContent\" \/>\n<meta property=\"article:published_time\" content=\"2024-03-15T16:58:41+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-05-14T16:21:53+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/03\/Content-Distribution-Platforms_hero_1360x646.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1360\" \/>\n\t<meta property=\"og:image:height\" content=\"646\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Amy Sorter\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@asorter\" \/>\n<meta name=\"twitter:site\" content=\"@clearvoice\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Amy Sorter\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.clearvoice.com\/resources\/mastering-content-distribution\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.clearvoice.com\/resources\/mastering-content-distribution\/\"},\"author\":{\"name\":\"Amy Sorter\",\"@id\":\"https:\/\/www.clearvoice.com\/#\/schema\/person\/64b1663b15153132e30cb40e750afb34\"},\"headline\":\"Mastering Content Distribution: Choosing the Right Platforms and Channels\",\"datePublished\":\"2024-03-15T16:58:41+00:00\",\"dateModified\":\"2024-05-14T16:21:53+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.clearvoice.com\/resources\/mastering-content-distribution\/\"},\"wordCount\":1503,\"publisher\":{\"@id\":\"https:\/\/www.clearvoice.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.clearvoice.com\/resources\/mastering-content-distribution\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/03\/Content-Distribution-Platforms_hero_1360x646.jpg\",\"keywords\":[\"Content Distribution Resources\",\"Content Marketing Strategy Resources\"],\"articleSection\":[\"Content Marketing Blog\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.clearvoice.com\/resources\/mastering-content-distribution\/\",\"url\":\"https:\/\/www.clearvoice.com\/resources\/mastering-content-distribution\/\",\"name\":\"Content Distribution: How to Choose What's Right for You\",\"isPartOf\":{\"@id\":\"https:\/\/www.clearvoice.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.clearvoice.com\/resources\/mastering-content-distribution\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.clearvoice.com\/resources\/mastering-content-distribution\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.clearvoice.com\/wp-content\/uploads\/2024\/03\/Content-Distribution-Platforms_hero_1360x646.jpg\",\"datePublished\":\"2024-03-15T16:58:41+00:00\",\"dateModified\":\"2024-05-14T16:21:53+00:00\",\"description\":\"Looking to level up your content distribution? 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