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How To Choose The Distribution Channels For Your Content

For a successful strategy, it is not enough to create quality content but it is necessary to spread it on the proper channels: here are the best-performing ones. Creating content is a fundamental moment in the digital marketing strategies of companies. To capture the public’s attention, great creativity and a deep understanding of the target audience’s needs, tastes, and interests are needed. You must choose the proper distribution channels to ensure that they are successful and that the right users view them.

Not disseminating the contents correctly means significantly reducing the chances of achieving the essential business objectives set for ourselves with a consequent waste of precious resources in terms of time and money. Choosing the most appropriate distribution channels is not always straightforward. It is necessary to study some aspects, conduct analyses of the context, the target, and the competitors and consider the available budget. To disseminate your content, you can decide to rely on influencers, emails, or social media, which represent the most effective means and tools to reach a consistent audience.

Influencer: The Dissemination Of Content To A Large Audience

The birth and spread of social networks have given rise to numerous professions and have allowed people to stand out and show their talents, skills, and communication skills. Creating content on the web and relating to users has become, for some, a real job. Being an influencer, for many, represents ambition and a career possibility. The number of influencers has grown exponentially, and thanks to the ability to influence the purchasing decisions of their communities, the number of companies that decide to start collaborations of different types has increased. People tend to listen to personal recommendations and reviews more than messages conveyed through other marketing strategies. 

The words of influencers manage to capture the attention of users more efficiently. Collaboration with an influencer already known and appreciated by the company’s target audience can lead to excellent results. Content created by creators can strengthen brand perception and increase awareness and reliability. It can also help reach audiences who have never had contact with the brand before. The content created by influencers can be re-shared and shown on all other channels the company uses. It is an excellent way to offer even those who do not follow the creator that you have received the approval and appreciation of more or less well-known characters and other web users. Influencers can produce different types of content :

  1. Stories on Instagram or Facebook
  2. Videos for TikTok or other platforms
  3. Images
  4. Blog posts or podcasts

You can leave them complete freedom or agree on the content to the smallest detail.

Social Media: The Ideal Channel For Content Distribution

Social networks are an ideal channel for distributing content. They offer a sense of immediacy and are interactive: all users can comment, leave reactions or share in turn what has been published by the company. Through social media, it is possible to achieve objectives such as increasing the awareness of the brand, traffic on a website, or the generation of qualified contacts. On this platform, the most used content is visual: images, videos, GIFs, memes, and infographics. 

Live streaming is also particularly popular with social network users. If the company operates in the B2B sector, longer textual content or videos that allow you to deal with the topics in depth are preferred. On social media, content can be spread organically, without investing money and relying only on their attractiveness, or by launching sponsorship campaigns to allow them to reach a more significant number of users.

The Strength Of Emails For The Dissemination Of Content

Emails were among the first tools used in digital marketing strategies to convey messages to a large and targeted audience. They still prove to be able to produce excellent conversion and open rates today. Emails can be used to achieve important goals, such as increasing website traffic, customer loyalty, digital marketing return on investment, sales, and profits. Two types of users can be reached. Those who spontaneously decide to subscribe to a mailing list and consent to the possibility of receiving commercial and advertising communications, and those whose address is purchased or rented from external agencies. 

Users who sign up spontaneously are more receptive: they already know the brand and are prepared to perform the actions suggested by the brand. Segmenting the audience and sending personalized and diversified communications based on users’ needs is always good. In this way, everyone will receive only the content they consider most valuable and exciting and avoid high unsubscribe rates. In the newsletters, which may have a different periodicity based on their resources and the objectives to be achieved, various types of content can be inserted: more or less long texts, photographs, infographics, videos, and others. With the tools and software available on the web, you can create valuable automation to manage the audience and send messages more effectively and quickly. For example, welcome content can be scheduled for all new subscribers.


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