AGMarketingChats: How to Rock Your Content Reach: Distribution and Promotion Tips to Boost Content Marketing Success

You know the saying. “If a tree falls in the woods and no one is around to hear it, did it really make a sound?”

The same goes for your content marketing. You can create the most amazing content in the world, but if no one reads or sees it, does it really exist?

That’s where distribution and promotion come into play. Never before in the history of the marketing profession have there been so many options for promoting your content. So many, in fact, that it can become quite confusing and overwhelming.

Recently, we had one of the top minds in the content marketing space, Lisa Dougherty of The Content Marketing Institute, join #AGMarketingChats. During our Twitter chat, Lisa offered tons of valuable insights to help content marketers like you thrive and boost awareness of the content you put so much effort into producing.

This is the recap of our conversation. Let’s jump in with the obvious – question number one.

Q1: There’s no doubt the Content Marketing Institute is the authority on content marketing. How have you and your team utilized content yourselves to help achieve that position?

If you’re not familiar with the work CMI has done in establishing the brand as the leading authority in the space, you’ve likely had your head buried in the sand somewhere.

As the Blog & Community Director at CMI, Lisa Dougherty has a ton to do with that success.

Having a mission helps keep your content marketing on track. You set goals and KPIs, and you understand the end goals of the content you produce.

Education is a core component of the success CMI has enjoyed. Events, media properties, publications, and other content have helped CMI generate a content empire, and your business can do the same by following their model.

Q2: The power of a well-developed content strategy is clear to most, but what do you say to those businesses who still haven’t bought in?

Without a direction, your content marketing will struggle to gain traction. That’s why it’s so important to create a documented content strategy for your brand.

Fortunately, the number of businesses who’ve realized the importance of having a document content strategy is on the rise.

Beyond the impact that a strategic direction can have on your content ROI, a documented strategy can also help you get buy-in. Leadership teams aren’t always on board with the power of content.

If you can show them your direction and that you have a plan that relates each component of your strategy to the growth of the brand, you’ll be in a better position to secure that green light to launch your content strategy.

Q3: You can build all the amazing content in the world, but if you don’t have a plan to spread the word, the impact is minimal. What are the top ways for businesses to promote content?

To succeed with content marketing, you need to get comfortable walking that fine line of self-promotion. Shout it from the rooftops that your brand has something amazing to say.

Find ways to get the word out about your content. Generate excitement, and get others so pumped about your content marketing that they help you expand your reach by sharing your content with their networks.

The key to content distribution is finding the right channels. Your audience isn’t hanging out everywhere, so your plan doesn’t need to involve every channel out there.

Put together a focused strategy on the right channels, and make sure you pay attention to your owned space, like your website. Use tactics like Click-to-Tweet to increase sharing, and move people around your site to boost your stats and introduce visitors to new content.

Q4: You’ve built an amazing community around the Content Marketing Institute brand. How important has this community been to the brand’s growth, and how can other organizations imitate your strategy?

If you want to know what a perfectly executed content strategy looks like, look no further than The Content Marketing Institute. The team there has built a true community around the brand, and CMI is second-to-none when it comes to producing helpful, educational content.

Be relevant. Educate your audience. Most importantly, find ways to engage your audience and generate real conversations.

If you focus on the right channels where your audience is most active, your content marketing can make a real impact.

Q5: What steps should a business take when planning its content distribution strategy?

Your content strategy shouldn’t be pieced together on a whim. Avoid guessing, and do your research. Put together a strategy with a truly focused direction, action items, justifications for each, and KPIs to keep you honest.

Q6: When it comes to content distribution, we all know about social media, email marketing, etc. What new distribution trends do you see ahead in the future for expanding content reach?

There are plenty of tried and true tactics to promote your content. In today’s digital world, however, things change fast. It seems like every week there’s a new tool on the market to test out.

Some new marketing and promotional tools and tactics grow and become hugely popular. Others fade away into oblivion, becoming extinct and relegated to the halls of marketing history.

Just a few years ago, the concept of the Metaverse would have seemed like something out of a Science Fiction film. Today, however, it’s in full force and it’s expanding.

Younger generations are becoming more and more tech-savvy, and even the oldest generations are now hanging out on channels like Instagram, Facebook, and TikTok.

Know your audience, embrace technology, and be ready for change if you want to truly be successful with your content strategy.

Q7: What are the top content distribution and promotion mistakes businesses need to avoid?

Despite all the amazing educational material out there from brands like the Content Marketing Institute, so many businesses still drop the ball when it comes to content marketing.

You can easily fall victim to the myriad pitfalls lurking around every digital corner. As such, it’s so important that your brand and your marketing team take serious precautions to avoid making mistakes.

Guest posting, having a focused strategy, and not overdoing it with regard to the number of channels you focus on can set you in a solid direction. Make sure you have a light guiding the way for your content marketing, and you’ll be well-positioned to enjoy content marketing success.

Q8: What’s one last piece of advice (your biggest and best advice) you want to ensure everyone leaves knowing today?

If you enjoyed this edition of #AGMarketingChats, drop by our archives to check out previous chats, and stop by this page to check out our upcoming lineup of amazing guests!

Anthony Gaenzle
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