A successful content distribution strategy utilizes already existing channels such as Twitter, Reddit, or the good old-fashioned email list to promote your content. More importantly, it targets your client demographic and reaches out to them through media that they respond to. There’s hardly any point in putting time into creative Snapchat stories if your client demographic is over the age of 50. You’d be far more likely to make an impact through email.
We spend a lot of time talking about the power of content, and that’s valid. Compelling, engaging storytelling is a huge part of drawing in potential clients. But, you may be wrong if you think a posted article or shared Instagram story will create a new stream of clients. Sharing that valuable content is only half the job; the second half is distributing the content for users to engage with.
5 ways to promote your content:
- Email subscription lists are vastly underrated. Social media gets all the hype these days, but the reality is email is still hugely effective. Its lack of advertisements and ability to act as a portal to other forms of media means it’s still a huge part of marketing to clients.
- Influencer marketing relies on social media users with a lofty reputation to promote content for them.
- Twitter ads are effective because of their conciseness. Their short and sweet nature is attractive to the impatient and hurried consumer.
- Push notifications offer an immediacy and responsiveness that you just can’t beat. Research shows that they boost engagement by 88%.
- Facebook dark posts are a fairly untapped medium. In short, they allow you to post multiple advertisements to Facebook, each targeting different audiences, without making your own News Feed look cluttered or spammy.
Millions of tweets, posts, videos, and stories are shared every minute. Being selective about how and when you share is vital to your success. While authentic content is significant to reaching potential clients, the value is moot if no one is seeing it. A distribution strategy gives reach and dynamism to your content.
In the world of memes, tweets, and Snapchat stories, it’s easy to assume that engaging consumers means trimming things down. With an audience that has a shorter attention span than goldfish, slimming down marketing strategies to 160 characters seems like the way to go. But statistics show otherwise: engaging and emotional marketing strategies are far more successful than stereotypical promotional advertisements.
Authentic storytelling gives your brand personality. It allows your audience to connect with the company in a way that stands out among the fast-food style content that floods users’ Facebook feeds. This might be through longer-form blog posts, video production, or audio postcards. But the bottom line is that authentic storytelling focuses on developing a human connection. It sells your product or service with discretion, emotion, and relatability.
Tips for authentic storytelling:
- Use sensory words. Amazingly, your brain cannot tell the difference between what is real and what is imaginary. Smelling coffee and reading about coffee trigger the exact same reaction in your brain. By using sensory details, you create a memorable story that humanizes your brand.
- Use emotion to your advantage. Research shows that emotionally engaging marketing messages are twice as successful as promotional advertisements. Perhaps one of the best examples of this is Apple’s 2016 holiday commercial.
- Know your audience and what they value. You wouldn’t talk to your boss in the same way that you would talk to your brother. Similarly, you have to understand your audience before you can have a conversation with them.
- Be genuine. Numbers, formulas, statistics—it’s easy to get lost in these things. Developing a relatable story that’s organic and fresh will engage consumers in a way that standard promotional marketing just can’t live up to.
This unconventional strategy brings personality and energy to your brand. It gives your company a distinct voice in the industry, actionability to move your brand forward, and deeper insight into the values of your customers. Building these connections with your audience allows you to grow customer loyalty through common interests, beliefs, and standards. It starts a conversation, engaging consumers in a new and vibrant way.