Big Content Distribution on a Small Advertising Budget

“Content is king!” used to be the rallying cry of online marketers. It’s still true.

We live in a content-driven world. Every current and potential customer is expecting more content from your business, but that can get tough.

After all, countless companies, products, colleagues, thought leaders, celebrities and more are already constantly engaging in massive content distribution.

The problem, of course, is getting your content in front of readers—and not just any readers, but the right readers. The ones that have a need for your services. The ones who want to convert. You know, the people you want to purchase from you, or share your information with the decision makers in their companies.

That issue gets compounded when your marketing budget is smaller than you probably hoped it would be.

If you’re worried about your marketing budget, quit worrying. There are ways to be impactful even if you’re counting pennies.

6 Small Budget Tactics to Get Big Content Distribution

No matter the size of your marketing budget, these tactics will get your content in front of the people who need it most:

1.Get on social media.

Building a social media presence that follows your brand messaging (and uses posts with your company’s voice) creates trust and loyalty in today’s uber-connected world. Having a robust profile on Facebook, LinkedIn, Twitter and Google+ not only boosts confidence in potential clients, but also boosts your company’s rankings in search results.

Depending on your business Pinterest, Snapchat or Instagram might also be viable options.

Share your new content with your followers on social media, grow your readership by following like-minded industry professionals, and get your team members and clients to share your content on their profiles as well. A content share with an insightful personal post can increase readership exponentially—and all of it is free.

Bonus tip:

At the beginning, it is easiest to choose one social media platform to make your stand on. Once you have the right processes and traction, you can branch off into the next platform.

2. Send out a press release.

Press releases are still huge for search engine optimization (SEO), especially for B2B (and even some for B2C) businesses. This is because press releases generate external links to your website, a positive SEO value. Plus, press releases get your company’s name and news in front of big news agencies, all for a pretty affordable rate. There are even free options (if you use resources like 24-7 Press Release) to test the distribution waters before investing your valuable resources.

3. Email blasts are still a thing.

If you have content that people need to read, email it to them. Sites like MailChimp offer free versions of their software (depending on the number of people in your list and the number of sends). They allow you to use a preconstructed template or to drag and drop sections to create the perfect email layout for your content.

With an easy upload option for an email list, an algorithm to help you decide the perfect send time, and easy-to-follow metrics tracking, email blasts as a content distribution tactic are a no brainer. The only thing you’ll really need to worry about is coming up with a creative, eye-catching subject line.

4. Write what’s relevant.

People want content that solves a problem they are having or can make their work easier or better. Something impactful they can easily use. Find out what’s trending in your industry and put an interesting spin on it that is relevant to your company. Share some useful stats, provide tried-and-true wisdom, or discuss how your offerings can make a difference. The best content helps readers come away with something useful.

5. Use paid advertising to promote your work.

Just as you use advertising to promote an initiative, advertisements showcasing your important content can drive readership. Boost your information with ads on Facebook and Twitter, customize your audience for little to no monetary investment, and be sure to collect names and email addresses so you can contact these interested readers with future relevant content (see #3).

6. Popups are a thing.

Believe it. So long as the content in them is relevant, popups can be extremely effective for content distribution.

Think about the times you’ve perused a website that matters to you, come across a popup for something, and input your email address to get more information, a free download, a discount, or some other promotional item. Popups work when readers care about the content!

Consider adding a popup to promote your new content, especially if it appears after a certain amount of time spent on a page or once the reader gets to the bottom of his or her current article. These people are already reading what you’re writing and will likely be excited to read more.(Not sure where to start with popups? Unbounce and WisePops offer great solutions, and so does this article from SmallBizTrends.

A Final Note on Content Distribution

Regardless of the content distribution method, all copy must be optimized for SEO before it is posted. The longer your SEO-optimized content is live on your site, the longer it accrues authority in the professional and SEO worlds. Share your content on your social media sites, especially when a topic is trending. It doesn’t take much to build a digital following, and with the tips above, you’ll be off and running in no time.

Still not sure you know how to get the most out of your marketing content distribution plan? Contact us! We’d love to talk you through best practices, help you increase your readership and double your leads.

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