Through 500 brand studies, Facebook found that when people spent more time with a piece of content or ad on Facebook, the more likely they were to remember it. For this reason, digital distribution needs to be a critical component of every content marketing program. Content that you sit on won't help your audience, and a plan without action is worthless. But there is a segment of … … It’s important to remember that we’re coming in, uninvited, to our consumers’ worlds. Originally published on Mar 19, 2018 10:00 AM, updated Nov 4, 2019, 9 tips for getting the best value from your advertising spend during a crisis, The Impact of Coronavirus (COVID-19) on Marketing Teams, 3 Lessons Learned From Marketing Through Coronavirus so Far, Branded content: Why influencer marketing is more than just the influencer. Why? Promote through your top performing organic social media … Grabbing attention and then retargeting or simply targeting with trust-building editorial content that drives to a hub can be an effective one-two punch to break through the noise and begin the process of getting invited into your customers’ worlds. One mistake new businesses often make is not paying enough attention to their existing customers, while getting distracted chasing new ones — not listening to their needs and questions. We need to show up and ask questions and tell jokes before we ever start talking about ourselves or what we’re selling. Maybe it’s, “You are unique and therefore beautiful.” We should be making content against all three pillars. This way you will what works, and what doesn’t work – instead of putting your time into each technique. Here’s one way to look at your funnel: In 2009, Comscore reported that only around 8 percent of people on the Internet account for 85 percent of all clicks on banner ads. How you would approach a product launch using television and print is not the same as how you would approach a product launch on social media. With this reality, plus the rise of video, advertisers are looking to attention-grabbing metrics to build large cookie pools and create starting points for top-of-funnel leads. When we think about content distribution, a few key digital channels come to mind: Organic reach is dead. There’s a great John Wanamaker quote that comes to mind: Half of the channels you’ll experiment with will likely lead to waste too. Much like building an integrated marketing strategy, it’s important to align distribution tactics with marketing objectives and, ultimately, business goals. Next, let's review what a content distribution strategy … If there’s one thing to take away from this post, it’s that organizations should focus more on tracking and amplifying existing channels that work, than trying to be everywhere all the same time. Once you’ve aligned your story with your audience’s mindset and platform realities, make sure the paid formats you’re using also line up. Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Unbelievably overrated are traditional media communications distribution services. Social media is the ideal complement to your relationship management strategy. Slideshows and presentations are nothing new. The good news is that social media targeting has improved significantly. So you not only need paid distribution; your content has to be unique enough to break through all the other blog posts, videos, infographics, and interactives vying for people’s attention. (Yes, seriously), Don’t Select the Default! But to do this, we need a robust content strategy that takes into account every step of the buyer journey. Every marketer needs to remember this. One might think that each question is just a single question from a single customer and will have limited impact. It would be silly to pour all this effort into multiple channels, see your traffic and conversions rise, but then not know which channel actually caused it! . and their success rates. Remember: Your content marketing strategy should define your social media marketing strategy – not the other way around. Jennifer Stenger is NewsCred’s VP of Business Development. The advertising arena of social media … How to build a social media distribution strategy for content marketing Step 1: Find your audience So it is essential to have a sustained distribution strategy … Begin by looking at statistics to find out if your target is on the platform. In 2016, Facebook found a similar thing happening on its platform: The number of people who were actually engaging with content (with likes, clicks, shares, and comments) was extremely low, compared to the people aimlessly scrolling through their feeds. How does a brand maximize the amount of people exposed to their content on social media channels? Step 2: Align the story with where your audience is in its journey… The techniques mentioned above will certainly bring in new business if organizations invest the time & effort required, but how do you make the most of the traffic and amplify its impact? But to this day, when it comes to finding good, reliable and educational slides, there is still higher demand than supply. These are all important questions to ask ourselves before we show up to the party. Copyright © Keyhole 2020. But aside from being an intriguing Hollywood screenplay, it bears little resemblance to real life. A paid social media strategy will likely incorporate tools that are native to specific social media channels, like Facebook Ads or Instagram Ads, to create, schedule, and share ads to reach your target audience. Everyone likes to feel good about themselves, and good feedback / customer service is a way of making sure your current and potential customers feel good about their relationship with you. Sign up for our newsletter and receive expert marketing tips to make you a better marketer! Ready to start crafting your strategy? By browsing our website, you agree to our use of cookies. Digital marketing offers marketers various marketing channels for content delivery, including social media. 3 Ways to Improve Your Social Media Distribution Strategy January 22, 2020 April 2, 2014 by Saif Ajani Social media, while certainly still behind organic search, is now the fastest growing content distribution … This resulted in an entirely new metric on the platform: estimated ad recall lift based on time spent with the ad. Below is a step-by-step social media marketing guide to help you identify your social goals, engage audiences and optimize your results: Set meaningful social marketing goals. Social media trends … What social media channels are they on? Content curation is a valuable strategy for all content marketers. More than simply re … Once you’ve figured out where they are, determine what they’re doing on that platform. Continually change your social media content format and … What social media channels are they on? If we have content designed to strike up a conversation with our audience, other content to drive trust and consideration, and content designed to drive direct response, our distribution strategy should take the same approach. Try a lead generation ad on LinkedIn or an app download card on Twitter. Be sure to measure each of the platforms used and their success rates. Look at the audience targeting features on each platform. Our goal is to grab the attention of the people furthest away from purchase and nurture them from “You are unique and therefore beautiful” content to “Buy our lipstick!” content. ... as it enables the distribution of targeted, timely, and exclusive sales and coupons to would-be customers. This way, we’ll have relevant points for building relationships with consumers, no matter where they are in their journeys. Key social media distribution strategies The most basic approach is just to use social media as a channel for content distribution and a source of traffic. Let’s take a look at three simply ways brands can improve their social media distribution strategy, while making sure it will work anywhere, any time. Upon building the field of dreams, ghosts of baseball greats magically arrive to play and recruit others. W Hotels lets you hire someone. Investing in distribution can be heavy. Who is best-in-class in and out of your category? If you’re trying to drive traffic, use a traffic driver like a Pinterest promoted pin. Now, organic reach is at an all-time low; through our work with brands, we’re now seeing it hovering around 1.5-2 percent across platforms. In addition, the amount of social sharing is essentially half of what it was in 2015, indicating that it’s a crowded, competitive world of content. Remember, we’re trying to be a good party guest. For example, if you’re trying to promote brand awareness, make sure you’re using an awareness-driving format like an Instagram story or Facebook Canvas. Get the best content marketing insights right in your inbox! It guides your actions and lets you know whether you’re succeeding or … A social media strategy is a summary of everything you plan to do and hope to achieve on social media. Identify which social media channels are moving the needle most for your brand and use only those to get your message out. Sign In or Join Now to save your favorite resources. They’ve been around for long enough to have their own share of the market. Perhaps it’s: “Experimenting with makeup is so much fun!” And what’s a story even further away from our core product message? Content curation is about finding great content and presenting it to your social media followers in a way that adds value. If we look at content marketing programs through the lens of Hollywood movie production, then your content hub is your theater. PAY MORE ATTENTION TO THE METRICS AROUND EACH CHANNEL. It’s always best to evaluate each social channel against your … How can organizations advantage of this? Without a strategy, you might be posting on social media platforms for the sake of posting. Find out more about our Privacy and Cookie Policy here. The Mindset Behind Crafting a Content Strategy … But, in an effort to provide you guys with as much value as possible, I’m going to help speed up that process and show you how I do it on a daily basis for my personal brand.. Lastly, redefine your content marketing funnel. Dig into reports and studies. How likely are they, really, to click on a bottom-of-funnel product ad? No. This isn’t a new channel, but improvement on existing ones. Without understanding what your goals are, who your target audience is, and what they want, it’ll be hard to achieve results on social media. We need to be the best party guest ever! Thus, there is a lot of importance given to making proper distribution strategies for a company. Get started for free and search your brand. For many distributors, managing social media accounts is not a primary focus of day-to-day sales and marketing strategies. We need to treat our customers like humans and actually get invited into their world to effectively nurture them as leads. When calculating marketing budgets for movies, studios generally estimate about 50 percent of the production cost – because without marketing and distribution, well, you might just be wasting $15 million! advertising, social-media communication and in-store promotions and distribution convenience – is deemed to increase customer satisfaction, thereby building strong and positive brand knowledge … Taking a portfolio approach to distribution and promoting content across the funnel will help us figure out what our audience actually cares about. Make sure you show up to the party ready to add value. And they do. 1. First, let’s get the lay of the land. We will not use your email for anything other than sending you this newsletter. Everything we create has to have a consumer-first lens on it, especially when we’re vying for attention on Instagram with friends, family, dog photos, other brands, crushes, and Stories. Looking for direct response? The first step towards a long-term social media strategy is to set your content goals. The key ingredient for doing social media marketing well is having a strategy.. Remember, when we show up, we can’t just start talking about our product. All rights reserved. Having... Plan your social content. For example, try Facebook Audience Insights to figure out who your current Facebook audience is and where you can find your target audience. Where, exactly, is your audience? This is also the reason why Place (Which majorly consists of distribution) is one of the major 4P’s of the marketing mix.Place is considered in case of products as well as services.. Distribution strategy … Look at their number of fans or followers, posting frequency and time of day. Once you’re clear on your goals, it’s time to conduct a social media content … Here are some actionable ideas for how to think about content marketing and distribution as an inseparable pair that belongs in the same budget. Write down the rules of the game.. Social platforms are constantly evolving. Step 3: Match content formats to stories and channels. Upon hearing that call, Kevin Costner’s character in “Field of Dreams” is inspired to construct a new baseball diamond on his land – because if he builds it, players will show up. This way you will what works, and what doesn’t work – instead of putting your time into each technique, hoping for the best. Most social platforms have ad format guides to help you figure out how to match your business goals to actual ad formats. How do you figure out which half? Lydia Cox is a NewsCred Program Director. Where, exactly, is your audience? And because they’re a new audience, they’re not familiar with us. Mastering content strategy, creation, and distribution for your brand on social media is a difficult and long process. We use this example as a proxy, since Facebook is a behemoth and can directionally give us a better sense of what’s happening across the internet. … Firms that employ a mass marketing approach to segmentation often opt for intensive distribution strategy. At the end of the day, we’re using content marketing to drive business. After all, you have been the best party guest, ever. A good starting point is this tutorial from Kristi Hines, and her advice on how to measure your social media goals. Determine which KPIs you’ll track at each stage of the funnel and make sure they’re progressive and building upon the previous ones. For consumers, each person will choose a platform that fits his needs for content consumption. Whether you’re going after a lookalike audience by geography or interest, or defining a completely new audience, stronger targeting abilities can help you distribute your content marketing to your desired niche. We need to distribute the right content to the right people at the right time. It’s in-depth and beginner-friendly, with a lot of questions answered in the comments section. Review the analytics on a weekly basis (at a minimum) and determine how to optimize your strategy at each part of the funnel to prompt users toward action. Step 2: Align the story with where your audience is in its journey. We need to define the furthest reaches of our brand’s storytelling and align it to what our audience cares about. The Right Social Media Marketing Strategy may help you to slay the competition. For example, if we’re targeting a new audience and we know they’re on LinkedIn, does it make sense to hit them immediately with a direct response product ad? Social media has given organizations the ability to interact with customers directly, it’s time to use it for growth! Want to live-tweet your wedding? Another strategy of social distribution is using automation. It’s a heartwarming story. Also pay attention to the … A social media marketing strategy is a plan to reach a goal sometime in the future. Long gone are the days when a brand or business could post something on social media and expect all their fans to see it, let alone engage with it. Automation refers to your content automatically posting to social for you. Content marketing isn’t “Field of Dreams.” If you build it, they will not come. For example, if we’re a beauty brand and all we really want to say is, “Buy our lipstick!” what’s a story one step out from that? We’d be better off targeting them with a piece of editorial content that offers advice and thought leadership on how they can become more successful in their roles. You may be showing the most amazing movie ever produced, but if you don’t have a strategy for filling your theater, then your high-cost, high-production value content is going unseen and becoming wasted assets. 4 Tips for Building Engagement & Traffic With Twitter, Good feedback for your product or service, Positive reviews on external sites, leading to higher customer awareness, Word of mouth recommendation, considered by many to be the, New followers listening to these answers and following along. In reality, Universal Studios spent approximately $15 million dollars to produce “Field of Dreams.” Keeping in line with standard practice, it probably doled out an additional $7.5 million to market the movie to ensure that audiences showed up in theaters. Social Media Marketing, or, in my case, Community Marketing, is definitely being included in Strategic Marketing at Bauer, and is also being readily embraced by 90% of the marketing, … Now that we understand why distribution is important to content marketing success, one proven way to secure distribution budget is by having a solid strategy that illustrates how distribution will increase your content marketing ROI. For example, you can use plug-ins on CMS systems like WordPress to post … However, social media can be an effective way to build your brand, reach new … Finally, once they’ve listened to your jokes and showed that they’re truly interested by engaging with your content, it’s probably okay to bring up your product and drive them to convert. Channel Integration Through informational, technological, social, and structural linkages, the … Why not go the extra mile and interact with current customers beyond just addressing their issues? Social Media 3 Tools for Relentless Social Media Content Distribution Most content marketers don't realize that half the battle when it comes to writing content is promoting it to … Because our audience is there to better themselves professionally, find work, or share content that makes them look smarter. How to craft an effective social media content strategy Identify and set goals. First, l, $15 million dollars to produce “Field of Dreams.”, right content to the right people at the right time, Comscore reported that only around 8 percent of people on the Internet account for 85 percent of all clicks on banner ads, How New York Life Uses Emotional Intelligence to Win Financial Services Marketing, The Importance of Content Marketing During Coronavirus Pandemic, How to Develop Financial Services Content Marketing That’s “On the Money”. Social media's role in helping businesses is significant. We need to nurture our audience to a place where they are ready for product content. What do they like? Using social media marketing is an effective method of directing social media traffic to the product website, the link to the website is provided in the bio section of all Fenty Beauty social media pages. Search which social networks they’re using and analyze their content strategy. Social media, while certainly still behind organic search, is now the fastest growing content distribution channel around the world. Once a user has come to your content hub, you can target them with more relevant, high-quality content – lower funnel content – and optimize accordingly. The first way for brands to improve their distribution strategy is by shifting their focus away from some of the lesser known methods, and instead paying attention to ones that people want! Your privacy is important. Over the years, this great shift means that much of the news we consume is being found thanks to the various social  channels available to us. With what content and brands do they engage? Improve and schedule social media distribution over time To keep your content visible on social media requires on-going distribution. Ready to start crafting your strategy? But it’s also not that difficult. But each of these queries can also lead to: When organizations take the time to interact, they make it that much more personal. It takes time and money to find, develop, and nurture an audience. Why paid social media distribution is necessary for content marketing Now that we understand why distribution is important to content marketing success, one proven way to secure distribution budget is by having a solid strategy that illustrates how distribution … We should create a range of content that feels in line with our audience’s mindset. It’s safe to say that social media is a pay-to-play world. And exclusive sales and marketing strategies try Facebook audience Insights to figure out your! Create a range of content that feels in line with our audience s. 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