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The right content for the right target group: Distribution

The most exciting content has no effect if this content does not reach the intended target group. Simply putting a movie on Facebook, YouTube and the company website doesn’t guarantee automatic views and likes. Not to mention purchasing decisions.

No matter how good your service or communications strategy, if it can’t be found in the global ether, you’ve wasted the entire production budget. For a target group under 40, for example, placement on conventional television is completely free. And you can also save the costs of promoting your film on Facebook if the majority of your target group is being entertained by other media. The video must take place where your target audience is informed, amused and moved. soma places your content where it will be seen by the desired people.

It is therefore essential to know where and how you will publish and promote your content before you start producing it. Otherwise, your time and resources could be wasted.

Take a look at these content distribution statistics:

  • 60% of marketers create content every day.
  • 952 posts are published on Instagram every second.
  • 8,726 tweets are published on Twitter every second.
  • Google answers 3.8 million search queries per minute.

We’ve seen a rapid influx of content in recent years, which has been met with dwindling demand. With nearly 4.5 million blog posts published every day, we can only consume so much of this content. There are voices, such as that of marketing influencer Mark Schaefer, who even speak of a “content shock” here, which would hardly be a sustainable strategy for a company.

This blog flood is further favored by Google and consorts thanks to their SEO-relevant search algorithms that heavily weight blogs. This makes it all the more important to stand out from this exponentially increasing flood of text through simply communicated moving image content.

Content distribution options generally fall into one of three platform categories:

Own media

Your brand owns and controls this content and distribution channels, such as your websites, emails, newsletters, and (to some extent) social media accounts. However, it can be difficult to get your audience to visit these outposts regularly.

Shared media

Social media offers marketers a variety of opportunities to post original content – both on a schedule and in response to relevant consumer conversations in the community. However, your activities on these platforms are ultimately controlled by the business decisions of a third party, which may change its policies and procedures or cease operations entirely at any time.

Paid media

These allow your company to distribute any message and control the environment in which they appear, but at a price.

To stay competitive and grow their influence, most brands need to effectively distribute their content across multiple platforms. However, when starting your program (or launching a new initiative as part of an existing program), it can be helpful to begin with a single channel on your own media platform (e.g., a company blog or podcast on your website).

Not only is it easier to control the flow of information on a channel you own, but it can also serve as a baseline for the flow of traffic your content generates. Once you’ve built a strong audience of engaged followers*, you can expand to other channels to drive traffic in your direction and expand and enhance the audience’s experience with your brand.

Whether you’re a content marketing newbie starting small, a seasoned practitioner looking to revamp a flagging initiative, or a seasoned expert looking to make a splash with a large-scale, cross-platform content launch, you’ll need to decide which distribution options are best for your purposes. Some channels are better suited for certain content than others. Know exactly the pros and cons of each channel and how it fits with your target audience, brand message, and goals.

Here are other factors you should consider:

Target group characteristics: Which target group are you most likely to reach on this channel? Does this match the content personas you want to reach? Does your content align with the audience’s intent to engage on the channel?
Rules of Engagement: How often would this audience want to hear from you? Are certain topics taboo? Would it be acceptable to share long, text-based content, or would photos or videos be more appropriate?

Communication style: Does your brand’s tone, voice, and style fit this community? Are there sensitive issues that could jeopardize your brand?
Brand resources and capabilities: Do you have the right team resources to consistently engage here? Are you willing not only to start conversations, but also to listen, respond, and participate in existing discussions?

We vehemently appeal for the right distribution to receive as much attention in the planning of the communication strategy as the communication content to be produced.

“Don’t just watch. Be seen!”

soma not only has the right machete to make room for communication in this jungle, but also specialists in digital marketing and social media who know how to wield this machete skillfully and make a breach in the right direction.

Simply put, we create the perfect content and make sure your target audience will find that content in the digital fray.

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