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The Beginner’s Guide to Content Distribution and Promotion

Distributing Content for Business Purposes

The content distribution industry is packed with savvy business professionals who know everything there is to know about their respective markets, and they make money by sharing this information with any interested parties. Some content distribution techniques will cost money for people to view, and others will be free offerings that you will create to attract new clients. Pay close attention to the details within this guide to figure out how to create your own content, make your own distribution channels, audit your channels, and make the most out of sharing content with new audiences.

Impressive content offerings will win consumer interest, and businesses prefer to work with brands that create impressive content. It pays to make great content for your own distribution channels, and making content for earned channels could help your brand gain recognition for being a fierce competitor within your industry. Make sure to get a grasp of the basics of content creation and sharing through distribution channels before you invest money in paid distribution to help you advertise your content. Those future investments might become necessary to gain the recognition of a pro within your industry, but you should master these basics before you start shelling out money on advertising.

What is Content Distribution?

Content creation is a wide term used to describe making a new image, video, written contribution, or other creative act. Using the tools of the modern age, content creators of today are able to gain massive followings on the internet by distributing their creations to people all around the world. Those content creators work with marketing professionals to develop their own plans to distribute their creations to massive groups of people through social media, personal websites, forums, and other means of digital marketing. There are also places for content distribution within traditional marketing (such as publications, live performances, and similar arenas of creative exploration).

While exploring the idea of getting involved in creating your own content, it’s important to take a moment to consider similar types of business ventures. If you’re not a creative individual, you might enjoy content curation. Curating content is easier than making your own creations. There’s already so much valuable content available on the internet and in real life. A content curator is a valued member of society because they are using their own unique personality to pick out the very best content to share with other people.

Benefits of Content Distribution?

Everyone gets into creating and distributing content for different reasons. This type of work provides a creative outlet for many tech savvy artists to explore and grow through sharing their creations. Other people enjoy delivering content to inform people. If done correctly, monetizing content will lead to passive income streams.

Content Distribution Channels

It’s important to recognize that there is a difference in the types of channels that are available to distribute your content. Getting content to an audience requires a healthy balance of owned, earned, and paid distribution. You might already be involved in one or more of these channels, but you’ll need to dive into the others to find a large following.


The channels that you own are the ones that are under your control. Your email address is useful to distribute content through newsletters and other email marketing techniques. Also, many content creators will operate a website or blog that is owned and operated by their brand.


Earned channels for distributing your content are not under the control of your team. However, the distributor might allow some input in the process. Earned channels include media, such as social media. Guest blogs are another way to earn attention for the content that you want others to see.

The last type of distribution channel is paid by the content creator. To have your content reach new audiences, you will likely need to pay for advertising. Paid advertising distribution channels include pay-per-click advertisements that appear on websites and search engines. These types of ads direct people to your website or blog. Other paid channels include print ads and ads on social media.

How to Build a Content Distribution Strategy

Building a balanced content distribution strategy will fulfill your need for reaching a target audience. Your strategy will likely include a combination of several reliable channels for distributing the type of content that you prefer to create for your audience. It’s wise to research which types of channels have been successful for people who distribute similar types of content. These competitors are getting to your audience, but you can learn techniques for marketing your own content through researching the ways they reach people with their creations.

Research Your Target Audience

A large portion of your time spent researching strategies to market your content distribution channels should be spent on researching your target audience. The group of people that you aim to win over with your content have specific needs. Finding a way to answer their needs with quality content is how many successful brands maintain an audience. Figure out basic parameters for your ideal audience members, such as their demographics and location. Creating a profile of the types of personas that you want to engage with your content will help in creating appropriate content to market to the right people.

Audit Your Content

It’s as important to audit your content as it is to create quality content. When you set high standards for the types of content that your brand releases through its distribution channels, you’ll be working towards gaining recognition for releasing quality images, video, and other media. Audit your content by examining it at regular intervals to perform a quality assessment. In addition to checking for things like image resolution and word count for articles, you should be looking at your channels to make sure that they are optimized for search engines. For instance, the right keywords are required for search engines to deliver your content to users.

Choose Your Content Distribution Channels

The type of content that you choose will determine the distribution channel that you should use to reach your audience. You need to make sure that you own a blog or professional website that’s designed to showcase your content to your existing audience members. Paid channels of distribution will help you build an audience for your brand through marketing with pay-per-click campaigns. Your social media presence and guest blogs are earned channels that will help distribute some of your content to people outside of your current audience.

Decide on Your Content Types

There are a wide range of possibilities, such as content hubs, for creating quality content that users desire. If you are interested in finding an audience, you should conduct some research on the types of content that have been trending. Finding out which types of content users find appealing will help you with locating an initial audience.

The type of distribution channel that you choose to work with will help determine this type of content as well. If you prefer one distribution channel over another, you might want to find out which types of content are trending on that particular channel. For instance, operating an Instagram distribution channel implies that you will be taking photos and making use of photos that others have taken. Also, if you really want to work with this particular channel for your distribution needs, you will likely need to optimize your photos to find a larger audience online. Lastly, it’s not unusual to work with multiple distribution channels to accomplish the same goals for your brand.

Set Your Content Distribution KPIs and Goals

Having attainable key performance indicators (KPIs) will help motivate the members of your company to continue to create quality content that turns into actual profits. You need to pay attention to your performance in the areas of financial management, inventory management, and customer management. Some goals associated with KPIs include collecting account payments on time, and lowering the average shipping time for your merchandise.

Build an Editorial Calendar

Building an editorial calendar is how many of the professional content creators and curators keep track of their busy schedules. When you are creating content for an audience, people will start to expect that content will be released on specific dates. It’s important to keep track of when you are creating content with other artists, and you need an editorial calendar to help you keep track of when you are releasing new content through each specific distribution channel.

Create Your Content

It’s important to not overlook the beauty of creating things in the real world. In addition to opening galleries and starting your own zine, you should try creating digital content that captures real creatives at work. Artists work hard to show the intricate beauty of real life in paintings, sculptures, and other works of art. Many artists will be thrilled to be approached about taking their masterpieces to a larger audience through your content distribution channels.

Distribute and Market Your Content

When you have created quality content that you are proud to show to the world, it’s time to make sure that the rest of the world gets to see what you have made. There’s no point in making content for others to see if you’re not committed to marketing and advertising. If you were creating a traditional magazine or newspaper, you would want to pass the periodical out to people who have shown interest in your publication. The same should be said about digital media. When you create digital content, you should compile lists of email addresses for people who are interested in what you’re making. When you finally have the content ready, you’ll be able to distribute some form of it through email marketing endeavors.

Measure and Analyze Your Results

Each distribution channel will have its own set of tools to help analyze the results of using that channel. Consider the amount of views that you are receiving and the amount of traffic that clicks to your website as two key indicators. Keep track of your results on each channel to determine where you are finding the best audience.

Top 5 Content Distribution Tools

1) Mail Chimp: Everybody’s favorite content distribution tool is easy to use, and there’s a free version of this tool for people who are new to content distribution. Mail Chimp makes it easy to set up an automated newsletter delivery service.

2) PR Newswire: Whenever you need to share a newsworthy story, the best source for getting news to many people at once is PR Newswire. Promote your content with a press release, and send it out to people through this distributor.

3) Buzzstream: This platform is full of dedicated users that enjoy helping creatives by spreading news about new content. Influence entire groups of people when you get a savvy professional from Buzzstream to send your content out to their channels.

4) Facebook Sponsored Posts: This method is similar to Facebook Ads because you are sending content out to a variety of Facebook users. However, you will be able to control the types of users that are reached by your content through selecting specific demographics for the intended audience of your posts.

5) Promoting Tweets: Set up a new tweet to go out to a large group of people on Twitter. Alternatively, you can choose to promote one of your old tweets. Either way, you’re getting your content out to more Twitter users, which should bring more traffic to your website.

Putting It All Together

Hopefully, you have started to grasp the benefit of getting involved in content creation. The idea of creating unique content to share with the world is an exciting concept, but it takes time to build an audience. By paying attention to trends within this growing industry, you should be able to develop a following for the content you create. In addition to creating your own content, it’s important to understand how to make money off of your own creations. The option to give content away to gain a following should help you show the world what you are making, but you’ll need to get paid for your work at some point. Using analysis and distribution tools are the main ways that professional content creators keep their businesses moving forward in the competitive industry of content creation.

Thanks for reading "The Beginner’s Guide to Content Distribution and Promotion", by the Linchpin Team in Chicago, Raleigh, and Wake Forest.

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