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Building Content Distribution Channels
A content distribution channel is any platform your brand can use to consistently publish content online. Multiple channels form a major network of your personalized brand content and should all point back to your website. In content marketing, your website is like the “central command” for all of your content.
You control your own destiny on your website, but not so on platforms like Facebook or Google+, where any small policy change might negatively impact your business. You want your website to be the referral source for all of your best content. It’s much more beneficial, from an SEO standpoint, to post a story on your website’s blog and then to share that post on Facebook, than it is to publish the content directly on Facebook with no digital trail back to your site. In other words, publish on your website, then share and distribute that content on social media.
SEO experts focus on building websites that rank. Business owners want quality online leads and for the phone to ring off the hook. To attain both of these, you need to understand how to build online content distribution channels. And it all starts with articulating your main goals and metrics, and then developing an overarching content strategy that will govern your individual channel strategies.
Think of each channel point as a piece of your brand puzzle. Your content should not be the same on every platform, but rather should be tailored for that specific audience. Each channel will need to be optimized to suit the style and needs of that platform, according to what works best for that community. Remember that content posted in your distribution rainbow must lead back to your site to turn it into a lead-generating pot of gold.
You should think of content marketing in terms of a strategy,35 not as a random marketing tactic. It encompasses all of your channels and lays out how they work in unison to build a complete picture for your user. Along with your website and blog, the other five main channels you should focus on are Facebook, LinkedIn, Google+, Twitter, and YouTube. There are many other social media channels that may be effective for your business, such as Pinterest and Instagram, as well as niche websites such as Houzz. If your customers are members of other social media websites, you need a presence on those too. Your content distribution channel should also include guest-blogging partnerships with third-party websites, online press release services, and any business or association website where you can reliably publish content or news about your business.
With your website at the core of your marketing pursuits, you will strike out and develop content distribution channels that will shape the face of your brand online. In terms of SEO, your custom channel will enable you to consistently distribute fresh content to an ever- growing audience. This, in turn, will generate social and website engagement signals that will contribute to higher search engine rankings.
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