Content Marketing Success Requires Solving a Distribution Problem [+A New 80/20 Rule]

Let's suppose that you're making inspiring, high-quality content and still not generating sustained engagements or conversions with that content.

You're likely experiencing a distribution problem with 3 unique solutions πŸ‘‡

1. Spend 20% of your time creating content and 80% distributing it

‍Content, as you know, needs to be read by your audience to be effective. However, teams often spend so much time perfecting the creation process and organizing content for publishing that they set it and forget it.

Increase the prioritization of distributing your published content by sharing the assets, the messaging, and occasionally, the link to that content.

2. Establish your distribution plan as part of the initial content strategy

‍The most effective SaaS companies we work with know exactly how and where any piece of content will be distributed long before it's created.

By establishing a distribution plan ahead of time, your team can format that content to be easily broken down into distributable, bite-sized chunks of value.

3. Repurposing, remixing, and reusing expands the reach of your content‍

Repurposing your content allows you to modify, re-shape, and reposition your most engaging content in a way that repeatedly sharing a static piece of content can't do.

This lower-lift distribution technique can be as simple as changing the hook to grab a different audience's attention or turning a list into a LinkedIn slideshow.

Distribution Success From SEO-Focused Content

To give you some added insight, here are some recent metrics from one of our clients. Notice that the blog content we're creating for them is seeing very healthy growth as a result of distribution via search engines (aka SEO).

Now look at the same blog content across all the distribution channels and you'll notice that the company is generating so much additional value by distributing it via their other marketing channels as well.

Screen Shot 2022-07-11 at 11.42.58 AM
***Like our new monthly newsletter format?

Recommend us to a friend and send them here to sign up to receive our future issues. Β 


Related + New Resources For Your Team

[Read πŸ“–] 7 Key Elements of Scaling a SaaS Content Marketing Program
SaaS companies don’t stumble into having large, highly-effective content marketing programs. They've focused on the following 7 essential elements required to scale.

Take me to this resource -->
[Read πŸ“–] Yes, You Should Be Repurposing Content [+ 7 Examples To Get Started & Expand Your Reach]
To better understand the full value sitting inside your content assets and examples of ways to start your efforts, check out the ways we're repurposing content.

Take me to this resource -->
[Watch/Listen πŸ‘οΈπŸ‘‚] Why Serious Content Programs Consistently Publish and Update Their Content
Nate and Kevin are back on the Content That Grows talking about how consistently publishing and updating content improves your overall marketing performance.

Take me to this resource -->
[Watch/Listen πŸ‘οΈπŸ‘‚] Blogs and Conversions: Setting Yourself up for Success
Kevin, Nate, and I are back to discuss the popular topic of blog posts and conversions - discussing everything from post layouts to identifying opportunities.

Take me to this resource -->