Long gone are the days of the old publish-and-pray method of content distribution. And even if it ever did work -- it was far from effective.
如今，计划您花了很多时间和资源专业创建的内容的实际分发对您的营销策略与内容本身的质量一样至关重要。bob体育苹果系统下载安装
Unfortunately -- for audiences and marketers alike -- too many would-be content marketing rockstars give themselves a nice pat on the back for sharing content on Twitter and Facebook and calling it a day. So before you toast to your status as a progressive marketer who also publishes on LinkedIn and posts on Reddit, consider this: There are dozens, if nothundreds, of methods for content distribution beyond social that you might be overlooking.
But we’re not about to leave you empty-handed. Below you’ll find 10 creative ways to distribute your content -- with a little bit of background to set the stage.
那个犯人tent Distribution Strategy Experiment
几个月前，我的团队 - 影响力和公司的市场部 - 坐下来参加一项任务：提出50多种分发一件内容的方式，这是我们最新的行业研究报告， ”The State of Digital Media。”
我们花了很多时间调查编辑。在创建，设计和编辑此报告之前，我们分析了数百万个已发表的内容，并对结果进行了仔细研究。我们知道我们的发现对我们的听众很有价值，因此我们要做的最后一件事是发布此报告，在Twitter上分享几次，然后让它收集灰尘。
因此，我们给自己一个小时，四杯咖啡和一块巨大的白板 - 并开始集思广益，以发挥创意的方式来分发此内容。
First, we divided our distribution tactics into different categories, based on the departments they benefited, the goals they achieved, and the extra resources they required. For example, the tactics that leveraged our publication relationships would fall under marketing and sales enablement categories. Those with a more educational perspective, on the other hand, were a better fit for HR, because they complemented that department’s recruiting and training efforts.
有了一个充满50多个想法的白板，我们开始执行新的分销策略 - 报告发布后仅四个月，我们已经看到了令人印象深刻的结果。当我们将其与以前发表的白皮书的性能进行比较时，我们发现该实验的页面视图增加了近150％，提交提交的增长近40％。
To help you get more creative — and effective — in your content distribution, here are 10 unique ways to distribute content, broken down by department.
分发社交份额以外内容的10种方法
营销
作为营销人员，我们中的许多人经常考虑适合内部（并促进我们的营销目标）的内容分发策略。其中包括明显的和必要的策略，例如社交共享，但还有其他人可以帮助您实现更大的品牌知名度，有影响力的人际关系，行业领导力，受众参与等。
1) Personalized emails
Segment your email list down to the exact audience that would benefit most from your piece of content. Write a custom email to each of these audience members to add a level of personalization to your message. Explain what the content is, and why you think he or she will enjoy it.Personalized emails have shown a 6.2% higher open ratethan those that aren’t.
2) Guest posting
撰写一篇文章，以非促进方式讨论内容中的关键发现或内容，并将其发送给触及目标受众的在线出版物的编辑。但要对此进行战略性。确保出版物不仅可以帮助您实现自己的目标目标，而且还可以通过分享您的特定品牌来分享您的见解来获得一些收益。
3) Influencer outreach
Reach out to relevant influencers in your industry for quotes to include in your content, and send them the piece once it's published for them to share with their networks. Remember, personalization plays a role here, too -- being able to personalize and segment emails is one of the most effective tactics for about50％的营销影响者.
Sales Enablement
The Influence & Co. sales team uses content just about as much as -- if not more than -- our marketing department. Our reps use it at every stage of the buyer’s journey to educate, nurture, and engage leads, and overcome objections with prospective clients. Use one of these distribution methods to do the same for your team.
4）后续电子邮件
Encourage your sales team to include a link to your content in their follow-up emails to prospective clients, to answer their questions and position your company as a resource they can trust. Note: This tactic works best when the content you create is educational and addresses specific questions or concerns your leads have -- and is actionable enough for them to immediately apply it to their own plans or strategies.
5) Lead interviews
工作与你的销售代表来识别潜在的clients you can interview for your content. Include a quote in your content, and share it with them once it's published. Not only can that keep your leads engaged over time, but they'll appreciate the opportunity to be featured -- and you benefit from the additional exposure to their networks when the content is shared with that audience.
6）建议参考
The best proposals are often supported with relevant data that corroborates the solutions you’re suggesting to a prospect. And while we suggest citing a variety of authentic, reliable sources -- otherwise, you might look biased -- referencing your own research content can be effective. Not only is it another way to distribute your work, but also, it illustrates the time and thought your company has invested in this school of thought.
That said, some prospective clients like proposals to be brief. In these cases, if you preemptively anticipate additional questions, you can amend your proposal with a link to the content as a source of further reading and information.
Client Retention
Marketers who overlook their current customers in favor of prospective ones risk missing out on a major opportunity. Keeping in touch with your current clients and helping your customer service teams do the same can have a positive impact on both the customer lifetime and the potential for referrals -- so don't forget these internal distribution methods.
7) Client drip campaigns
If your content is related to your clients’ respective industries, or products and services, sharing it with them can enhance your collaborations and further nurture that relationship. Remember, it’s called clientretention出于某种原因 - 您想继续成为现有客户的有价值的资源和合作伙伴。考虑创建类似于使用您的内容，不断教育和吸引客户的电子邮件活动。
8）电子邮件签名
鼓励您的客户服务代表或帐户管理团队在他们的电子邮件签名中展示您的内容。每当他们收到团队中的某人的电子邮件时，这可以帮助当前和潜在的客户保持那些基石的内容最高的脑海。
招聘
人们希望与值得信赖的公司合作，这些公司是其行业中真正的领导者。内容可以传达专业知识并建立信任。实际上，我们用来雇用30多人的内容in one year.
But for many teams, unfortunately, content is often most underutilized in the areas of employer branding and recruitment marketing. Take advantage of content in HR with these tactics.
9）内容丰富的工作清单
Include your content in job postings. HubSpot, for example, links to itsCulture Codeat the end of every job description. By providing educational content up front, applicants can gain a more comprehensive understanding of your industry and how your company approaches it -- directly from you.
10)面试材料
When a job candidate progresses to the next step in the hiring process, share your content with her prior to the following interview, and ask her to come prepared to discuss it. That helps to get your content in front of qualified people in your industry -- plus, it gives you the chance to talk in-depth about the concepts and ideas behind your marketing strategy. Even better: It can help you weed out candidates who don't follow directions.
无论您的团队使用哪种策略，要记住的最重要的事情是，内容分布不应该是事后的想法。从一开始就制定了正确的分销策略，您的团队可以更有效地为您工作，吸引更多的受众，并为您的公司推动成果。bob全站app
