Marketing
A Guide to Content & Distribution
Creating content is one thing. Knowing how and why to distribute it is another.
Creating quality content is essential for any business with an online presence. While many invest heavily in website design, they often neglect content, to their detriment. Fresh, valuable content not only reflects well on your business but also helps in search engine optimisation (SEO).
What is Content?
Content can be anything from text to videos that you publish online. The primary requirement is that it should add value to the reader’s life and be easily readable by both humans and search engines. Text in images and downloadable PDFs usually get ignored by search engines. Therefore, always ensure your content exists in ‘live’ text format.
Is the Content Worth Reading?
Content should meet the expectations of your target audience. If you’re trying to reach a broader audience, the content has to be even more informative and valuable. Answering commonly asked questions about your product or service in a clear, descriptive manner can be an effective strategy.
Different Types of Content
While text-based content is essential for SEO, visual content like videos can also be incredibly effective for human engagement. A balanced approach that utilises both text and visual media is often the most effective.
Distributing Content
Your website shouldn’t be the only home for your content. Utilise platforms like YouTube, LinkedIn, Facebook, and even various writing platforms to increase your content’s reach. Remember, one well-crafted piece can be repurposed across multiple platforms, maximising exposure with minimal extra effort.
Challenges and Considerations
When sharing across platforms, consider using a ‘canonical link’ to indicate that the content on your website is the original version. This avoids issues of content duplication. Also, note that some platforms may require original content or a subscription fee.
SEO and Content
A continuous flow of new content is vital for SEO. By keeping your content fresh, you can target specific high-value keywords, increasing your online visibility. If content creation is a challenge, consider outsourcing it; the ROI is usually well worth the investment.
Next Steps
To build an effective content strategy, understand what makes your business unique and focus on those aspects. Then, identify the channels that suit your business and work towards expanding your reach beyond your website. After all, the goal is not just to create content but to create content that sells.
The above is a summary of the article, A Guide to Content & Distribution, the full version of which is available to read at The Marketing Alliance: https://themarketingalliance.co.uk
About the author, Clive Wilson
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