Tarun Gupta

Reasons Why Your Content Distribution Fails to Bring Results

Tarun Gupta | Aug 13th, 2020 | Digital Marketing Resources
content distribution

Marketers go all the way to drive more engagement and traffic by distributing and promoting their content. However, it’s not an easy task to create and manage content marketing campaigns.

As digital marketing is evolving, marketers are embracing new digital marketing strategies. The strategies involve a perfect mix of content curation and distribution strategy. The strategy isn’t about creating a bunch of content and sharing it on social channels. It’s about doing it with a solid strategy.

Without a structure in place and process underway, you won’t be able to get the positive results out of your content creation and distribution. Following are the mistakes that most often marketers commit that spoil their content marketing and social media efforts.

1. Not Sharing the Content Enough:

The basic idea behind an ideal content marketing strategy is to create more and more enticing content and share as much rich, quality content as possible. But a content is worthless if it’s being created without knowing who is going to consume it.

A marketer must spend enough time to research and identify the right audience for the content. Outlining the audience persona helps you to bring in the people who will love to read, like, and share your content. Before going full fledged with content promotion for ‘like’ and ‘share’ on social networks, you need to build trust with your audience.

2. Making Sharing Difficult on Your Site:

People keep looking for amazing content. They read it and share it further for others to consume it. The last thing your readers want is to share content but there is no visible sharing button available. Don’t disappoint your readers. Provide them highly visible share buttons within blog posts so that they can share the content further.

In addition, there are several sharing plugins available that let readers share quotes or other highlighted snippets of text right within the post.

3. Distributing Same Message on all Channels:

Every communication channel has its own set of standards in terms of content and target audience. Thus, sending off the same message on every communication channel is a complete turn off. You can’t simply cut and paste messages for saving time and cost.

Each communication channel, especially social networks consume content in its own way and treat the audience differently. You can see a visible difference between the posts that appear on Twitter and Facebook.

Twitter leans to short, concise messaging, while Facebook posts can be longer. Similarly, channels like Instagram and YouTube are image and video-driven backed by text, hashtag and links. Therefore, Don’t forget to use distinct, channels specific formatted messages for each social channel you share content on.

4. Not Utilizing Analytics Much:

Unless you analyze data and pull the details straight out of the insights, your campaigns will fall flat. Marketers must have some great analytics tools at play to measure audience engagement and calculate ROI.

A lot of data and metrics could be measured and evaluated for every particular channel. Take time to measure messages and links shared. This is the most effective way to get into the details of how the content is performing.

Real time analytics is handy in case of paid social media campaigns where the amount spent on campaigns makes an impact on ROI. Data optimization is very important to any campaign as it indicates what is working and what needs an attention further.

5. Inconsistency in Messaging:

Consistency in post publishing comes as a challenge for most of the marketers especially when tasks are distributed to different teams. These teams must be in sync with each other to ensure consistency in distribution of content whether it’s primary content or social media content.

A person should be assigned the responsibility to review social posts and primary content before final publishing. The content should be reviewed in terms of tone, keywords, hashtags, and calls to action. If left unchecked, they can leave a consumer annoyed. If it goes on unabated, it can have a drastic impact on brand trust and authority.

Don't Stop at creating and distributing content. A content marketing campaign is beyond that. You keep working to enhance and scale the conversation. Work hard on the ways to grow your audience and build authority. Pay undivided attention to content in order to engage with your readers at a level.

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