Should Content Distribution Be Paid For?

By Alison Pfaff Sep 11, 2019

Sometimes it feels like even your highest quality content is getting lost in the crowd. With social platforms favoring paid ads, it's difficult to gain the traction through organic posts that was once possible. There are, however, content distribution strategies guaranteed to put your content in front of the right people.

Content distribution involves sharing your content pieces through various digital channels to your target audience. The content can appear in multiple media formats, and the channels are typically in one of three categories: owned, earned, and paid.

  • Owned Content Distribution
    With owned content distribution, you distribute content to the web properties you already own and moderate, like your blog, email newsletter, or social media.

  • Earned Content Distribution
    Here third parties distribute your content (or content that is about you) through guest article contributions, retweets or shares, and even product reviews.

  • Paid Content Distribution
    Paid content distribution involves purchasing promotional social, search, and native ad units that lead back to your content. 

You may have the most relevant, valuable content on the web, but high quality alone will not generate the number of leads you desire. Content is one of the leading drivers of revenue and conversions, so you have to be extra informed about how this content reaches your target audience. And these days, the reality is that you have to pay to play. 

Paid content distribution takes many forms, including native ad placements within digital publications and sponsored Facebook, Twitter, and LinkedIn posts. All forms allow you to target a custom audience tailored to your marketing personas.

Paying for exposure doesn’t mean you will not lose authenticity if you add advertising and post promotion into your marketing strategies. When you combine great content with paid distribution tactics, your engagement rates will skyrocket and you'll be able to reach a wider audience, bringing more exposure to your brand or business.

With an expertly-designed, high-quality paid content distribution strategy, you will craft an engaging, experience for your current and future customers.



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