When it comes to content marketing, creating content can be a challenge in itself. The real challenge, however, comes with what you do with the content after it’s been published. A good publishing strategy is what determines the success of any content marketing effort. When factors like budget get in the way, the key is to tactfully maneuver available resources and create a smarter distribution strategy that will align with your needs. This will ensures that you’re getting the most use out of your content efforts without burning a hole through your pocket.
If you’re looking for the best way to utilize your resources and improve your content marketing strategy, here are 3 low-cost distribution tactics that can help:
Establish Syndication Ties
To reach a larger audience on a budget, get your content syndicated with popular publishers or social influencers within your industry. These channels will allow you to share content to their audiences. There’s no sure-fire way to promise a syndication partnership with a major publisher, but a few strategies can help you pitch your content.
Start by identifying publishers who publish content that aligns with your target market’s interests and then develop content that aligns with the desires of both audiences. A tech company could write a detailed article about their industry that would appeal to the interests of platforms such as The Huffington Post, Entrepreneur, and Forbes.
Be sure to establish a rapport with editors before beginning your conversation with a request for a favor. Instead, work to show what value you can provide them to help reach their goals. This approach will help you to establish long-term relationships with these editors. As you move forward, share your content with an editor from the desired publisher and give them the rights to republish the content to their readers.
Go For Low-Cost Paid Promotions
Organic reach and engagement metrics on social media are increasingly becoming underwhelming. These days, simply promoting content on social channels is not enough to build an engaged audience, drive conversions, and/or meet key marketing benchmarks. So if you find yourself limited by a tight budget, you ought to consider using paid adverts to promote your content, especially when it comes to content that consistently drives revenue or create sales opportunities.
Start by experimenting with Facebook ads or Pinterest promoted pins to determine which tactics will help you to fulfill your business goals and align with your budget concerns. Both platforms have been proven to drive results for business of all sizes and industries. Be sure to use a limited budget across all of your advertising platforms to keep financial risk at a minimum. This will help you to focus on establishing methods to measure the effectiveness of your advertising campaigns. This will help you to understand which channels will be the most effective for your business while preventing you from blowing through your budget all at once. As soon as you find a strategy that produces positive returns, scale your efforts.
Curate Content That Is Relevant
Crafting content can get pricey relatively quickly sometimes. Most businesses with limited budgets often struggle to push original content across all of their networks on a regular basis. This problem often results in gaps to editorial calendars and more often than not, leads to missed opportunities of engagement with their audience. To ensure you close any gaps in your content strategy, consider curating or republishing content from industry thought leaders, social influencers, your customers or even content from other businesses within your space. Always be sure that this content is in alignment with the interests of your customer base and done sparingly. Ensure that your site has has more original content than ones that are curated. Remember, your audience wants to be fed original content.
Adding a content curation strategy to your marketing efforts can help you create a consistent stream of relevant content to share with your audience without the financial effects that come with producing original content daily. It’s an effective technique for filling the gaps in your calendar and establishing relationships within your industry.