Shane Barker, Digital Strategist & Influencer Marketing Consultant, Shane Barker Consulting

“Some channels and communities perform better than others for the same content, and you want to go for the most exposure to the right kind of audience.”

Distribution of content is a big piece of the puzzle that many people miss. They just created this great product they’re going to put it out there, and they think the whole world’s going to love it. But if nobody sees it, who cares?

There are many strategies for getting your content in front of the right audience. One involves keywords and indexing. Content today needs a keyword strategy to strengthen search performance and sharing.

This includes researching keywords, monitoring performance, and sticking with keywords that generate more traffic. These can be specific to the topic or channel. You also need to check your competitors to see how their pages are performing and make adjustments to improve your standing relative to them. It really comes down to competition.

Another area that is important to distribution includes channels and communities. Some channels and communities perform better than others for the same content, and you want to go for the most exposure to the right kind of audience.

You can also develop your own communities. There is great value in having communities that you own. You can pitch your content to other communities or Facebook and LinkedIn, but rules limit what you can do.

When you can have your own communities in LinkedIn, Facebook, Quora, Slack, and others, you own those communities, which gives you more control over the content you offer. It also enables you to build a more valuable target audience that delivers the right kind of traffic.

Having 10,000 of the right people is better than having half a million people coming to your site but only 1% being of interest to you.

The effectiveness of these strategies depends on testing. Once you see something that really works, that’s where you want to spend more time.

This is an excerpt from 7 Experts on Using the Content Lifecycle to Maximize Content ROI. The eBook was generously sponsored by Aprimo.