BLACKSHIP ONE PRESENTS…
Content Distribution Strategy: 50 Places To Promote Your Blog Posts (Free Template)
We’ve put together a list of 50+ places where you can distribute your blog content online. Use this free template to earn links as well as drive more free traffic to your website
Content Distribution Strategy + FREE Content distribution Template
If content is king, content distribution is undoubtedly queen. For us personally at Blackship.One, running a content marketing agency has taught us a lot about the different approaches you can take with a content distribution strategy.
Over the years we’ve tested many different content distribution strategies. We’ve tried everything from:
- Focusing 100% on producing content, hoping that distribution takes care of itself.
- Focusing 90% on content distribution hoping to hit home runs with fewer pieces of content.
- Focusing 50% on content production and 50% on content distribution.
- Focusing 80% on content production and 20% on content distribution.
In our experience, the last option (80% production 20% distribution) has produced optimal returns for us. This is due to a variety of reasons, but essentially by focusing primarily on content production, we’re building up a sizable content inventory which gives us multiple opportunities to send the required positive engagement and popularity signals to Google in order to rank in organic search.
Over the years, we’ve found that there are less opportunities to acquire important SEO signals if you’re working with too shallow of a content pool. For this reason, we’ve found the following two systems optimal for distributing content:
1. Alternate between production & distribution: In the past, we’d hyper-focus on producing as much quality content as we could within in a single week, and then promoting that content the following week. This content production rhythm will help you acquire important ranking signals and get the required backlinks to get indexed and favorably ranked in organic search. After you get the content indexed, the content will generally require a marination period (some people call this the “Google sandbox” period), where you’ll need to build up the required signals and allow Google to audition your engagement metrics before Google will treat your favorably in organic search.
2. Run content production and distribution in parallel: Alternatively, if your team is a bit bigger you can design internal process to run content production in parallel with distribution. This is the approach we take with client sites at our content marketing agency, because this approach ensures that we never take our foot off the content production gas pedal. We’re never taking a break from producing fresh, high quality content each week. Placing a heavy emphasis on content production helps tilt the odds in our favor that we’ll rank our client’s sites for their desired keywords faster, simply because our output is much higher.
However, regardless of which approach you take, effective content distribution will determine the success of your content marketing campaign.
Content distribution has played an invaluable role both for us and our clients here at Blackship.One. This is particularly true for newer brands who don’t yet have the domain authority to easily rank for their desired keywords.
As you build up your domain authority, ranking will become both easier and faster. However, until you cross that DA 50 threshold, which you likely won’t cross in your first year, you’ll be reliant on your distribution channels for most of your traffic. Around the 4th month after you start content production, some of your BOFU keywords will start ranking in the top of organic search, but this doesn’t happen overnight and these are generally smaller volume keywords, so it’s a bit of a numbers game. You can do well, but only if you’re producing the volume of BOFU content to make low volume, long tail keywords worth it.
Take for example, a project we scaled recently. This project was starting on a brand new domain, with a domain authority (DA) of zero and absolutely no traffic. We were tasked with the goal of giving the domain a much needed traffic and link boost within the first 30 days.
During that time, we used different content types but focused primarily on the use of stories and roundup posts to drive over 5000 uniques and over 10,000 page views to the site in the first month. We did this without spending a penny on paid ads.
How did we do this? Well, we used a customized version of the content distribution spreadsheet I’m about to share with you now.
Download the free spreadsheet here:
How to use this content distribution spreadsheet?
Let’s talk a little bit about how to use this spreadsheet.
First, you’ll notice when you open the spreadsheet, that we’ve group distribution channels by “type”. For example, notice in the spreadsheet that you have distribution channels for micro-blogging sites, social media sites, social bookmarking sites and so on?
Well, what we do is we start with this basic list. Most of these channels are industry agnostic so you can find your niche within the channel and then focus on sharing your content with that specific niche.
However, this spreadsheet becomes more powerful when you start to add additional channel types, like Facebook groups or LinkedIn groups, that are more specific to your niche.
For instance, look at this example of a spreadsheet we put together for startups in the NewSpace niche. It has over 200 listings within the database that cover a wide range of distribution opportunities. We include niche specific forums, podcasts, guest posting opportunities and much more.
The point is this… Take the content distribution template that we provided you above and take from it the channels that work best for you. However more importantly, add additional channels that are specific to your company and your niche in order to maximize traffic and link opportunities.
How to stay organized with content distribution?
In order to stay organized while we’re distributing our content, what we do after we publish a post, is we have our writer add the post into a distribution queue.
Notice, beside each result, we have another status type called “post difficulty”. For example, posting a piece of content on a social bookmarking site like Mix is as straightforward as it gets. You insert a link and hit submit and that’s it.
Other distribution channels require much more work. For example, posting on Twitter requires a writer who understands the Twitter algorithm. If you’re just sharing a link to your blog post and adding a few related hashtags (what 90% of people do), you won’t gain much, if any, traction. Doing well on Twitter requires a more thoughtful approach.
The same is true for Facebook groups. Leaving insightful comments that include a link to your post that people will upvote (i.e. “like”), takes careful planning.
The same is true when you’re answering questions on Quora.
You can get a lot of traffic from these channels, but you can’t just dump links. Not only will it bring you minimal traffic, it will also likely get you banned from those channels.
In our case, If the content is easy to add to the channel (like adding to paper.li, mix.com etc.), then our VA can simply copy and paste the required information into those channels from the spreadsheet.
However, that’s where our VAs work usually stops. If the content submission process is more complex, or requires creative thinking, or tier-one writing skills, then the job is passed onto one of our writers.
For example, our writers might answer questions on a related forum or Q&A site and reference the blog post we just wrote within their response. When doing this, you walk a fine line between over-promotion and providing true value. It’s easy to get banned from online communities if people sense you’re just looking for opportunities to promote your content. The best communities online protect themselves from that type of behavior by ensuring moderators keep a watchful eye on content dump and runs.
Moderators are even becoming much more aware of “astroturfing” content distribution techniques. Astroturfing is where companies post questions or answers by pretending not to be associated with the company whos content they are promoting. They attempt to make the content share seem more organic and natural, like it’s coming for a user rather than from the company itself. It’s harder to spot, but moderators are starting to become hip to this practice.
Notice in this example, a moderator on Reddit calls out Bubble, one of the web’s most popular no-code development tools for astroturfing.
What to expect from content distribution?
What you get out of content distribution will be determined by what you put into it. At a minimum, you should be distributing your content on the “easy” channels mentioned above.
As mentioned previously, you can do that yourself or get a VA to do it for you. At our content marketing agency, this is something we do for our clients.
This is valuable because on many of those channels you’ll earn valuable links to your website, and therefore, you’ll force the quicker indexing of your pages and you’ll even earn a bit of traffic from your efforts. There is a big SEO benefit to doing this.
However, if big boosts in traffic is your priority, then you likely won’t be able to rely on the “easy” channels alone. You’ll likely need to start building out a list of custom channels where you can distribute your content.
In our experience, this is where our bigger traffic plays come from. That said, this process is also much more involved. That’s why earlier I mentioned that you should block out about 20% of your content team’s time in order to focus on distributing the content you’re producing.
This is all we do at Blackship.One. We plan, produce and distribute content (learn more about our strategy here). Over the years, we’ve become masters at it. If you’re interested in learning more, we also publish a lot of information about how we scale web properties over on our content marketing blog. Be sure to bookmark that resource to keep up to date with the various content marketing strategies we use to rapidly scale web properties.
On a related note, if you’re interested in working with of the best organic content marketing team on the internet, get in contact with us today. We pick content topics the same way Warren Buffett picks stocks (see the similarities here). We think about content as an investment to produce tangible business and drive real business value.
Get in contact with us today, we’re a friendly and approachable team, and we’d love the opportunity to see if we’d be a good fit to help you scale your company.
We Help You Grow Through Content
Blackship.one is a content marketing agency that helps hi-tech brands grow through the use of our organic growth playbook. We help with content planning, strategy, writing, publishing and SEO optimization. If you want to learn more about how we scaled a recent project to over 160,000 organic page views / month in 6 months, watch the video to the right. 🤝