The digitalization and the development of the Internet have pushed media to multi-channel. Now it is not enough just to publish a newspaper, make a TV channel, radio station or website – the content should work on several channels. It doesn’t matter what kind of media you were in the pre-digital era. It is important how you manage the content in the “figure” now.
Content marketing is in fashion. Almost every webmaster and entrepreneur has heard about it. Not immersed in the topic, some believe that to promote content enough to write and post an article, and it will lead customers to the site.
If you have not yet formed a permanent audience, the coverage of publications will be limited. Therefore, it is necessary to devote time not only to the creation but also to the promotion of content.
How does the content distribution work?
Suppose you have a website that you would like to attract more visitors to. By publishing an informational article containing a link to the target resource on a third-party site, you get access to the audience of the donor site, some of which will follow the link to you. The effectiveness of promotion depends on the quality of your content and the popularity of the site where the article is posted.
There are several advantages to content distribution:
- Reliability. Search engines perceive links in articles as natural.
- Increased traffic. If the donor site is popular with users and the posted material is interesting and brings real benefits, links are guaranteed.
- Long term effect. Since articles with links are available, as a rule, for a long time, your site will consistently occupy high positions in search results.
Step 1: Determine the types of distribution.
Sites for each type of information material is a bit different. There are four different types of distribution of the content:
- Blog or corporate column
This section of the site contains articles that inform about the activities of a particular company. If a blog posted on an external resource is regularly updated with new content, it contributes to the achievement of the following tasks:
- The company constantly attracts the attention of new users, brings information about itself to different segments of the TA.
- The level of sales is increasing.
- A positive reputation is formed.
- The company is getting closer to its audience.
- There is a growing awareness of the promoted brand.
- External publication
Such materials are published on sites dedicated to business topics, which are regularly visited by millions of users. Suitable content format for such sites: interview, press release, expert article. The task of the content, in this case, is to acquaint the reader with interesting or useful information.
- Native advertising
This type of material refers to advertising publications on third-party resources, resembling ordinary editorial articles. Competent use of native advertising allows to achieve:
- A sharp increase in site traffic and sales growth within a relatively short period.
- After a surge in attendance for a long period will be drawn to train single transitions.
- The short-term attraction of attention to the brand among the mass audience.
- If advertising has become viral, the brand becomes recognizable among many segments of the audience, including those not related to the category of the target.
- Social network
For modern man, the social network becomes a second home, a source of information that he trusts. Therefore, promotion in social networks becomes important.
Briefly, the main social networks:
- Facebook. The site is popular with an older and more solvent audience, whose trust is not so easy to earn. The most effective way of presenting the material is an expert opinion expressed in the form of an article, video, news publication. The author needs a deep understanding of the topic, willingness to participate in discussions with the audience.
- Instagram. The platform is ideal for placing photo content, promoting products through visual presentation.
- YouTube. This service is designed to maintain the company’s video blog, launch online broadcasts, placement of promotional videos. The material can be of some benefit to the viewer, cover topics interesting for him or have a viral effect, attracting a mass audience once.
Step 2: Search for a site according to the specified requirements.
At this stage, you need to make a list of characteristics of the site on which your site will be promoted. These include:
- Basic site statistics, including the following indicators:
- the average number of unique visitors;
- the amount of time spent by the visitor on the average site;
- percentage of site visits from mobile devices (whether additional content adaptation is required);
- demographic distribution of the audience;
- the degree of involvement of the audience (how actively visitors leave comments, follow links in publications).
- Technical equipment of the site. It is necessary to make sure that on the donor site you can organize interactive projects, blog or use other promotion functions.
- The degree of audience loyalty to publications with advertising. If the advertising material is perceived by visitors mainly negatively, you should think about the appropriateness of using this channel of promotion.
- The price of advertising publication. In this case, the benchmark is your advertising budget.
Step 3: Search for interesting topics.
The most interesting are the sites, the visitors of which correspond to the parameters of your TA. The coincidence of interests contributes to greater involvement, which means that the effectiveness of an advertising publication will be higher.
Step 4: Create a list of thematic sites.
For each topic of interest to the audience, several relevant resources should be selected. To begin, make a list of sites known to you personally, gradually moving to the search for suitable resources in the directories of sites and search engines.
Step 5: Analysis of the requirements of the sites when you publish articles.
Editorial standards may vary from site to site. If the conditions of a site for one reason or another do not suit you, move it to the end of the list, paying attention to more suitable resources. The sites thus sifted out can be left for the future.
Step 6: Publication of articles, analysis of the effectiveness of the content.
Three types of metrics are used for the analysis:
- Financial. This type of metric defines the price of transition, the lifetime of the channel.
- Quantitative. Attention is focused on the volume of attracted traffic, approval of TA, depth of views.
- Subjective. How does the audience react to your publications? If the content is of interest to her, it is actively discussed, turn to the author with questions and suggestions.
But how do you know if the content you offer to your visitors works? Without measuring the performance of your content, you won’t be able to tell whether your marketing efforts are successful or not.
The effectiveness of content distribution
You can measure the effectiveness of content distribution using special metrics. Before choosing performance metrics, answer the main question: why do you need content marketing? The problem is that many companies invest in content for no particular purpose, citing the fact that “everyone does so”. Others may say they need content to drive traffic. Others will say that content is a way to demonstrate their professionalism. The fourth is that it is a form of communication with customers.
You need to understand that not all metrics are equally useful at each stage of content loading. For example, when you start a brand new promotion campaign, you don’t have the digital data to track the economic impact or test by the number of clicks. At this point, you’ll see much better results by focusing on generating traffic rather than measuring conversion rates.
You need to break down each campaign into separate stages and track different metrics for them. As a result, you will have three stages:
- Stage 1: Measure traffic.
When you start to carry out the next marketing campaign, the amount of network traffic is very limited. At this stage, you should focus on increasing. Once you have a certain number of people coming to your site, you can start tracking your loyalty and conversion levels.
Metrics to measure traffic:
- Unique visitors;
- Number of views;
- Traffic source;
The number of unique visitors to the site shows exactly whether or not your marketing moves are working. The higher it is, the better.
Statistics on the number of views displays how many pages in total people visit the site. This data is important, but it can also be misleading — the design of the site, the source of traffic and even the specifics of your business have a big impact on the number of page views.
High-quality SEO-optimization is one of the main means to achieve a successful marketing campaign. To get a good optimization, you need a large number of backlinks.
It is important to keep track of where new visitors come to the site. It can be different sites, Internet resources, blogs, social networks.
- Stage 2: The measurement of immersion in the content:
- Bounce rate.
- Time spent on the site.
- The perception of the content and comments.
The obvious and extremely important goal of marketing is not to lose readers who click on the link. A high bounce rate may indicate that your content does not meet the expectations of visitors. Thus, the bounce rate in the range of 26% to 40% is considered to be excellent for content-oriented sites, while the rate between 41% and 55% is something average.
If users spend a lot of time on your site, it means that your content is interesting to them. Also, these statistics show on which pages visitors spend most of their time — it is worth generating more content of this type.
People share interesting posts with friends and followers via social media widgets on the site. The more actions on your website page, the more interesting the content. Visitors share with others willingly only when they like something very much. Keep track of what gets the most “sharing” and publish content of this kind.
In the information field around us, where social networks attract 90% of communication on the Internet, conducting a bilateral policy of your content marketing becomes a necessary condition for success.
- Stage 3: Measure conversion.
- Conversion of traffic from social networks and e-mail;
- Click-through rate;
- Economic effect;
An important and ultimate goal of any element of content marketing is to perform a targeted action by the visitor. This metric shows the number of readers from those who have crossed over from social networking, have made the desired effect.
Click-through rate is the percentage of web page visitors who click a hyperlink to a particular site. This link can attract attention in any way, the main thing is that your users click on it.
The most important and at the same time difficult to measure indicators is the economic benefit of your content. This is due to the fact that to calculate the real income, taking into account the resources spent, it is necessary to possess the information and track what kind of content helped to make the sale.
It is also important to understand that any set of metrics is needed not just to study the effectiveness of your content. It is necessary to monitor the dynamics of marketing success and see those areas in which either you need to eliminate errors and change the vector of movement or continue to develop success.
What is Web Analytics?
With its help, you can draw conclusions about what visitors like and what – not so much. What they look at in the first place, and what should be adjusted or modified. It helps to understand the positive and negative aspects of the site, in fact, being the eyes and ears, with which you can confidently state the presence of the result or its absence.
Using the acquired information, you can:
- Edit the structure and placement of the material on the selling pages for maximum conversion.
- Analyze, work with queries.
- Edit, improve the semantic core.
- Based on behavioral factors to optimize the site map, navigation, add certain blocks.
According to the type of tasks, Web Analytics can be divided into 2 categories:
- Through personalized method. With its help, you get information about the movement of each particular visitor on the site – which page you went to, where you went, how much time you spent on a separate page. This provides a mechanism for understanding the significance of pages and most often made transitions.
- A comprehensive analysis of the data. In this mode, we study the general and detailed information on the site as a whole plus each page separately. Traffic counters are used, log files are analyzed. Reports are made, general recommendations are made.
it is not enough to create high-quality material, it is necessary to distribute it correctly. Otherwise, the value of even quality material may be zero.
And remember that no one has an algorithm or a universal set of tools for distribution. And before the approach will return, you are unlikely to do without a couple of bumps and failed experiments. But all of them will pay off after you find a formula that suits your project.