Ultimate Guide to Content Distribution (by NewsCred) Самое полное руководство по распространению контента

1. © 2013 NewsCred NewsCred.com l (212) 989-4100 l sales@newscred.com
The
Ultimate Guide
to Content
Distribution

2. The demand for information
has never been so great.
Through original creation or licensing and curation,
content is available for brands to leverage to boost
their visibility, engage with new audiences and
drive leads. Without a thorough distribution strategy,
your content is dead in the water.
This guide is designed to help you develop a
content distribution strategy for your brand.
Paid Distribution Tactics
Tactics
Organic Distribution Tactics
Getting Started
Coca-Cola’s Story
Table of Contents
In this guide, you’ll receive:
» An introduction to content distribution.
What is it and why is it important?
» A detailed analysis of content distribution
options for every content type and business goal.
» Best practices for tailoring content to specific
distribution channels.
01
02
03
04
05

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Move to the Beat,
Coca-Cola’s Crowdsourced Success.
01 Coca-Cola’s Story: Move to the Beat
In preparation for the 2012 Summer Olympic
Games in London, Coca-Cola launched “Move
to the Beat,” the single largest Olympics campaign
in the company’s history. Coca-Cola’s multimedia
campaign showcased millions of original and
crowdsourced videos from loyal fans around
the world. These user-generated works were
compiled into a 30-minute television show that
was broadcasted in 40 major markets globally.
Coke reached 45 million viewers on YouTube
alone and ensured that 70% of the engaged
audience actually fell within their target
demographic of 13 to 24 year-olds.
Why was Coca-Cola’s Olympic campaign
so successful?
“Move to the Beat” had all the trademarks of a
genius content distribution strategy. By carefully
identifying their business goals, producing content
that aligned with their brand, and then distributing
that content in places their audience actually spent
time, Coca-Cola hit the sweet spot of content
marketing.

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02 Getting Started
Getting Started.
01 Knowing what to say
The first step here is to identify your business
goals. What are you trying to achieve with your
content? You might be trying to increase user
engagement, boost brand awareness, promote
thought leadership, or drive leads. Whatever your
goal may be, content must be carefully created and
curated to balance what you want to communicate
(product promotions, events, news) and what your
reader will find valuable.
02 Knowing what the audience
wants to consume
Independent of editorial or marketing goals,
understanding your audience is critical to
successful content distribution. What are the
day-to-day problems for your audience? Are you
speaking to them as individual consumers or as
representatives of a B2B or B2C brand? Are they
signing the invoice or do they need to influence
purchase decisions up the chain of command?
Ideation to distribution of your content should be
tailored to your target consumer.
03 Knowing how and where
they spend their time
It’s important to grasp consumption behaviors.
When are consumers interacting with the most
content? Do they consume your competitors’
content? How are they discovering it? Analytics
can provide useful insight into these behaviors and
uncover valuable trends. Psychographic data is
readily available from social and search analytics
tools.
Remember: There is no one formula for creating
an effective distribution strategy. Tactics will vary
based upon your business goals, industry, content
type, and resources.

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Tactics.
While there are many different methods
for distributing content based on channel,
audience, and business goal, all methods
can be bucketed into paid and unpaid
(earned) distribution methods.
03 Tactics
“Traditional marketing
talks at people.
Content marketing
talks with them.”
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Pay to feature your ad content
prominently in search engine results,
banners, or beneath relevant articles
Ad Networks Search engine results, banners,
or beneath relevant articles
Google AdWords, Bing Ads,
Outbrain, OneSpot
Facebook, Twitter, LinkedIn
Sponsored sections such as GE
and BuzzFeed’s Flight Mode,
L’Oreal and Rolling Stone’s
“Women who rock”
Ramp up initial engagement at the beginning of a
campaign using ad networks
Promote gated content in order to maximize ROI -
capture as many leads as possible for your money
Consider the intersection of your audience and the
audience of potential partners; run campaigns for 3-12
months in order to guage the success of a campaign
Promote your content on social networks
based on audience type, business,
region, and more
Paid via
Social Networks
Partner with publishers to integrate
branded content into the UX of the
publisher’s site
Native Advertising
Build relationships with business
prospects through periodic email
communications.
Lead Nurturing Outbound monthly newsletters
with relevant, vertical-specific
content
Facebook, Twitter, LinkedIn,
Google+, Pinterest
YouTube, Slideshare
Bacardi’s “It Started with a Party”
Alec Brownstein experiment,
Cadbury, Vodafone
Feature call-to-action forms prominently on your
website, feature gated content that is useful such as
whitepapers and guides for lead nurturing
Don’t spread yourself too thin-- select the best
channels for your audience, cross promote your
content, add social buttons to your site
Maximize presentations for SEO by using keyword-rich
titles and descriptive file names
Prompt your audience to contribute content and use
hashtags to consolidate conversations and content in
one place.
Include desired keyword in title, headline, and first
100 words, focus your content around only one or two
keywords
Deliver content through your personal
and professional social networks to
increase reach and engagement
Social Networks
Create presentations to distribute
content to a willing audience
Free Content Platforms
Leverage the power of existing social
communities by giving them partial
ownership of the content
Crowdsourcing
Compose your content thoughtfully and
strategically with keywords in mind to
maximize SEO
SEO Strategies
Paid Description Examples Best Practices
Organic Description Examples Best Practices

7. Paid Distribution.
“Content is of great importance,
Paid advertising can jumpstart engagement at the
launch of a campaign when your content hasn’t
been seen by many eyes. It’s also effective at
revitalizing and giving additional reach to existing
content that has historically performed well with
your audience.
In this section, we’ll explore three paid tactics:
» Ad networks
» Paid social promotion
» Native advertising
04 Paid Distribution
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Ad Networks
Pay Per Click (PPC) advertising is the most
common, paid method for boosting your brand’s
visibility online. PPC promotes content online
that attracts clicks from users—when a user clicks
on the ad, the marketer pays per click. There are
two types of PPC ads: search and content.
Search PPC requires the marketer to select
specific keywords that, when searched by a
potential consumer, will cue the display of paid
search ads for your company’s website. The
most common ad exchange is Google Adwords,
but there are many others including Bing Ads by
Microsoft. The marketer must pay a given amount
each time an ad is clicked so selecting relevant
keywords that attract viable leads is key. While
traditionally, paid ads often drive to a company’s
product page or e-commerce site, now marketers
are increasingly using paid advertising to promote
content. Why does this work? Readers are more
inclined to click on useful or informative content
over blatant promotions.
Content PPC ads appear as content on sites, often
underneath similar articles in a ”Related Articles”
widget. Many different ad networks have harnessed
content PPC such as Outbrain, Gravity, Clicksor, and
OneSpot.
Best Practices
01 For search PPC, select your keywords
carefully. Keep in mind what your target
audience may be searching.
02 Engaging copy is vitally important
to successful PPC advertising. The best
advertising text includes a call to action and
the same keywords that the user originally
typed into the search bar.
03 Paid advertising works particularly well
at the beginning of a campaign when you’re
trying to ramp up initial engagement with
a piece of content. If you can boost initial
engagement, your content may be featured
on “most read” lists, blog posts, or a site’s
hompage. This will drive further organic
traffic that is earned, not paid.
04 Paid Distribution

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Paid Advertising
Via Social Networks
Many social networking sites, in addition to
providing free promotional platforms, also
feature paid ad channels for brands to harness.
LinkedIn ads and sponsored updates, promoted
Tweets, accounts, and trends, and sponsored
Facebook updates and ads are just a few that
allow for highly targeted content distribution.
In NewsCred’s experience, LinkedIn has been
a valuable distribution tool due to its growing
popularity and evolving marketing products.
85% of member engagement on LinkedIn is
with content. Compared with Twitter and
Facebook, LinkedIn generates the highest
visitor-to-lead conversion rate -- that’s nearly
3x higher. Outside of NewsCred, other brands
are experiencing superior results on LinkedIn.
A targeted and engaged audience is key to
company success. LinkedIn company page
followers were 2x more likely to purchase from
and recommend the company. Meanwhile,
B2B conversions were 4x higher on LinkedIn
than on Twitter and Facebook.
While we’ve experienced success with LinkedIn,
brands should test multiple ad types across
multiple social channels to see what works best
for their marketing strategy.
Best Practices
01 Carefully consider the cost-per-click
of each distribution method, not all social
platforms are created equal.
02 Paid social campaigns can get
expensive. As marketers on a budget, it’s
often wise to drive people to gated content
so that your social.efforts can be used as a
lead generation tools.
04 Paid Distribution

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04 Paid Distribution
This is a basic and less expensive option for showcasing visual
content.
Shows new fans which of their friends have interacted with the
brand. Enhances the brand’s credibility through social proof.
Appears on the side of the Newsfeed, and directs viewers to an
off-Facebook property. You can redirect users to content offers and
landing pages.
Used to promote Facebook pages, but you can include a URL to a
non-Facebook property in the text, similar to the domain ad.
Amplifies an existing tweet to a larger or targeted audience. If you’re
already promoting content, you can easily turn your content tweet
into a promoted tweet to reach new eyes.
Receives high visibility due to Trends placement next to the
newsfeed. Promoted Trends may also make your keyword (hashtag)
look like it’s trending.
To promote your content, it helps to have a larger existing network
of content sharers. By promoting your account, you can increase the
chances of Twitter users sharing your content organically. Promoted
Accounts appear to the side of the Newsfeed under “Who to Follow.”
Delivers content directly to the home Newsfeed of target audiences.
Appears as small banner ads on the side of LinkedIn pages.
Allows you to send a personalized message to individual’s inboxes.
Messages come from individuals, rather than brands.
Facebook Promoted Post
Facebook Sponsored Stories
Facebook Domain Ad
Facebook Page Post Ad
Promoted Tweets
Promoted Trends
Promoted Accounts
Linkedin Sponsored Updates
Linkedin Display Advertising
Linkedin Sponsored InMail
Reach, total interactions, engagement, CPC
New page likes, reach, impressions, engagement,
CPC, sentiment
CTR, conversions, impressions, traffic, CPC
CTR, impressions, follower growth, CPC,
engagement, conversions
Clicks, engagement, new followers, CPC
New followers, sentiment, conversions, retweets,
engagemen
New followers, mentions, reach, sentiment,
engagement
Engagement, CTR, conversions, impressions, reach,
new followers
CTR, impressions, reach, engagement, conversions
Network growth, engagement, sentiment, qualified
leads
Here’s a breakdown of the major advertising options currently available to you:

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Native Advertising
Native advertising, sometimes known as
branded content campaigns, result from
strategic partnerships between brands and
publishers. This type of relationship requires
a hefty financial investment on the brand
side. The brand will pay a publisher for access
to its audience, with the ability to merge its
own content into the user experience of the
publisher’s website. This can range from a
sponsored post to an entire editorial section
depending on your budget.
Remember: good content marketing fuels native
advertising. Native isn’t just about placement,
it’s about content that feels indigenous to the
platform where it’s displayed on and authentic
to the readers who consume information there.
For example, in June 2013, General Electric
partnered with BuzzFeed to promote GE
Aviation’s presence at the Paris Air Show.
The resulting “Flight Mode” allows visitors to
explore the BuzzFeed site in FlightMode -- via
a self-navigated airplane that flies over a grid
of BuzzFeed articles. The page also includes
other flight-themed content to complete the
experience. Considering that the campaign is
for a trade show, BuzzFeed, a highly trafficked,
consumer-facing site, may not seem like the
most logical publisher to partner with. According
to BuzzFeed President and COO, Jon Steinberg,
“people in positions to make purchases in the
aviation field like engaging content and the
same fun stuff as everyone else.”
04 Paid Distribution
Native Advertising Can...
» Give brands a targeted audience that
aligns with their brand and marketing goals
» Allow brands to reach their audience
on a platform they already know, love and
read everyday, without disrupting their
consumption habits
» Give brands the journalists and production
resources to create quality content at scale
» Help brands create awareness while still
having their branding on the content. It’s
important to note that content should be
developed with journalistic integrity. It should
be clearly labeled as “Sponsored Content”,
and ads should be only in designated “ad
areas”
Best Practices
01 Consider the intersection between
your desired audience and the audience
of possible partners. Does native
advertising campaigns make sense?
02 Don’t be afraid to think outside the
box when it comes to branded content
campaigns.
03 The widest distribution comes from
social sharing. Interesting, unusual and
highly visual content is shared the most.
04 Consider the location of your sponsored
post and target based on relevant content
nearby. Remember to produce articles and
video with
the endemic audience in mind.
05 Remember that this is about
longevity. You aren’t going to build up
interestovernight. You’ll have to run these
campaigns for 3-12 months in order to see
tangible results.

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Organic Distribution.
In this section, we will outline five low-cost distribution tactics: lead nurturing, social media, free content
platforms, crowdsourcing, and SEO. While these content distribution tactics require little to no monetary
investment, they can require significant investment of time and energy.
05 Organic Distribution
Lead Nurturing
Lead nurturing is the process of building
business relationships with prospects early in
the buying cycle. While the prospect may not be
ready to buy, the ultimate goal is to develop a
strong rapport to earn their trust when they are
ready to purchase your product. Lead nurturing
begins when a prospect fills out a form for your
website, white paper, newsletter, or sales inquiry.
The relationship is maintained through periodically-
timed communications (newsletters, calls, emails)
that continue through the sales cycle.
Lead nurturing is easily executed through marketing
automation platforms like Marketo and Hubspot.
It relies on a series of communications that are
targeted and distributed based on demographic,
behavioral actions, and the stage of the sales cycle.
Personalize content to a segmented
audience based on their industry, web
behavior, job, function, or vertical.
Automatically serve content based on
the prospect’s stage in the buying cycle.
Continually track the prospect’s
interactions with the brand and stage
in the buying cycle.
Lead Nurturing
accomplishes three goals:
01
02
03
Best Practices
01 Optimize your site for your CTA or
form. Include fields that capture company
information, business needs or interests,
and contact information.
02 Every page of your site should have a
tracking code or munchkin to monitor user
activity, including time spent on your page
and bounce rates.
03 Make it easy (and obvious) for users
to find the “Contact Us” button.
04 Produce and gate only your relevant,
high-value content.

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05 Organic Distribution
For example, we’ve optimized our content landing pages to showcase the contact form
above the fold. Limiting the number of fields a user must fill out can increase form completes:

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Social networks
Twitter, Facebook, Linkedin, Google+, and Pinterest
are great platforms to distribute content that drives
users back to your website. Each platform, however,
is best suited for a different type of content
distribution.
Facebook
» Share content that is highly visual—articles and
images get 94% more views that those without.
(Content + 2013)
» Always include a call-to-action within you text.
If possible, reinforce your CTA with illustrations in
your post’s image.
» Facebook users love interactive content.
Innovative methods for visual content distribution
such as contests fuel engagement on Facebook.
With 1.5. billion monthly active users, it’s no
wonder that 67% of B2C companies and 41%
of B2B companies have acquired a customer
from Facebook. In 2013, 74% of all marketers
indicated that Facebook is the most important
channel for their social lead generation plan.
How does Facebook fit into your current lead
generation strategy?
05 Organic Distribution
» Stay away from shameless self-promotion.
» Post interesting industry news and other useful
bits of information so that your audience continues
to return and share your postings.
» Be thoughtful when posting. If posted during
your audience’s highest engagement periods,
strategically scheduled posts can help increase
engagement. Thoughtless automated posting can
decrease Facebook likes and comments by 70%.
(Digital Buzz Blog 2012)
Twitter
69% of B2C marketers and 80% of B2B marketers
use Twitter to distribute content. In 2013, Twitter
announced its intentions to build more robust lead
generation tools into their platform. As of writing,
Twitter’s lead generation cards are still proving their
efficacy. Learn how this option may provide value to
your brand.
» For lead generation efforts, tweet out content
that lives on your website or blog in order to drive
traffic back to your site.
» Strike a balance between links to content and
conversational tweets. Twitter allows you to both
distribute content and engage with your audience.
» Humanize your brand by starting conversations,
reach out to individuals and pose questions about
the content you’re distributing.
» Tweet often. The most widely followed Twitter
accounts send an average of 22 tweets per day.
(Hubspot)
» Use hashtags and tag relevant people, brands
and publishers in your tweets to increase
engagement from related parties.
» Abide by the 4-1-1 rule. For every one self-serving
tweet, you should re-tweet one relevant tweet and
most importantly, share four pieces of relevant
content written by others. (Marketo)
“Social media
lead conversion
rates are 13% higher
than the average
lead conversion
rate.” — HubSpot

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LinkedIn
Linkedin is particularly effective for B2B content
distribution. In fact, 83% of B2B marketers use
LinkedIn to distribute content.
Spotlight
Microsoft not only promotes a variety of content on its rapidly updating LinkedIn
page. It also includes product recommendations from users, an active tech support
portal, and a Networking Group called “Be Future Ready,” for users who want to
turn ideas into business solutions through technology.
» Create your own LinkedIn group. It’s free and
allows you to moderate discussion and post
content in your specialty areas.
» Share your most relevant, interesting content in
other LinkedIn groups.
» Be discerning about which content you share in
which group. Not every group you are a member of
will be interested in every piece of content you are
pushing out. Consider your desired audience and
post accordingly.
» On your own company page, you can target
specific updates to certain Linkedin members by
role, industry, and company size.
» Always engage. Reply to all comments on your
posts and discussions
» Use LinkedIn messages strategically. You can
send free messages to members of your own
network encouraging them to join your groups.
05 Organic Distribution

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Google+
Since its launch, Google+ has garnered the second
largest active follower-base after Facebook.
Between this massive distribution network and
ease of sharing, Google+ is an obvious choice for
supplemental content distribution.
Spotlight
Mercedes-Benz maximizes Google+ by releasing regular updates, featuring a variety of content types.
» Posting on Google+ results in improved search
results on Google. Post actively in order to improve
SEO.
» Add the +1 button to your site. Websites with the
+1 button generate 3.5x more Google+ visits than
sites without. (Hubspot)
05 Organic Distribution

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Pinterest
This image-driven social platform sees 30 million
unique monthly visitors and drives more traffic
to websites and blogs than Twitter, LinkedIn,
Google+, or YouTube.
Spotlight
Jetsetter maximizes the visual component of Pinterest. By creating boards for all categories of travel
including architecture, bucket list vacation spots, promotions, and quotes, Jetsetter differentiates its
content and yet creates a rich, visual experience that entices viewers to click.
Best Practices
for Social Distribution
01 Don’t spread yourself too thin on social
channels. Rather than tackling every
platform, choose the few that work best for
your brand, audience, and type of content.
02 Add social buttons to your site.
This will provide more opportunities for
audience engagement with your content.
03 Cross promote your content across
your active social channels to improve
social sharing and page views.
» Pin images that link back to your site. The
purpose of Pinterest is to engage users through
visual content, so choose enticing images in
order to drive traffic back to your site.
» Include rich descriptions along with your pins.
Consider discoverability when pinning content
and use accurate descriptors to simplify search.
» Keep SEO in mind when naming your images.
Remember that your content is not only living on
Pinterest but also on search engines all over the
web. Using descriptive file names can improve
your organic searchability.
05 Organic Distribution

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Leveraging free
content platforms
Free content platforms, like YouTube and Slideshare,
give brands the functionality distribute content to
and engage with a built-in audience. These media
platforms are quite different -- YouTube is suited
for video content while Slideshare allows brands
to publish presentation decks -- but both provide
brands the opportunity to promote anything from
thought leadership to events and campaigns.
YouTube
Considering that 46% of people say they’d be
more likely to seek out information about a product
or service after seeing it in an online video, it’s
safe to say that video should play a role in every
company’s content strategy. 70% of B2B marketers
use some form of online video as part of their
content marketing efforts.
05 Organic Distribution
YouTube Best Practices
01 Upload all video assets. This will increase
the chances of your content being found and
shared by an engaged audience.
02 Give your videos searchable descriptions
and tags.
03 Vary your content. Include how-to, case
study, conference and event footage, and
interview videos.
04 Include your website url in the video
description to increase site traffic.
05 Embed your videos on your own website
to make them more discoverable and create
a richer experience.
Slideshare
01 Make sure your title slide is easy to
read and visually interesting. The truth is that
people do judge a presentation by its cover,
so make sure you appeal to your audience’s
aesthetic right off the bat.
02 Optimize your Slideshare for SEO by
including keyword-rich titles.
03 Promote your presentations across
multiple social channels and your blog.
04 Repurpose your white papers and guides
into Slideshare presentations. You can reach
additional audiences by just changing the
format of your content.
For many businesses, Slideshare has become an
integral part of their content distribution strategy.
More than just a place to upload webinar slides
and case study decks, Slideshare is a social
communitywith 60 million monthly visitors who
are ready to engage with your content. The key
to Slideshare is creating content that is relevant
or useful to your target audience.

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Spotlight
NewsCred produced a highly trafficked Slideshare
presentation on the 50 Best Content Marketing
Statistics. The presentation provided useful
statistics about the value of content marketing
that marketers could easily reference and use
in their own business. The content, which was
consolidated from many sources across the web
was presented in an attractive, visual, and on-
brand manner. NewsCred promoted the deck
across multiple social platforms, which prompted
viral sharing and over 120,000 views. To leverage
the platform even further, the premium version of
Slideshare offers a call-to-action form that can be
applied to presentations. This enables marketers
to use the platform for lead generation.
05 Organic Distribution

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Crowdsourcing
Crowdsourcing can play a pivotal role in content
marketing and distribution, if done correctly.
Leveraging the power of crowds can be effective
for both large brands and companies with small
budgets and few resources.
Spotlight
One successful crowdsourcing example was
Bacardi’s “It Started With a Party” campaign
to mark the company’s 150th birthday. The
campaign, hosted on Talenthouse, asked
individuals to create and upload videos with
the “It Started With a Party” theme to show that
Bacardi parties are always “catalysts that enable
meaningful human connections.” Bacardi packed
its website full of content about the historic rum
company including example videos for contest
participants to consume, gain inspiration, and
emulate in their own creative submissions. The
campaign ultimately served its goal of driving
more traffic to the site, attracting new users,
boosting the Bacardi brand, and gaining a
wider distribution network. The key here was
that in engaging its audience through participant
submissions, Bacardi’s campaign encouraged
social sharing . Participants and their friends
would share their original videos living on the
website and ultimately drive traffic back to
Bacardi.
05 Organic Distribution

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SEO Strategies
SEO is the act of leveraging targeted keywords
to ensure that your website or article can
be found in search engines. SEO requires a
combination of tactics to guarantee visits to your
content. To secure a higher ranking in search
engine results pages (SERP), it’s imperative to
build Pagerank. Pagerank is the process that
Google uses to determine the importance of
a given website based on relevant keywords
or phrases. The way to build Pagerank is
to increase inbound links to your domain.
Essentially, SEO helps search engines figure
out what each page on the web contains, and
how useful it might be to users.
Best Practices
01 Determine the relevant keywords for the
particular piece of content you are distributing
and tag and title it accordingly. This means
identifying the major themes and topics for
your content.
02 Always use the desired keyword in the
headline.
03 Include the keyword at least once near top
of the content piece, within the first 100 words.
04 Use the keyword at least three times in
the body copy. The amount of times the
keyword should be referenced is relative to the
length of the article. The longer the article, the
more times you should use the keyword.
05 Try to focus your content around one
keyword. Too many keywords will confuse the
search engine and may trigger filters.
06 Try and build as many inbound links to
your domain through content sharing, guest
posting, and outreach.
05 Organic Distribution

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Glossary.
AdWords
Google’s main advertising product that
offers pay-per-click (PPC) advertising,
cost-per-mile (CPM) advertising, and
site-targeted advertising for text, banner,
and media ads.
Search Engine Marketing (SEM)
The marketing of websites through search
engines. Improves a site’s search engine
ranking through the purchase of paid listings.
Keywords
A word or string of words typed into a search
engine. Once identified, keywords are used
as topic generators to create website content.
Keyword strategy involves determining which
topics are most relevant to a specific target
audience and then creating or curating
content based on these topics.
Search Engine Optimization (SEO)
Process that naturally increases the
amount and quality of traffic to a website
from a search engine. Considers how search
engines generate results and utilizes content,
links, and tags.
Landing Pages
Pages on company websites that contain
a lead generation form.
Call-to-Action (CTA)
Prompts on company websites that solicit
consumer behaviors such as “Download Now,”
“Order Now,” “Buy Now,” or “Contact Us” that
encourage a user to make a purchase or fill
out a form.
Pay-Per-Click (PPC)
Also known as “cost-per-click,” is an online
advetising model that requires the advertiser
to pay the publisher when the ad is clicked.
Business-to-Business (B2B)
Commerce between businesses, such
as between manufacturer and wholesaler
or consultancy and corporation.
Business-to-Consumer (B2C)
Commerce between businesses and
individual consumers.
Crowdsourcing
The process of obtaining services, ideas,
or content by soliciting contributions from
a large group of people, particularly an
online community.
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