Content Falling Flat? 
How to Overcome the 
Distribution Hurdle in 8 Easy Steps
Why Distribute? 
Buyers are 60% down the buyer’s journey before they engage 
with a brand or person. You have to be proact...
In order to be heard over the noise that is the Internet, you have 
to hand deliver your content to your target audience.
Understanding the Channels: 
Owned vs. Earned vs. Paid 
Owned Earned Paid 
Email newsletter list Forums Facebook ads 
Soci...
1. Define Your Goals 
WHO? END GOALS 
- existing community 
- broader audience 
- visits 
- signups 
- conversions 
- soci...
2. Find Your Audience 
Determine 
the Problem 
Ideate 
Search Terms 
Check usage 
with Google 
Trends 
Track terms 
with a...
3. Develop a Process 
Make a spreadsheet of every earned channel with tabs for 
forums, blogs, newsletters & influencers. ...
4. Research + Measure 
TRENDING CONTENT GOOGLE ANALYTICS 
See what headlines are trending on 
relevant forums and buzzsumo...
5. Build Your Owned Channels 
Don’t forget to start building your own vehicles via RSS and email subscribes. 
TEST & ITERA...
Design matters 
Consult a UX pro. 
Do informal user / visitor testing. 
Keep it simple and easy to read. 
Keep newsletters...
6. Measure Conversions 
Tag content by category. 
Track posts with KISSmetrics. 
Determine which topics drive the most rel...
7. Share Multiple Times on Social 
Spread posts over a few weeks at different times throughout the day. 
Pull quotes, head...
8. Reach Out, Build Relationships 
High quality content + Strong relationships = Shared Content 
1. Identify influencers w...
Bonus: Our Fave Channels + Tips 
As a SaaS company and media monitoring tool, here are the distribution channels 
(or ampl...
Bonus: Our Fave Channels + Tips 
Designer News (designnews.layervault.com): For design-related content only. 
Strong commu...
8 Steps to Overcoming 
the Distribution Hurdle 
1. Define Your Goals 
2. Find Your Audience 
3. Develop a Process 
4. Rese...
Read more about overcoming the content distribution hurdle at: 
https://blog.kissmetrics.com/overcome-content-distribution/
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Content Falling Flat? How to Overcome the Content Distribution Hurdle in 8 Easy Steps

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Buyers are 60% down the buyer’s journey before they engage
with a brand or person. You have to be proactive in reaching
them early on.

In order to be heard over the noise that is the Internet, you have to hand deliver your content to your target audience.

This presentation explains how!

Published in: Business

Content Falling Flat? How to Overcome the Content Distribution Hurdle in 8 Easy Steps

  1. 1. Content Falling Flat? How to Overcome the Distribution Hurdle in 8 Easy Steps
  2. 2. Why Distribute? Buyers are 60% down the buyer’s journey before they engage with a brand or person. You have to be proactive in reaching them early on.* *Research by Rishi Dave, Dell’s Executive Director of Digital Marketing via newscred.com
  3. 3. In order to be heard over the noise that is the Internet, you have to hand deliver your content to your target audience.
  4. 4. Understanding the Channels: Owned vs. Earned vs. Paid Owned Earned Paid Email newsletter list Forums Facebook ads Social media channels Blogs (guest blogging) Twitter ads + Promoted Tweets Slideshare Newsletters AdWords Podcasts + Webinars Communities (i.e. Linkedin Groups, Medium, etc.) Social media groups Distribution apps (i.e Buffer Daily) RSS Feed Podcasts + Webinars
  5. 5. 1. Define Your Goals WHO? END GOALS - existing community - broader audience - visits - signups - conversions - social shares - followers - brand awareness
  6. 6. 2. Find Your Audience Determine the Problem Ideate Search Terms Check usage with Google Trends Track terms with a media monitoring tool Make a list of channels & influencers Identify influencers with Buzzsumo
  7. 7. 3. Develop a Process Make a spreadsheet of every earned channel with tabs for forums, blogs, newsletters & influencers. Create a column for category -> sort each sheet by category. Publish content -> send to each channel in the relevant category. Pro tip: Ask friends and colleagues to post to forums and groups for you, rather than do it yourself. Eventually, you’ll have a big enough audience that you won’t have to ask.
  8. 8. 4. Research + Measure TRENDING CONTENT GOOGLE ANALYTICS See what headlines are trending on relevant forums and buzzsumo.com See existing top referrers; stop wasting time on non-performers. Make note of landing pages In GA, go to -> Acquisition -> All traffic -> “Secondary Dimension” drop down -> Landing Page
  9. 9. 5. Build Your Owned Channels Don’t forget to start building your own vehicles via RSS and email subscribes. TEST & ITERATE Subscribe bars (hellobar.com, manycontacts.com, sumome.com) Pop-Ups Twitter Cards Promoted Tweets Promote with other email channels (one-offs, customer newsletter) In-app messages (we use Intercom.io) A/B test different messaging and call-to-actions. Try attracting people with the headline of the most popular article in your popup.
  10. 10. Design matters Consult a UX pro. Do informal user / visitor testing. Keep it simple and easy to read. Keep newsletters brief and visually pleasing. Make your Slideshares and presentations attention-grabbing.
  11. 11. 6. Measure Conversions Tag content by category. Track posts with KISSmetrics. Determine which topics drive the most relevant audience for signups or sales. Focus on elaborating and repurposing those.
  12. 12. 7. Share Multiple Times on Social Spread posts over a few weeks at different times throughout the day. Pull quotes, headers, and subheads as copy. Include Click-to-Tweets in the posts (CoSchedule has a great plugin). Include the handle of the author and their company in most tweets. Include different images.
  13. 13. 8. Reach Out, Build Relationships High quality content + Strong relationships = Shared Content 1. Identify influencers with media monitoring and buzzsumo. 2. Look at what they share - topics, tone, commentary. 3. Only share relevant info. 4. Figure out the value you add for them, and offer a lending hand. 5. Find something personal to talk about. Be friendly. 6. If it’s not happening, don’t push it.
  14. 14. Bonus: Our Fave Channels + Tips As a SaaS company and media monitoring tool, here are the distribution channels (or amplification networks) we’ve seen greatest success with: Buffer’s Daily App: Drives a ton of shares with a trickle-down effect of visits, but still very high. growthhackers.com: Our second biggest referrer. Make content relevant and valuable. Ask someone else to post. Follow up on comments. inbound.org: Very content and community focused. Smaller traffic driver, but lower bounce rates and more time on site from visitors. Hacker News: High quality content trends. Tech and investment-related posts seem to do the best. Upvotes restricted to 1 from each IP.
  15. 15. Bonus: Our Fave Channels + Tips Designer News (designnews.layervault.com): For design-related content only. Strong community; drove significant traffic. reddit: Our tech posts have done remarkably well. All about choosing the right sub-reddit. Many of the smaller ones aren’t worth the time. The Next Web: For syndication. Drives a significant amount of traffic (not huge), but allows us to reach broader audience.
  16. 16. 8 Steps to Overcoming the Distribution Hurdle 1. Define Your Goals 2. Find Your Audience 3. Develop a Process 4. Research + Measure 5. Build Your Owned Channels 6. Measure Results 7. Share Multiple Times on Social 8. Reach Out, Build Relationships
  17. 17. Read more about overcoming the content distribution hurdle at: https://blog.kissmetrics.com/overcome-content-distribution/

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