![]() ![]() Paid content distribution channels require that you pay to promote your content. Use tools like Hootsuite Insights powered by Brandwatch to keep an eye on what people are saying when you’re not in the room. You can set up alerts or create searches that notify you of brand mentions or other keywords relating to your brand. While largely outside of your control, these channels can be a good indication of public sentiment surrounding your brand. I didn’t pay for this and I didn’t post it myself - that’s earned content distribution! In the above example, communications consultants Writer’s Block Solutions shared another piece I wrote for the Hootsuite blog. Roundups, product or service reviews, and ‘best of’ pieces are all great examples of earned content distribution. Similar to backlinks, some blogs or articles may mention your brand by name. That’s generally frowned upon, though, and turns those links into paid content distribution (more on that in the next section). You can also enter into an agreement to trade links with another brand. The best way to earn backlinks organically is by posting authoritative information. Google loves a backlink, so this is a particularly valuable earned channel. ![]() You can (and should) repurpose this kind of earned content into your social strategy. Engagement like this shows your followers are actually interested in your content. Mentions, shares, and user-generated content (UGC). ![]() This form of content distribution is created and published by a third party.Įxamples of earned content distribution can include: Still, it’s not uncommon for brands to distribute podcasts on their websites.Įarned channels are ones that your organization does not own or control. Podcasts are often hosted on third-party apps like Spotify or Google Podcasts. You may host most of these materials on your website, but some, like a webinar done over Zoom, perhaps, can live elsewhere. Think ebooks, white papers, webinars, and any how-to content you’ve created. dollar invested in email marketing, brands earned $36 back. A 2020 Statista survey found that for every U.S. Email drip campaigns can be an incredibly effective form of advertising. Email marketing is both a channel and a type of content. Your social media content is technically your owned content until you put it up on a site that retains ownership of the content, like Quora or Reddit. It also includes any blogs and articles, white papers, or case studies you publish. This includes your standard web copy, like your home and about pages. When you own a channel, you decide what you publish and how you share it with the world. “Owned” channels are ones that your brand has ultimate control over. The three types of content distribution channels Owned Each has its own role in your content distribution strategy. There are three main types of content distribution channels: owned, earned, and paid. What is content distribution?Ĭontent distribution is the process of promoting and sharing content, like blog posts, videos, or social media updates, to reach a wider audience through various channels and platforms. Also use it to track results and present the plan to your boss, teammates, and clients. Bonus: Get a free social media strategy template to quickly and easily plan your own strategy. ![]()
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