I think we can all agree that content marketing is an effective strategy. A 2017 study from Point Visible found:
- 86 percent of B2C marketers use content marketing
- 60 percent are extremely or very committed to content marketing
- 63 percent are much more or somewhat more successful with content marketing than they were one year ago
That’s great. But there’s one glaring issue that often gets overlooked – content distribution.
Stunted Audience Growth
There’s an interesting phenomenon occurring right now. Marketers are cranking up their volume of content, but it’s not translating into any real audience growth. In fact, the collective audience size for most industries basically plateaued in 2014 and 2015. Check out this article from the Content Marketing Institute for more on this.
Why is this happening? It’s quite simple.
Internet users are suffering from content overload. There’s way more supply than there is demand. Therefore, people are more selective than ever about the content they choose to consume.
The Need for Effective Content Distribution
There’s a great tweet from former BuzzFeed Vice President, Jonathan Perelman regarding the current state of content.
This is basically saying that great content is massively important, but without an effective means of distributing that content, its impact will only be marginal. It doesn’t matter if you create the most brilliant, insightful, longform legal post in history. If it just sits on your website stagnating with no one knowing about it, what’s the point? You’re just wasting your time and bringing in little to no leads.
Content distribution is something that many legal marketers overlook. There’s a misconception that simply posting great content is enough, and that in itself will keep the leads pouring in. In the earlier days of content marketing, this may have worked. But unfortunately, it’s no longer true. If you expect to thrive, you need to get in the habit of “marketing your marketing.”
In other words, you need to promote your promotional content. It sounds kind of crazy, but it’s basically a necessity these days. And as the volume of content on the Internet continues to grow, this will become even more important.
How to Distribute Your Content
Now you’re probably wondering what are the best ways to go about distributing content. What’s the path of least resistance?
According to a study from MailMunch that surveyed 297 marketers, the top content distribution strategies for 2017 are:
- Influencer marketing – 26 percent
- Email marketing – 18 percent
- Social media – 18 percent
- Guest blogging – 16 percent
- Paid distribution – 14 percent
This tells us that influencer marketing should be a top priority. It’s insanely effective because it accomplishes four important things at once.
- It puts your law firm on the radar of your target audience
- It drives referral traffic to your website
- It raises your brand equity
- It provides you with a valuable backlink, which aids in SEO
For more ideas on this process, check out this guide from Neil Patel.
Content marketing is bigger than ever. But the Internet is a crowded place, and it’s becoming more difficult to stand out. Effective content distribution is your ticket to bridging the gap between you and your audience and getting your content to where it needs to go.