You’ve just published an absolute show-stopping piece of content. You’re glowing with pride over the amazing visuals, witty writing, relatability and overall finesse of your latest blog post, infographic, or video.
There’s just one nagging problem… so far, only a handful of people have actually seen it. Despite pouring immense creativity and effort into crafting premium material, it’s collecting dust instead of garnering the traction and widespread admiration it deserves.
If this scenario sounds all too familiar, listen up. Because the truth is that even world-class content will tragically underperform if creators don’t adopt a distribution mindset from the outset.
For the best content creators out there, publishing is merely the first step. The ultimate success of your carefully-crafted message hinges far more on how masterfully you strategize ways to amplify reach and tap into new audiences with pointed, cross-platform promotion efforts.
In this ultra-competitive content landscape we inhabit — in Thailand and globally — merely “building it” and hoping the masses will spontaneously flock to your latest creation simply won’t cut it. You need a solid distribution game plan centered around omnichannel visibility, paid promotion tactics, and personal amplification to make a real impact.
Sounds like a daunting task? Don’t worry, it’s easier than you think once you grasp the basic principles. Let’s explore the essential channels and techniques you need to start leveraging ASAP.
Seed Your Content Across Owned Channels
First thing’s first — let’s cover the foundational “home bases” you’ll use to seed your core content and promotions around it.
These “owned” channels encompass any digital platforms and communities where your brand has an official presence and following, like:
- Your website/blog
- Email subscriber lists
- Facebook/Instagram/Twitter etc. accounts
- Branded communities and forums
- YouTube/video hosting platforms
- Review websites and aggregators
When publishing a new marquee piece of content, syndicate it strategically across these proprietary web presences while tailoring visual teasers, messaging, and delivery to the unique look/feel and viewer expectations on each channel.
For example, an announcement post on your website blog could be a comprehensive long-form introduction with vibrant inline assets and CTAs to prompt engagement and virality.
Your email newsletter, meanwhile, could focus more on персонalized storytelling to entice opens and click throughs to consume the full content experience. And on social media, short snackable video previews and an eye-catching visual asset might work best for piquing curiosity and earning shares.
By seeding your fresh content across this constellation of brand-controlled platforms, you’re maximizing exposure to current followers while laying the groundwork for expansion into new audiences through strategic outreach, advertising, and viral sharing.
Boost Your Best Content with Paid Promotion
With your newly-created content deeply embedded across owned terrain like your website and social channels, your next reach amplification move is leveraging paid promotion and targeting capabilities.
Platforms like Facebook, Instagram, Twitter, Google Ads, and YouTube all offer stunningly granular opportunities to use paid boosts and sponsored campaigns to place your content directly in front of hyper-specific audience segments based on demographics, location, behaviors, interests, and more.
For content creators and marketers, these paid reach options are invaluable for accomplishing two key objectives:
1) Dramatically expanding visibility beyond your own follower bases to attract and engage fresh new eyeballs.
2) Laser-targeting campaigns to share your content to specific audience cohorts most likely to engage, take action, etc.
Let’s say you created a phenomenal long-form guide around planning destination weddings in Thailand. Organic promotion alone will likely only expose this to your existing email lists and social media fans.
However, by allocating paid promotion budget towards thoughtfully-targeted Facebook and Instagram ad campaigns configured to reach users fitting your ideal viewer profile (engaged couples, wedding interest signals, Thailand location interests, etc.), you can rapidly transcend existing reach limits and blanket this value-packed content to precisely the right new viewers most primed to engage with it.
When combined with thoughtful audience segmentation and split-testing of creative assets/messaging, paid promotion allows you to continually optimize to reduce cost-per-engagement and maximize ROAS from your paid distribution efforts.
Leverage Influencers & Earned Media For Maximum Exposure
We’ve covered amplification tactics within your owned assets and through paid media buys, but a third critical component of reach maximization revolves around creative leverage of influencers and other opinion leaders to tap into new networks and communities.
Through mindful relationship-building and collaborations, these influential voices and earned media placements can exponentially expand the radius of your premium content pieces by:
- Incentivizing authentic endorsements and credibility-building
- Uncovering new niche pockets of relevant audiences
- Capitalizing on partners’ audiences for expanded visibility
- Scoring inbound media coverage, links, and positive PR
In Thailand’s hyper-connected digital culture, locally-relevant influencers command staggering reach and sway across verticals like travel, food, fashion, and modern culture. By nurturing relationships with high-impact digital creators, you open the door to innovative promotional angles.
Maybe it’s sponsoring beautifully art-directed Instagram Stories takeovers showcasing a new destination guide from their unique perspective. Or a co-created TikTok challenge campaign centered around a fresh viral video you produced. Or inviting them along for a curated press trip to capture compelling visuals and narratives.
Similarly, media outlets and blogs specializing in topics like travel, lifestyle, business, marketing, and more are ravenous for high-quality content to feed their audience’s appetites. With the right pitching and relationship-building, there’s virtually no limit to the creative ways you can collaborate for features, guest posts, expert commentary quotes, and more.
The name of the game for earned, collaborative content distribution is thinking outside the box and continually identifying imaginative, non-disruptive approaches for getting your best work prominently celebrated via trusted third-party channels and tastemakers.
Supplement with Personal Amplification Techniques
Finally, don’t underestimate the exponential impact personal evangelism can have on audience growth and content amplification, either. Every engaged employee can be a valuable channel for ethically promoting and spreading awareness of your hard work to new viewership segments.
Tactics like encouraging staff to share notable content across their personal social accounts, hosting quarterly “TeachMe” sessions to educate on latest projects, proactively pitching unique story angles to colleagues’ personal networks, and more help activate your people as powerful guerrilla amplifiers.
Similarly, as a creator or leader, aggressively working your own personal network and leveraging online platforms like Twitter, LinkedIn, and industry forums can accelerate momentum behind top content. Tactics like follower loop giveaways for engagement, proactively seeding content in relevant Slack and WhatsApp groups, and consistently shouting out other influential voices are just a few proven techniques.
Personal influence cuts through inbox clutter and algorithmic newsfeed constraints. It earns your content credibility signals and visibility bumps in tight-knit niche communities where people are actively participating and self-selecting their interests. As a human ambassador for your brand’s creations, your voice breathes authenticity into spreading the word and increasing brand awareness.
Put into practice consistently and mindfully across your entire team, this personal amplification functions as a pivotal top-of-funnel mechanism for earning eyeballs and jumpstarting viral momentum around new content releases.
Maximize Reach through Audience-First Distribution
In the quest to earn maximum exposure for the game-changing content you conceive, there’s a simple mantra to internalize: a creator’s job is never finished at hitting “publish.” In our attention-splintered digital age, strategic distribution is equally (if not more) mission-critical for success.
But don’t fret! By seeding your work across owned terrain, thoughtfully leveraging paid promotional targeting capabilities, collaborating creatively with publishers and influential voices, and galvanizing your internal teams as personal amplification ambassadors, you unlock a multidimensional distribution matrix for catapulting your biggest ideas into the spotlight.
Sound like a complex matrix to master? The truth is, it’s far simpler than it seems once you solidify reach-building as an organizational priority and implement the proper processes and incentives to socialize promotion as a universal corporate responsibility.
Just keep this overarching principle top-of-mind: with every fresh concept and creation, meticulously map out an audience-first distribution game plan custom-built for accelerating exposure and igniting viral interest from the ground up. Do so consistently and expansive audience growth soon becomes inevitable.
Because innovative ideas deserve audiences. Contact our content marketing team at Relevant Audience to start putting an intentional, integrated distribution strategy in place.
