Brian Dean’s recent study confirmed what many Digital Marketing folks know intuitively.
(…) Brian Dean recently found that 94% of all content generates zero backlinks. And just 1.3% of articles gobble up 75% of all social shares.
Source: Brafton
It’s 2020 and we’ve have been pumping out content for many years.
Algorithms influence distribution.
How do you earn backlinks for your content?
As shown in the above article, the cost of content creation is increasing.
Distribution strategies matter.
I liked this tweet:
That blog from 2 days ago?
— Ross Simmonds (@TheCoolestCool) January 7, 2020
Republish it on Medium
That video from 4 weeks ago?
Republish it natively on social
That research from 6 months ago?
Republish it as a PDF on LinkedIn
That podcast from a year ago?
Turn it into a video w. captions#DistributionOverEverything
Well, maybe not Medium… Their technical SEO is broken. I personally think WordPress is still a good option.
The tweet conveys the importance. You need to increase visibility. You must find ways to connect.
Consider distribution strategies early, ideally when you are planning and creating the content:
- What keyphrases and questions will help this article to rank well in the SERPs?
- Did you look closely at the search intent?
- Always share the link on your social media properties (Organic Social).
- Can you spend some money on Paid Search and Paid Social to promote the content to your target audience?
- Can you add a podcast on the topic?
- Are you planning a video?
- Maybe, you could offer a webinar and share the slides and the recording?
- Brainstorm for ideas: How can you earn backlinks on high-quality sites?
- Build a simple newsletter and share new content with subscribers at regular intervals.
- Consider contacting journalists and getting relevant publications to write about you.
- Inform your sales team of new content. Encourage them to send out direct links to relevant content.
