Content distribution is a critical marketing tactic for businesses of all sizes. By publishing and promoting content across multiple channels, businesses can reach a larger audience and achieve their marketing goals.
There are three primary types of content distribution channels: owned, earned, and paid. Owned channels are those that businesses have full control over, such as their website or blog. Earned channels are those that are not under the business’s direct control, but can be earned through good teamwork and marketing efforts, such as being featured in a popular blog or getting coverage from a major news outlet. Paid channels are those where businesses pay to have their content featured, such as in online ads or sponsored posts.
Earned channels are those where your content is featured because it’s good enough to be approved by an editor, gatekeeper, or moderator. These can be extremely valuable for growing your audience and reach. Examples of earned channels include popular Reddit threads, Facebook groups, forums, and guest posts.
Paid channels, on the other hand, require payment to distribute content. While this may seem like a disadvantage at first, investing in paid channels can actually be a great way to reach relevant people and grow your business. At Ahrefs, we sometimes invest in paid channels to distribute our content so we can reach as many relevant people as possible. Examples of paid channels include Twitter Ads, Google Ads, Quuu Promote, Sponsorships, Retargeting, and Native advertising platforms like Taboola and Outbrain.
Both earned and paid channels have their own advantages and disadvantages. The key is to identify which channels will work best for you and your team in order to achieve success.
Each type of content distribution channel has its own strengths and weaknesses, so it’s important to consider all three when developing a content marketing strategy. However, one thing all businesses need for success is a great team to execute their marketing plans. With the right team in place, businesses can achieve their marketing goals and experience growth.