How to Distribute Content for Different Formats: 4 Key Considerations
Content distribution across various formats is a crucial aspect of modern digital marketing. This article delves into key considerations for effectively distributing content across different platforms, drawing on insights from industry experts. Discover how to tailor your content strategy, optimize for specific formats, and prioritize audience intent to maximize the impact of your content distribution efforts.
- Tailor Content Distribution to Format Strengths
- Optimize Each Format for Specific Platforms
- Prioritize Intent and Audience in Distribution
- Customize Strategy to Maximize Format Impact
Tailor Content Distribution to Format Strengths
When approaching content distribution, I prioritize aligning each format's strengths with the right platforms, the stage in the content funnel, and audience behaviors. This means the format must not only suit the platform's nature (e.g., videos on YouTube, visual posts on Instagram) but also consider the potential reach and engagement it can generate for the brand. For instance, while short-form videos are now ubiquitous across platforms, the same video can perform very differently depending on where it's posted. As someone who primarily creates English content, I've found that my short videos tend to perform better on YouTube than on Instagram—and even worse on LinkedIn. With that in mind, YouTube becomes the optimal channel if I'm aiming for top-of-funnel (TOFU) reach.
For written content, the distribution strategy depends on its call to action. While LinkedIn and my own backend offer email marketing (EDM) capabilities, my engagement rates are significantly higher with EDMs than with LinkedIn posts. As a result, I typically send long-form articles via email, then repurpose key snippets for LinkedIn to drive traffic back to the full piece.
Ultimately, effective distribution is no longer about simply posting on the channel that "feels right." Instead, creators must understand the overarching goal of each piece of content and strategically place it based on algorithmic trends and historical performance data.
Optimize Each Format for Specific Platforms
I always consider how each format aligns with the audience's preferences and the platform it's being shared on. Here's how I approach each:
For blog posts, the focus is on SEO and organic reach. I ensure that the content is optimized for search engines, making it easy for users to discover through Google. To expand its reach, I syndicate the post across platforms like Medium and LinkedIn, and share it in relevant online communities or forums. For blog posts, I also leverage email newsletters, as they can drive targeted traffic from existing subscribers. The key consideration for blog posts is to provide value, ensuring the content is educational or answers specific questions, which encourages repeat visits.
For videos, the distribution strategy is more about platform-specific optimization. For YouTube, I focus on creating compelling titles, tags, and descriptions that match search queries. I also share videos across social media platforms like Facebook, Instagram, or LinkedIn, and even embed them in blog posts to extend their reach. Videos perform well on social media, so I also use paid ads for broader visibility. The main consideration here is ensuring the video has an attention-grabbing thumbnail and a strong call-to-action to maximize engagement.
For infographics, I treat them as both visual content and a tool for link-building. I share infographics on social platforms like Pinterest and Instagram, where visual content performs well. I also focus on pitching them to industry-specific blogs and publications as a way to earn backlinks. Since infographics are great for explaining complex information, I also use them in email campaigns or in content hubs where users can download them in exchange for their email. The key here is to ensure that the infographic is highly shareable and includes a clear, concise message that adds value to the audience.
For each format, I also make sure to monitor performance metrics, whether it's through click-through rates, engagement rates, or conversion tracking, and adjust strategies accordingly.
Prioritize Intent and Audience in Distribution
I approach distribution by format, not just channel. Each one will serve a different purpose.
When it comes to blog posts, I prioritize SEO. I optimize for discoverability, structure for skimming, and repurpose sections for social media or email. Internal linking is essential.
Infographics are where Venngage excels, making it relatively easy to create one. I design for shareability, focusing not just on aesthetics but on content with intent. I typically embed them in blog posts, pitch them for backlinks, and slice them into carousels or individual visuals for social media.
The most important consideration across all formats is always: What's the intent, who is it for, and how are they consuming it? If you get that wrong, the format won't matter.
Customize Strategy to Maximize Format Impact
At Kalam Kagaz, our content distribution strategy is customized to the specific strengths of each format:
Blog Posts: We prioritize SEO optimization and long-term discoverability. Blogs are shared on our website, distributed through email newsletters, and posted on LinkedIn for professional reach. Repurposing snippets for Twitter and LinkedIn boosts engagement over time.
Videos: For videos, we focus on high-visibility platforms like YouTube and Instagram, optimizing for mobile viewing. Short clips are repurposed as reels and TikToks, while longer segments are used for educational webinars or IGTV.
Infographics: Visual platforms like Pinterest and Instagram are ideal. We also integrate them into blogs for better explanation and shareability. Infographics are great for quick data visualization, making them perfect for LinkedIn as well.
Our key considerations include audience behavior on each platform, the platform's algorithm, and the ideal content format that resonates with users. The goal is always maximum visibility and engagement across the right channels.
