Content Distribution Tips: Don’t let your content collect dust
It’s reported that companies who prioritize content marketing see 6X higher conversion rates than those that don’t. SIX TIMES. If that’s not a reason to start distributing your content smarter, we don’t know what is.
What even is content marketing?
Let’s break it down: Content is anything you create to grab attention and engage people. Blog posts, social media updates, emails, videos, podcasts, infographics—you name it. Content marketing is simply the strategy of using that content to attract, inform, and convert your audience.
Think of it this way: If marketing were a party, content would be the conversation that keeps people interested. You don’t want to be the person standing in the corner, talking to yourself.
Why Should You Care About Content?
Creating solid content isn’t just a nice to have—it’s a need to have.
Why?
Brand Awareness: People can’t buy from you if they don’t know you exist.
Thought Leadership: Show you know your stuff and become the go-to expert.
SEO: Search engines love fresh, relevant content.
Lead Generation: Good content nurtures potential customers and nudges them toward a sale.
Builds Trust: People buy from brands they know and trust and your content makes that happen.
The Big Problem: “I Wrote It… Now What?”
A lot of businesses fall into this trap: They write a blog post, hit publish, and then… crickets.
Let’s say you run a local gym and you create an awesome blog post or video about “5 Myths About Strength Training.” If you don’t distribute it to where your audience is, you’re basically shouting great advice into an empty room. And, if you tell people about it once, it’s likely they’ll forget about it before they get around to it. Once is not enough, especially when a person sees hundreds to thousands of marketing messages per day.
How to Distribute Your Content Most Effectively
Instead of creating content and hoping people find it (spoiler alert: they won’t), think about how you can best distribute your content. The overall idea: Write once & repurpose.
Let’s say you’re a small accounting firm. It’s tax season, and you write a blog post to publish on your website called “Top 10 Tax Filing Mistakes Small Businesses Make.” Super helpful, right? Now let’s make sure it gets seen by the people who need it.
Here’s how you can turn that one blog into a full content campaign:
Video Clip: Record your lead accountant highlighting 2–3 key points from the blog. Share it on LinkedIn and even embed it on your website.
Email Newsletter: Send a quick “Did you know?” email to your client list featuring a couple of mistakes from the blog and a link to read more.
Social Media Posts: Break each of the 10 tips into quick-hitting posts on LinkedIn and Facebook or follow it up with a carousel featuring each tip.
Local Webinar or Workshop: Host a short, free webinar expanding on the topic for small business owners in your area.
Downloadable PDF: Turn the list into a branded checklist or printable resource you can offer in exchange for an email (hello, lead gen!).
Now your one blog post isn’t just a one-and-done—it’s a conversation starter and a client resource.
Content Distribution Checklist
Before hitting publish, ask yourself:
Who needs to see this? Identify your target audience.
Where do they hang out? Choose platforms that make sense.
How can I repurpose this? Break it into different formats that best fit each platform.
What’s the call to action? Always tell people what to do next.
It’s Time to Use Your Content
You’re busy, your team’s stretched thin, and content often ends up on the back burner. If you need a strategy, a fresh set of ideas, or just someone to get your content in front of the right audience, we’re here for it. Let’s talk about your content and overall marketing goals!