It seems that most brands these days have a good hold on distributing their content through the common platforms such as social media, press releases or email. However, these platforms are often not enough to get the content in front of as many eyeballs as possible and often do not provide the type of distribution that most brands are after.
Rather than using the same old techniques of building a bigger social media network, writing a better press release or creating a better email headline, check out these three often overlooked content distribution platforms that can be great for bigger brands.
1. LinkedIn Publishing Platform
LinkedIn recently opened up its publishing platform to all 277 million+ members meaning you have more access than ever to the professionals who are active in your industry. The regular stuff you publish on LinkedIn will get pushed to the top of your news feed but the Publisher Platform is a way to expand the reach of your content beyond your own network of connections.
The actual publisher interface is like a WordPress CMS and it is fairly simple to add and edit content. Like with other content, users who produce the most quality content and appeal to the widest range of industry professionals will yield the most benefit.
It is important to recognize that this option is only available for individuals and not brands as a whole. However, influential people within a company – CEOs, VPs, and marketing directors – can all leverage the publishing platform to drive more recognition to their own name and that of their business.
2. StumbleUpon Paid Discovery
StumbleUpon is becoming more of a big name in the social media world and its Paid Discovery platform is a big reason why. Users who register for StumbleUpon (non-paid) will select the topics that they care about most and can visit the site to “stumble” across blogs on these topics.
With the paid option, content marketers can publish blogs that they want to drive more traffic to and have the opportunity to ensure more people who are looking for their type of content will find it. This guarantees visitors, only puts relevant content in front of the people who want it, and allows the advertiser to pay only for the unique visitors to their site.
3. Content Discovery Platforms
Content Discovery Platforms like Outbrain allow you to have your content featured on big name sites like CNN, NBC News and Market Watch. At the end of articles or blogs you may have seen the “You may also like” or the “CNN recommends” links that showcase relevant content. The idea behind these types of advertising opportunities is that you catch readers in content consumption mode and utilize the platform’s targeting to ensure your content can reach as many people as possible.
While these advertising opportunities are not the cheapest option, they do present brands with an opportunity to expand the reach of their content in unique ways that aren’t as ‘in-your-face’ as more traditional online marketing techniques like banner ads or PPC.
Start Distributing Today
These content distribution platforms are unique in that they present you a way in which to connect with readers who are more likely to have an interest in your content. In a sense you are presenting your content to people who are more qualified than the traditional reader and maximizing the exposure you get to an audience who is more likely to be interested in what you have to say.
