Content Outreach & Distribution: Explained
If you’ve worked incredibly hard on perfecting your brand’s message, you’re going to want people to hear about it. Besides, what’s good content if no one gets to see it?
Ensuring your content is seen by the target audience requires you to build relationships in the media by press release distribution.
Creating content is a difficult process, and can take a long time to perfect. No matter what kind of content it is, it has to be able to cut through the noise of other brands. Without a strong content outreach strategy and outreach marketing processes, you run the risk of allowing your brand’s message to sit stagnantly.
Content outreach can take many different, more complex forms. Outreach campaigns that entail emailing a plethora of media contacts can help transmit your message far and wide. Offering guest posts to reputable news outlets can take the weight off of their shoulders and give you the power to distribute your content.
At Tecmark, we harness our 14 years of experience to find new and innovative ways to engage the attention of your target audience and distribute the content you want your target audience’s eyes on, in the way you want it.
How we do content outreach and distribution
If you want people to care about your content enough to share it with their audience too, you have to highlight everything that makes it worth their while. Right down to the subject line of your email, every outreach strategy focuses on displaying the message in as few words, as clearly as possible.
Once the press release has been perfected and your message within the content is front and centre, the distribution begins. Using a variety of media contacts, unique and personalised messages are sent out. By using different tools and tactics, the outreach strategy can also monitor who opens which email as well as how often. The team also tracks any relevant journalist and media requests to see if they are relevant to your content and outreach any relevant elements.
Once the contact has been approached, we ensure that these personalised emails include a recognition of the journalist’s work and suggestions on how they could use the content we’re sharing with them. This good first impression is what builds relationships, and consequently, the likelihood of your content being distributed to their audience.
These personalisations are one of the main advantages of outreach marketing, as you can refine your contacts to be hyper-relevant, whilst developing your brand’s communication with outlets that can platform your content.
Why content outreach is key
We know how key content distribution is an essential part of any digital marketing strategy. In fact, no matter what type of content you have, having a strong distribution and outreach strategy will raise the chances of any piece of content flying.
Not only does it increase the likelihood of reaching new, potential customers, having a consistent stream of engaging and valuable content flowing through to users’ screens keeps your brand at the forefront of their minds.
This can then lead to an increase in your brand awareness, whilst building a bigger following to your work and can lead your audience to be more receptive to any calls to action. Not to mention creating more conversations across any of your social media accounts – all whilst promoting your content and your brand.
All the content you create could be fantastic, but without these processes and strategies being put into place, it could be the downfall of a potentially headline-making campaign.
Content & PR Outreach: Frequently Asked Questions
Content outreach and distribution are incredibly important if the right people are going to be able to see and interact with the content that was created with them in mind. Without carefully targeted outreach, you run the risk of allowing your content to never reach its intended audience, therefore not reaching its full potential. Instead, of having effective outreach and distribution strategy, you’ll be able to place your content in front of the right people at the right time, increasing the likelihood of reaching new, potential customers and having a consistent stream of your brand reaching your users.
An outreach strategy is a specific set of tactics intended to achieve impressive results through the process. The main aim of most outreach strategies is to put the content in front of as many of the right people as possible. This can be difficult and often relies on strong media relations, hyper-relevant content and good timing.
Content marketing often focuses on defining an audience, identifying gaps within a business and creating quality content that effectively communicates a brand’s message. The aims and objectives of content marketing usually involve boosting a brand’s presence, generating leads and improving conversions. Outreach and distribution ties in well content marketing, as to reap the rewards of quality content produced for the marketing strategy, it must be distributed to the relevant contacts to be put in front of the target audience.
Outreach channels are also often referred to as multi-channel outreach and are terms that define the process of outreach itself. In more detail, it refers to the process of building and maintaining relationships, alongside reaching out and connecting with multiple publications and platforms.
There are plenty of ways to distribute content and outreach to a variety of media contacts.
Examples of outreach and distribution:
- Personalised emails
- Twitter requests
- Calling a journalist
- Posting a press release online
-Mass distribution through PR tools/databases