Content distribution is a discipline that needs to be integrated with content creation, SEO and management strategies, not thought about after the fact.

1. 15 Ways to DISTRIBUTE Content.
But FIRST! Why Thoughtful Distribution is Key to Successful Engagement
@BarbraGago Barbra.Gago@LeftBrainDGA.com

2. THOUGHTFUL
DISTRIBUTION
Content distribution is
a discipline that needs
to be integrated with
content creation, SEO
and management
strategies, not thought
about after the fact.
integrated part of content strategy - discipline
as critical as content
for success with content programs = right person, right time, right
content

3. UNIQUE
EXPERIENCES
We’ve bought into the
idea of developing
different content for
different buyers (buyer
personas), the next
step is to facilitate
unique experiences.
We’re ready to develop different content for different buyers
But how can we create engagement with buyers overtime?
Success depends on how engaged they are
Distribution needs to align with how/when/where different buyers
consume content

4. • Your WEBSITE
MANUAL • Your BLOG(s)
DISTRIBUTION • SOCIAL Media
• Email (DATABASE)
• e-SIGNATURE
• COMMENT Threads
• Discussion FORUMS
• EVENTS (Live/Virtual)
• DOCUMENT-SHARING
• MULTI-MEDIA Sites
• Mobile APPLICATIONS
The distribution channel, in many ways defines the content format. We will talk about some distribution channels, and how you can start to re-use content to deliver it in other ways.
The idea being - how can you serve a CEO the right content and an end-user the right content (they consume content very differently)
Website needs to be living and breathing, probably primary distribution channel - blog is a distribution channel that works best for keeping site fresh
Social media - Twitter, Facebook, LinkedIn are all ways to distribute various kinds of content, but in many cases within each of these you can distribute in different ways - linkedin (status update,
posting to groups, answering questions, email contacts, or even ads)
Email - probably your most used distribution channel (but you can amplify distribution by enabling “sharing”)
Email signature is another way, just add the link to your most recent piece of content
Comment threads/discussion forums - ways to sometimes reach more targeted or technical audience - leverage these to re-use bits of content that answer questions
Events
Document sharing sites (scribd, googledocs, Slideshare) - all active communities - good for collateral, thought leadership, presentaitons
Multi-media sites - youtube, Vimeo (HD, more “professional channels”) - rather than one-offs, you can start to transform content into other formats and start an online series w/ “Webisodes” - take
content from the week or month and talk about it on camera
Mobile applications - games or business applications, also partnering or leveraging some popular geo-tagging apps (4Sq. for offers, etc)

5. COMMUNITY
DISTRIBUTION
• Company NEWSFLASH
• INFLUENCERS/Bloggers
• PUBLIC RELATIONS
• Social BOOKMARKING
• SOCIAL NEWS Sites
• Leverage PARTNERS
Newsflash - multiple options “tweets” with links (bit.ly) to entire company
Engage influencers - have a handful that are very influential in your space/ stay
engaged, and share content that’s relevant to their audience
PR - leverage social PR (PR Web) for longer lifetime of PR
Bookmarking / News (digg, delicious, Stumble) - other people share w/their
community and site community / but also gets pushed out through email
Partners - don’t always have to be “strategic” think about partnering w/ people
or leveraging current partners just for co-content creation and promotion

6. AUTOMATED
DISTRIBUTION
• WIDGETS
• eNEWSLETTERS
• Lead NURTURING
• Syndication/RSS
• Content DISCOVERY
Platforms
Develop cool / functional widget that people want to embed on their site (other
people + automated) - can be linked with news, etc.
eNewsletters - can be automated from your blog (leverage RSS for categories)
Lead Nurturing - marketing automation platforms like Eloqua let you map
content to specific buyer behavior, so as they engage in different ways, they are
automatically sent the next piece of content that makes sense for them
You have syndication with other sites and RSS for easy automation/distribution
Also “content discovery platforms” outbrain - PPC model for relevant content

7. 1. Write a BLOG POST
7 WAYS TO USE
2. Use key points to create a
A BLOG POST SLIDESHOW
3. Read/record for an .mp3 and
AUDIO PODCAST
4. Mash .mp3 and slideshow to
make a VIDEO
5. Curate related blog posts, and
publish an eBOOK
6. Use pieces of your post as
RESPONSES to questions
7. Snip article into value-add
TWEETS
1. Write a blog post, publish to your blog
2. Pull out key points, create a short slideshow, and upload to slideshare
3. Record someone reading the article, create an mp3, publish an audio podcast
4. Combine your mp3 and slideshow to create a video and, upload to youtube or vimeo
5. Curate a some related blog posts to create an eBook, publish to your site and send as an offer to your database
6. Use pieces of your article to respond to questions and, post responses to linkedIn or discussion forums
7. Snip your article into interesting tweets and send to Sales so they can share through their profiles/status updates

8. THANK YOU!
Barbra.Gago@LeftBrainDGA.com