Winning at paid distribution is easier with a quality content strategy

paid distribution

Ian Robson

29th October 2015

While we cannot ignore good SEO technique woven through all our created digital content, the truth is that SEO driving organic growth is fast becoming a small part of overall audience growth.

Paid for content distribution is now a high percentage of content marketing success for both brands and media sites alike. But let’s not forget that users still have a choice of whether to click on your content referral ad box or other mechanism; and once they’ve landed on your content they could very quickly bounce if your content was not up to scratch.

“Once [your audience has] landed on your content they could very quickly bounce if your content was not up to scratch.”

Take another look at those Google Analytics figures and take pride in average article dwell times approaching 2 mins or more – it’s not so bad that 80-90% of your audience has discovered your content via paid distribution if they then stay and read it!

And more importantly, stop obsessing about bounce rates – especially if you’ve no CTA or contextual strategy for your audience to stop and look around your site for a while. The bulk of your users have probably landed on the article they intended to read and having read it, they’ve left satisfied and possibly have no more time at that moment to take any more you have to offer in.

Freedom of choice

Having provided worthy content satisfaction with no strings attached can very often lead to multiple repeat engagements; especially if your brand content channel is starting to appear regularly in the social feeds of the users’ peer groups that you’re aiming to attract. Those links that appear in social timelines, whether paid to be there or not, are valuable identifiers of quality content that a user may have come across before. So be sure to give them every opportunity to recognise the origin of the content they may choose to click on and drive up your repeat visitors.

It’s still true of most marketing, which is ultimately driving sales leads that most potential customers need to be engaged successfully by a brand between 10-15 times before they become a paid up customer. But there are ways to drive this number down as well as speed things up!

“A well-informed audience affinity ensures that those content engagements hit their mark.”

That Media Thing takes what it learns from its audience discovery phase to create highly targeted paid distribution. This highly focused approach creates multiple engagements and coupled with a well-informed audience affinity we ensure that those content engagements hit their mark. The aim is to not only drive down the number of requisite brand engagements but to also reduce the time-frame in which a potential customer is on board with the brand.

This post is 1 of 5 reasons why a quality content strategy is all that matters now. Click on one of the links below to read another:

Beating the ad blockers with a quality content strategy

Incremental revenue depends on a quality content strategy

Tackling apathy is far easier with a quality content strategy

Earn social amplification with a quality content strategy