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Glossary – Content distribution

Content distribution

Nikiforov Alexander
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What is content distribution?

Content distribution is the process of delivering materials to the end consumer through various channels, including social media and SEO. Without proper distribution, content loses its value, much like a writer who creates a work but shows it to no one. Distribution serves several key functions:

  • Provides the audience with content;
  • Helps address challenges related to profit, registrations, or reach.

An example of successful distribution is the video of the RIF 2023 event posted by Unisender not only on YouTube but also in the "VKontakte" group, which gathered over 10,000 views.

Types of distribution

Content distribution is divided into conditionally free and paid. Conditionally free distribution is aimed at an audience that:

  • Is already interested in the company, such as newsletter subscribers who are likely to click on links to blog articles;
  • Finds content through search engines, thanks to SEO optimization.

Conditionally free distribution mainly includes the target audience that independently finds the corporate blog or subscribes to the group without using targeted or contextual advertising. In contrast, paid distribution includes targeted advertising, contextual advertising, and collaboration with bloggers, allowing for a wider audience reach.

Distribution channels

There are many channels through which content can be distributed. These include:

  • Social media: companies can share new services through video reviews or leave links to relevant content in the comments of other users' posts.
  • Search engines: SEO is used here to increase the visibility of content based on user queries, attracting a lot of organic traffic.
  • Contextual advertising: ads are shown to users based on their search queries.
  • Messengers: chatbots can be used to distribute lead magnets and email newsletter subscriptions.
  • Email newsletters: for example, digests with the best materials of the week can include articles from the corporate blog.
  • Blog platforms: such as Yandex.Zen, VC.ru, and Habr.

Distribution channels work in tandem. For example, a user may see an advertisement, click on a link, read an article, and then return a month later to make a purchase.

How to distribute content?

In content marketing agencies, a special department is responsible for distribution, while in other companies, this task is handled by the content department in collaboration with the marketing department. The success of distribution depends on:

  • The distribution strategy, including goals, tasks, and key performance indicators (KPI);
  • The type of content being created: brand media, small businesses, or individual bloggers;
  • The channel used: social media, blog platforms, SEO, email newsletters.

The distribution process begins long before the content is published, including strategic planning and discussion of key metrics. For example, at Unisender, quarterly meetings discuss distribution goals and new channels for testing.

How to measure the effectiveness of distribution?

Measuring the effectiveness of distribution is an important step that allows understanding how successfully resources are utilized. Effectiveness can be assessed by various metrics, such as:

  • Number of registrations;
  • Volume of payments;
  • Number of subscriptions;
  • Content views;
  • Cost per click (CPC);
  • Number of reposts.

Ideally, all data should be collected in one place, such as Google Analytics. Distribution results are analyzed regularly—daily, weekly, monthly, or quarterly. Some channels may quickly lead to sales or registrations, while others require more prolonged efforts.