How to Promote and Distribute Content After Publishing
Diving into the complex world of content promotion and distribution, this article demystifies the strategies that top industry experts swear by. It peels back the layers of effective marketing techniques, from email campaigns to multi-channel content repurposing, providing actionable insights for readers. No fluff, just expert-backed tactics to amplify the reach and impact of your published content.
- Leverage Existing Audience Through Email Marketing
- Blog Post With Video and Email Campaign
- Repurpose Content Across Multiple Platforms
- Write LinkedIn Post, Tweet, and Email
- Build Three-Tier System for Content Distribution
- Take Multi-Channel Approach for Right Audience
- Mix Social Media, Email Marketing, and Paid Ads
- Focus Promotion on X and Reddit
- Optimize Content for Search Engines
- Align Content Distribution With Customer's Journey
Leverage Existing Audience Through Email Marketing
Once content is published, promotion is just as important as creation. We start by leveraging our existing audience through email marketing, sending it to segmented lists based on relevance. Social media is the next step, where we repurpose content into bite-sized formats like Twitter threads, LinkedIn posts, or Instagram carousels to generate engagement and drive traffic.
Paid ads on Facebook and Google help amplify reach, especially when targeting lookalike audiences or retargeting engaged users. SEO is another key factor, so we optimize content for search visibility by internally linking it to related pages, submitting it to Google Search Console, and refreshing older posts to keep them relevant.
For B2B, we distribute through LinkedIn groups and Slack communities, while collaborations with industry influencers or guest posts drive further exposure. The goal is always to maximize visibility across multiple channels while ensuring the right audience sees the content in a format they prefer.
Blog Post With Video and Email Campaign
Note: None of this answer is AI-generated!
We recently published a blog post with an embedded video, providing insights from an interview with a real estate veteran. The video shares helpful tips on how real estate agents can begin or accelerate their video marketing campaigns.
While attracting new real estate clients is the top goal, our initial campaign goal is for SproutVideo to rank on page one of a Google search for the keyword "real estate video marketing."
First two week results:
The new blog post made its way to page three in search for "real estate video marketing," which is promising.
The blog post is our 8th most visited page via Google Analytics
The blog post is our 2nd most visited blog post via Google Analytics
Since its publication, the blog post has also been one of the top-converting (free trial of our video hosting platform) pieces.
Our long-term promotion plan includes continued engagement on related forums and releasing a new micro-learning short for six weeks.
Here's a snapshot of how we promoted and distributed the piece:
1. Blog post with video
2. Email campaign to promote the content to our subscribers.
2. Shared it on several real estate marketing forums and groups on Reddit, Quora, and Facebook.
3. Shared via a LinkedIn article
4. Shared it within a LinkedIn thought leadership advice article
5. Posted the blog post and video on Medium
6. Trickle over time six micro-learning video shorts as native video on LinkedIn and Facebook.
For reference, here are some links:
Blog post with video: https://sproutvideo.com/blog/video-marketing-for-real-estate.html
LinkedIn native video micro-learning short: https://bit.ly/4i5aw4E
LinkedIn article: https://www.linkedin.com/pulse/how-real-estate-agents-use-video-build-relationships-close-f5dfc/
LinkedIn advice submission: https://bit.ly/3Qn4lNx
Medium: https://medium.com/@sproutvideo/video-marketing-for-real-estate-ideas-from-a-30-year-industry-veteran-9
Repurpose Content Across Multiple Platforms
Once content is published, promotion starts immediately. I repurpose it across platforms such as LinkedIn, YouTube, Twitter, and Medium—tailoring the format for each. Email marketing and community engagement (like LinkedIn groups) help extend reach. Paid ads or strategic partnerships amplify visibility when needed. The goal is to get the right eyes on it, not just mass distribution.
Write LinkedIn Post, Tweet, and Email
As a B2B copywriter usually after writing a blog post, I write a LinkedIn post, a tweet, and an email to promote it. Then if required I may also change the blog post into a short-form video script for YouTube Shorts. I believe repurposing into short-form can boost an article especially since people don't read that much nowadays.
Build Three-Tier System for Content Distribution
For successful content distribution, I build a three-tier system that maximizes reach without exhausting resources. My team repurposes each piece into multiple formats - transforming webinar recordings into bite-sized TikTok clips, LinkedIn carousels, and email newsletter features. We target micro-communities where engagement truly matters rather than chasing vanity metrics on crowded platforms. After producing events for clients like GitLab and the UN, I've found that mid-size Slack groups and industry forums often generate 5x higher conversion rates than broad social promotion. The surprising win? Reviving older content with fresh data points every 60 days, which has doubled our clients' content lifespan and reduced production demands by 30%.
Take Multi-Channel Approach for Right Audience
Once we publish a piece of content, we take a multi-channel approach to ensure it reaches the right audience. LinkedIn is a key platform for us, as it's where agency leaders and decision-makers actively engage. We share content in a way that sparks discussion, sometimes pulling out a controversial or thought-provoking angle to encourage comments and shares.
Email marketing is another important channel. We send targeted emails to our list, framing the content around a specific challenge they're facing and positioning it as a valuable resource rather than just another update. Additionally, we use direct outreach; if a piece of content is particularly relevant to someone we're in conversation with, we'll send it to them personally with a short note.
Finally, we repurpose the content into different formats, turning a blog post into a LinkedIn carousel, a short video, or an infographic, so it has multiple touchpoints and remains visible over time.
It's all about being strategic rather than just hitting publish and hoping people find it.
Mix Social Media, Email Marketing, and Paid Ads
Oh, getting the word out about new content is as crucial as creating it! After publishing, my go-to strategy involves a mix of social media, email marketing, and sometimes a bit of paid advertising to boost visibility. Social media is great because you can tailor your approach to different platforms. For instance, on Instagram, a catchy image with a snippet might do the trick, while a detailed discussion on LinkedIn can engage professionals.
Email newsletters are also super effective. They feel personal like a note from an old friend, and they allow you to directly reach people who've already shown interest in your content. If the content's especially important or useful, I might also consider some paid ads on social media or Google to reach a broader audience. What's most important is keeping an eye on what works and refining your strategies over time. It’s all about connecting with your audience in the ways they prefer and keeping them interested and engaged.
Focus Promotion on X and Reddit
I believe social media is an amazing way to promote content. On some platforms, people are essentially forced to view your content. However, it's important to find where your audience is; not everyone stays in the same corner of the internet. For example, we focus promotion on X and Reddit, because that's where our AI audience typically resides. If you're focused on, let's say, interior design, you should be promoting on social media like Facebook and Instagram. Overall, social media is an amazing way to promote your content, as long as your promotions are in the right spot.
Optimize Content for Search Engines
Once a piece of content is published, our focus shifts to ensuring it reaches the right people, at the right time, on the right platforms. First, we make sure that the content is optimized for search engines—this includes ensuring it's fully aligned with user intent, using relevant keywords, and following best practices for on-page SEO. From there, we prioritize building visibility through a combination of organic and paid channels.
We leverage social media platforms to amplify the content by sharing it across both organic posts and targeted ads. This helps increase reach and engagement, and it also provides an opportunity to refine our approach based on audience interactions.
Additionally, we tap into relevant email marketing campaigns, sharing the content with our existing subscriber base, as well as seeking partnerships with other influencers or industry leaders for cross-promotion. This can boost credibility and extend reach further.
Finally, we closely monitor how the content performs by looking at engagement metrics and user behavior. This allows us to adjust our approach, whether that's tweaking the content, optimizing distribution methods, or exploring additional promotional strategies like guest posting or outreach.
The key is consistency and understanding where your target audience is active, while being flexible enough to adapt based on ongoing performance insights.
Align Content Distribution With Customer's Journey
In our flooring retail business, we've found success by aligning content distribution with the customer's renovation journey. We strategically share our flooring comparison guides and maintenance tips through local home improvement groups and real estate networks. Our most successful approach has been creating location-specific content about flooring solutions for Sunnyvale's climate conditions and sharing it through targeted neighborhood forums. This hyperlocal strategy has increased our content engagement by 45% and helped establish us as the go-to local flooring resource.
