Are You “Spraying and Praying” When it Comes to Content Distribution? 

By Leah Swearingen, APR

It’s a fact: Every professional committed to maintaining a steady stream of business needs to stay present and connected. Producing valuable content is a best practice to achieve that end. But where should that content be distributed once it is developed?

Many people – especially those starting out — fall into the trap of thinking that content should be posted just about anywhere. This “spray and pray” approach does not constitute a strategy. Even smart individuals don’t always pause to ask: Are the right people being reached? Are they receptive to my message? Will this activity have a meaningful impact on my business?

When initiating a communications program, it can be helpful to start with a single channel. For example, a blog on a business website. So let’s explore the three basic media platform options:

• Owned media: These are “channels” that a business owns, such as their website, email program, or newsletter. It might also include social media accounts, such as Facebook and Linkedin. However, it can be challenging to motivate target audiences to take the time to visit these platforms regularly.

•  Shared media: Social media offers many opportunities for marketers to post original content. When others share this content, it not only reaches more eyeballs, it can positively impact Google rankings. However, activities on these platforms are controlled by the ever-changing policies of a third party. Plus, if target prospects don’t use these platforms, it’s a waste of time and money.

•  Paid media: Examples of paid media are the boosted posts on Facebook and Twitter that target specific audiences. This can help attract and drive new visitors to business websites, among other things.

It’s essential to decide in advance which channels make the most sense for content distribution. For business professionals, one or possibly two channels, used consistently, can achieve quality results over time. Plus, some channels are more appropriate for specific content than others. It depends on audience characteristics, editorial content, brand voice, and goals.

One thing’s for sure: The “spray and pray” mode of content sharing will not only reflect poorly on your brand, it will likely drive away quality business.