‘The Key to Opening Content’s Lock? Content Distribution’ – ‘Business.com’ Blog
Betsy Scuteri says, “As editor in chief at Business.com, paid distribution of our content is equally as important as the production of content. With Facebook’s constant algorithm changes, and Google promoting their own content over others, content distribution requires an aspect of paid promotion in order to reach earned media.
As a rule, we don’t pay to distribute all content—our approach is to only promote stories that have proven successful organically first. It’s very similar to the approach that brands like Kraft take when using Pinterest as a sounding board for choosing the most popular images before they use them in their magazine or in commercials. For us, after an article reaches a certain organic threshold, we weave it into our paid distribution plan.
So while content is king, distribution is like parliament—it holds all the power. Here are some of the top platforms that we have found successful, and others you may want to consider”.
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