Creating quality content doesn’t guarantee a huge audience, it is just part of the puzzle. Distribution is often an afterthought for many marketing teams, with most of the focus going into actually getting the content together and then coming up with a distribution strategy after.
Simply sharing on social platforms or the website isn’t really enough to get maximum reach. Pitching the content to relevant industry newsletters should be part of your distribution plans. If the content is good, you should have no issue getting coverage from industry newsletters, as most are usually on the lookout for quality relevant content. Should you fail though, ask what content they are usually interested in and maintain good relationships with the editors – this will increase your chances of future coverage.
Don’t be scared to pitch to top publishers too, but it is important not to make your story too much like an advertisement or promotion. Instead, an interesting angle or opinion is much more interesting and likely to be picked up.
Make sure the content isn’t too technical for the masses because the audience for top publications is obviously very different to industry related publications.
Recycling content is also a potential avenue to explore. This does not mean posting the content as it is again though. Looking for a new angle, changing the format (e.g. using a different infographic) or posting on new channels are all ways of recycling content and gaining more coverage.