How Brands Can Scale Content Distribution in 2016


2016 will mark the year that companies fully embrace a publishing model. Yet, I fear that brands have not thought about how they will recoup their investment in content creation because they’re operating on web principles of the 2010-2013 period. This is where content distribution will be a major line item on all content marketing budgets going forward.

Based on the 2016 Benchmarks, Budgets, and Trends report from Content Marketing Institute, 30% of organizations said they are effective at content marketing. Only 30%!

While 76% said they plan on producing more content, 60% are still challenged with the production of engaging content. While there are many different factors that affect the engagement of content, like skills, tech, documentation of strategy, and more, I believe that we’re at a crossroads with distribution.

[bctt tweet=”76% of brands plan to produce more content in 2016, distribution remains a challenge via @socialrobinson”]

As previously mentioned, a large quantity of marketers operate on the content marketing principles of the 2010-2013 era, when social algorithms were letting brands essentially go rent free, the economics of content publishing were swinging toward lower supply and higher demand, and brands could get away with publishing slightly above-average content to rank in search engines.

How Brands Can Scale Content Distribution in 2016

Oh how times have changed my friends. Organic social for branded profiles has shifted toward social advertising, there’s more content, more devices, and more channels than consumers can handle, ad blocking is on the rise, and finally brands need to produce 10X content to have a chance at Google SERP stardom.

Additionally, employees, partners, and customers all have their own social networks, and these individuals can influence the behaviors of your company’s stakeholders. Not only does this present a new distribution channel, but it presents a way for your business to build better connections between content, stakeholders, and your business. Don’t believe me? According to Forrester, only 15% of consumers trust posts from brands in social? 70% of people trust brand or product recommendations from friends and family.

[bctt tweet=”Employees all have their own social networks. They represent a new distribution channel via @socialrobinson”]

So you’re probably wondering how your company can take advantage of these trends, right? Here’s how:

  1. Start at home base with employees
  2. Train your employees on how they can safely use their social profiles to share content and interact in the communities that your company serves
  3. Develop a curation plan to gather the best content that your company produces
  4. Acquire the right toolset to unleash the advocacy in your workforce
  5. Enable partners and customers once employee advocacy is proven

This is the reality today, and it shouldn’t be a surprise that we marketers need to step up our game as companies rush to get their digital marketing gold. So who’s with me?

Post Author

Nick Robinson

Digital Marketing at SAP. Co-host of #CreatorsClass & This Week in B2B Digital Marketing podcasts. Co-author of StumbleUpon for Dummies.