Content distribution is an important step in content marketing for distributing content via paid media , earned media and owned media . Technical support tools for automated content distribution can be marketing automation or retargeting .
In the content marketing process at Aufgesang, we see content distribution between the phases of content production and content evaluation .
content marketing process at Aufgesang
Content production is significantly influenced by content conception , as the type of content distribution is primarily based on the content format, goal and purpose.
What types of media are there for content distribution?
The classic media types in media planning are differentiated into owned , earned and paid media . I would like to briefly discuss these media types and their characteristics here, as I assume they are basic marketing knowledge.
Advantages and disadvantages of owned media in content distribution
Owned media is characterized by full control over the published sweden phone number data editorial content. With this type of media, you can fully control the content according to the goal and purpose. The big disadvantage is the scalability and reach. Young companies and lesser-known brands in particular usually do not have their own high-reach assets such as email addresses or fans on social media. This means that content distribution via owned media without the support of paid media is often very limited and not scalable.
I would expand the media type Owned Media to include another sub-area, Owned Profiles. With profiles on social media and other third-party platforms, you generally have full control over your own content, but strictly speaking, it does not belong to you. It can be modified or deleted by the platform operator at any time. In addition, you only have limited influence on the reach.
Advantages and Disadvantages of Earned Media
Earned media can be roughly divided into two different areas. The area that is often assigned to PR is the cultivation of relationships with influencers or multipliers and influencing or convincing them in favor of your own company without any money being spent. The second area is the persuasion or influencing of algorithms. The best-known field of activity here is probably search engine optimization .
The big advantage of earned media is the reputational gain. If you have won the favor of a gatekeeper in the form of a blogger, editor or other multiplier and it takes place in the editorial environment of a renowned medium, this has a direct impact on the trust in your own (editorial) offering and the development of the brand . It is also a recommendation and can also generate traffic on your own medium through a link.
The big disadvantage is the lack of scalability.