To achieve online visibility, it's not enough to create relevant, high-quality content or simply follow search engine guidelines. Alongside achieving a good ranking on Google's search results page, another crucial pillar for reaching your target audience is to be present on the platforms and social networks your ideal customer or buyer persona regularly uses.
Imagine a clothing factory producing garments that sell exceptionally well elsewhere, but whose products fail to reach nearby towns due to distribution issues. The result? Excellent products that won't find their potential buyers.
That's exactly what can happen with well-crafted content. The numbers explain why it's not always easy for content to be visible. Approximately 87 million new posts are published on WordPress every month. Excluding pages that lack sufficient quality, how do you stand out in this sea of text and images coded in HTML?
How to Improve Content Distribution
Carefully created content is a necessary, though not sufficient, condition for standing out. The reason is simple: there are very few links on Google's first page, so the chances of your website occupying one of them are also slim. Brands that have invested heavily in content creation but little in its distribution know this all too well.
Therefore, you must not only pay attention to this asset but also to how you move it. To do this, you need to understand your audience well. Using web analytics tools or spontaneously asking questions on your social media, determine their browsing habits, what they need, and their preferences. This will help you be in the right place at the right time.
1) Less Content Volume, Better Distribution
We cannot rely solely on Google or Facebook. It's more than likely that to achieve the desired distribution results, you'll need to resort to other channels: paid media, niche markets, online directories, forums and online communities, other social networks like LinkedIn, etc.
Therefore, instead of focusing solely on your content creation strategy, you also need to dedicate time to thinking about how you're going to distribute it. Consider which channels are relevant to your audience and how to optimise the content so it can be published on that medium.
While this might not bring you a direct benefit in terms of SEO, increased traffic boosts the chances of getting more backlinks to your website and, with a bit of luck, more conversions.
2) Create Premium Content
The logic of generating a certain volume of content is outdated. As we said before, putting pen to paper is just as important as ensuring it has a greater online presence. And we're not just talking about social media, but also book distribution platforms like Amazon, Bubok, or Lulu. The key is to create an e-book.
If you're a freelancer or work for a small company and lack the resources to design your digital book, you can opt for resources like Designrr, a tool that allows you to repurpose a blog article and turn it into an attractive e-book. Just make sure to use all the keywords you want to rank for with that content and include share buttons so readers can easily share the book on social media and with their friends.
3) The Importance of Video Content
Despite its evolution, text remains the foundation for good SEO, as search engines' ability to read images is still very limited. It's no secret that including multimedia content positively influences Google's indexing. This explains why it's essential to embrace this format.
Are you agile with the keyboard but less confident with video editing? No problem: fortunately, there are applications like Lumen5 or Content Samurai, with which you can copy and paste your blog content into the tool, add images, narration or music, transitions, and much more. You'll have a video ready to upload to your YouTube channel or website.
You don't even need existing text to create your video. For example, there are free apps like Quik, which allows you to create a video with music and transitions in less than a minute using photos from your mobile phone.
4) Embrace Infographics
The sheer volume of online content can overwhelm users. This feeling is known as 'infoxication'. However, this doesn't stop them from needing to consult various pieces of information throughout their day. So, make it easy for them. And what better way than with a good infographic: visual, attractive, and packed with valuable information.
In this article on creating infographics, you'll find numerous tools to create this graphic resource, which is often shared more than conventional photographs. Take a look!
5) Engage Influencers
Influencers have become the oracle of new online trends. To see this for yourself, just visit major literary events and fairs. Almost without exception, the longest queues are for young influencers signing their books. Why not leverage their social media pull to give visibility to your content?
Whether through paid collaborations or in-kind exchanges, explore ways for them to echo your project. Take advantage of the benefits of influencer marketing!
6) Share Your News in a Newsletter
If you have a database of leads or contacts… why not make them the first to know about updates on your blog or website? There are numerous marketing automation tools that will help you distribute your newsletters. Besides the more expensive and complex ones, like Selligent, there are much more affordable options, perfect for freelancers and SMEs, such as MailChimp.
We Help You Increase Your Content's Visibility
If you want your content to have a greater online presence but are unsure which strategy suits you best, contact us or call us without obligation on (+34) 93 532 93 78 or (+34) 654 20 61 16. At B2 Performance, your digital marketing agency in Barcelona, we have been helping all types of companies and professionals improve their online visibility for over 12 years. Tell us what you'd like to achieve: we'll help your project go far.
