There are two fundamentally different approaches to the various forms of content distribution .
If you want to carry out content distribution to publicize or promote content on your own platforms, such as your own website or blog, the various forms of distribution should be understood as channels that lead visitors to your own website. This approach has advantages because you can classify the traffic gained and reuse it multiple times. Keywords: retargeting and marketing automation. More on this in the section Content distribution along the customer journey .
Content distribution can also be understood as a way of publishing independent content on social media or via guest contributions in blogs, magazines or other collaborative third-party media such as medium.com. The focus here is on the presence of the brand or products in trustworthy third-party media. The advantage of this is that the reputation switzerland phone number data and authority of the third-party media can have a positive effect on your own brand. Branding is the main goal, not the generation of traffic. The disadvantage is that direct multiple use of the traffic is not possible.
This form of content distribution can be assigned to the media type Earned Media.
Do the classic media types of owned, earned and paid media still make sense?
In his article “The 8 Levers of Content Marketing ”, Mirko Lange questioned this type of classification with regard to content marketing, as it is not user-centered, and designed his own model.
Media types for content marketing according to Mirko Lange, source: Scompler
It's a matter of perspective. Mirko looked at the topic from the point of view of the content that the user consumes. The "where" is not so important to him, but the "what".
Coskun Tuna from Seeding Alliance views the topic of content distribution in a similar way to Mirko.
If we talk about content distribution, doesn't content have to be distributed as such? Many people understand content distribution via paid media as pure traffic delivery. This uses the classic bait principle to lure consumers to the information provided by clicking on it, using bite-sized pieces in the form of text and image ads, search engines or social media advertising. But shouldn't it be about transporting a complete message to the recipient? To the place where they can consume the content in full? Otherwise, we wouldn't be able to talk about content distribution.
How you look at the whole thing is a question of philosophy. If you don't see content distribution as a means of spreading or distributing content, but rather as a conveyer of strategic brand messages under the umbrella of a core story in the form of content, then Mirko's model may well make sense. That would then be a question of strategic perspective.
If you see content distribution as a tactical instrument for distributing content, distribution types should also be understood as distribution channels for generating traffic. At this tactical level, the "classic" media type model still makes sense in my opinion, because the "where" does play a role.
I understand Coskun and Mirko's approach to content distribution. However, I am a big fan of getting traffic to your own website, as this is the only way I can qualify it and use it further. If you view content distribution as a pure PR and branding tool, the focus is not on delivering traffic. However, as soon as you want to build a bridge to online marketing and the customer journey , you need traffic on your own site.
It is important to summarize at this point that content distribution is not only the promotion of content, but also the placement of content on third-party media.