Content marketing distribution 101 for health and fitness brands
How effective are SEO, social media and influencer marketing for getting your content in front of the right audience? Here are the facts and stats you need to know about content marketing distribution.
Congratulations! You’ve created a piece of content that’s going to really work for your audience. Now, how are you going to ensure they see it?
There are three major ways to do this – through smart use of SEO, harnessing social media and utilising influencer marketing. Or, for truly effective distribution, you can combine all three. Here’s the lowdown on each of them. Plus one old favourite method that’s still worth working on…
How effective is Search Engine Optimisation (SEO) for content distribution?
Great content can help attract customers searching for what they want on Google over to your site.
Not so long ago, around 93% of all traffic came via search engine. Although there are no up-to-date figures available for 2018, trends in social media and Internet usage mean that number is likely to have fallen, with shoppable posts on Instagram and direct searches on Amazon meaning some people now bypass Google altogether when searching.
“Conversion rates are 10 times higher from search than from social”
However, the drop in search engine use shouldn’t be overestimated. It’s still likely to be your largest referrer of traffic. Google alone receives more than 63,000 searches per second – that’s 3.5 billion a day – and conversion rates are 10 times higher from search than from social. Therefore, the potential return from SEO is simply too big to ignore.
To put it simply, if your SEO isn’t performing as well as it could be in driving traffic, then nor is your business. Ensuring you rank highly is imperative.
The drop-off from there is severe. Rank fifth and you’ll be lucky to get a 5% click-through rate – and 75% of users never scroll past the first page of search results.
It’s no surprise, then, that 66% of marketers say that improving SEO and growing their organic presence is their top inbound marketing priority.
How effective is social media for content marketing distribution?
Social media is likely to be a standard part of your marketing activities now – whether as a brand-awareness tool at the top of the funnel, a way to drive engagement in the middle of the funnel, or for bottom of the funnel direct-response conversions from click-throughs – with 92% of marketers saying that social media is important to their business.
“Social media content generates, on average, a 29% increase in organic revenue”
While social media is a great way to get your content seen, you will need to pay to do so. Algorithm changes on the major social platforms mean that without putting a bit of money behind your posts they just won’t get the eyeballs you’re hoping for.
How effective are influencers for content marketing distribution?
If you’re a health and fitness brand creating content to get in front of your audience, then teaming up with influencers who talk to the same people is a brilliant way to do that.
“Influencer marketing spend is expected to grow to $10 billion by 2020”
A relatively recent phenomenon, the total spend on influencer marketing is now estimated to be worth $2 billion a year and is expected to grow to $10 billion by 2020. The number of brand-sponsored influencer posts are also on the rise, with a massive increase from 12.9 million in 2017 to a predicted 24.2 million in 2018.
A survey of 272 marketing managers showed influencer-distributed content to be the fastest growing online customer acquisition method. As many as 67% of those surveyed said they planned to increase their influencer marketing budget over the next 12 months. With a £7.65 return for every £1 spent, it’s not hard to see why.
How effective is combining influencers, social media and SEO for content marketing distribution?
So you might already be using SEO, social media, and influencer marketing for distributing your content. But how well are you combining the three? Are you using influencers to directly enhance your SEO and social media performance? Not many brands are, but doing so could yield fantastic results for your business. And it’s not as difficult or costly as you might think.
“Using influencers in conjunction with your other marketing efforts will ensure greater value”
Working with influencers can boost your search ranking with backlinks from popular sources and improve the desirability of your search results with positive posts about your brand. On social media, influencers can help boost reach, brand awareness and perception. In fact, using influencers in conjunction with your other marketing efforts will ensure you get far greater value for money from your SEO and social media output, combined with increased longevity from any influencer marketing you do.
How effective do email newsletters remain nowadays for content distribution?
And lastly, don’t ignore good old-fashioned email. Pundits have been predicting the demise of email newsletter effectiveness for years… but it still works. As recently as October 2017, 74% of marketers said that email was the most effective distribution channel for their content.
With email subscribers, you maintain the direct relationship with your audience, so that you never “build on rented land” with Google, Facebook or your influencers acting as gatekeepers between your brand and your audience. So keep those emails going!
- You can find out more about working with influencers to improve your SEO in our in-depth article.
- Get the lowdown about working with influencers to boost your content distribution on social media with our detailed guide.