With more content providers than ever before, the internet has never been so cluttered.

So how do brands ensure content is seen?

When it comes to creating a successful content strategy, clever distribution plays an increasingly important part.

We recently sat down with Jack Swayne, Chief Strategy and Analytics Officer at iProspect, to get his thoughts on how brands should plan content distribution strategies. 

You can watch the video in full, or read my three key takeaways below.

1. Determine how the target audience typically engages

Not everyone accesses content in the same way.

When it comes to social media for example, there are two distinct groups. 

First, there are the spectators - people who use social networks to passively view content but not contribute.

Perhaps they use it to keep up with friend’s photos, but wouldn’t ever comment on a brand post.

Then there are the commentators – those who actively engage by commenting and participating in discussions.

These people are more likely to use multiple platforms, such as Twitter and Instagram, and have a heavier social media presence overall.

2. Shape strategy according to audience behaviour

By using data to find out who an audience segment is as well as how they behave online, brands can directly shape a more successful strategy. 

From the type of content used, whether it be video or a text-based article, to when and where the content is published – brands should always consider the target consumer first.

This type of strategy is far more effective than blindly hoping content stays at the top of news feeds.

3. Use the right KPIs

Another way for brands to effectively plan content distribution is to ensure the right KPIs are being used to measure success.

Take social for example, where Facebook shares and Likes are typically the scale on which success is measured.

However, if a brand’s target audience happens to be those in the spectator category, it’s highly unlikely that they will engage with it in this way. 

As a result, this would be the wrong type of measurement to use.

Of course, that’s not to say that Facebook shares are not valuable, but this would not be indicative of how a particular segment is engaging. 

Instead, measuring it against a different KPI, such as click-throughs to a brand website, could prove far more insightful.

You'll find more interviews like this one here.

Nikki Gilliland

Published 9 September, 2016 by Nikki Gilliland @ Econsultancy

Nikki is a Writer at Econsultancy. You can follow her on Twitter or connect via LinkedIn.

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