That scary "P" word
WHAT IS PAID DISTRIBUTION?
As the old saying goes, if a tree falls in a forest and no one is around to hear it, does it make a sound? Like the tree that isn't heard, content that isn't consumed will not reach its potential without an intelligent distribution strategy to get it in front of the right audience. That is the basis behind paid distribution.
Put in non-metaphorical terms, paid distribution is a way to feature and promote your content on various content distribution networks—like Facebook, Twitter, Outbrain, Taboola, and Yahoo Gemini amongst others—so it reaches a more targeted audience. It is a strategy that takes your content further and puts it in front of a new, more engaged audience. Whether your goal is to increase traffic, conversions, or brand awareness, paid distribution can make it all possible. All you need to get started is some content, some funds to spend behind that content, and some gumption.
After all, you create content for it to be seen. And paid distribution guarantees it does.
WHY SHOULD YOU USE PAID DISTRIBUTION?
In every media industry, spending to promote your assets is the standard.
Just think about the last movie you saw in theaters or all the television shows you've ever put on your DVR. In almost every scenario, you probably saw months of trailers, commercials, and maybe even a few billboards created for the sole purpose of building your anticipation and getting you to tune in. And it likely worked.
This is a tale as old as time. It's tried, tested, and effective.
But if every other media form is doing it, why has it taken the content world so long to catch up and focus more resources on promotion?
Your guess is as good as ours, but the time is now to learn from the mistakes of the past.
The fact of the matter is that you cannot just sit on your hands and expect your content to find its own audience. That's not how it works. When you're competing in a saturated content world, promotion is a necessary tool to give your content that extra push it needs to separate it from the pack.
You can't just put your content strategy on cruise control anymore. It's time to make it more intelligent.