No Brainer Way To Increase Content Distribution

How To Increase Content Distribution At No Cost!

How to distribute your content the way fireworks disperseThe most epic content will FAIL without content distribution.

If no one sees your content, what good is it?

How can it accomplish your business objectives?

This is why Derek Halpern spends 80% of his content marketing effort on content distribution. (BTW—Here’s my perspective on content’s 80-20 rule.)

Like you, Halpern doesn’t like to waste his time. Instead of creating lots of content he carefully distributes the content he has. To this end, he’s laser-focused on building a raving fan base ready to buy his products.

Marketers (myself included) often leave their existing content without proper promotion. Unlike Halpern, once a piece is finished, they’re onto the next piece of content.

This fact was hit home to me by accident when I  discovered several pieces of awesome content that referenced me and linked to the Actionable Marketing Guide.

While they linked to my blog, I wasn’t paying attention to the pingbacks. As a result I didn’t know about the content. My bad.

The problem was that the authors and owners of this content lost a valuable opportunity to help distribute and promote their content for NO COST!

All they had to do was to email me.

What do I do when someone references me?

I’m flattered. After my little happy dance, I head over to the article and read it. Then I comment on it and let other people know about it by sharing it via social media.

No Brainer Content Distribution Lesson:

Don’t assume the people you mention or link to will automatically see your mention. (BTW–Here’s an example where I increase content distribution by referencing other pros.)

  1. Be proactive. Why? Because it gives you an opportunity to gain visibility with thought leaders and build relationships.
  2. Contact the people you mention directly. Let them know, even if they’re well known bloggers, that you mentioned them.
  3. Include their names in your social media shares.

Here are 3 examples where I found out that I was referenced by accident.

  1. B2B Content marketing rock star Michael Brenner of SAP and author of B2B Insider referenced me in his 33 Stats on the Future of Content Marketing. Not only did he write an article but also included a slideshare.  How I Discovered It: Brenner tweeted the article during a Content Marketing World chat.
  2. King Content in Australia wrote Content Marketing and The Cult of Personality on their blog. The article focuses on humanizing your content or what I call talking human. It focuses on Seth Godin, Joe Pulizzi and me. All I can say is wow! How I Discovered It: King Content tweeted the post. I was lucky to catch in my mentions stream.
  3. Victorino Abrugar of Entreb compiled a list of 25 Marketing Blogs that Business Owners Should Read. It’s a really useful list of the Who’s Who of Marketing Blogging that you should keep in your feed reader. How I Discovered It: Jay Baer mentioned this article on LinkedIn and I decided to check it out. I was surprised to see that Actionable Marketing Guide was number 25!

Looking for great examples of No Brainer Content Distribution lessons to follow? Here are 2 examples to follow.

  1. Webequity’s Tom Pick is a case study in how to do roundup posts so they’re the gift that keeps on giving. Pick routinely creates list blog posts on hot marketing topics. The key to his success is curation. He goes through and culls the best of the best so that his audience knows that they’re getting all protein and no fat.Then Pick carefully promotes his roundup across a variety of social media platforms including each of the authors by name. By using more than one platform, he ensures that the writers will see the mention and get to bask in their 15 seconds of fame. (Hey—it’s the Internet!)
  2. RazorSocial’s Ian Cleary did a stellar job of promoting his Best WordPress Plugins: 54 Professionals Share Amazing Plugins To Inspire You. Cleary sent an email asking bloggers for their top 3 plug-ins. To aid his post, he included a link to each blogger and their photograph. Further, he created 2 graphics with bloggers’ images included. Talk about flattery bait! In addition to sharing the information across social media platforms mentioning people, Cleary emailed participants.

No matter how amazing your content is, it won’t distribute itself. You need to help it.

What other free or low cost content distribution would you recommend and why?

Happy Marketing,
Heidi Cohen



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14 Responses to No Brainer Way To Increase Content Distribution

  1. Emailing an author to tell them you like their work so much you are writing about it and linking to their site is a great idea. And while not knowing all the ins and outs of wordpress software I would suspect that on occasion the pingback/trackback system might misfire.

    Sharing great content with your readers no matter who has written is a great way to serve our audiences.

  2. These are really new tips to me,.
    I am going to check out these
    pages for my further marketing
    thanks a lot for the share.
    Keep up the good work

  3. It’s funny that most of have had the ability to create content for a while, but the problem was the cost of distribution.

    Now that the cost of distribution has become $0 most have been ignoring this crucial step in the process. The biggest shift in our culture made by the Internet is that it allows information to be distributed worldwide at basically zero marginal cost to the publisher.

  4. Great tips! I especially like #2. Even if you think they wouldn’t care, I’ve found that they do.


  5. Sarah Bauer says:

    It’s really lovely to hear an industry authority say that she does a little happy dance when she gets those emails! I can’t help but feel like I need a little bit of “talking-to-the-cool-kids-in-school” bravery to make those connections via email!

    Thanks for the great post,
    Sarah Bauer
    Navigator Multimedia

    • heidicohen says:


      I can’t talk for other experts but seeing that someone else has highlighted my work makes me feel good. I also appreciate the emails from my readers and students.

      Happy marketing,
      Heidi Cohen

  6. tompick says:

    Heidi, thanks much for the mention! I believe great content should be showcased. And you provide lots of opportunity for that. 🙂

    • heidicohen says:

      Tom–You provide a great example of how to spotlight people and get them to help distribute your content. Thank you for including me in your roundups. Happy marketing, Heidi Cohen

  7. michaelbrenner says:

    Thanks Heidi, it’s a great lesson for us all and I am happy to see I helped inspire this!

  8. Entreb says:

    Hi Heidi. Thank you for the mention. Actually, the list is not a top list at Entreb so being listed at #25 doesn’t mean you’re the least. It means you’re special. 🙂 I really like your blog and the way you write your content. Today, I learned about how “being dynamic” becomes a very important key to success. So when it comes to a dynamic marketer, your name will always register on my mind. 🙂

    BTW, I was thankful that Jay Baer mentioned my article at Linkedin. I really think that I should also do more outbound marketing, rather than just pure inbound.

    Victorino Abrugar

    • heidicohen says:


      Thank you for the clarification. I appreciate it. (BTW–I was happy to be 25 rather than 26 🙂 )

      I consider this form of distribution “outreach” not “outbound” marketing. It should be baked into your content checklist.

      Happy marketing,
      Heidi Cohen

  9. Ali @ Pickevent says:

    I love the idea of emailing the writers directly! Previously, I’ve mentioned the people referenced in a post on twitter, but never taken it further than that, and there’s only so much you can fit into 140 characters.

    • heidicohen says:

      Ali– You’d be surprised how many people overlook relatively easy, obvious methods of communication. Part of your goal should be to build relationships. Happy marketing, Heidi Cohen