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Did you know that 91% of content on the internet gets zero organic traffic from Google?
Most articles, guides, and blog posts never reach their target audience.
The problem isn’t the quality of the content - it’s that many SaaS companies lack an effective content distribution strategy to get their content noticed.
In this guide, we’ll walk you through everything you need to know about SaaS content distribution to help you boost visibility and reach a bigger audience.
Let’s start!
What is Content Distribution?
Content distribution is the process of sharing content to reach a wider audience, boost engagement, and increase visibility.
This includes promoting content across platforms like your website, social media, and third-party networks.
Content distribution involves sharing digital content across three main channels:
1. Owned Channels
You fully control these platforms, like your website, social media pages, and blog.
With owned channels, you have complete control over what and when you share, but your reach is limited to your existing audience.
Examples of content used here include blog posts, ebooks, and case studies.
2. Earned Channels
Earned channels depend on others sharing or promoting your content, including social media shares, backlinks, and media coverage.
While you don’t have complete control over these channels, they can help your content reach a much wider audience and sometimes even go viral.
This kind of validation boosts your credibility. Shareable content, such as videos, thought leadership pieces, and testimonials, are ideal for these channels.
3. Paid Channels
Paid channels involve promoting your content through paid ads and sponsored posts.
These channels provide quick, measurable results regarding reach and engagement, but they require a budget and are generally better for short-term campaigns.
Eye-catching, targeted content that drives clicks and conversions works best in paid channels.
The Importance of Content Distribution
Here are some of the benefits of content distribution:
- Expanded reach and engagement – By sharing your content across multiple platforms, you can reach a broader audience and increase brand engagement, which boosts website traffic and conversion rates.
- Precision targeting – Digital content distribution allows you to focus on specific audiences based on demographics and interests, ensuring you deliver the right message to the right people at the right time for more effective marketing.
- Easy access - Sharing your content across various platforms makes it convenient for users to access it from anywhere, especially for global audiences or constantly moving customers.
- Higher ROI – Targeting the right audience ensures your content reaches those most likely to engage or convert, leading to a more substantial return on investment for your marketing efforts.
Proven Content Distribution Strategies to Skyrocket Your Reach
1. Boost Your SEO with Strategic Content Distribution
Search engine optimization (SEO) can be a game-changer for SaaS businesses looking to expand their organic reach.
By leveraging SEO, your content can rank higher on search engines, making it more visible and accessible to potential users.
In the early stages of SEO, content distribution can be a powerful strategy to get your website noticed by Google faster.
Sharing your content across different platforms helps Google find and index it faster, which can lead to better rankings.
Plus, bringing more visitors to your site helps demonstrate to Google the quality of your content through positive user experiences, boosting your visibility even further.
The higher your position on the search engine results page (SERP), the more likely you are to convert casual visitors into engaged customers.
Here are some key areas to focus on:
- Understanding search intent – Know what your audience is looking for when they use specific search terms.
- Strategic keyword use – Integrate relevant keywords naturally throughout your content to improve your chances of ranking higher.
- Optimizing site responsiveness – For a better user experience, make sure your site is fast, mobile-friendly, and easy to navigate.
Imagine you run a SaaS company offering project management software, and you’ve created a series of educational blog posts on topics, such as “best project management tools” or “how to manage remote teams.”
You can repurpose these posts across multiple channels to maximize content distribution and reach a wider audience.
For example, share key insights from each post as a series of social media posts, breaking down the content into bite-sized pieces that engage users on platforms like LinkedIn or X.
You could also send regular newsletters featuring these blog posts to your email list, keeping subscribers informed while driving traffic back to your website.
2. Expand Content Impact with Social Media Platforms
Social media is a powerful tool for distributing content and engaging with potential customers, as over 90% of U.S. businesses invest in social media for brand promotion.
Each platform attracts a different audience, so it’s important to know where your target users spend their time and how to tailor your content for each channel.
Perfect for SaaS companies, LinkedIn is where professionals connect, share insights, and look for solutions to business challenges.
Post blog articles, infographics, and case studies regularly to position your brand as a thought leader.
Use LinkedIn to share long-form content and engage in niche-specific groups to spark discussions and share expertise.
X(Formerly Twitter)
X is ideal for sharing industry news, quick updates, and real-time conversations.
Use relevant hashtags to increase your visibility, and participate in X discussions to connect with your audience and share your expertise on topics relevant to your product.
While often seen as more consumer-oriented, Facebook can also be useful for content distribution.
Participate in Facebook Groups where your target audience is active to share content and drive engagement.
Additionally, Facebook Ads can help you reach a highly targeted audience and boost traffic to your site.
Despite its visual nature, Instagram can work for SaaS companies by sharing infographics, behind-the-scenes content, and customer testimonials.
Leverage Stories and Reels for product teasers, quick tips, and other engaging content that directs users to your site for more in-depth information.
YouTube
Video content is becoming increasingly popular, making YouTube an excellent platform for sharing product demos, tutorials, and webinars.
Establish a YouTube channel and consistently post valuable video content. This will help you build a following and drive traffic to your site.
Since YouTube and Google are the same company, embedding YouTube videos within blogs and repurposing content can help improve both SEO and YouTube views.
3. Collaborate with Influencers
There’s a reason why influencer marketing is growing so quickly—it works.
Did you know LinkedIn influencers generate 10 times more engagement than the average user?
Partnering with influencers inside and outside your industry can put your content in front of a larger audience.
For a SaaS company, this often means setting up a paid partnership or offering a gifted trial of your service.
Influencer marketing leverages the visibility and credibility of a trusted figure in the community. This powerful strategy can help you:
- Reach new audiences – Influencers often have followers beyond your typical audience, helping you tap into new niche communities and boost brand awareness.
- Build stronger community ties – Partnering with influencers helps establish goodwill and keeps your product top-of-mind with your target market.
- Drive conversions – Collaborating with influencers to promote exclusive offers or discounts creates more opportunities for conversions, bringing in new leads and customers.
4. Uncover the Potential of Email Marketing Strategies
Email marketing is still one of the best ways for SaaS companies to share content and connect with their audience, with 69% of marketers using it for content distribution.
With a well-segmented email list, you can deliver the right content to the right people at the right time.
Here’s how you can make the most of your email campaigns:
Engage Your Audience Through Regular Newsletters
Keep your audience engaged by sending regular newsletters that feature your latest blog posts, product updates, and industry news.
Make sure the design is clean and easy to read, and use eye-catching subject lines to boost open rates.
Maximize Conversions with Automated Drip Campaigns
Nurture leads by creating automated email campaigns that deliver content based on user behavior or interests.
For example, if a subscriber downloads an eBook on SaaS marketing strategies, you can follow up with related articles, case studies, or webinars.
Increase Reach with Personalized Emails
Personalize your emails by addressing recipients by name and recommending content based on their previous interactions with your brand.
Personalized emails have higher engagement and can significantly increase your reach and impact.
5. Expand Your Audience with Paid Promotion Strategies
While organic reach is valuable, adding paid promotion to your strategy can quickly expand your content’s visibility and help you reach a highly targeted audience.
Here’s how SaaS companies can make the most of paid promotion efforts:
- PPC advertising – Pay-per-click (PPC) advertising lets you pay for each click on your ad, making Google Ads a great option for driving relevant traffic to your content by targeting specific keywords.
- Social media ads – Platforms like LinkedIn, Facebook, X, and Instagram enable you to target users based on demographics, interests, and job titles, with LinkedIn Ads being particularly effective for reaching SaaS professionals.
Setting a Budget for Paid Campaigns
Establish a clear budget to get the most out of your paid campaigns.
Start by deciding on a total budget for a set period (monthly or quarterly), and then distribute it across different platforms and campaigns.
Keep the following factors in mind when planning:
- Cost-per-click (CPC) – Understand the average CPC for your industry and keywords to estimate your spending per click.
- Conversion rate – Calculate your expected conversion rate to determine how many clicks are needed to meet your goals.
- ROI goals – Set clear ROI targets and monitor your ad performance. Use this data to refine your budget and bidding strategy, ensuring you get the best return on your investment.
6. Reuse Content Across Different Formats
One of the smartest ways to distribute content is to repurpose what you’ve already created and share it in new formats.
Different types of content resonate better on different platforms, so why not tailor what you already have?
Since 94% of marketers already use this strategy, it’s worth a try!
For instance, you can break down long-form content into shorter ones, a blog post can become a X thread or a short clip from your podcast can be shared on LinkedIn.
Here are a few easy ways to repurpose content:
- Turn reports into infographics – Summarize key findings from your reports into eye-catching infographics for easy social media sharing.
- Transform case studies into podcast topics – Interview clients for case studies and feature them on your podcast to double your content output.
- Compile blog posts into a guide –Combine related blog posts into one comprehensive guide to create a new high-quality resource with little extra effort.
7. Try Collaborative Content Creation
Great content isn’t created in isolation.
Partnering with other brands and industry leaders can help you provide even more valuable insights to your audience.
A recent survey shows that 73% of businesses plan to prioritize content collaboration.
By teaming up with influential figures in the SaaS world, you can extend your reach while focusing on your target audience.
Choose experts whose knowledge complements your software and where both parties can benefit from increased visibility.
For example, if you offer an SEO tool, collaborating with different software companies and including them within your posts can be a great way to attract their audience.
Measure the Performance of Your Content Distribution
Investing in content distribution across multiple channels is valuable, but it's crucial to track performance to refine your strategy over time.
Here are some key metrics to monitor:
⚡ Website traffic – Use web analytics to assess how your content impacts site traffic, focusing on visitor behavior, engagement, and the most-viewed pages to optimize future efforts.
⚡ Engagement metrics – Track social media interactions like likes, shares, and comments to gauge content effectiveness and fine-tune your distribution approach.
⚡ Conversion rate (CR) – Measure how many visitors take desired actions (e.g., subscribing, purchasing, or downloading) to see if your content drives these outcomes.
⚡ Cost per acquisition (CPA) – Calculate the cost of each conversion by dividing your total marketing expenses by the number of conversions to evaluate the success of paid distribution.
⚡ Attention metrics – Go beyond basic views and measure how much genuine attention your content receives, as emerging tech tools provide more advanced insights into user engagement on the platforms you use.
You can use various tools such as Google Analytics, Hootsuite, BuzzSumo, and many more to track these metrics.
Conclusion
Now that you know everything about SaaS content distribution, you can make all the difference between content that goes unnoticed and content that drives real results.
By using the right channels and repurposing your content effectively, you can ensure your message reaches the right audience and maximizes your ROI.
Remember, it’s not just about creating great content—it’s about making sure it gets seen.
If you need help to get started, Omnius is here to help.
Schedule a 30 minute call with our experts and find out how we can help you reach your full potential through high quality content.
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