Content marketing has become a go-to tool for companies to kick-start their branding. However, strategies have evolved a lot over the past decades as the Internet, social media platforms and consumer expectations have changed. Therefore, what once worked may no longer be as effective.

Aside from content curation, marketing strategists must also think about how they’ll distribute material to gain maximum exposure. There are four key ways of doing this that, in 2017, remain proven ways of attracting and retaining customers.

Leverage virtual communities

Virtual communities remain a proven way for getting eyes to content. For any company, it’s vital to publish material where it’s most likely to be seen. Over a half of the world’s entire population now uses the Internet, so it’s crucial to have an online presence. However, simply marketing on the Internet isn’t enough.

Instead, brands must identify the various niches and communities where their target audiences hang out. An effective strategy is to establish a brand somewhere like Reddit, Hacker, Quora or Inbound.org. Such communities can be used to find like-minded individuals who will be attracted to the content a brand is sharing. However, it is important in any virtual community to actively engage in discussions for the best results.

Market with the help of influencers

It might sound obvious, but industry influencers can help drive success for content, so it’s important to get leading individuals onboard. This isn’t a new strategy, but it’s proven to be very effective. For example, an Insight Pool study found that 54 per cent of women might purchase a service or product after seeing an influencer promote it. Meanwhile, 88 per cent of people said they trust online reviews just as much as friend and family member recommendations.

In an era where many people use ad-block services and skip straight through YouTube adverts, leveraging influencers to do some of the promotional work is extremely powerful.

Spread content across multiple websites 

A wider audience can be reached by repurposing content to publish on multiple websites. It’s essential not to simply cut and paste, but to tailor content to each platform. And when this is done right, it can be very successful. LinkedIn and Medium are ideal places for republishing content where links to a website can be included.

Utilise advanced email marketing skills

 Email marketing can be very effective as it offers a direct link into a potential consumer’s inbox. However, it’s vital that the right content is published and distributed. Advanced marketing includes not only sending material to current subscribers but also working hard to reach new audiences and build subscriber numbers.

There are two key ways to do this; influencer and cross-posting. Firstly, brands can reach out to influencers by using tools like BuzzSumo to track an industry’s top sharers. A list of influencers can then be developed, and companies can reach out to these individuals. Meanwhile, content marketing strategists should also seek to cross-promote material in the newsletters of other industry specialists.

Content marketing in 2017 needs more thought than ever as consumers become more aware of the common tactics advertisers use. However, by adding value and using the right distribution strategies, brands can get their content in front of audiences that will appreciate it.