Blog roundups

How content distribution is evolving (and why you should care).

By July 26, 2017 No Comments
Worldwide content distribution evolution

Creating an amazing product is all very well, but if your creation never makes it out of the warehouse, who’s going to know (let alone care) about it? We all know the old philosophical riddle about trees falling in the forest. So, if your content falls without a sound, does it have any benefit at all?

Distribution is increasingly taking centre stage as an all-important step in digital marketing. After years of learning about how to create content users really care about online (and how to measure and capitalise on that), the digital sphere is increasingly thinking about how to generate the greatest possible exposure for that content. With so many competing voices online, and so many channels to “conquer”, getting a strong handle on content distribution is the next crucial step for digital marketers and brands.

Finding your voice

One reason why smarter content distribution is becoming an increasing priority is the proliferation of platforms now available to brands. From Tumblr and Snapchat, to Instagram, Pinterest and Twitter, there are now hundreds of spaces for brands to share their content, with each connecting them to a different niche audience.

And it’s not just social media platforms which matter. Review sites, in-store displays, big screens at live events – there are so many opportunities for brands to get a bigger slice of the pie in terms of views for their content, and a huge number of these opportunities are being missed. For every content sharing opportunity which is missed, a valuable opportunity is wasted.

Amidst all of these channels and content outlets, it’s no mean feat for brands to stay active in every possible digital space. This is the precise challenge which has spurred on demand for more intelligent, more effective and more technologically advanced content distribution.

Making the valuable visible

Here at Miappi, we’ve been talking about “making the valuable visible” for years. Our ever-evolving social media aggregation tools have been making it easy for brands to discover and surface valuable user-generated content (UGC), presenting it on site, screen, apps, kiosks and digital signage. Now that we’ve honed our helpful UGC discovery tools and beautiful social walls, we’ve set our sights higher and are developing tools that make amazing content even more visible than ever before.

We’re inspired by tools like Hootsuite  which are constantly innovating fresh ways to get your content under the cursors of the consumers who matter to your brand. That’s why,  in the very near future, we’ll be announcing a fresh array of developments all geared towards distributing content more effectively. Keep your eyes peeled!

The content distribution landscape

From the release of Hootsuite’s Amplify, which allows brands to drive revenue by connecting social to sales, to in-built tools which give you the power to target messages by location or demographic profile, companies like this are on the front lines of content distribution, and are regularly developing new, time-saving and voice-amplifying tools for brands eager to get their fine-tuned content out there.

And it’s not just Hootsuite. The social marketing expert’s competitors are also engineering pioneering ways to reach more screens, more easily.’s content publishing calendar now makes it simple to convert posts to Facebook and Instagram ads to maximise reach. Over at Spredfast users can set up customizable filters to automatically remove and publish the best and worst content across multiple platforms. The Percolate team, meanwhile, are working to totally unify content and social marketing, as Sprinklr helps brands provide “seamless experiences that matter across all social channels”.

Sophisticated distribution with Hootsuite

It’s Hootsuite, however, that we feel is making the greatest strides towards more sophisticated content distribution. Their ever-evolving platform includes packages of fantastic content distribution-geared tools including:

  • Hootsuite Impact

    Ideal for proving the ROI of content marketing campaigns, this package is all about precise measurement and monitoring. From tracking your competitors’ top-performing content types, to real-time strategy insights into how your followers interact with your content (plus specific recommendations to continually increase your reach), this suite of tools will help you learn more about where your content is most powerful and how effective your distribution methods are.
  • Hootsuite Amplify

    This collection of tools is all about connecting your brand to more people, boosting brand advocacy, enhancing social selling and generating more UGC for you to distribute across your digital channels. From syncing your social with your CRM, to track leads beyond social to find out how they engaged with your content, this package will help you ace social selling and learn a great deal about the impact of wider content distribution.
  • Hootsuite Campaigns

    Running contests and campaigns via social is a fantastic way to generate UGC you can distribute widely, showcasing the best of your brand. Hootsuite Campaigns makes managing, monitoring and optimising these campaigns easy, helping you create the kind of content which will sway visitors when shown at checkout and entice click throughs when showcased in marketing emails.

We’ve been thoroughly impressed by features like the range of channels supported, the in-platform search options for surfacing UGC, their helpful pre-approved content library, access to cloud storage from the Hootsuite dashboard and handy content calendar views for different channels and time-periods – amongst a huge raft of others – all making content distribution easier and more effective.

With innovative new options regularly hitting the platform, we’re excited to see where Hootsuite and its competitors will take content distribution next, and we can’t wait to show you what we’re bringing to the table next too! Learn more about working with UGC, and see how Miappi makes it both simple and sophisticated by REQUESTING A DEMO TODAY.

Contact us: Why not get in touch to discuss how Miappi could help you increase the reach of your social media? Miappi Ltd. Level 5 22 Upper Ground London SE1 9PD Tel. +44 (0) 203 6374360