In content distribution, we at Aufgesang distinguish between the following types:
content outreach
content seeding
content promotion
Native Advertising
search engine optimization (SEO)
What is content outreach?
Content outreach is a type of content distribution that aims to encourage reporting on or sharing of content by contacting and maintaining relationships with multipliers. The target group or people taiwan phone number data for outreach can be editors, bloggers, influencers and other well-connected multipliers.
For example, the following areas of responsibility can be counted as content outreach:
media cooperations
influencer relations
blogger relations
press work / media work
When it comes to content distribution, influencer relations and influencer marketing also play an important role.
Read more in the article Influencer Marketing: Working with Influencers .
Furthermore, content outreach can be described as the publication of content on third-party media over which one does not have editorial control.
These can be, for example, the following formats:
guest contributions
lectures at external events
Editorial contributions on radio and television
The advantage of this type of distribution is that you can gain access to new target groups through independent media and generate additional reach for your content and brand. You also benefit from the authority and credibility of the publishing medium or people. This increases trust in both the content and the author of the content.
The big disadvantage of content outreach is the lack of scalability and, depending on the format, the limited editorial control. In principle, some preliminary measures can be taken into account in the planning using methods such as agenda surfing or newsjacking . However, it is difficult to predict in advance to what extent editors or bloggers will be enthusiastic about a content.
In addition, especially in larger editorial departments, people other than the contact persons themselves ultimately decide, for example during an editorial meeting, whether a topic will be included in the editorial plan.
I interviewed some editors and PR specialists to present the different perspectives on the topic of content outreach from an editorial and PR point of view.