In today’s digital age, creating compelling content and captivating videos is just the tip of the iceberg when it comes to establishing a powerful online presence. With the ever-increasing competition for viewers’ attention, it’s essential to recognise that producing great content is only half the job.
The other half involves devising a solid distribution strategy, building a network of engaged followers, mastering public relations, and understanding the art of getting eyeballs on your content. Allow us to share some insights, a bit of a how-to guide, from the experts at DriveTribe.
The content conundrum
Before we dive into the nitty-gritty of distribution strategies and network building, it’s crucial to understand the current content landscape. Content, in various forms, is readily available across the digital sphere, competing for every precious second of a user’s attention. To stand out, your content needs to be more than just good—it must be exceptional.
Once you have a piece of content or a video that resonates, the next step is ensuring it reaches the right audience. This is where a distribution strategy comes into play. Without a strategic approach, even the most brilliant content can fall into oblivion.
At DriveTribe, we’ve witnessed the power of a well-planned distribution strategy. It involves identifying the platforms and channels where your target audience spends their time, and optimising your content for those spaces. It’s not just about posting; it’s about engaging with your audience through comments, shares, and conversations. There is also a fallacy about pumping out content to help boost your presence on social media channels. While being consistent is key, you need to be wary of oversaturating the publishing channel. If you do too much and overload with content, one of your hard-hitting pieces could get lost among all of your other posts.
You have got to get the balance right, and use each platform correctly to develop trust and engagement with your audience.
Building a network: The fuel for growth
A thriving network of engaged followers is akin to having a dedicated fan base that eagerly awaits your content. Building such a network takes time and consistent effort. It starts with understanding your audience’s interests and preferences. What topics resonate with them? What kind of content do they prefer? Once you have these insights, you can tailor and shape your content with your audience in mind.
A good example of this could be summed up by the success of our video which documented the rediscovery and restoration of the first ever road-going Land Rover.
Everybody in our network has their favourite type of videos – the new vehicle review, documenting the workshop, buying trends etc.
However, our creative team felt the heritage of the 4×4 car, in particular the journey we documented of that particular Land Rover, was the hook required to pull all our viewers together. There is something about old 4×4 Land Rovers which most people love. Once they were hooked, we were then able to introduce the INEOS Grenadiers, subtly highlighting its outstanding capabilities as well to our viewers.
The evidence of its success was seen through the instant viewing figures it pulled in, making it one of our most viewed videos after only a short time of its publication with it currently on over 3 and a half million views at the time of writing this. Know your network and what they want to see from you.
As well as understanding what makes your target market tick, interact with them, too. Respond to comments, messages, and engage in discussions. Actively participate in relevant online communities – even attend or host in-person events to drum up interest in what you’re publishing. Over time, your network will grow organically, and your followers will become your advocates, helping to amplify your content’s reach.
Within that, understand that you as a person are the strongest advocate in building up a network. Generally, people will interact more with individuals, rather than business accounts. This personal touch goes a long way with your audience.
The power of public relations (PR)
PR isn’t just for large corporations. It’s a valuable tool for content creators and marketers. Effective PR can elevate your brand and content to new heights. The key is creating a compelling narrative around your content or video. A well-timed press release or feature in a relevant publication can significantly boost your credibility.
At DriveTribe, we’ve harnessed the power of PR to gain visibility in the automotive world. Collaborating with influencers and industry experts can help spread your message far and wide. Over a period of time, we have worked with various social media presences, such as Ben Collins, formerly known as The Stig, for example. His knowledge of vehicles is exceptional, and it always helps to generate positive PR if you have someone like him testing a car to its truest potential.
Getting eyeballs on your content
Ultimately, the success of your content hinges on getting eyeballs on it. The content may be outstanding, but if no one sees it, its potential remains untapped.
As well as they usual SEO optimisation, leveraging social media and paid promotions, one of our chief successes has been through collaborations.
There is no point in putting your beautifully crafted work out on your social media if you don’t have an established presence. Over the years we have built that presence and managed to get views on various products across the automotive industry, and collaborating with influencers and other companies has been key in generating traction and awareness of the content produced. Consider who has that established presences in the area you want to target and how best you can use that to get people looking at your products.
In the digital realm, creating exceptional content and videos is just the beginning of a successful journey. The real magic happens when you combine it with a strategic distribution plan, an engaged network of followers, and effective public relations. It’s about getting your content in front of the right audience and making sure it leaves a lasting impact.