Creating A Symbiotic Relationship Between Your Media Channels And Content


Online media channels are a great way to connect your audience to your content. While the content creation process is a job in unto itself, the distribution of the content cannot be forgotten in the process.

For both seasoned and new content creators, it is very important to begin by understanding your online media distribution channels, how they are used, and what makes each different if you want to create sustainability in your content marketing. Therefore, one should start off by reviewing their distribution channels for their content.

Why Are You Deciding On The Channels You’re Choosing?

Not all media distribution channels are created equal. Some focus mainly on visual content such as photos or videos. Some relate to audiences responsive to personal interests. Some are all business and no fluff. Know which media channel is which, so you can strategically make an impact with your content.

Based on the online channels you frequently use, decide on those that will give you the best return on investment. You are going to spend a lot of time researching and composing your content, so spend time thinking critically about how your audience uses the channels you are considering.

The results of your content marketing efforts should be measurable. Therefore, be sure that you will be tracking likes, shares, reposts, and other actionable items. These results will help you make better decisions on where and how to post future content. Go into the content creation process with an idea of what reasonable results you want.

Do you have permission to share the content? That is, if you are creating content for another entity, be sure that you understand their policy on sharing this content. In almost every case, sharing the content via a web link is permissible. Sharing the content via copy-paste is not.

Composing Your Content

So, what is your hook? What are you sharing that will intrigue and inspire your audience to take action? My suggestion is to start with a story. Maybe share a funny anecdote or even a related “what if” scenario. Be sure that the story relates to the mood of the entire article.

Consider whether or not your content would be more effective with your audience if you included video, infographics, or other informative content. Sometimes, these forms of content can be the main reason for your audience to consume it.

It is important to encourage your readers to post comments. This action can be done literally by asking for comments and opinions, subtly through suggesting thoughts and ideas, or even through leaving room for interpretation.

As a content creator, you will always want to learn and grow, therefore be open to the comments and opinions posted. Think of the comments as an effective way to generate new ideas for content and ways in which you may need to strengthen your fact-finding efforts.

Always respond to comments to show that you are willing to interact with your audience. This interaction places your audience on the same level as you. In addition, remember that we learn best when we consider others’ thoughts, ideas, and opinions.

Be wary of inflammatory comments. There are times when you will receive comments that are there to incite an argument from you. Judge the validity of the comment, and if the comment provokes a highly negative reaction from you, then maybe consider removing it or not responding at all.

Distributing Your Content Through Media Channels

People will not share content if they don’t know it exists. Therefore, it is imperative that you build awareness of your content in order to generate consideration for sharing it. Also, they will not share content that doesn’t connect with them or provide them with a reason to share.   Think back to your hook. Does this hook create a reason to share? Do you have an explicit or indirect call to action in your post?

There are two immediate things that you can do to ignite the process of sharing on media channels:

  1. Tell your family and friends about your content and ask them to share it. Remember that these people have an audience, too! Someone within this secondary audience might find your content relevant and share it with their audience thereby increasing your reach.
  2. Share your content within social media groups that focus on your topic. Members of these groups will be more apt to share content with their audience and provide quality comments and ideas that you can later use to learn, grow, and generate new content.

In summary, be sure that you know which media distribution channels you are going to use and why; create your content with a hook and a purpose; distribute, and measure your content so you can learn which media channels are most effective for your purposes.