In our Content Marketing Handbook, the essential piece of advice we offer companies engaged in content marketing is this: make, measure, distribute.
Make something based on your company’s information, measure how it performs, and distribute your content to make it spread. Don't just dash off a blog post and expect that things will happen.
Make is pretty well covered in the Handbook. You can write about your company's data, or you can hire the Priceonomics content marketing agency to help you turn your company's data into awesome content. Our Content Tracker software does a solid job of measurement by tracking and measuring traffic, goal conversions, PR mentions, and social sharing via a dashboard and notifications in Slack.
But what about content distribution?
Today, we’re launching "version 1" of the Priceonomics Content Distribution Tools, a new section of our Content Tracker software.
After your company publishes content, which channels can you use to make that content spread? This is the hardest problem faced by companies, but today we're unveiling part of the solution:
The Content Distribution List, a new section of resources in Content Tracker. It’s a new “perk” for the growing number of users who have paid accounts on Tracker (starting at $29 / month). The Internet is a beast with a voracious appetite for content, and the Content Distribution List helps you figure out which outlets will devour what you create.
To give you a better picture of the types of sites where you can distribute your content, we’ve described them below. We organized them into six categories. We’ve found that each type has been a valuable springboard for our content.
1. Your Top Content Channels
Tracker now automatically builds a list for you of every place that has ever linked to your content. For the Priceonomics Blog, 3,619 distinct domains have linked to us in the past. Here are some of them:
Before we built this tool, we had to manually keep a list of every site that mentioned us in order to remember to pitch them when we published something new. This was very valuable, but it was a huge pain to keep updated.
Now it’s all automatically created in Tracker. Why is that important?
It's hard to get a journalist to cover your content the first time. But it's much easier the second time! At Priceonomics, 3,619 websites have covered our articles according to Tracker. But 32% of them have covered us more than once!
After a newspaper, blog, or website links to your content once, there is a very high chance they'll be interested in featuring your work in the future. These are the places that really like your content. That's why Tracker shows you which articles the publication has covered in the past. For example, here are all the Slate.com mentions of Priceonomics articles:
The other categories in the Content Distribution List are curated lists of sites we’ve made that anybody can use as a guide when promoting content. We've built this list over 4 years of making content and tracking where it spreads. It's part of the Priceonomics "secret sauce", and now we're adding it to Tracker. Here is a preview, as well as an explanation of each category. You may know some of the sites; others are more obscure (but actually quite large).
2. Supernodes (12 sites)
“Supernodes” send more traffic to Priceonomics than any other source. These are the social news sites where your readers can submit an article, and, if it’s good, it can easily reach tens of thousands of people. Supernodes like Reddit and Hacker News are well known, but there are at least a dozen others you should know about.
3. Roundups (75+ sites)
There are so many sites and newsletters that pride themselves on curating interesting content. These are generally lists of "the most interesting reads" of the day or week. Some of these "roundups" are enormous but not well known: One of the largest sources of traffic to Priceonomics, for example, is a roundup called Twisted Sifter.
4. Blogs (250+ sites)
Most popular blogs need to share and link to exciting content to keep readers interested. The blogs that made the Content Distribution List are particular voracious at linking to and finding interesting content from the web. Some of them are also roundups.
5. Syndication sites (11 sites)
These are sites like Medium and LinkedIn where you can republish your articles for added distribution. Others are large content sites that have programs, which you can apply to, for syndicating articles.
6. Aggregators/Forums (15 sites)
A significant number of sites exist purely to aggregate content from around the web. Some send significant traffic, and some only send a little. But the amount of traffic sent by an aggregator can be surprisingly uncorrelated with the prominence of the site.
The Priceonomics philosophy on content is make, measure, distribute. This reflects the reality that you can’t just make great content, you have to actively promote it on the right channels for your content to spread.
The Content Distribution List is the first of many tools that we’ll add to Tracker to help you distribute your content. This is version one of some tools we plan on expanding greatly. You can find the Content Distribution List on the new "Distribute" section of Tracker.
We hope you enjoy using Tracker and benefit from this "perk" we've added to paid accounts. Most of these "Distribute" tools are aimed at companies, so they're part of a regular account that starts at just $29 / month. Should you sign up for Tracker just to get access to this? No, probably not. You should sign up for the free plan, see if the philosophy of the software works for you, and upgrade only if you get value out of it.
99% of Tracker is completely free to use, and if you spend time making content, we think you’ll like it. If you want to sign up and create a Tracker account, here is the link.
The Priceonomics Content Tracker is in beta and free to try out. It tracks the inbound links, social sharing, traffic, and conversions generated by your content marketing. It can even notify you in Slack when something awesome happens because of your content.
You can learn more about Tracker here.