You have probably heard the famous saying that content is king in the world of digital media. While there is some merit in saying that, things have drastically changed in the world of content. The days of producing content and posting it on social media are just not as effective anymore as it used to be.

Even when you create a high cinematic production video, you will often find in the analytics section that your audience barely watches 30% of the video.  To get the most out of your content, you need a comprehensive content distribution strategy.

What is content distribution?

Content distribution is about breaking down a single piece of content into smaller parts each platform you are posting on. It is about taking a single 3-minute YouTube type of video and reducing it to a 90-second video for Facebook, a one-minute video for Instagram, writing a written blog post based on the 3-minute video while also creating 10 seconds outtakes from the video for stories.

But, why go through all this trouble? This is a valid concern considering the additional time and resources required to break down content into different mediums. Well, there are several good reasons, but we will focus in this article on the most important ones.

Firstly, we all know that Facebook and other social media channels are big businesses that rely almost solely on advertising for their revenue. If you are going to try and get the most reach and engagement, you will have to spend advertising money on each post in the order it to reach most of your fan base for each social media platform.

This will not be an effective strategy, and you will need to justify such spending conduct just on digital marketing to the financial department. With the current economic climate in South Africa, we need to be smart about our marketing expenses. Also, can you afford to spend advertising money on several different platforms continuously?

Another consideration is that not all your customers are on each platform, and they give some platforms more attention than others. Some fans might also attain more information about your business during a 15-second story video compared to a 2-minute video. Different people give your brand different amounts of attention on the various online platforms.

The best approach currently is to make sure you provide a diversity of content about your business offerings on different platforms and at different times. The added benefit of having content running simultaneously on various mediums and across different social media platforms is that you are not at the mercy of a single platform.

If Instagram becomes irrelevant tomorrow, will your business also? Or perhaps they change their delivery strategy radically, resulting in no further benefit for your business.

But before you start breaking down your content, you need to remember this:

Storytelling will always be king

This is not a spoiler but to give a vague example of what is at play here, in the final episodes of Game of Thrones one of the characters mentioned that a good story will always win and that the next king should be chosen based on who has the best life story to tell.

Before you worry about the best medium, highest quality or find yourself lost in all the technicalities – make sure you have a good story to tell.  A good story will always win and give your content the most reach and engagement without even the need for the best quality video or spending any money.

How can we then break down your content? Famous entrepreneur and social media guru, Gary Vaynerchuk, has labeled this marketing strategy “The Content Pyramid”.

The Content Pyramid

For example, say your company has made a stunning 2-minute video about your company and the services/products you provide. What you want to do now is to post this video on your YouTube channel and Facebook page. Further, you need to take the video and also write a written article for your websites blog section where you discuss the video.

For Instagram, you can consider posting the video on Instagram TV through the Instagram TV app. Instagram will show the first 60 seconds of your video as usual on the Instagram newsfeed with a quick option to watch the remainder of the video on Instagram TV.

Also, select the highlight parts of the video and make a 2-3 Instagram story out of the post. On LinkedIn, you can either directly showcase the video on your post or write a short post about the video with a link to your website or YouTube channel where people can view the entire video. Just always be restrained with linking too much away from the social media platforms since this usually lowers organic reach for posts.

If you are going to link a YouTube video on a Facebook page, you are sure to see a massive drop in reach due to these two platforms being in direct competition with each other.

You might feel a bit overwhelmed now and even think that this is simply too much effort. Well, it is, to be honest, but that is the cost of doing business in 2019. If you really want your content to go the distance, you will have to walk the extra mile.


At Indirect Media we are currently following these guidelines with one of our clients in the Agricultural industry, and we’ve always found that it only takes about 3 weeks for clients to feel comfortable with the new level of content creation. As soon as you feel comfortable with having a marketing team breakdown content and strategically posting it on various platforms, you will soon see an increase in leads for your business.

The end result will increase the resources expended by your business and take up more of your time, but you will also be expanding your reach and engagement levels for your brand which will lead to more paying clients. Not only are you reaching your audiences on different platforms, but you are also providing them with precise, exciting content that they will naturally consume. Remember, not everyone wants to read an article or watch the entire 3 min video. Two Instagram stories might be all that they need.

If you want more information on this strategy, you can contact us for a free consultation.

Next Time

While this short article tackled a much broader topic, it is an excellent start for you to consider.


Look out for the follow-up article with more strategies that you can implement with a content distribution strategy. We will be looking at topics ranging from email marketing to physical branding for both online and offline content distribution.