When you’re creating useful, actionable, epic content, everyone deserves to see it.

So how do you get your hard work and effort seen by the largest audience possible?

We’ve considered that question often at Buffer, as we try to maximize our content so it reaches the people who need it. There are certain strategies you can put into place for spreading your content far and wide, and there are a good number of tools that can help these strategies run super smooth.

Here are the tools we use (and the strategies we love). Is there a tool you use that I failed to mention? Please do share it in the comments!


The 3 Types of Content Distribution Channels

Before we dive into the tools, let’s start with an overview of content distribution. Essentially, when you distribute your content, you do so in three basic channels.

  1. Owned
  2. Earned
  3. Paid

Owned media includes the channels that belong to you, where you control the content. This can be your blog, website, email newsletter, and social media profiles.

Earned media involves others sharing your content. This can take the form of social media shares, guest posts, media coverage, and product reviews.

Paid media is the exposure you pay for, be it pay-per-click ads, display ads, social ads, or otherwise.

When viewed in a Venn diagram, you can see that these channels provide a bit of overlap with one another as content distribution can touch on many different channels for the same piece of content.

owned earned paid media channels

With this idea framework in mind, let’s look at some tools that help accomplish content distribution in each of the three major distribution channels: owned, earned, and paid.

The 17 Best Tools for Widespread Content Distribution

Owned media

1. Buffer

We’ve found Buffer to be the simplest way to share your content to your social media channels on Twitter, Facebook, Google+, and LinkedIn. You can schedule your posts to publish at ideal times (or let Buffer decide when is best), and you can reshare older content by re-buffering straight from the app dashboard.

Buffer schedule social media

2. Edgar

A new tool for reposting content from your archives, Edgar helps with evergreen promotion by linking to your social channels and sharing old content at a regular drip.

3. WiseStamp

A complete, beautiful email signature that can contain the typical contact information plus a host of other social media, RSS, and content distribution tidbits. You can show your latest tweet or hook up your RSS feed to show your latest blogpost.


4. Goodbits

Create an email newsletter full of amazing links (including the content of yours you want to distribute). Goodbits lets you drag-and-drop content from a queue made up of any RSS feed you connect as well as any articles you add via the bookmarklet or browser extension. You can then customize, edit, and send to your contacts, including your MailChimp list and segments.


5. MailChimp

Speaking of email newsletters, MailChimp is one of the biggest and best (and free) ways to send email to your list of contacts. You can set up automated campaigns that deliver each new post that you write, or you can create campaigns from scratch. MailChimp offers free accounts for those with fewer than 2,000 contacts in their list.

6. SumoMe

The suite of tools offered by the SumoMe WordPress plugin helps considerably with owned media and earned media. For owned media, SumoMe offers list building tools that include a subscription scroll box, a signup bar, list popup, and incentives/giveaways widget.


In terms of earned media, SumoMe makes it easy for others to share images on your blogposts as well as the posts themselves.

Earned media

7. OnePress Social Locker

This WordPress plugin allows you to lock a portion of your content behind a social share button so that the content can only be accessed once a user shares to Twitter, Facebook, or Google+.


8. Help a Reporter (HARO)

HARO lets you connect with journalists looking for a source. If you’ve got an expertise or experience in a certain area, you can sign up at HARO and a reporter could get in touch!

9. PR Newswire

Got something newsworthy to share? Consider going the press route. PR Newswire can help with distribution of news, announcements, and events to a variety of sources. If you sign up, a rep from PR Newswire will get in touch directly to authorize your account and help with any press release promotion you need.

10. List.ly

Build a list about anything—resources for your niche, articles you love, helpful tools, recommended books, etc. Grab links from around the web (including yours), and publish and share—and even embed—your list so that others can see.


11. Buzzstream

Buzzstream provides a host of services that assist with link building. You can find influencers in your niche who may want to share your content, and you can organize outreach efforts all the way from list building to measuring responses.

12. Boomerang for Gmail

Outreach to fellow bloggers and influencers may require a bit of followup. With Boomerang, you can schedule your emails and automate follow-ups.


13. Contently

Writers, authors, and journalists can create a portfolio at Contently, which can then be viewed and shared by just about anyone—readers, social media users, and even potential employers. The Contently platform helps connect content producers with those in need of content, and the service acts as a great way to distribute your own writing in one consistent place.


14. Storify

Collect content from across the web—blogposts, tweets, and more—and place it into a Storify page. We use Storify for recaps of our Bufferchats on Twitter. The service integrates all types of media from videos to articles and everything in between.

Paid media

15. Outbrain

Have you ever come across a series of links at the end of an article? Would it be cool to see your content there? You can sign up for this kind of service at Outbrain, which feeds related/interesting content to pages all over the Internet.

Similar services include Disqus, Taboola, Skyword, and SimpleReach. Contently did a great breakdown of the pros and cons (and costs) of these paid channels, and Powered By Search has a list of great options, too.

16. Facebook sponsored posts

In a similar way to Facebook ads, you can pay to have your page’s posts seen by more users on the network. You can boost any post from your page and target the boost to reach a particular demographic of location, age, gender, or interest.

17. Promoted tweets

Like Facebook sponsored posts, you can get more views on your tweets by paying to promote a tweet to a larger audience. This occurs through the Twitter ads dashboard where you can compose an original tweet to promote or grab one from your stream that you’d like more people to see.

What a content distribution strategy looks like in practice

The next step is to synthesize all these tools and ideas into a single strategy. For many of us, the two free channels for content distribution—owned and earned—make for a huge number of possibilities on their own for getting our content seen and heard. Clement Vouillon put together a neat graphic that shows what this two-pronged approach could look like.


In a post at KISSmetrics, Shannon Byrne shared the owned and earned content distribution strategies for Mention. Here’s what their list looks like:

marketing channels

Do some of these sites and channels look familiar to you and your strategy?

For our Buffer content, we distribute along many of the same channels mentioned in the KISSmetrics blogpost (and we’re inspired to try several new channels that were mentioned, too!).

Among the channels we often hit when we have new content or announcements:

  • Blogposts
  • Infographics
  • Email newsletter
  • RSS email
  • Twitter
  • Facebook page
  • LinkedIn
  • Google+ page
  • Google+ community
  • Content suggestions in the Buffer app
  • Syndication on Fast Company, The Next Web, Entrepreneur, and others
  • Press outreach
  • Medium
  • Inbound.org
  • Hacker News
  • Product Hunt
  • Storify

Which channels do you include in your content distribution strategy?


It’d feel great to get your content in front of as many people as possible, and there is certainly no shortage of tools, channels, and strategies to help make this possible. If you’re interested in paying for distribution, many sites and services can place your content in visible spots. And if you’d rather not pay for any extra distribution, there are plenty of owned and earned channels to try.

Which tools and sites do you use for your content distribution?

I’d love to hear how you do things! Feel free to share in the comments.

Image sources: IconFinder, Blurgrounds, Titan SEO, Clement Vouillon, Startup Stock Photos

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Written by Kevan Lee

Director of marketing at Buffer, the social media publishing tool for brands, agencies, and marketers. We’ve got a new podcast! ?

  • Pete

    I have found http://mycreopoint.com BI services and custom solutions also useful as it helps to get relevant content and repost or gather ideas to post.

    • Great stuff, Pete! Thanks for adding this one!

  • Lana

    Great tools here, Kevan! In particular, I’ve now started using ‘wisestamp’ as my new email signature. I also love the list of channels Buffer hits when they have new content — as a fairly new Community Manager, this has given me new areas to think about. And, I must say, the *earned media* of Buffer including Goodbits as a tool is quite lovely too!

    • Hi, Lana! Thanks for the comment! Very happy to hear this post was useful for you – and that Wisestamp has already found a home in your email! Goodbits has been a lot of fun to explore and test. Really cool tool!

  • silvercentury

    Hi Kevan, thanks for sharing this great and quite complete blogpost on blog content outreach. I would add the following content distribution options: BlogEngage, Scoop.it, Flipboard, and AllTop.com

    • Excellent! Thanks so much! Those sound like great ones to add!

  • Never heard of Wisestamp! That’s a great idea. Also signed up for an invitation to Edgar–hoping it will be helpful in managing this growing content distribution calendar we have! Love these articles with these collections of useful apps. They’ve been immensely useful so far–keep them coming!

    • Thanks! This is super great to hear! Enjoy Edgar and Wisestamp! I’d love to hear back if you find these helpful!

  • These massive, detailed posts are so great!

    It’s super useful to have all these ideas and tools in one place.

    • Thanks so much, Todd! Really happy to hear this style of post is useful for you!

  • Great post and thanks for the Edgar shout out 🙂

    • Thanks, Laura!

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        upto I looked at the bank draft of $5625 , I accept that my sister woz actualie making money in there spare time from their laptop. . there great aunt has done this 4 less than seventeen months and a short time ago paid for the loans on their villa and bought a brand new Car . go to this website……..>> -> START MAKING ONLINE EARNINGS EASILY!!! <-

  • Great list Kevan. Would also like to read the KISSmetrics blog post. It would be helpful if you could give out a link. No? Wisestamp and Buzzstream are awesome.

  • Hannah Stacey

    Great post! The only one I would steer wayyyy clear of would be PR Newswire – a service that parts foolish companies with their money (and lots of it too) for very very limited results. I’ve never seen a release get picked up by any reputable news source through a newswire, and the SEO value is pretty much zero these days.

    Beware!! (Further reading: http://b2bprblog.com/blog/2012/11/85-of-journalists-we-surveyed-cannot-be-reached-through-newswires)

    • Thanks for the tip on PR Newswire, Hannah! Sounds like that one could use some vetting. 🙂

    • Paul Chapman

      Mmm. PR Newswire are used by a lot of my competitors in the business report marketing world. $300 per release globally.. gets you at the top of Google rankings for a title. I am considering it, but it IS expensive for a small company like http://www.marketresearchint.com … also, the free PR sites have been hammered by Panda so that’s out. What’s the answer? For me, email marketing!

    • Hanna…could you offer an alternative?
      Ive started a celebrity charity art project that is now having its board formed. The goal is to have the project be a household name. More so than the NOH8 campaign.(We are MUCH more fun, and we differ in that we are literally for everyone.)
      The project celebrates the art of sharing. And whats possible when we do. Nothing worth accomplishing in this life is possible without sharing.
      I photograph celebrities listening to their favorite song, as we listen on headphones. I connect the viewer to the exact moment in the song that the image was made by simultaneously photographing the timestamp from the iPod. This timestamp then becomes part of the image title.
      Prints and posters are then sold with the proceeds going tot he charity of each participating celebrity’s choice.
      Ive a board of advisors, and we are seeking a PR person and publicist with a serious track record who would like to make this their crowning achievement, and perhaps sit on the board of directors.

      ~jason joseph

      PS @kevanlee thank you for the great article. I connected to you on Twitter.

  • Another great post, Kevan! I’ve been looking at Snip.ly lately. I haven’t had too much time of late to spend on it but am hoping to try it out soon.

    • Hi Liz! Thanks for the comment! Yes, Snip.ly is a super great one! I went with a trial myself, and I loved the idea behind the tool – the automated emails were super awesome as well. I’d love to know what you think of this!

  • Really useful post – nice to find a couple of new tools and plugins to try out. Bookmarked this page before I was even halfway through reading!

    • Awesome to hear, Jeda! Hope this helps your content spread far and wide!

  • Elizabeth Scott

    Wow! I am simply amazed with the whole content. It’s good to see all the tools in one place. Looking forward to try one of the paid tools:)


  • Dan

    Does the use of OnePress contradict Facebook’s new policies?
    “You must not incentivize people to use social plugins or to like a Page … To ensure quality connections and help businesses reach the people who matter to them, we want people to like Pages because they want to connect and hear from the business, not because of artificial incentives. “

    • Ah, that’s a great one, Dan! Great point! I didn’t quite see any mention of this on the OnePress page, but it sounds like a good idea to be watchful of this one. Thanks for the heads up!

  • Ray Ricciardi

    Thanks for the share

    • You got it, Ray! 🙂

  • Surbhi

    Hey Kevin. Bookmarked this page already. Great read with awesome tools.

    • Awesome! Thanks, Surbhi!

  • Thank you so much for including our KISSmetrics post, Kevan! It’s comforting to see that we’re so aligned on distribution strategy. We love Buffer and Daily — they are crucial to our content strategy. 🙂 Great post!

    P.S. That Clement V is one smart dude. 🙂

    • Hi, Shannon! Thanks for the comment! And thanks for sharing so much of your distribution strategy on KM! 🙂 Have you added any new channels since?

      • Hey Kevan – not really yet, no. But working on testing some ideas I’ll be sure to share with you! 🙂

  • Kevan, thanks for the comprehensive post on content promotion – this is often something that a lot of digital marketers struggle with so it’s great to see all of these resources in one place. I hadn’t heard of Wisestamp before and intend to take it for a spin. Is this a utility that you use in your own emails? If so, any feedback for us here?

    Cheers, Peter.

  • Really great post Kevin – I didn’t know about Edgar but want to try it out! Check out 12 tools to avoid PR stress – might find some you haven’t mentioned 🙂 http://bit.ly/1ylU2ZD Thanks for sharing

  • sharon b

    Have you ever actually had success with HARO?

    • Hey Sharon! We haven’t used HARO that much as a press strategy at Buffer, but I can say that I’ve had success with HARO in the past, if that helps. My main takeaways from the time I was using it regularly were:
      • Reply quickly! Its awesome if you can be one of the first replies in their inbox
      • Short, succinct paragraphs or even bullet points are handy to help them skim
      • If your comments do get featured in a publication (or even if you get a nice reply from the journalist) follow up and keep being useful for them when you can! A new opportunity will arise. 🙂

      Would love to hear how HARO has been going for you!

      • sharon b

        Thanks Courtney! I’m asking because I always see them listed in these kind of posts but never really had a good experience. My inbox was packed from their emails and going through all the information became a time consuming chore with no outcomes. Therefore, I wanted to see if I’m missing out on something as they get mentioned so many times. Thank you for your tips!

  • Nou MFone


  • Great post! Have you ever used Outbrain for Buffer? I’d love to read from someone who succeeded with it. It seems most of the people writing about it are the ones who couldn’t make it work 😉

    • Great one, Ramin! We’ve yet to try it with Buffer. Might be something worth experimenting with (and reporting our findings). 🙂

  • pintukennady
  • Good stuff Kevan. Thanks. — How do you use Syndication with Fast Company?

  • Kajal Abdullah

    wow! so detail and nice post. bookmarked!

    • Awesome! Thanks, Kajal!

  • Nicola McDonagh

    I had no idea this was out there. I will sign up!

  • Kiran Dixit

    Thanks Kevan Lee. Its a great post. Very informative and useful.

  • I am already using some of these tools, others I just bookmarked to check out later and two, three I am signing up for as we speak – so thanks @kevanlee:disqus for pointing these out. I’d suggest you also check out linkbird and how you can do blogger outreach, content seeding and link management with the tool. Check it out here: http://goo.gl/Joegqk – and make sure to let me know what you think! 😉 Cheers!

  • Great article Kevan. Love the detail you go into. So valuable. Definately going to investigate these resources. My top 2 so far are Edgar & Wisestamp 🙂

    Thanks again

  • Dave Duke

    Great post Kevan, just came across it for the first time. Would love to get your thoughts on email signature marketing as a tactic. Have you experimented with it much?

  • Mark

    That’s a great post Kevin! I’d recommend and share your post in my network. I want to recommend one more B2B content marketing tool. Check out here: http://goo.gl/s4FF7q

  • Brandi Dreiling

    Great Post. Thanks for the quick list! Have you looked @DivvyHQ as a content calendar solution for high volume teams? I’m looking at Buffer!

  • The magic happens when you can combine different tools with IFTTT recipes. I connected Twitter with Buffer by using an IFTTT recipe and now everything I post on Twitter is automatically added back to Buffer and re-shared later.

    Currently, we are working on a tool which uses predictive analytics to recommend content for promotion. It basically tells marketers what (content), when and where to share on social media. It makes content promotion more optimised.

    We’re currently in public beta so feedback from you guys is more than welcome! Check out if you are interested: http://www.brandvee.com/maya

  • Lena Elkins

    Awesome list! Would like to add Renoun.io to this list — great for finding the most trending content in your industry and connecting with relevant influencers and publishers 🙂 plus, it’s totally free

  • Jason

    Hey, great post! I’ve been using Quuu Promote to promote my recent blog posts and it’s great! I get at least a few hundred clicks from each submission. Hugely good value for money, not to mention my Twitter has exploded since using it. Check it out at http://quuu.co/promote 🙂

  • Matthew Davis

    Nice article….
    Other then these, PR for Buffer at BETAPAGE is also a good option for you. It delivers content ideas based on holidays, historical dates, events and trends directly to your Buffer queue.