While this isn't a ground breaking statement and I'm certainly not the first to say it – I think it's still a topic worthy of further discussion.

There's no denying that content creation is all the rage today. Everyone is a content publisher – from advertising agencies and PR firms to big-name brands, journalists and bloggers. The reality is anyone with internet access has a voice and can easily share their thoughts and opinions to a mass audience.

So, with all the content creation going on, it's more important than ever that you're able to rise above the noise, which certainly good content can help achieve. But, creating high-quality content just isn't enough. It's merely the first step.

The Devil is in the Distribution Details
Distribution matters because what good is a well-crafted, authentic brand story, if no one is there to see or read it? A solid 360 degree content distribution plan ensures that content is seen and appreciated. So, what makes for a good plan?

According to the Content Marketing Institute (CMI) and Marketing Profs, which surveyed North American marketing professionals at business-to-consumer (B2C) companies, social media networks were the top choice for content distribution efforts, with 88% of respondents saying that they use them. Articles on a company's own website, e-newsletters, videos and blogs rounded out the Top 5 List of content marketing tactics.

All in all, that's a solid list of tactics that I would absolutely use for my own content marketing efforts. But, at the risk of sounding old-school (which I might be as a Gen-Xer), I think that when it comes to content distribution, too many plans are based solely on digital outreach. (There, I said it!)

Now, don't get me wrong...I'm not dissing digital or at all suggesting that it shouldn't be a strong focus for any content distribution plan. But, I do think there's some more traditional tactic "distribution details" (if you will) that often get overlooked and could provide value.

As marketers, we all know that you've got to hit people over the head with your messages many times and via multiple vehicles. In a perfect world, you would have a 360-approach for your plan, including tactics reaching people via digital, social, mobile, TV, radio and print. But, I know first-hand through my 15-year stint on the agency side of the business that budgets often require us to prioritize tactics, as you just can't do it all. We've all been there.

So, what's a "hero" traditional distribution tactic that can help drive awareness and eyeballs but still fit within a tight budget? I would argue sponsored syndicated content services.

Giving Syndicated Content a Fresh Look
Sometimes referred to as mat releases or features, sponsored syndicated content services actually offer a very efficient and turnkey way to distribute content. Used for decades by PR professionals to drill down and reach consumers in smaller C&D counties, this tried-and-true tactic makes a lot of sense for content marketing.

Here are 3 reasons to put sponsored syndication in the consideration set for your next content marketing distribution plan:

• Expand your Reach - Thousands of grassroots suburban and community publications rely on syndicated content to fill their newspaper pages and websites – resulting in local media distribution throughout the country, which you might not reach with digital-only efforts.
  • And, don't get caught up in the hype that print is dead. Suburban and community newspapers remain highly trusted sources of information and advertising for millions of Americans. In fact, according to a study from Scarborough, an estimated 158 million Americans will read a print or digital newspaper this week, which equates to six out of ten adults.
    
    
• Results Peace of Mind - There's never a guarantee that any piece of content will go viral. But, many syndicated content providers will offer a guaranteed deliverable so you know that you're getting a certain number of placements and impressions as part of your distribution plans.
  
  
• Strong ROI & Budget-Friendly - Sponsored syndicated content bridges the gap between editorial and advertorial with high-impact, front-of-section placement for your messages. With a fairly low cost of entry -- typically between $3,000 to $5,000 -- and the ability to reach millions of consumers, this tactic delivers a strong ROI at a fraction of the cost of advertising.

So, the next time you create a great piece of content, think beyond the digital sphere and consider including syndicated content in your distribution strategy to maximize ROI and ensure your content is seen.

Tell us what you think - share your comments below.