[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fsearch-love-ross-simmonds":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":16,"class_list":18,"acf":28,"head_links":412,"breadcrumbs":413,"reading_minutes":145,"category":420,"head":422},"2017-10-16T16:18:35",{"rendered":6},"\u003Cp>Ross joined us from Canada for his talk, and opened with a chat about how a conversation at a networking event was overthrown by another conversation nearby about butter.\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-8199\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FC7S3IxqM-050720211625523146_ross-simmonds-search-love-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892\" alt=\"ross simmonds search love\" width=\"1024\" height=\"768\" \u002F>\u003C\u002Fp>\n\u003Cp>What happened in his head, he wondered, that made him focus on the other conversation over his own?\u003C\u002Fp>\n\u003Cp>It’s called the Cocktail Party Effect. We’re able to be having a conversation with someone and hear another discussion that we’re more interested in. The brain focuses on particular aspects of sound in a sea of noise.\u003C\u002Fp>\n\u003Cp>The internet is, says Ross, the biggest cocktail party of all time. So how do we get people’s attention in amongst the noise?\u003C\u002Fp>\n\u003Cp>Content is not king, anymore. We don’t get points for creating good content, because that’s what we are supposed to do! How can we stand out when everyone is doing it? Instead, we need to think about how we distribute our content.\u003C\u002Fp>\n\u003Ch2 id=\"promotion-starts-when-you-hit-publish\">Promotion starts when you hit publish\u003C\u002Fh2>\n\u003Cp>Content doesn’t just ‘live’. It doesn’t just ‘get found’ (or rarely). Instead, we need to think about how we promote out content, how we help it to get out there.\u003C\u002Fp>\n\u003Cp>It’s on us to create distribution channels that help us get closer to our audience.\u003C\u002Fp>\n\u003Cp>How?\u003C\u002Fp>\n\u003Col>\n\u003Cli>Discover new channels\u003C\u002Fli>\n\u003Cli>Distribute your content in an appropriate way\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp>At the core, we need to go back to our knowledge of marketing fundamentals. We need to remember that marketing starts with people.\u003C\u002Fp>\n\u003Ch2 id=\"get-to-know-your-audience\">Get to know your audience\u003C\u002Fh2>\n\u003Cp>Facebook will give us these insights. You can get very in depth analysis of your audience to help you work out where to distribute your content.\u003C\u002Fp>\n\u003Cp>You can work out which pages they like, and consider how you might tap into that page to distribute your content. Deep dive into those audience insights.\u003C\u002Fp>\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-to-build-useful-audience-personas-to-guide-your-digital-strategy\u002F\">Bonus tip: check out my talk on how to create audience personas from Brighton SEO here.\u003C\u002Fa>\u003C\u002Fp>\n\u003Ch2 id=\"facebook-is-a-goldmine\">Facebook is a goldmine\u003C\u002Fh2>\n\u003Cp>Facebook, as well as giving you a lot of insights, can also help you identify new distribution channels.\u003C\u002Fp>\n\u003Cp>Look at the pages that people like in your niche, and consider how you can tap into those audience.\u003C\u002Fp>\n\u003Cp>Look at related tags to find new pages, too.\u003C\u002Fp>\n\u003Cp>Plus, graveyard pages – those which aren’t managed anymore but still have a great following – can be an asset. Ross gave the example of him purchasing a graveyard page, which then paid for itself within 2 months as it connected him with the relevant audience and they made more than enough money from those sales to cover the purchase cost.\u003C\u002Fp>\n\u003Ch2 id=\"use-reddit\">Use Reddit\u003C\u002Fh2>\n\u003Cp>Reddit is an existing distribution network that you can use. But it’s also a great place to get inspiration on what content will work and spread well.\u003C\u002Fp>\n\u003Cp>Check out the top posts to see what topics are working well. You can then create new content based on that to get more engagement.\u003C\u002Fp>\n\u003Cp>Slack is another place to find similar.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n",false,"standard",[10],38,[12],{"id":13,"name":14,"path":15},67,"Search Love","\u002Fblog\u002Fcollection\u002Fsearch-love\u002F",[17],135,[19,20,21,22,23,24,25,26,27],"post-3363","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content","collections-search-love",{"page_content_modules":29,"hero":141},[30,96],{"acf_fc_layout":31,"reduced":32,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":32,"title":33,"content":6,"authors":34},"blog_post_content",true,"Search Love: Content Distribution – Ross Simmonds",[35],{"id":36,"path":37,"display_name":38,"job_title":39,"description":40,"avatar_url":41,"acf":42},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. 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Content repurposing is taking content that already exists on a site and tweaking it to improve its performance, or help it target a different angle to its original focus. Many pieces of content can be repurposed […]\u003C\u002Fp>\n","\u002Fblog\u002Fcontent-repurposing-with-rejoice\u002F","2022-02-07T16:48:11",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F01\u002Fcontent-repurposing-with-rejoice-feature-image.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[111],{"name":112,"image":113},"Charlie Norledge","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FjVjBhz1i-Charlie-Norledge.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":115,"name":116},"\u002Fblog\u002Fcategory\u002Fcontent\u002F","Content",{"type_key":20,"title":118,"excerpt":119,"to":120,"postedAt":121,"readingTime":122,"image":123,"authors":124,"category":128},"BrightonSEO: Our Round Up from March 2021","\u003Cp>BrightonSEO has come and gone once more with one of its best sets of talks yet. It was the second online-only conference due to the COVID-19 pandemic and a group of the Impression team attended a variety of talks. 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There are suitable times to use both strategies and they can also be used together […]\u003C\u002Fp>\n","\u002Fblog\u002Fpush-pull-marketing\u002F","2026-02-27T10:55:09",12,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002F050720211625502888_pexels-cottonbro-5029054-scaled.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[137],{"name":138,"image":139},"Rhianne Moriarty","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":115,"name":116},{"type":142,"style":143,"heading":33,"date":4,"updatedAt":144,"reading_minutes":145,"image":146,"imageAlt":33,"categories":147,"collections":331},"blog-post","light","2022-02-07T16:48:35",2,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FC7S3IxqM-050720211625523146_ross-simmonds-search-love-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[148],{"id":10,"count":149,"description":150,"link":115,"name":116,"slug":151,"taxonomy":152,"parent":47,"meta":153,"acf":154,"head_links":155,"resource_count":47,"yoast_title":156,"yoast_meta":157,"yoast_json_ld":201,"_links":299,"path":115},37,"\u003Cp class=\"p1\">Looking for the latest news in the world of content marketing? 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