Content seeding: 4 steps to a successful strategy

Every company has the opportunity to reach its target group with selected content via digital media. The aim is normally to raise awareness among potential customers and to convince them of the product or service. However, it is often difficult to reach the right target group. In the field of content marketing, one speaks of successful content seeding in this context. You can find out what this is all about in this article.

Definition: content seeding

What is content seeding? What at first sounds like an aloof metaphor is actually not that far-fetched. As with sowing plants, online marketing should not focus on a single area or disseminate content indiscriminately. Rather, it is about strategically spreading the content in such a way that it generates the greatest possible reach. Essential for an effective strategy is on the one hand the right platforms for distributing the content – such as your own channels in social media or third-party media in which advertising is placed – and on the other hand effective multipliers. This includes users as well as media that further disseminate the content of a company.

Content marketing with seeding creates a boost

Even the best content usually does not spread itself on the Internet. For young companies, in particular, it is crucial to raise awareness among potential customers. However, this is not only possible by publishing a blog post on the company website. Well-thought-out content seeding, on the other hand, gives the content a boost and thus makes the company better known. There are many possibilities for sowing the content: online PR, social media marketing, cooperation with influencers and search engine optimization (SEO) of your own website and the associated content.

Thus, content seeding has three functions:

  1. It increases the reach of your content.
  2. The awareness of your target group for your company increases.
  3. You improve your SEO values ​​with good backlinks.

Content seeding in 4 steps

1. Set goals

First of all, you should have a clear idea of ​​your goals. What exactly do you want to achieve with content seeding? Attract more traffic to your website? Higher sales of a specific product? Or get more positive reviews about your service? Of course, some goals can be combined with each other, but first, you have to define them so that you know exactly what you are working on.

2. Define topics and select formats

You now know what you want to achieve. Now you go one step further and consider how and with which content you will reach your goals. You can find topics, for example, with a classic keyword analysis or talk to experts about potentially exciting content. Micro surveys can also be a good way to get inspiration for topics. The advantage of this is: They don’t cost much from service providers and deliver results quite quickly.

Once the topic of your content has been decided, the question remains as to which format you want to use for it. Are blog or specialist articles suitable, does an official press release help with the distribution of the content, or would you be better off preparing posts on social media with images, graphics and videos? Here, too, your already-defined goals are decisive. Because to attract more potential customers you have to act differently than if you want to make your company better known.

3. Determine multipliers and establish contacts

The multipliers are of essential importance in content seeding. With them, you spread your content and reach so many people who do not regularly check the content on your website. In marketing, seeding can be done on the one hand through your own channels on various media: the company page on Facebook, the company account on LinkedIn or the profiles on platforms such as Instagram and TikTok. On the other hand, there is the possibility of working with influencers or so-called thought leaders – Authorities in a field – to cooperate. These then promote your content and thus provide you with further publicity.

When selecting your multipliers, pay attention to their reputation (in the media), their reach (influencers & thought leaders) and their performance (websites, blogs and other online channels). Make a note of the ones that qualify, then prioritize your full list. This way you have a sequence that you can use to orientate yourself when making contact.

4. Measure success

In order to see whether the implemented strategy for content seeding was also successful, you must of course measure certain factors. What those depend on your goals. For example, you can recognize the goal of “More leads and conversions” through sales and download numbers. Or if you want to increase the traffic on your website, this can be evaluated using analysis tools.

The most common mistakes in content seeding

  1. No specification: Content seeding is done through a large unspecific portfolio of blogs and websites. Instead, you should only use platforms and multipliers that testify to the quality and are relevant to the target group.
  2. Buy reach: For many, for example, it sounds tempting to simply buy Instagram followers and thus appear more serious. But beware: This can damage your reputation if users recognize the bought Likes, but also result in gradations in the relevance on the part of the platforms.
  3. Just one media strategy: Successful content seeding is characterized by a healthy mixture of your own multipliers (own media) and external multipliers through cooperation (shared media) and paid advertising (paid media). Don’t just rely on one of them, but combine the different channels.
  4. Huge distributors: Just send a newsletter to a distributor with numerous e-mail addresses. Very bad idea! With effective content seeding in marketing, you only use relevant multipliers and, if possible, address them directly.

Conclusion on content seeding

In modern content marketing, the right strategy for content seeding is essential in order to be able to spread a wide variety of content as far as possible. The precise use of multipliers also helps to increase your own awareness and relevance. In order for everything to work the way you want it to, however, careful planning is required and – as with the OKR method – the opportunity to measure the results in concrete terms.

Content Seeding FAQ

What is content seeding?

Content seeding means to “sow content” or “place content”. Content seeding means spreading your own online content on certain channels in a strategically sensible way.

What are the goals of content seeding?

The exact goals depend on what you want. For example, you can have the goal of making your brand better known, increasing sales or encouraging your customers to give positive reviews.

How can I measure my success with content seeding?

For your goals, you need indicators that you can use to determine a positive or negative result. Whether you achieve this shows whether your strategy was successful.

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