Best Content Distribution


What is content distribution?

Content distribution involves strategically disseminating your brand’s content, such as press releases and multimedia, across various platforms and networks. It helps you share your message with a wider audience and engage with different stakeholders, including media outlets, journalists, influencers, and the general public.

Leverage our comprehensive distribution services to disseminate various content types, including:

  • Blog posts
  • White papers
  • Research studies
  • Articles
  • Podcasts
  • Videos
  • Infographics
  • Newsletters
  • Press releases

Your content can be distributed through various content distribution platforms, categorized into these three broad channels:

Owned media

This refers to the content distribution channels your company or brand already owns. Owned media includes website landing pages, social media profiles, newsletters, or mobile applications. 

Using owned media platforms for content marketing distribution has certain benefits, such as offering a company more control over its content and cost-efficiency. However, there is no guarantee of effectiveness, and this channel may take much longer to scale.

As its name implies, paid media refers to a brand paying a fee to promote content they want distributed.

Paid channels include paid social media ads, sponsored content, influencer-based campaigns, and more.

With Cision’s Guaranteed Paid Placement, you can secure your content — news releases, product launches, or any other brand message — across thousands of premium publishers in North America and Europe.

Paid content distribution gives a company much more control over its work than before, and more often than not, results in an almost immediate impact. It also lets companies scale at a much quicker rate than in the case of owned media while offering unparalleled reach.

The downside of this option is that it may require an ongoing investment to sustain growth.

Earned media

Bloggers, social media influencers, and journalists who share your content on third-party platforms all fall under the category of earned media. While results aren’t guaranteed, they reflect how well a company has executed paid and owned media distribution.

Earned media can reach a much larger audience, depending on the reach of the blogger, influencer, or journalist in question. It is also the most credible content distribution channel and impacts sales and conversions the most.

The downside of this option is that content published on these third-party platforms no longer belongs to the company or brand that distributed it in the first place. As a result, they have less control over tracking metrics such as likes, shares, and comments, and may be unable to revise outdated content.

Advantages of Content Distribution

Content distribution is essential for achieving your marketing and communications goals. By leveraging our robust network and flexible distribution options, you can amplify your brand’s story, generate media coverage, attract new audiences, and guide conversations within your industry. Effective content distribution enhances your brand’s visibility, credibility, and engagement. It could also help build shareholder confidence.

Let’s take a closer look at some of the benefits that come with hiring the right content distribution services:

  • Help target the right audience: An efficient content distribution strategy allows you to target an audience based on specific demographics or behaviour. With a strategy in place, you don’t just reach a generic audience but one that is most relevant to your business, and thus, more likely to buy your product or service.
  • Improve accessibility: The benefits of content distribution also extend to your customers, who will find it easier to access your content across a multitude of platforms. This, in turn, can positively impact your sales and credibility.
  • Increase reach: When your content is distributed through various platforms or generates significant media coverage, you will benefit from increased visibility and more website traffic.
  • Better ROI: All these factors come together to ensure you can see a better return on your investment in the content you generate.

The main content distribution channels we provide

We offer a comprehensive distribution network that includes:

  • Over 4,000 websites
  • Nearly 3,000 media outlets
  • More than 550 news content systems
  • PR Newswire for Journalists, a media-only community with over 20,000 unique email subscribers
  • MyCNW, enabling the public to subscribe to news alerts


Optimizing Your Content Distribution

How do you make the most of media content distribution? Following these best practices can help maximize your ROI.

Understand your audience

Create audience personas or customer journey maps to better understand who your customers are and their most prominent pain points. This will help you decide which combination of our channels is best suited for your content.

Understand your content’s purpose

Having a clear idea of the goals you want your content to achieve and setting relevant key performance indicators can help you leverage our content distribution services for maximum ROI.

Understand your type of content

A big part of leveraging proper distribution channels is understanding the different types of content you want to create and the impact each can have. You could choose between blogs, videos, videos, or podcasts, for example, depending on your resources.

Understand how to measure results

While Cision allows you access to a comprehensive distribution network, it’s crucial that you keep tabs on how your content is performing across platforms. Using our visibility reports and engagement data, you can analyze the success of your content and learn how to create better content in the future.

Partnering with us opens your content to a massive network of thousands of media points and influencers. Make the most of your efforts by ensuring that your content is achieving all the goals you want out of it.

What is the process of content distribution?

The process of content distribution through Cision involves several steps:


  • Optimize with Multimedia: Enhance engagement by including photos and videos in your content, distributed through the industry's largest multimedia network.
  • Build Shareholder Confidence: Transmit your content securely to all disclosure points promptly.
  • Enjoy Membership Benefits: Utilize our editorial staff services to manage, upload, and distribute your releases and multimedia effectively.
  • Evaluate Your Results: Gain valuable insights into your content's performance and audience engagement with Visibility Reports.
  • Generate Earned Media: Cision's network ensures broader media coverage, amplifying your story and adding third-party credibility.
  • Get Noticed with PR Newswire for Journalists: Connect with influential journalists through an exclusive media community of 20,000+ unique email subscribers.
  • Attract Viewers with Online Syndication: Increase online visibility by sharing content through our influential online network, reaching platforms like Yahoo! Finance and MarketWatch.
  • Expand in Social Channels: Leverage SocialPost™ to engage over 55,000 X followers across industry-specific handles and use micro-lists to target relevant beats.
  • Reach New Audiences: Tailor your content distribution to specific demographics, cultural categories, and international regions.
  • Create Demand with Content Distribution: Tap into Cision's extensive distribution network to attract new audiences and target key industry influencers.

By utilizing our content distribution capabilities, you can effectively share your brand’s message, gain media attention, enhance online visibility, and connect with diverse audiences across various channels and platforms.

Best Practices for Content Optimization

Depending on your content type, there are many different types of steps you can take to ensure your content is appropriately optimized for your chosen distribution channel. For instance, a well-optimized blog should include features such as social buttons, easy-to-share quotes, or CTAs.

Ensuring a piece of content is appropriately optimized before its distribution can enhance credibility and help your content stand out. We recommend:

  • Adding identifiable logos of well-known platforms or publishers mentioned in your content. This adds to your content’s professionalism.
  • Adding logos of top companies that use Canada Newswire.
  • Adding high-quality images to all your content. The more images you use, the more optimized your content is.  
  • If your content is about a specific company or service, adding multiple reviews from satisfied customers may be helpful. This will add to the credibility of your content. 
  • Similarly, if the company/service has won any awards or accolades, be sure to mention them in your content. This will also help you back your claims up.  

Your content should be ready for distribution once all these tips have been followed.

FAQ about content distribution

How do I get started on your platform?

To get started on Cision’s platform, follow these steps:

  • If you are a new client, please create an account. Existing clients, please log in to your account 
  • Choose the content you want to distribute (e.g., press releases, multimedia).
  • Customize your distribution strategy, including target audiences, channels, and distribution options.
  • Upload your content and multimedia assets.
  • Review and finalize your distribution settings.
  • Submit your content for distribution.
  • Monitor your content’s performance through visibility reports and engagement data.
  • Benefit from our content distribution services by generating earned media, getting noticed with PR Newswire for journalists, and gaining access to the industry’s largest distribution network. 

Where will my content be distributed?

Depending on your selections, your content will be distributed across Cision's expansive network, which includes:

  • Thousands of websites and media outlets
  • 500+ news content systems
  • PR Newswire for Journalists, reaching over 20,000 unique email subscribers
  • MyCNW and accessible to the wider public for news alerts
  • Influential online syndication networks, such as Yahoo! Finance, MarketWatch, and more.

How long does it take to distribute content?

The time it takes to distribute content on our platform depends on various factors, including the type of content, distribution channels, and the level of customization you choose.

Typically, the distribution process can take a few hours to a day. However, for time-sensitive releases, we also offer options for expedited distribution to ensure your content reaches your target audience promptly.

Some of the platforms on which you can expect your content to reach your target audience include:

  • Yahoo! Finance
  • WebMD
  • Reuters Health
  • MarketWatch
  • Canada Biotech
  • Wired
  • Tech Crunch
  • CNET News

And many more.

Can I make edits after my content is published?

Cision understands that updates and changes may be necessary even after your content is published.

While some edits might be possible, the extent to which changes can be made depends on the specific distribution channels and platforms your content has been sent to. Our platform allows for certain post-distribution edits, but it's recommended to review and finalize your content carefully before submission to minimize the need for post-distribution changes.

Remember that the specifics of getting started, content distribution, timing, and editing options might vary based on your subscription level and the services you've opted for. It's always a good idea to communicate with your Cision representative for personalized guidance and assistance throughout the content distribution process.