Marketing Info

Content Seeding and Your Marketing Strategy

Just as a farmer sows seeds in his fields in the hope that they will grow into plants that produce flowers and food, so marketers distribute content on the web, in the hope that it will increase brand awareness and turn audiences into customers. will change. Known as “content seeding,” this process is part of an overall inbound marketing strategy in which marketers “plant” their content across multiple platforms to strengthen their reach to their target audience.

For content seeding to be effective, the content being promoted must be well-written, engaging and highly relevant to the campaign’s target audience. But it’s not just about disseminating content so that more people see it: the audience is more likely put to work With the content or brand if it is coming from a source they trust. In other words, right material need to be shared by right platform, So far right audience, To make content seeding an effective part of your overall marketing strategy.

Content seeding can take many forms, depending on which platforms are most relevant to the brand target audience. Here are a few examples:

  • Social Media Influencers: Many brands choose to distribute their content through social media influencers on platforms such as Facebook, YouTube or Instagram, because they usually have a broad, target audience. An influencer can share a link to a brand video, blog post or product promotion.
  • Podcasts: Brands can connect with a podcast host to sponsor a show or episode, and advertise and promote their product or service to the hosts, or link to it on the podcast subscription page.
  • Partnerships: Brands can reach thought leaders in the industry and arrange partnerships or co-author blog posts, webinars, newsletters, etc.

If you are still unsure about content seeding and how it actually works on different platforms, here is a good example. If you listen to podcasts, you may have heard the hosts of their shows talking about Brooklyn and offering discounts or promo codes on your first order.

brooklyn podcast promo code

Aptly advertised as “the Internet’s favorite sheets,” Brooklinen is well on its way to becoming a $100 million company thanks to its advertising through word-of-mouth and influencer marketing referrals. Their founder and CEO Rich Fulop confirmed this, saying that “at any given time, we have about 30 different ones”. [marketing] Channel; From billboards to subways to bus shelters to Facebook and Instagram. As you get smarter, you can do better segmentation. Sending the right message to the right person is the name of the game.”


Content seeding is a great addition to an inbound marketing strategy and, through the right partnerships and platforms, can help a business reach a wider, more target audience. Pay close attention to the next podcast you listen to or your favorite influencer’s next post or video, and see if you can spark branding content seeding efforts. You’d be surprised how often this happens, and how relevant it is to you as the target audience!

Photo Source: Unsplash. on Marcus Spiske

About the Author



Founder and Chief Executive Officer

A three-time successful entrepreneur and founder of Umami Marketing, Victoria works with companies around the world to build their digital marketing presence and attract more customers.

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