The roles of content marketing and content distribution continue to grow as critical components in digital marketing campaigns. In 2014, 93% of B2B marketers use content branding strategies. With this increased emphasis, many companies now hire Content Directors or Content Managers to create, curate and distribute content to specific audiences at appropriate times.
It is focused messaging targeted at building relationships with current and prospective customers through valuable, enlightening and relevant content. Such content engages customers, enhances the viewers’ experience, and can change the target audience's behavior.
• 61% of customers are more likely to buy from a company that generates custom content because they are more comfortable with the company.
• 80% of people who decide on a product prefer customized content over broad advertising.
• 50% of consumers’ time online is spent engaged with customized content.
First, get to know your visitor. Begin by answering these questions:
• What is your visitor's interest?
• What questions do your visitors frequently ask?
Then, think about what content will help to develop a relationship with your visitors or guests:
• What messaging voice gravitates your visitor to you?
As the second but equally important part of content marketing, distributing content requires consistency and measurement.
• Think about where your clients and leads go to find out more information: websites, social media outlets, Google, etc. People rarely
go straight to a website; most will first see content through other means. As Jay Baer from Convince and Convert recommends,
"For maximum reach, you must spread your content around like a digital dandelion."
• Think of your website as a stem and the different versions of your content as the seeds spreading to different outlets.
• Create an ideas folder of potential content. - There will be a day when you can't think of any new content to generate.
• Take 30 minutes to create a list or a diagram of different ideas, concepts, and campaigns to post about.
• Create and maintain an editorial calendar. Documenting and analyzing content cannot be stressed enough.
• This is IMPORTANT! Build out content as far in advance as you can. Report on what posts, photos or links succeed and fail.
• Analyze which social media outlets are more successful than others. Otherwise, you will never know what works.
Don't be afraid to make it your own and try new things. Content marketing is always changing, so stay ahead of the curve, and always listen to your audience.