When it comes to content, we see “distribution” as the way marketers break through the noise, grab the attention of their buyers, and get them to their content.
When you consider selling physical products, the idea of having multiple distribution channels makes so much sense. Expanding from simple in-store to selling products online can have a dramatic impact on sales because more people are exposed to your brand. It also gives more ways for your buyers to experience and interact with your brand, creating a stronger relationship with them and more potential touch points along their journey.
Both of these benefits hold true with the way you distribute your marketing content.
Relying solely on organic traffic to your resource center is only going to get you so far. In order to get eyeballs on your content, you need to increase and diversify your distribution to multiple channels in order to reach your buyers wherever they are.
You also need to be providing a great experience for your buyers. If they can’t interact with your company in their channel of choice, you are going to lose out to competitors that do.
The beauty of digital marketing today is that there are so many options for distributing content.
Here are just a few ways we see marketers distributing content today:
Programmatic email (build your email list)
One-to-one email outreach
Third-party syndication sites
Direct mail (it’s back!)
No distribution strategy is complete without something to distribute. Each of these tactics have the same goal in mind: getting the buyer to click and take action. That’s where your content experiences fit in. They are the content destinations that allow your buyers to consume content and stay engaged.
Depending on the particular marketing programs you’re running, you may have different contextual experiences for each distribution method, or multiple distribution methods driving to the same content experience.
If you have a cool examples to share, or questions, please comment below and let us know!