Why Proper Distribution of Content Makes the Difference

Why Proper Distribution of Content Makes the Difference


David J Dunworth O.C.E.

Today’s marketing is all about providing engaging, informative and worthwhile content.  Marketing agencies are specifically geared to assist businesses “get found” and grow business.  As a marketing agency, I teach my clients about creating and distributing engaging and instructive articles, blog posts and specific information offerings to attract new consumers.  We distribute content through our blog, guest blogs, article aggregaters such as eZineArticles.com and so forth.  Are we reaching in the right places?

Today’s consumer is busier than they have ever been, and messages of “Buy This” and “Choose Me” are bombarding them routinely.  What is a business to do in order to rise above the hustle and bustle and “get noticed?”  Maybe it is not about the content as much as it is the placement.

Consider this: If you have a great message, but no one is within earshot of hearing it?  It’s the same thing as the old question, “if a tree falls in the forest and nobody hears it, did it make a sound?”

In order for great content to attract large numbers of consumers, it has to be where the consumer is.  Proper distribution of content can make the difference in the world.

Are you reviewing the following with your clients?

¨      Where is your customer spending her/his online time?

¨      What is your main competitor doing to capture the market?

¨      Which social media sites are the right ones to focus on?

¨      Are you directing your client to utilize social media correctly in the distribution of content?

¨      What other channels of content distribution should be incorporated into our marketing strategy?

¨      Is my content mix (articles, blog posts, eBooks, video clips) appearing often enough, and in the right channels?

As a marketing agency, you should be able to answer at any given moment.

To boil down the distribution question, we must first explore the demographics and psycho-graphics of our client’s customer base.  If your client is a B2B company, you want to make sure that you have a dominant presence on LinkedIn.  This platform has more than 1,000,000 groups; clubs within the club so to speak.  Members are free to network, share information and communicate in fifty (50) groups.  Are your clients leading any groups, and providing engaging relative content to groups that make up their customer mix?  Do they openly request connections?  Do you know the time of day to post information on LinkedIn?  It does make a difference.

What about other distribution channels?  Do you distribute their content on StumbleUpon, Digg, Facebook and Twitter?  What about any of the other 2-300 other social sites?   Knowing where your ideal customer is spending their time will go a long way to growing new leads.

Then there is offline activity.  Does your client participate in event marketing, or sponsorships?  The proper distribution of content is much more than posting a blog, or tweeting about something that is happening in your clients’ world.  It is all about proper timing, coordinated with engaging content in all the right places.

You have to know where your ideal consumer hangs out, what they read and how they buy.  Performing basic marketing research tactics for the digital space; that is what makes the difference.  The proper distribution of content will win the day, if handled correctly.


About davidjdunworth

Dunworth’s success comes from a simple belief; “I can sleep when I am dead; then there will be plenty of time for that!” Since the door to door days of his youth, Dunworth has opened, managed and sold more than 25 businesses, and works as a consultant to entrepreneurs and emerging enterprises. His advice for entrepreneurs desiring to grow quickly: “Find the busiest man or woman you can find and enlist their support. You’d be amazed at the results.”
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