Getting the most out of content marketing
THE chances are you are reading this in print this morning.
I write this column assuming that is the case, and thank you for spending a minute or two with us. But the truth is this article has a life well beyond these pages and your content should too.
Today and into next week a large number of digital subscribers will also read this column online with this newspaper.
Many of you will have found this article via Facebook, after seeing a tweeted link on Twitter, having seen it in our monthly newsletter or via Instagram, Snapchat or even Pinterest.
Additionally, the author will promote it on their site, Facebook and social channels to link back to the article to help existing clients take some tips from it to grow their business.
This one piece of content will continue to be read for months and even years.
If it is relevant to what we do as a business it can continue to work for our business.
However you got to read this arti- cle, if we did not distribute this article to each of those channels we might have missed you all together.
Gary Vaynerchuk, one of the world’s most popular advisers on content marketing says that too many businesses prepare online content to promote their business but don’t put any time into distributing it.
Previously we would spend 80 per cent of our time preparing content and 20 per cent of our time distributing it.
Today the sheer volume of content on websites, social platforms and available via Google searches requires that the content we produce is more compelling to stand out.
And once produced we need to invest 80 per cent of our effort distributing and promoting that content.
This is the new norm. To stand out as an expert in your field your quality content must be prepared well and promoted even better to extract full value from each piece.
Ensuring that each piece is promoted well allows you to tap into new customer groups and get your message in front of more people to repay on the effort to create it.
With your content marketing, make sure that you cater to various interests and you promote to various customer segments via various platforms to reach more people for the same effort.
Mark Jones is the managing director of Your Digital Solution, a specialist business strategy, marketing and technology consultancy. www. yourdigitalsolution. com. au