Get­ting the most out of con­tent mar­ket­ing

Townsville Bulletin - - NEWS -

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

COVER ALL BASES: With your con­tent mar­ket­ing make sure you put ef­fort into not just the con­tent but also into pro­mot­ing and dis­tribut­ing it.

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