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May 26, 2012

Content Distribution Strategies: Build It and They Will Come, Maybe?

The “build it and they will come” strategy doesn’t necessarily apply when it comes to content marketing. We have created some amazing content for our clients, and we want the world to see it. Whether it’s informative infographics, stimulating articles or motivating videos, we know that this is valuable information and we need to get it in front of the correct consumers. The connection between brand and consumer has become much more sophisticated and evolved into a deeper relationship. Consumers are looking to trusted brands for information as they view them as leaders in their categories. Therefore, it is so important not only to create relevant and interesting content but to strategically get it in front of the consumer within the right mindset.

Our content distribution strategies consist of various tactics:

  • Organic
  • Unpaid syndication
  • Paid efforts

So, while many people would like to talk about how digital, social and content marketing can be done for “free,” it is important to remember that it often takes a nudge from paid media to get the ball rolling. While our paid media initiatives are often used to drive traffic, increase sales or create awareness, paid seeding or distribution of content is generally used to gain traction and encourage natural sharing of content.

How to Have the Right Audience See Your Content

Although the paid media and paid seeding are slightly different, a similar approach is used. We want to get in front of the consumer in a relevant and engaging way. There are many ways to go about this. As of late, there are also many 3rd party vendors popping up to help with the challenge (albeit for a price). For example, through paid partners such as AlphaBird, ShareThrough or Viewable Media , we can pay to have our video placed in contextually relevant sites or blogs to be viewed by the right people and not just as pre-roll but as content. Through these efforts, we’ve not only seen that we receive views from paid initiatives, but they then generate natural views as well through pass along and sharing capabilities.

While building amazing content is half the battle, getting the content in front of the consumer and thereby creating a richer valued relationship is the other half. These paid and unpaid distribution initiatives are a critical part of the ever evolving content marketing landscape.Rich Text AreaToolbarBold (Ctrl / Alt + Shift + B)Italic (Ctrl / Alt + Shift + I)Strikethrough (Alt + Shift + D)Unordered list (Alt + Shift + U)Ordered list (Alt + Shift + O)Blockquote (Alt + Shift + Q)Align Left (Alt + Shift + L)Align Center (Alt + Shift + C)Align Right (Alt + Shift + R)Insert/edit link (Alt + Shift + A)Unlink (Alt + Shift + S)Insert More Tag (Alt + Shift + T)Toggle spellchecker (Alt + Shift + N)▼
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The “build it and they will come” strategy doesn’t necessarily apply when it comes to content marketing. We have created some amazing content for our clients, and we want the world to see it. Whether it’s informative infographics, stimulating articles or motivating videos, we know that this is valuable information and we need to get it in front of the correct consumers. The connection between brand and consumer has become much more sophisticated and evolved into a deeper relationship. Consumers are looking to trusted brands for information as they view them as leaders in their categories. Therefore, it is so important not only to create relevant and interesting content but to strategically get it in front of the consumer within the right mindset.
Our content distribution strategies consist of various tactics:
Organic
Unpaid syndication
Paid efforts
So, while many people would like to talk about how digital, social and content marketing can be done for “free,” it is important to remember that it often takes a nudge from paid media to get the ball rolling. While our paid media initiatives are often used to drive traffic, increase sales or create awareness, paid seeding or distribution of content is generally used to gain traction and encourage natural sharing of content.
How to Have the Right Audience See Your

Content
Although the paid media and paid seeding are slightly different, a similar approach is used. We want to get in front of the consumer in a relevant and engaging way. There are many ways to go about this. As of late, there are also many 3rd party vendors popping up to help with the challenge (albeit for a price). For example, through paid partners such as AlphaBird, ShareThrough or Viewable Media , we can pay to have our video placed in contextually relevant sites or blogs to be viewed by the right people and not just as pre-roll but as content. Through these efforts, we’ve not only seen that we receive views from paid initiatives, but they then generate natural views as well through pass along and sharing capabilities.
While building amazing content is half the battle, getting the content in front of the consumer and thereby creating a richer valued relationship is the other half. These paid and unpaid distribution initiatives are a critical part of the ever evolving content marketing landscape.
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AMP Agency

AMP Agency

Full-service, award winning, strategic marketing agency. Insights Inspired. Results Driven.

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