The third in a series of five content marketing questions any communications strategist should answer:
3. Is your content distributed effectively?
Too often, great content is buried where prospects won’t ever find it. Please, don’t create a “resource center” on your website and expect visitors to dig through it to find relevant material — they won’t do your marketing work for you. On your site, distribute content links on pages with related subject matter. Better yet, reach beyond your site. Do the associations you belong to have sites and/or newsletters that could use your content? Have you formed friendships with bloggers who could post and/or talk about your material? What about, gasp, traditional media — are there journals or magazines that will run your stuff? Leverage the full value of your materials by being aggressive with distribution.
Next post: Time ROI.