20 Apr 80/20: Distribution Is Key
When it comes to marketing your product or service, sharing your brand story, educating your customers, and/or increasing sales, there are two major actions business owners and entrepreneurs should take:
- Create meaningful, laser-focused content
- Distribute that content to the intended audience
While both are major components of marketing, this blog post is going to focus on #2 – distribution.
Here’s the scenario:
You’ve brainstormed, or you’ve had an ideation session with your team. A plan is devised, and awesome content is created.
You’ve created engaging videos; written social copy; and drafted newsletters, blog posts, and long-form articles.
Now is the time to get those assets in front of your target audience, as efficiently as possible. Remember, the 80/20 rule – 80% distribution and 20% content creation.
Step #1 – Determine where your target audience lives. That’s right; where do they hang out? Do they live on LinkedIn? Twitter? Facebook? Maybe they hang out on Youtube and LinkedIn.
Consider where your personas are consuming content on a daily basis. And, if you’re unaware, don’t be afraid to reach out and ask which platforms they frequent the most.
The answers will help inform the type of content you create, the topics or themes you share, and where to place them to get the most traction.
Step #2 – Now that you know where to find your audience, it’s time to frequent those platforms. Befriend the gatekeepers and those close to them, as well as influencers and genuinely engage.
Take the time to break down the walls so the distribution channels can open in your favour (this may take some time).
Getting your content in front of those who need and want it should be an endless effort.