While much attention is paid to the creative aspects of a content strategy or addressing the challenge of ramping up content production, the missing ingredient in a successful content mix is often a sound strategy for getting that content discovered. Building a content distribution program that caters to multi-format engagement in paid, earned, and owned media is critical to reaching new influencers and maintaining the audience you currently have.
Content Distribution: The Edge in Achieving Client Communication Goals discusses:
- PR’s influence on the buyer’s journey
- Content distribution tactics that emphasize discovery
- Content repurposing or serialization to improve and extend reach over time
Crafting unique content is important for differentiating a brand from its competition, but the impact of that content is very minimal when it is not promoted effectively.