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Foster Distribution & Conversion

Posted on 1.31.2013

Enterprises must commit to fostering distribution of every content asset they publish if the ultimate aim is conversion. Fortunately, there are numerous opportunities to get information in front of users (it’s called distribution) that will eventually buy products or services. Web workers just need to know where to distribute and what information to publish on each channel in order to drive new and repeat conversions. Sound easy? It is, when you know what you’re doing.

Start with the (Successful) End in Mind

Internet marketers are likely not wholly unfamiliar with the concept of leveraging content to drive growth for the purpose of traffic, sales, and generating repeat visits from customers, but there's a whole lot more that must be considered as your enterprise's content marketing goals are likely unique – and they should be.

The purpose of engaging in the practice of content marketing could be to bring in more potential buyers, convert more of those visitors into customers, build referrals, or for some it may be to simply create some awareness and establish vertical authority. What content is created and where it is distributed though will obviously matter when the time comes to analyze the results of your efforts. But brands must start with the end in mind… answering the question "why are you “doing” content marketing?". 

The ultimate aim of content marketing is to make products and service so irresistible that users simply can't get away and have to have what it is you are providing. The best way to do that of course is to first actively listen to what is being said within different content distribution channels; from the help desk or live chat tool, to social media platforms and even email. Once you know that, you can start capitalizing on the available opportunities.

How? By taking advantage of the biggest secret is content marketing. And what is it?

Align Content Type with Enterprise Objective and Distribution Channel

The secret of content marketing is to use the right content at the right time and at the right place.

For example, say is your enterprise objective is to provide better support to your audience. To make your content marketing initiatives effective, you may find that a social media channel such as Twitter is a hot bed of activity among your users. Instead of sending out tweets that focus exclusively on new products or events, start distributing content that answers the questions users are having about products or services they are using.

This applies to pretty much any distribution channel, any objective and any content type. What’s important is that you understand how content is consumed at the variety of digital destinations, the type of content that is consumed most often, and then publish to those channels with this in mind.

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