Before you create a single piece of content, it might be headed for failure. Why? The world’s most interesting content does no one any good if it never finds an audience, which is why content distribution isn’t just half the battle, it is the battle. And a battle it is, for at least these three reasons.
Brandon Carter is Marketing Manager at Outbrain.
Creating great content isn’t enough. The content must be distributed and marketed properly to gain traction. The content must be organized in a manner that allows the user to find it, just to name a few of the more complicated nuances of content marketing. I believe that it has been an uphill battle to convince people that creating great content is a tremendous marketing opportunity. As a result, the message gets watered down a bit to “create great content and your company will benefit.” There’s more to it than that.
Russ Henneberry
Content Marketing is owning, as opposed to renting, media. It’s a marketing process to attract and retain customers by consistently creating and curating content in order to change or enhance a consumer behavior.
