Even with the immense resources of the internet at your fingertips, there are still only three basic kinds of content available to viewers of a website: video, audio and the written word.
And all of those viewers have preferences. There’s been a lot of focus on video in the past couple of years, and it’s true that most people enjoy watching videos.
But that doesn’t mean videos are always the best choice for getting your message out. Some topics need the richer, more efficient medium of a blog post.
Of course, a video or a blog post isn’t going to reach someone while they’re driving or jogging, but an audio podcast can.
Ideally, you’re trying to build your brand using all three content types.
And again, thanks to the immense resources of the internet, there are many platforms for getting your message out there to wider and wider audiences.
WHY CONTENT DISTRIBUTION
Your content is about two things:
- giving potential customers what they’re looking for,
- convincing them your business is a better source of information, products and services than your competitors.
The first one of those is actually pretty easy to do. You probably have a good idea of most of the questions a customer would ask you. Put your answers in the form of, say, a blog post, and you can check that one off your list.
But that doesn’t solve the second item. Part of convincing a customer to choose you over a competitor is not only answering their questions with your content, but producing superior content, and then getting it in front of the people with the questions.
There are lots of great businesses out there who have lots of answers to customer questions. But unfortunately for many of them, the way they try to get that content across is so user-unfriendly, or just so bad, it can give viewers the impression that a perfectly reputable and successful company doesn’t know what it’s doing. So they click away. And they don’t come back.
There’s no way around it:
If you want to increase your digital footprint and use it grow your business, you need good content. And you need to get it out through the right channels.
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WILL HELP YOU
To help you shape your brand, we sit down with you and ask you the questions most consumers would ask.
We don’t ask these questions as if we already know you, but as if we’re meeting you for the first time.
We don’t want to know only what you do and what it costs. We want to know your company’s values; what makes it tick. You’ll be surprised how talking through this helps you understand who you are as a company.
We’ll also ask some of your customers why they chose you and not a competitor.
Listening to them will tell you what your brand is. (Remember, your brand is what customers think you are.) And your current customer base might see things in you that got them to choose you — things about you you’re not even aware of.
So helping you define your brand is a two-step process.
We’ll determine how you want your customers to perceive you, and we’ll find out how your customers see you now.
Determining your brand identity is the first step in shaping it, and the very important first step in moving forward with your digital marketing strategy.