Did you know that only 37% of brands have a content strategy?
As any business owner will tell you, getting your name out there and catching the attention of potential customers is tough.
Whether you’re an emerging FinTech or an established travel agency, you need to identify the right distribution channels for your target audience before launching a marketing strategy.
You can produce the best content on the planet, but if you’re not showing it to the right people, you’re pouring money down the drain.
Join us as we explore the three key distribution channels to get the most out of your digital content and provide tips to help you maximise your return on investment.
Why is an Online Distribution Channel Strategy Important?
If you’ve invested in professional copywriting, you want to get the best value out of your shiny new content.
Luckily, the rise of social media and the Internet gives business owners a treasure chest of distribution channels to get your content in front of the right people.
Instead of half-heartedly posting on LinkedIn or chucking cash at Facebook ads, it’s important to establish a multi-channel distribution strategy to keep tabs on what’s working and where things need to change.
A multi-channel distribution strategy involves identifying who your audience is and choosing the most efficient marketing channels to target these people. Don’t waste time and energy on the wrong channels — the most successful strategies focus on nailing two or three highly-relevant outlets.
For example, if you’re promoting all-inclusive holidays for retired folk, setting up a Snapchat account won’t get you very far!
So, How Do You Target the Right People?
While the world of digital marketing is home to hundreds of different marketing distribution channels, there are three cornerstones to a successful content strategy.
Let’s take a look at how they can help your business:
Social Media Target Marketing
Did you know that 95% of adults aged 18-34 follow the brands they love on social media?
Social media marketing allows businesses to create hyper-personalised campaigns.
Whether you’re running paid ads on LinkedIn, launching a hashtag campaign on LinkedIn or posting in local Facebook groups, social media platforms help you target the right people.
While the surge of social media can seem overwhelming, creating personalised messages can help your business find its voice in an increasingly noisy marketplace.
Organic Search Engine Optimisation
Despite what people may tell you, throwing thousands of pounds at Google ads isn’t necessarily the best way to target the right people.
Search engines reward or penalise online content and push the most relevant content to the top of results pages.
Search Engine Optimisation (SEO) involves tweaking your website to leverage the Google algorithm and get your website to the top of the results. Maximise the number of website visitors by tailoring your content around the topics people are searching for.
While it is possible to adapt existing content and optimise it for the web, the most cost-effective solution is to create optimised content from the outset.
Yes, email is still very much alive. The number of daily emails sent worldwide is expected to grow from 293 billion in 2019 to 347 billion by 2022.
There’s no hard and fast rule for running a successful email campaign. Some businesses opt for monthly newsletters to distribute short snippets of their favourite content while others use remarketing campaigns to re-engage with old website visitors.
A recent survey by Adobe revealed that 40% of consumers want less promotional emails and more informative emails from businesses.
Whatever option you choose, it’s important to comply with the latest GDPR data protection act to make sure you’re using and storing personal information responsibly.
Reach the Right People with Copy House
Copy House is an Edinburgh-based content marketing agency with a passion for cleverly crafted content.
We help businesses of all shapes and sizes create optimised online content and targeted marketing campaigns to send brand exposure through the roof.
Fancy a wee chat? Speak to us today to find out how we can help you find your voice and stand out from the crowd.