Trends Report

Put Distribution At The Heart Of Content Marketing

Marketers Need A Solid Distribution Strategy To Drive A Return On Content Investments

October 3rd, 2013
RS
Ryan Skinner
With contributors:
Shar VanBoskirk , Luca Paderni , Christine Overby , Samantha Merlivat

Summary

Investment in branded content is rising sharply, but too many brand marketers fail to plan for the distribution and discovery of their content. The result? Significant content investments don't reach the intended audience and have no chance to deliver value for the brand. To enable content marketing initiatives to deliver against their goals, marketers should address distribution at the strategy stage and then follow through during production, promotion, and measurement. Read this report to understand the role that distribution planning and investments have in a successful content marketing initiative and how marketers must learn new content creation and management skills.

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