Connecting your content marketing distribution to the sales process

By December 12, 2016Marketing

We are living in an age of platform economies. Everything from travel, booking, taxies, news feeds and music is driven by how platforms identify us, recognize our behavioral patterns and fine-tune themselves to deliver an ever improved service.

In his TED talk Professor Scott Galloway talks about how winners and losers are created in 2017. Key take away here is that you need to create contact points («Receptors» ) with your consumers, and then learn from their behavior to improve the quality of your service. But how do you create that audience in the first place? Here’s a handy little guide to help you navigate those platforms that enable you to attract, sustain and act on attention.

1. Native advertising: Creating an audience

Your future audiences are NOT waiting for your brilliant article / video / how to or blog post. They’re somewhere else thinking about something else. You need to empower them to discover your content at a contextually relevant time and place. Media consumption is driven by discovery and curiosity. Great visuals, catching and informative headlines and interesting content is the best place to let people learn about how you improve their lives. Distribution platforms like Strossle allow you identify placements based on your audience’s interests and topics and typically let you pay only for the consumers that choose to interact with your content.

2. Social media: Sustaining and reinforcing your audience.

Once people have developed an affinity to your brand and products, keeping them informed is done most effectively through social media platforms like Facebook, Twitter, Instagram et al. Trying to stand out in people’s Facebook feed for that initial contact is difficult and pushy. Keeping attention and interest peaked is done by being relevant and interesting over time.

3. Search: Conversion and closure

When interest becomes desire, the road is shorter to actionable decisions like conversion and sales. Consumers are increasingly well informed in their decision process and will actively use search to find, compare and read reviews about your service or product. Make sure your content is SEO friendly and that those great reviews, price comparisons or FAQ’s are easily found and ranked by Google.

This little «guide» is not meant as a definitive content strategy, but gives you a clear overview of the benefits of the major distribution alternatives. There is however one thing we believe very strongly that you should keep in mind: When you make the effort to create those receptors to improve your service, that audience is worth a lot less if it’s built around presence outside your own universe. If all your data points belong to someone else, you will never truly learn what makes your audience tick. And if your online presence is built on someone else’s platform – you will always be reliant on them for improvement. Host your own content and keep value creation close to home. Native, Social and Search – they should all be seen as distribution methods to bring your audience to you.

Rickard Lawson, MD Strossle Norway