Grey Matters Podcast #45, 15. Juni 2020
„Content distribution is the reason why marketing campaigns fail.“
Die meisten Content Creator stecken all ihre Energie in die Erstellung ihrer Contents – und dann noch maximal zwei Distributionswege:
- Organic traffic
- Their digital channels
„We fail at publishing.“ „We spray and pray.“
Wir müssten viel mehr wie Medienhäuser denken und alle Distributionskanäle nutzen, also z.B. auch:
- Repurposing of content (machen noch die meisten)
- Building a campaign: Landing pages, click funnels, tracking
- Finding partners with high following (affiliates, whitelabeling)
- Targeting influencers with large audience bases (z.B. Celebrities)
- Exposure points like magazines, groups, Menschen mit großen Blogs bzw. e-Mail-Listen (z.B. Dariadaria, Stadt-Spionin, große Podcaster, Youtuber usw.). Mit diesen „Medienhäusern“ muss man über lange Zeit eine langfristige Beziehung aufbauen.
- Paid media: Youtube, Facebook, Google etc.
⇒ JEDES davon bedeutet für mich Great Teaching Opportunites!
Dafür braucht es ein Budget!
- „Here‘s something most people will not tell you: Your content campaign is designed to fail if your company doesn’t empower you to distribute that content.“
- vgl. Bob Lefsetz: Distribution is king (und nicht mehr: Content is king)
Steve Dotto: „We really don’t create any fire-and-forget content anymore, do we?“
Steve Dotto: „We were always taught that we would be rewarded for good work. So you create a good video […], and now we expect as a result of that that when we go to publish this the Internet Gods will smile benevolently upon us and bequeath us with thousands of views and downloads because we did a good job. Well done – but it doesn’t work that way. […] That’s the beginning of it. Now we have to make sure that people watch it. […] Otherwise we are wasting our time by creating good and compelling content.“
Entdecke mehr von schmatzberger.com
Subscribe to get the latest posts sent to your email.