Grey Matters Podcast #45, 15. Juni 2020
âContent distribution is the reason why marketing campaigns fail.â
Die meisten Content Creator stecken all ihre Energie in die Erstellung ihrer Contents – und dann noch maximal zwei Distributionswege:
- Organic traffic
- Their digital channels
âWe fail at publishing.â âWe spray and pray.â
Wir mßssten 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 groĂen Blogs bzw. e-Mail-Listen (z.B. Dariadaria, Stadt-Spionin, groĂe Podcaster, Youtuber usw.). Mit diesen âMedienhäusernâ muss man Ăźber lange Zeit eine langfristige Beziehung aufbauen.
- Paid media: Youtube, Facebook, Google etc.
â JEDES davon bedeutet fĂźr mich Great Teaching Opportunites!
DafĂźr braucht es ein Budget!
- âHereâs something most people will not tell you: Your content campaign is designed to fail if your company doesnât empower you to distribute that content.â
- vgl. Bob Lefsetz: Distribution is king (und nicht mehr: Content is king)
Steve Dotto: âWe really donât create any fire-and-forget content anymore, do we?â
Steve Dotto: âWe 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 doesnât work that way. […] Thatâs 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.â