Content May Be King, But Content Distribution Is Definitely Queen

Richard Rogers PCA
Olivier Choron CEO and Founder, purechannelapps LTD

Posted on August 19th 2014

Content May Be King, But Content Distribution Is Definitely Queen
We’ve all heard it many times – blah blah… content is king. This is undeniably a valid fact. Your marketing teams have to create masses of good content, and do so often, to feed your social media activities. Without this regular (and valuable) content, social media simply cannot survive.   But this is just the tip of the iceberg. Is content production really the only issue you have?  
Who follows you, and how far does your content reach?  
We’ve all worked hard to grow our follower base. You can grow a massive follower base by promoting content, and engaging in follower tricks like following-back and follow-Fridays, but this doesn’t really attract quality followers. Most of us realise that building a follower base with good numbers and good quality takes a lot of social media hustling, but that’s another story.
So you’ve grown a good follower base in the thousands, perhaps, if you’re lucky, in the tens of thousands. That’s great, but realistically, your content is not going to be seen by most of your followers, and probably quite a bit less (they maybe infrequent users of social media platforms, or your content might be hidden somewhere obscure in their newsfeed). Whilst you might get a handful of favourites, likes, retweets and shares, your total impressions are unlikely to exceed that of your total followers. More importantly, your content is only likely to be seen by your followers, people who know you, and nobody else.
My point is that it’s no good having killer content if you have no plan other than to distribute it on your own social media networks, to your own followers. You are probably just preaching to the converted!   Clearly, you need to be thinking about distribution before you create content.
Adopt the right technology and distribute your content to the correct buying audiences.
There are fantastic technologies that exist today that reduce this pain point in social media content distribution, and in some cases, remove it completely.  I may be biased, but I know from personal experience that there are solutions out there that allow vendors and brands to distribute their killer content much, much further, through their partners, retailers, employees and other brand advocates on social media.
By providing your content to your partners, retailers, employees and brand advocates regularly, and letting them post this as their own content on their social networks, you will then be able to maximise your investments in content. You will open exciting previously unreachable new avenues for readership and enable your partners, retailers, employees and brand advocates to generate more interest around your brands and products.
In other words, distributing your social media content efficiently maximises your opportunities for this content. You’ve done the hard work; creating rich and engaging content. Distributing and syndicating it via your interested brand advocates, will deliver the results.   So for me, content is king, but distribution is the queen, and she still definitely rules the roost.
Richard Rogers PCA

Olivier Choron

CEO and Founder, purechannelapps LTD

Olivier Choron, CEO and Founder, purechannelapps™

Over the last twenty years, Olivier has become an expert in the development and implementation of channel programmes in the high technology sector.

Olivier spent his early days developing industry-first SMB channel/ marketing initiatives and Partner Relationship Management systems (PRM) in EMEA and globally, at a time when all vendors focused solely on enterprise markets.

Olivier founded purechannelapps in 2011 when he saw a gap in the social media market. The company’s leading social media amplification platform – socialondemand® – is now used by some of the leading brands in the world, including Microsoft, Adobe, McAfee, Symantec, Xerox  and Mountain Hardwear/Columbia Sports.

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