Page 112 - The Content Code: Six essential strategies to ignite your content, your marketing, and your business - PDFDrive.com

CHAPTER EIGHT

Distribution, Advertising, Promotion, and
SEO

“Without promotion, something terrible happens…nothing!”
– P.T. Barnum

In today’s competitive online world, even the best content may not rise to the top
on its own. Sometimes it needs a little nudge. This chapter is all about nudging
your content and brand forward through something other than organic
distribution channels.

To assemble something meaningful, actionable, and accessible on these broad
topics, I’ll take a strategic view with this chapter. Rather than diving into niche
services and tactics that will be out of date in a year, I focus on imperatives that
will be as relevant years from now as they are today. Let’s take another step
toward unlocking the Content Code with an assessment of alternative methods of
igniting your content, the “D” in your BADASS strategy—Distribution,
Promotion, Advertising, and SEO.

Distribution

Distribution is one of the most overlooked components of the Content Code and
yet an opportunity brimming with potential.

Mitch Joel, president of Mirum (one of the largest digital marketing firms in
the world), explains how finding new distribution outlets transformed his content
efforts. “I’ve been blogging for well over a decade, almost every day. I’ve
produced something like 4,000 entries. I’ve built an audience over that time but
a couple years ago I noticed it was getting harder and harder to attract new
people to the content. It wasn’t necessarily me or what I was writing, although
you can’t rule that out as a factor, but what happened is true Content Shock.