Page 114 - The Content Code: Six essential strategies to ignite your content, your marketing, and your business - PDFDrive.com

media outlet. Study these channels. Learn about the editorial policies. Immerse
yourself in the content forms used by the sites. Set a goal of creating one superb
and relevant piece of content for that channel. Each quarter, turn to another new
channel and repeat the process.

2. Establish a distribution process.
Your organization should be constantly researching potential new distribution
sites and assessing all content for distribution potential. One large company I
work with reviews every piece of content they produce and determines at least
three other ways it can be used. They might pitch a publication, turn it into a
SlideShare presentation, or suggest it as an interview topic with a favorite
podcaster. Are you putting your content through a similar distribution gate?

3. Consider an organizational shift focused on distribution.
Some companies are beginning to take “brand journalism” very seriously. The
old idea of a company copywriter is being transformed into a full-blown media
creation department. Some companies are exploring content development
newsrooms for external sourcing as well as traditional marketing
communications functions.

4. Explore the idea of employee networks.
Establishing a “social organization” is a long-term aspirational goal for many
companies, but there’s no reason you can’t ask enthusiastic employees to help
spread interesting, relevant content on their social networks. The amplification
effect can be significant—much greater than traditional distribution through the
logo-infused company sites.

If you have 20 interested employees, that’s 20 potential networks you can tap
into if they’re willing to volunteer to help. Many employees are enthusiastic
about the idea of igniting content from their employer and becoming involved in
the marketing process. Some companies also tap suppliers and business partners
to share their content, which they’re normally happy to do.

5. Don’t overlook email as a distribution channel for your content.
For many people, email is still the preferred method of communicating and
sharing information. Are you making people aware of your content through
regular emails? You are sending regular emails, aren’t you? Remember that
email subscribers may be the closest thing you have to a record of your Alpha
Audience. These are the people who have raised their hands and said, “Market to
me!” Let them know of new opportunities to consume and share your content.