By now, most marketers would agree that in order to engage consumers and generate leads, brands need to invest in creating great quality content. Of course, that's just step one. You need to reach the right audience too.
Luckily, there are plenty of tactics you can use to make sure your content is getting seen. The Ultimate Guide to Content Distribution breaks down the strategies marketers are leveraging to drive traffic, engagement and leads.
One company hitting it out of the park with content distribution is General Electric. Let's take a look at how they're leading the pack.
Amplify Organic Interest With Paid Distribution
Visual content gets attention -- about 94% more attention to be exact -- so GE developed a distribution strategy centered around visual storytelling that delights users across all media platforms, wherever their audience may be. From curating beautiful Pinterest boards (with names like 'Badass Machines'), to keeping their YouTube channel populated with videos that illustrate their innovative culture, GE connects with current and future consumers on all touchpoints. When a new content campaign launches, GE watches closely for organic interest. If they notice an uptick in performance, they'll invest in paid distribution, resulting in a snowball effect.
Double Down On New Social Media
GE has doubled down on new social channels and trends, becoming thought leaders in technology and innovation. By being early adopters of new social tools, GE's content has dominated now-popular platforms like Tumblr and emerging networks like Jelly. One great example is their early adoption of user-generated content through Vine with their 6 Second Science Fair campaign. The campaign accomplished their content objectives because it was highly visual, hosted entirely through social platforms, and viral, as it involved GE's most engaged fans in the content creation process. Take note, marketers: Be everywhere; experiment with new emerging platforms.
Approach distribution as a two-way street
The implicit first step to any successful content marketing campaign is creating content that your audience actually wants to read. GE focused on the individual user, leading them to create light-hearted content and moments of scientific delight. In other words, they got the world to collectively say, "whoa, science is cool." GE has captured the imagination of millions of fans to not only create content for them, but to also share it with the world.
Brands that get content distribution right, like GE, really get it right. Distribution is an 'all or nothing' game.
Want to make sure your content reaches your target audience? Learn about the most successful paid and organic tactics with NewsCred's Ultimate Guide to Content Distribution.