Distribution, either organic or paid, is becoming increasingly vital to your digital marketing strategy. Take a look at some numbers we ran on how organic reach is decreasing across all brand Facebook accounts, but how much paid distribution can turn that around.
I sat down with our COO (and huge Nicolas Cage fan) Ryan Smith and asked him to give his expert opinion on the changing face of social and content marketing and why implementing a distribution strategy will be so important in 2014.
Q: Why is content distribution so important for brands to understand?
RYAN: Times are changing. Social networks now require you to pay to play. Syndication services offer a way to target your audience like never before. Brands must be producing valuable, relevant and entertaining content for their audiences. Once that is done, they need to be putting the proper resources and targeting behind distribution in order to get that content to viewers. It’s like the old saying, “If a tree falls in the forest, but no one is there to hear, did it really make a sound?”
Q: Who needs a distribution plan?
RYAN: Any marketers who want to grow and engage their audiences need not only a great content plan, but also a great distribution plan.
Q: What results are your clients seeing with paid distribution?
RYAN: We’re seeing that proper use of native advertising, syndication and influencer outreach can take any size client to the next level of engagement and reach. By having a real understanding of our clients’ audiences, we’ve been able to see huge successes in conversions, engagement and reach. Some clients have seen a huge drop in potential reach in the last 12 months; we have been able to bring those numbers back to where they should be.
Q: Can Raidious help?
RYAN: Of course. Everyone could always use a little help in some aspect of their digital marketing. We can help clients pinpoint their problems and then overcome them.
Q: What will you be talking about at SMSS Chicago today?
RYAN: I will be talking about content distribution, and why it is vital not only to have a solid content strategy for your brand, but also to have a rock-solid strategy for where, when and how to distribute that content. You can still register for the conference, too.