Top executives at successful manufacturing companies will tell you that even if you have the world’s greatest product, your business will struggle if you don’t have a great distribution strategy. The same is true for online content. Often, content providers and marketers focus too much on the message and not enough on the delivery of the message. It’s like coming up with a great idea, but not sharing that idea with anyone.
Jayson DeMers discusses this common shortcoming in an article for Harvard Business Review called “Why No One’s Reading Your Marketing Content.” As DeMers says, “Having a smart distribution model is just as important as developing good content in the first place – it’s how you bring in more business.” (more…)
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