Content is nothing if no one sees it.
Distribution is paramount for any complete campaign plan, as content has to reach that audience of value to be appreciated.
But how are brands currently handling their content distribution?
All marketing comes back to people. Creating content for a valuable target audience is only one step of the process. Below, we can see over ¾, of marketers want brand awareness from their marketing efforts.
And so to get content in front of the right people, the next step is to distribute. But yet less than 1 in 10 marketers are focusing on Digital PR in 2019.
As expected, with the growth of value in ‘subscriber growth’ that we saw earlier, email marketing is up there with 42%. It is definitely growing in the front of marketers minds as they have to be hyper-aware of what they are sending and distributing via email channels, because of GDPR.
But if brands are not utilising Digital PR how can they expect to get brand awareness in return? Making the most of the audience you currently hold is great, but those people are already aware of your brand – that’s why they subscribe.
Our surveyed marketers want brand awareness from their content marketing efforts. Below we can see that the main objectives for content distribution are also brand awareness and targeting new audiences.
To achieve brand awareness you need to get your content in front of a new audience. As we can see above, a quarter of marketers want to target new audiences through content distribution, but without Digital PR this will prove to be a difficult task.
Getting content in front of new users through a multichannel distribution campaign is so important. These new people then find an attachment to your brand and messaging and then in turn, subscribe later after they’ve been nurtured into the funnel by your, no doubt, excellent content.
