“Content is King, but distribution is Queen and she wears the pants,” is a quote taken from Jonathan Perelman, a previous VP at Buzzfeed. This quote represents the idea that, while the quality or the amount of content produced by a business is important, the way in which the consumer receives or interacts with the content is equally essential (if not more so). For example, any business can sell a cup of coffee, but there is more to building a loyal following than the product itself. A quality product may keep customers coming back for more, but it is the marketing of that product through channels such as social media, user-generated content, and public relations that keep the brand and product at the forefront of everyone’s minds. Content should be placed strategically, and with advances in technology, there are more opportunities for delivering your brand and products to your consumer in more meaningful ways than ever before.
What’s Out There
- Physical Locations
- Social Media
- Mobile Devices
- Digital Advertising
Your channels of distribution determine who sees your brand and how that audience engages with your brand. You need to choose the distribution channels that best represent your business or products. Consider the demographics of your audience and how you can interact with them. A B2B company may require a much different approach than a company that is B2C.
How To Use Distribution Channels
- Represent Your Brand – What is the voice of your brand or business? Your company’s voice determines the content you produce or how you respond to your customers at different channels or touchpoints.
- Know Your Competition – Who are you competing with? How do you stand out? The internet is full of content, with many businesses struggling to make their mark. Being aware of your competition and what kind of content has proven successful in your industry is one way to stay ahead of the curb.
- Develop Multiple Touchpoints – Creating multiple touchpoints where a customer can see and engage with your business is essential for bringing your brand to the forefront of your consumers’ minds. With the digital age, nearly 50% of consumers require at least four touchpoints in order to make an informed purchase decision.
- Nurture Your Consumers – Your channels of distribution are where you interact with your brand’s audience. Whether this interaction occurs at a brick-and-mortar location or by engaging with a post on social media, it is important that you build positive experiences and meet the customer’s expectations.
Making Customer Connections
Making consumer connections is the number one goal of any distribution channel, but how does audience reach convert into sales and revenue for a business? User-generated and personalized content help bridge the gap and increase the likelihood of purchase.
- User-Generated Content – Recommendations from family and friends have a large impact when it comes to introducing a consumer to a new brand or product. User-generated content allows for your current customers to tell others about their experience with your business. Personal recommendations can come at no cost and truly help establish the authenticity and quality of your products.
- Personalization – Part of creating an omni-channel marketing experience is being able to provide your customer with relevant information and content regarding their purchase decisions. For example, a cat owner would be more likely to click on an ad or to open an e-mailer regarding cat care. Businesses can provide more personalized content by knowing the customer’s interests and behavior.
Content may be King, but where and how you share your content as a brand matters. To truly make an impact with the consumer, your distribution strategy is key, and you can bet your bottom dollar that the key is nestled safely in the pocket of the Queen.