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Content is king, but distribution is queen and she wears the pants

By Kate Lee | 04/07/2014 | 6:01 PM

Content is king.  By creating and distributing valuable and relevant content in a strategic and consistent manner you will be able to create demand for your products and services and will be able to drive profitable customer action.  That being said, while content is king, content doesn’t go far (actually it goes nowhere) without distribution.  Wise words by BuzzFeed’s Jonathan Perelman: “Content is king, but distribution is queen and she wears the pants.”

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For content to be successful for your business you need to do more than create content – you need to distribute content.  Moreover, the content needs to be delivered consistently over time, at the right time, and in the right place.

For your company this means taking the time to identify the distribution channels that are the right fit for your company, your content, and your goals.  It also means taking the time to learn how to distribute content via these channels effectively.

For example:

  • LinkedIn and Twitter are good candidates for letting people know about the white paper your company just released, whereas Pinterest is probably not a good white paper distribution channel.
  • Levering your 140 characters for Twitter is key, but taking those same 140 characters to LinkedIn or Facebook will likely result in you falling flat. 
  • Distributing your content multiple times a day via Twitter is essential given the short lifespan of a Tweet; however, distributing content multiple times a day via email will not be well received.

Content will help you move the needle.  Content will drive profitable customer action.  However, your content, no matter how valuable it is, will not be seen and therefore will not be effective if you do not have a solid distribution strategy.  If you want results, remember who wears the pants.  

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The opinions expressed herein are those solely of the participants, and do not necessarily represent the views of Agile Business Media, LLC., its properties or its employees.

About Kate Lee

Kate Lee

Kate Lee is the senior director of research and strategy for Fronetics Strategic Advisors, a Newburyport, Mass.-based consultancy that works with clients in industries including logistics and supply chain. She has over 20 years of domestic and international experience as a writer, researcher, and strategist.



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