A recent article by McKinsey noted the following, '...an astonishing 84 percent of marketers do not have a formal content strategy or distribution process to feed their growing
A supply chain is something which we normally associate with manufacturing and industry. It's a term rarely associated with digital marketing or even marketing. But it does encapsulate the main principles that are needed to keep a digital marketing campaign going. These include
Sources of content originate from
Some good sources of content include:
Once you have a steady source of content you need to find effective ways to distribute content. For
A content holder is
Linking sources are how the content gets distributed. Good linking sources are social platforms like Facebook, Twitter, LinkedIn. Company newsletters are excellent linking platforms. Where ever you can give a link to the content which is accessible to a lot of relevant persons is a good linking platform.
Analytics have to be embedded in everything you do. You need to know what is being viewed, how long, by whom in terms of demographics. Which topics hold the maximum attention. Which topics lead to buying behaviour and which are dead ends. You need to analyse the data regularly and mould your content supply chain? accordingly.
Quality control is also important in the content supply chain just as it would be in a normal one.
One simple test is to see if it would hold your own interest. If it does not appeal to you
In
Cheers,
Ron
He has been in the web development business for the almost two decades.He is a keen student of marketing and business development and writes regularly on web strategy and other related topics which is read and followed by many every month.