In his keynote at Content Marketing World last week, Jay Baer, author of the popular Convince & Convert blog as well as the new book Youtility, made a salient point: communicators are competing (via social media) with our audiences’ friends and family (not to mention cat videos!) for their attention. Attention is finite, but the amount of content available to our audiences is almost unlimited.
Free Download: my new ebook, “Driving Content Discovery“
In addition to the competition for attention, today’s buyers present communicators with another challenge.
“They’re secret-shopping your brand, all the time,” Baer noted in his keynote, noting that at the point B2B buyers contact vendors, 70% of the decision has been made. Put another way, buyers eliminate numerous brands from contention without contacting them. Online content is your brand’s sole representative for much of the buying process.
For communicators seeking to connect with target audiences, context and timing are crucial. But how do you get your message show up at the right place, and at the right time? This is where content discovery comes into play.
Context, credibility & timing are crucial
Delivering content in context – and with an additional layer of social credibility – tees up your brand in the buyer’s decision process. Ensuring your content is surfaced continually among a specific constituency is another element of success, and there are a number of tactics communicators can use to achieve consistent, contextual visibility of content.
- Capitalize on attention opportunities created by industry news trends, by tying messages to trending developments or synching your contnet calendar with the editorial calendars of key publications.
- Atomize content and repackage it, emphasizing different angles or message elements, to increase audience attraction.
- Distribute focused and specific content using a variety of platforms and channels. As Baer noted, you have to put some effort behind the content you publish. Commercial newswires and free PR sites can provide important visibility for key messages. (Here’s a free content distribution buyers guide you can use to arm yourself with questions to help you find the right vendor.)
The embedded slide deck and ebook download offer many more tactics for driving the discovery of your content, as well as numerous real-life examples. And if I’ve overlooked your favorite tactic for ensuring your audience sees your message, I’d love to hear about it in the comments!
Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of the e-books Unlocking Social Media for PR and the newly-published New School Press Release Tactics. Follow her on Twitter at @sarahskerik.