If Content is King, Distribution is King Kong
There is a natural interaction between social media strategy and content strategy. When they are worked together in a cohesive push-pull strategy, brand messaging can score off the charts. That’s assuming, of course, the messaging lines up perfectly with what your key audience(s) are searching for. This is so important, I believe, that one without the other is the proverbial billboard in the desert.
So the question is, which comes first? In my experience, the answer is content strategy should come first. Why? Simply because your key stakeholders—those who purchase your goods and services and influence their sale—should be the primary target of your brand messaging.
Successful brand marketers will become the best judges of content over time, because the more they publish their messages and test them, the better they will become at crafting them. But at the end of the day, your content is actually your customers’ content, and that makes them the object of your distribution doesn’t it? And that makes them the King Kong they will rightfully become over time.
Tom Wants to Hear Your Branding Issues:
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Tom Marin is the president of MarketCues, a national consulting firm. Tom serves as a senior advisor and change-management consultant with 35 years of experience. He has worked for some of the world’s largest corporations, as well as middle-market firms. Tom's focus is to plan and drive strategy shifts and strategic growth programs in the printing industry and a diverse range of market areas.