{"id":2877,"date":"2017-10-04T13:44:00","date_gmt":"2017-10-04T13:44:00","guid":{"rendered":"https:\/\/blueskyvideomarketing.com\/?p=2877"},"modified":"2023-11-08T14:22:45","modified_gmt":"2023-11-08T14:22:45","slug":"22-content-is-not-king-distribution-is","status":"publish","type":"post","link":"https:\/\/blueskyvideomarketing.com\/blog\/22-content-is-not-king-distribution-is\/","title":{"rendered":"Content is not king. Distribution is."},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"2877\" class=\"elementor elementor-2877\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-42140bde elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"42140bde\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4441989e\" data-id=\"4441989e\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-855741d elementor-widget elementor-widget-theme-post-title elementor-page-title elementor-widget-heading\" data-id=\"855741d\" data-element_type=\"widget\" data-widget_type=\"theme-post-title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Content is not king. Distribution is.<\/h1>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-61119c54 elementor-widget elementor-widget-post-info\" data-id=\"61119c54\" data-element_type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-6493431 elementor-inline-item\" itemprop=\"author\">\n\t\t\t\t\t\t<a href=\"https:\/\/blueskyvideomarketing.com\/blog\/author\/blueskyvideo\/\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"far fa-user-circle\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-author\">\n\t\t\t\t\t\t\t\t\t\tPeter Craven\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-68f982b elementor-inline-item\" itemprop=\"datePublished\">\n\t\t\t\t\t\t<a href=\"https:\/\/blueskyvideomarketing.com\/blog\/2017\/10\/04\/\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-calendar\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-date\">\n\t\t\t\t\t\t\t\t\t\tOctober 4, 2017\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-72c708f elementor-inline-item\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"far fa-clock\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-time\">\n\t\t\t\t\t\t\t\t\t\t1:44 pm\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-ad48356 elementor-inline-item\" itemprop=\"commentCount\">\n\t\t\t\t\t\t<a href=\"https:\/\/blueskyvideomarketing.com\/blog\/22-content-is-not-king-distribution-is\/#respond\">\n\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-icon\">\n\t\t\t\t\t\t\t\t<i aria-hidden=\"true\" class=\"far fa-comment-dots\"><\/i>\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-comments\">\n\t\t\t\t\t\t\t\t\t\tNo Comments\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-97d2441 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"97d2441\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-730e93f\" data-id=\"730e93f\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e7a5c20 elementor-widget elementor-widget-image\" data-id=\"e7a5c20\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"640\" height=\"480\" src=\"https:\/\/blueskyvideomarketing.com\/wp-content\/uploads\/2021\/12\/Screenshot-2021-12-09-at-13.44.48.png\" class=\"attachment-large size-large wp-image-2879\" alt=\"\" srcset=\"https:\/\/blueskyvideomarketing.com\/wp-content\/uploads\/2021\/12\/Screenshot-2021-12-09-at-13.44.48.png 736w, https:\/\/blueskyvideomarketing.com\/wp-content\/uploads\/2021\/12\/Screenshot-2021-12-09-at-13.44.48-300x225.png 300w, https:\/\/blueskyvideomarketing.com\/wp-content\/uploads\/2021\/12\/Screenshot-2021-12-09-at-13.44.48-600x450.png 600w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2c3e26d3 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2c3e26d3\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-10adb765\" data-id=\"10adb765\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5551df01 elementor-widget elementor-widget-text-editor\" data-id=\"5551df01\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p class=\"blog__summary\" style=\"margin-top: 20px; margin-bottom: 20px; font-size: 24px; font-family: proxima-nova, -apple-system, system-ui, 'system-ui', 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif;\">Great marketing has always been about great content put in front of the right people, in the right place, at the right time.<\/p><div class=\"wysiwyg\" style=\"font-family: proxima-nova, -apple-system, system-ui, 'system-ui', 'Segoe UI', Roboto, 'Helvetica Neue', Arial, sans-serif; font-size: 19px;\"><p style=\"margin-bottom: 22px;\">What&#8217;s the most important thing that you do in your current marketing role?<br \/><br \/>Is it lead generation?<br \/><br \/>Is it front line sales support?<br \/><br \/>Is it event management?<br \/><br \/>Is it recruitment marketing?<br \/><br \/>Whatever it is (and the above list is by no means exhaustive) it can be summarised in 2 words.<br \/><br \/>Demand generation.<br \/><br \/>Demand for the products and services that you are selling.<br \/><br \/>Demand to get involved with the charitable cause that you are championing.<br \/><br \/>Demand for the jobs being promoted by your company.<br \/><br \/>Building this demand requires a number of things.<br \/><br \/>Firstly, that you&#8217;re able to articulate the unique value that you are offering people.<br \/><br \/>And secondly that you put this message in front of the right people, at the right time and in the right place.<br \/><br \/>To my mind great marketing has always been about getting these 2 things right.<br \/><br \/>That&#8217;s not to say it&#8217;s easy &#8211; but it&#8217;s definitely a framework for success.<br \/><br \/>And that&#8217;s why this whole &#8216;content is king&#8217; thing gets on my nerves.<br \/><br \/>To put it simply its basic foundation is the (very) old and even more out dated idea of &#8216;build it and they will come.&#8217;<br \/><br \/>They won&#8217;t.<br \/><br \/>They don&#8217;t know you exist.<br \/><br \/>If content is your product then an effective distribution strategy (hell &#8211; any distribution strategy) is your shop.<br \/><br \/>Holding on to that analogy for a minute &#8211; it doesn&#8217;t matter how good your product is if there is nowhere for people to buy it.<br \/><br \/>The same applies with your marketing efforts &#8211; all the effort you put into writing those great blog posts &amp; case studies, making all of those videos, building that beautiful and easy to navigate website are next to useless unless you put the appropriate effort into your distribution strategy.<br \/><br \/>So what&#8217;s more important? Content or distribution?<br \/><br \/>The answer is, of course, that they&#8217;re both important and it&#8217;s all about getting the balance right.<br \/><br \/>But the next time you see one of those &#8216;content is king&#8217; articles (seriously &#8211; how many times can the same title be used for a blog post?) think of this;<br \/><br \/>If I had fantastic content and no audience would I get results?<br \/><br \/>But<br \/><br \/>If I had good content that I put in front of the right people, at the right time and in the right place would I get results?<br \/><br \/>That&#8217;s why for me distribution trumps content.<br \/><br \/>Don&#8217;t get me wrong &#8211; I&#8217;m not for one minute suggesting that we don&#8217;t try and produce great content.<br \/><br \/>Just don&#8217;t forget about the harder work involved in going and getting yourself an audience.<\/p><\/div><div class=\"wysiwyg\">\u00a0<\/div>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5ffedda5 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5ffedda5\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4fbd5b27\" data-id=\"4fbd5b27\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5570cacd elementor-widget elementor-widget-button\" data-id=\"5570cacd\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"\/blog\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon elementor-align-icon-left\">\n\t\t\t\t<i aria-hidden=\"true\" class=\"fas fa-chevron-left\"><\/i>\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"elementor-button-text\">Back to Blog<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Great marketing has always been about great content put in front of the right people, in the right place, at the right time. What&#8217;s the most important thing that you do in your current marketing role? Is it lead generation? Is it front line sales support? Is it event management? Is it recruitment marketing? Whatever [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":2879,"comment_status":"open","ping_status":"open","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"footnotes":""},"categories":[40],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Content is not king. 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