7 Habits of Successful Online Content Marketers
4. Distribute effectively. Once you know what you want to say and how to say it, you then need to get it into the hands of people who can share your story on your behalf. Again, more planning is useful here to think through the best mechanisms to getting users access to that content. Consider using extranets or other sharing systems. There are a range of tools like Dlvr.it and others that can be used to broadcast your content.
5. Know where your content goes. It's of paramount importance that you know who is actually using your content. Sometimes, good companies are using your content. Other times, not-so-great companies are using it. These "black hat" companies often misuse the content or misrepresent your brand in fraudulent ways. If you don't know where your content resides, you can't control it. Solutions like Google's reverse image search or TinEye are useful in trying to see where your brand content lives online.
6. Control and manage updates. The next step is all about retaining control of distributed branded content. This means keeping the content tethered and managing that content remotely. It makes no sense in this day and age to be sending static content out to websites. Embedding code-driven applications such as YouTube, SlideShare, SYNQY, Scribd and others is a superior approach than sending static files to partners.
7. Report and track return on investment. The final piece is to measure, measure, measure. Like every other aspect of marketing, content investments should be tracked and measured. Make sure your content is always where it needs to be and is always delivering. Otherwise, update it and keep it fresh.
Michael Weissman is chairman and CEO of SYNQY Corporation, the first company enabling marketers to consistently deliver and control brand experiences on websites they don't own, transforming static brand assets into a fully-functional platform that delivers relevant content and services to the consumer right where they're already engaged online.