Content creation starts with distribution strategy

This article argues that marketers must think about the distribution strategy for their content at the start of the process, not at the end, in order to get people to start sharing it.

Content creation starts with distribution strategy

Mark Boyd Gravity Road

Content idea generation must consider distribution strategy at the start of the process, and not the end. This requires a mind shift away from 'what do we want the consumer to know?' towards 'what do our audiences want?', and an understanding of the nuanced differences between content distribution channels and the way audiences prefer to engage with them. Mark Boyd of Gravity Road shares examples of how thinking about distribution upstream produced content that was successfully shared by the desired audience....

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