Distribution…Distribution…Distribution…it is just as important as the content we create.
Harvard Business Review Blog just posted a “The Rise of the Mobile-Only User” and says:
“The rise of smartphones means that more and more people are going online from a mobile device. According to Pew Internet, 55 percent of Americans said they’d used a mobile device to access the internet in 2012. A surprisingly large number — 31 percent — of these mobile internet users say that’s the primary way they access the web. This is a large and growing audience whose needs aren’t being met by traditional desktop experiences.”
I was just sitting with a client talking about all the content we had created over the last three years, and we were thinking through new ways to leverage this content for a few upcoming campaigns. All this video content is great but has no impact if it does not reach the intended audience(s). A part of that strategy is more than just a content creation strategy…you have to distribute the content.
Especially with video…there so many ways to meet the needs of the campaign/initiative which should include distribution. If you look at the numbers above, it is stating the obvious…more and more people are dumping traditional computers (laptops and desktops) to consume and share content. We have to think past these paradigms.
HBR blog goes on to state:
“Google reports that 77 percent of searches from mobile devices take place at home or work, only 17 percent on the move. Meeting the needs of the mobile-only user also doesn’t mean sending them to the desktop website on their smartphone.”
Yes…we must think message and audience…but we have to think about distribution. You can have great content but if no one is engaging with the message, the content is worthless.