Content marketing · Marketing

Should content marketing focus on a few or a wide array of outlets?

Eleanor Carman Incoming BLP Sales Associate at LinkedIn

May 13th, 2015

My experience tells me that many successful companies use multiple outlets to push their content marketing. I'm not sure if I should follow suit, or instead focus all of my energy and resources on making one or two outlets really effective?
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Kristin Tynski SVP Product Development at Sapio

May 13th, 2015

It's a good question, and like most things, the answer depends on your goals.  One thing that is pretty universal, is that you should always go after the largest influencers possible. For more niche content, it may be the case the there aren't many big players and thus no major influencer, so a more broad approach of targeting many publishers,  might make most sense.  

If the content you are creating is of interest to a broad array of content consumers, hitting publishes with large syndication networks often works best. Getting a good understanding of how content is typically syndicated in your particular niche can give you incrementally better results than just guessing at who the biggest tastemaker is. Sometimes it isn't very intuitive, and comments and social sharing indicators of popularity don't necessarily map to the way that content is syndicated across outlets. 

Tools like http://www.getlittlebird.com/ can help you identify how content is syndicated within your niche, and can help you identify the most influential writers, editors, and outlets. 

Mike Whitfield Sr. Software Engineer, EPAM, Google

May 13th, 2015

If you have even *one* effective outlet, why push resources away?  Not a marketing guy, just curious.

James Fave CEO at Pronto Property Solutions

May 13th, 2015

Dear Eleanor Carman, In today's saturated market place focus on one at a time unless you need to execute rapidly. Focusing on one will help you gain real sustainable traction in your market. After one is Perfected and Delegated go to the next. :-)