By CLARE MCDERMOTT published NOVEMBER 13, 2015
Danger Ahead: When Content Distribution Is On Auto-Pilot
Andy Crestodina is the co-founder of Orbit Media and one of the best teachers we know when it comes to search engine optimization, email marketing, and social media. In this interview, he speaks plainly about why great content creators don’t always come out ahead, and the dangers of putting your content distribution strategies on autopilot.
CCO: Three years ago, the content marketing mantra was something like, ‘If you build it, they will come.’ Yet more and more, I see marketers paying a lot of attention to what comes after creation. What matters more?
Crestodina: Quality is a deal breaker. Low-quality content can’t be helped by any effort. No amount of promotion will help a bad piece of content get more traffic, engage more visitors, or attain higher ROI. Quality is a necessary baseline.
But there is not necessarily a correlation between high-quality content and traffic. An OK piece of content that is promoted brilliantly will outperform brilliant content with just OK promotion. There is no doubt in my mind about that. The winners are those who are great promoters. Great creators are not necessarily going to come out on top.
It’s common – especially for bloggers – to publish something, share it on Twitter and Facebook, and then move on to the next piece of content. They spend 80% of their time on content and 20% of their time marketing it.
They’re slaves to the publishing calendar. To get better results, they speed up the publishing schedule but do not change their tactics for promotion. Endlessly sharing via social media and emailing to a list are not nearly as powerful as a plan to get large-scale sharing or a plan to aggressively grow your list.
The winners in content marketing are those who are good at influencer marketing, list growth, and keyword research/usage. Those are the most important tactics for the three main traffic channels: social, email, and search.