Great content is well within the reach of companies across all industries, but there are big gaps in the success those brands see when distributing their content across various digital channels. And, as Econsultancy points out, even industries ripe for content success are hurting themselves by relying on quality alone to draw traffic organically.
This can often by the consequence of a sub-par marketing plan, and the contributing factors can be varied: poor social media utilization, a weak emphasis on longtail keywords, and a general inexperience with churning content through established amplification channels can all turn promising content into a low-return investment. Econsultancy focused on the travel industry as a case study when examining how industry-wide shortcomings can hurt even the best content opportunities.
The Social Disconnection
When it comes to the travel industry, content serves as a key tool for establishing a social connection, as HospitalityNet writes. Millennials, who tend to spend big on travel and will account for approximately 50 percent of all business travel by 2020 according to Milestone Internet Marketing, depend heavily on social media content to make purchasing decisions and establish trust in brands.
Luckily, travel benefits from a deep well of compelling content. There’s virtually no end to the number of travel articles that can be written, or the number of exotic slideshows that can be produced. More than almost any other major industry, travel’s built-in content opportunities would suggest that its companies should have no trouble successfully pushing out content.
Yet that’s not the case at all—many still struggle to leverage great content for effective digital reach that is proportionate to their spending and website size. In some cases, brands had great content but struggled to perform in other areas, either by producing at too low of a volume or failing to distribute content in ways that reached their target audience.
Many also struggled with editorial challenges, such as a failure to promote the company blog—and, in rare cases, failing to host the blog on the company’s main website. Poor editorial design led to websites that lacked appeal and did not work to establish authority as an industry voice. And while some content was compelling and interesting, it was too large or complex; social media tends to favor succinct content.
What’s the Solution?
Developing a strong marketing plan is the best solution to both the editorial components of content and the distribution plan for pushing that content out to various platforms. Here is a how-to guide on getting started with content amplification.
Just as a documented content strategy creates a more consistent stream of content all working toward a unified goal, a distribution marketing plan ensures that content is given equal and effective treatment once it goes live. That means promoting each content piece through the relevant channels such as email and social media. Doing so ensures that great content gets a chance to shine—or at least to reach its full potential with consumers.
The lessons learned from the travel industry can be applied to other industries. When producing content within a competitive space, quality is important—but if you can’t help your voice be heard, your brand will get lost in the fray.
Wondering how to best amplify your content? Check out Outbrain and Skyword’s webinar on producing and amplifying content to hyper-targeted markets.