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Content Marketing: Multiple Delivery Channels

Offer multiple delivery choices.
Content Marketing Reaches People as depicted in this photo of Businessmen Discussing Content Strategy

Though recent definitions of content marketing suggest it’s a simple marketing activity, the truth is it can be a complex program of planning and execution.

Though content itself is still king, keep in mind what we call “engagement factors.” This respects the fact that your audience membership might include varying levels of interest in your communications. For instance, business veterans (10+ experience) are twice as likely as younger execs to find whitepapers helpful. Videos share the same dynamics, but in the opposite direction—younger execs favor them 2-to-1 over business veterans.

Bottom Line: Make sure your content marketing plan is not contingent upon a single deliverable channel. The more integrated and fuller your menu, the better chance for success.

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