Good content is not good content if nobody sees it.

This makes a distribution strategy equally as important.

@neilpatel once saw a 200% increase in monthly blog visits after 3 months of a distribution strategy.

Create a distribution strategy in 9 steps 🧵
1. Target Audience

You don't want to create content for anyone and everyone.

Duh.

But content distribution is about getting the content that you worked on in front of the right audience.

To do this you must know:

- Where they consume content
- What content they consume
- Dominant age, gender, income, location, and edu
- Interests

Find this by using:

1. Google analytics
2. Facebook reporting
3. Surveys and questionnaires
4. Social media data

Take this and form your customer persona.
2. Content Distribution Channels

If your target audience spends 99% of their time on Youtube then spending 99% of your time on Instagram is pointless.

Knowing their preferences and behaviors will determine where you should invest your content creation and distribution efforts.
This is a common mistake.

Many times someone will say, "Everyone is on TikTok. We need to be on TikTok."

Meanwhile, they're trying to sell life insurance to a 70-year old.

Meet your target audience where they are.
3. Content-Type

Channels are checked.

Now...content type.

What kind of content is being consumed?

Ex:

- Short-form video
- Long-Form Video
- Blog Posts
- Long-Form Blog Posts
- Podcasts

Make it easy for your audience to consume the content that they consistently consume.
4. Key Performance Indicators (KPI)

KPIs define what success looks like.

Not setting KPIs for your content is like going to bat with a blindfold on.

Set them to know what to aim for.

Ex:

-Traffic/reach
-Video Views
- Engagement
- CTR
- Open Rate
I stole this from HubSpot:
5. Create

Content creation is different for each company.

One business may have an entire content team.

A local coffee shop may only have their niece who just graduated.

Regardless, focus on:

- having the right tools (Adobe, anchor, canva, etc)
- a process (ideas, topics)
With these two things, you can get from A to B, fast.

When trying to find content that hits, speed matters.
6. Test

Anytime you publish a piece of content, the market determines if it's good or not.

Don't get stuck on content that you "think" is good.

Continuously test.

In-between testing you'll find your home runs.
7. Content Calendar

Your content calendar keeps everything aligned.

It's a roadmap for what's been done, what's being done, and what needs to be done.

But, leave wiggle room.

When there are moments in culture that your brand can take advantage of -- do it.
8. Dashboard

Data is the new oil.

Your dashboard is where your data, KPIs, and metrics live.

It will help you define the success of your distribution efforts.

Plus, real-time insights will translate into quick outputs.
9. Analyze and Scale

Analyzing and measuring data can make or break things.

What worked?

Where did it work?

Why did it work?

Knowing these answers will help you create a strategy that leads to long-term growth.

Data -> Learning -> Create -> Optimize -> Scale
Would this help you?

- marketing breakdowns
- copywriting tips
- how-tos
- campaign dissection

If so, follow @alexgarcia_atx :)

Because I'm writing a thread for 18 days straight covering everything marketing.
It's also a daily newsletter that I send to 3600+ marketers. (over 50% of them open it daily)

Join them 👇

bit.ly/3flYp6b
TL;DR

1. Target Audience
2. Channel Selection
3. Content Types
4. KPIs and Metrics
5. Create
6. Test
7. Calender
8. Dashboard
9. Measure and Analyze

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More from @alexgarcia_atx

24 Apr
Patagonia is a $1B powerhouse that encourages you not to buy their products.

@patagonia's CEO Rose Marcario calls it "Cause Marketing."

The result is a brand that consumers love to embody.

Steal these 8 marketing tactics from Patagonia 🧵 Image
1. Mission

It starts with Patagonia’s mission statement.

“Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.

Nearly every Patagonia marketing initiative follows in the footsteps of its mission. Image
This attracts consumers who have similar values.

Customers with similar values open the floor to a long-term relationship with their consumers.

Inherently increasing Patagonia’s customer lifetime value.
Read 20 tweets
24 Apr
Masterclass, SmileDirect Club, and SendFox all have KILLER above the fold sections.

Why does this matter?

Nearly 80% of a users' viewing time on your site is spent above the fold.

This makes it essential to conversions.

Let's optimize yours in 3 min 🧵
Your above-the-fold should follow an organized visual hierarchy.

This tells your consumer what to focus on and how to progress through the content.

Many readers scan in an F-pattern.

Use these 6 tips to develop a visual hierarchy:

(h/t wordstream) Image
Here are the essentials:

Headline (left side) - Drop your main value prop

Subheadline - Compliments headline. Introduces product/service. How value prop comes to life.

Creative - Show product or people. Helps bring context to life.

CTA - Focus on the value after signing up.
Read 16 tweets
22 Apr
Volkswagon, Ford, GM, Toyota, and BMW collectively spend $25B+ on advertising each year.

Tesla $0.

The result?

The most Googled car company in the US.

The "Most Valuable American Automaker."

Here are 8 takeaways from inside their marketing playbook 🧵
First, why doesn't Tesla advertise?

@elonmusk rather put that money towards creating a stellar product.

And he does.

Then his marketing tactics kick things up a notch.

Here's his take:
1. Twitter

Of course, I have to include @elonmusk Twitter.

And for good reason too.

Sure, Elon uses Twitter to post memes, create controversy, but he mostly uses it to communicate.

Update, big news, teasers, it all happens on Twitter.
Read 21 tweets
20 Apr
Referral Programs work.

PayPal used one to acquire 100m users.

DropBox used it to grow 3900% in 15 months.

Airbnb generated 900% YoY growth for 1st-time bookings.

@elonmusk says one customer should generate three.

Here are 6 referral programs you should steal 🧵
1. PayPal

The OG referral program.

When PayPal was starting out, they gave money away to new users and referred users.

It worked so well they had to reduce the amount of money they gave away.

At, first PayPal gave you $20 for signing up. And $20 to anyone you referred.
They then dropped it to $10.

Still, very successful, but they dropped it down to $5.

According to @elonmusk, PayPal spent roughly $60m on their referral incentives.

For PayPal, the daily growth rate was 7 - 10%. Plus, the user base surpassed 100m users.
Read 20 tweets
18 Apr
25 Marketing Threads That Will Teach You More Than Any Marketing Class 🧵
1. 10 Marketing Lessons From Steve Jobs That Every Marketer Must Know 🔍

2. The Ad Campaign That Changed Advertising Forever 🔍

Read 33 tweets
18 Apr
Small changes on your site can lead to a drastic ROI.

Thousands of eye-tracking studies show how users scan through web pages.

Optimizing for this will increase conversion rates.

Small changes = Big Money

Use these 7 hacks to optimize your site 🧵
1. The Top Left Corner Is Valuable

A user just visited your site.

The page loads and they’re ready to start scanning.

Here’s how ppl scan the above the fold:

- Start in the top left corner (#1)
- Scans to the right and a little lower(#2)
- Scans the rest of the section (#3)
What you should do:

- Top left corner should be your value prop (priority #1)
- Underneath it should be the sub-headline that shows how you create/provide the value (priority #2)
- On the right should be your product photo/social proof/ or lead form (priority #3)
Read 17 tweets

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