Content Distribution

We've seen an increased importance for connections planners or media creatives because buying a 30 second spot is becoming antiquated. Targeting niche audiences and creating meaningful connections with people who care is exponentially more valuable. One thing that I'm starting to see is the merging of a creative idea and a media strategy. Finding a creative way to engage your audiences resonates more than just producing something creative.

Is your content optimized for search? Do you understand and embrace social media? Is your creative engaging, interactive and designed for the more active millennium generation?

According to this article from Business Insider marketing your content to a target audience is shifting from art to science. The fact is you can have amazing content but it will go unnoticed if you don't have a great strategy to disseminate it through those pipes we call the interwebs.

Advertising has seen the advent of the connections planner and media creative who is at the forefront of designing creative solutions to distribute your content. This article makes a few suggestions like
1. design your content with specific audiences in mind,
2. use technology that will allow you to create content at really high quality, and
3. develop a marketing budget that accounts for distribution.