Even though Field of Dreams is one of my favorite movies, the saying “If you build it, they will come” sadly doesn’t apply to content marketing. Too often, we forget that content marketing consists of two keywords — content and marketing. Creating content is usually the most fulfilling and enjoyable part of a marketer’s job. But distributing that content is just as crucial for your marketing success because if no one sees your content, they definitely won’t come.
To help you determine which marketing channels you should distribute your content through, we’ve put together a list of the marketing channels to focus on in 2019. Read on to learn about the marketing channels that can amplify your reach, resonance, and revenue.
1. Word of Mouth
Only 4% of consumers believe marketers practice integrity. So what’s a marketer to do when the very people they need to persuade don’t trust them? They need to rely on their customers’ recommendation of their brand.
People trust customers over marketers because marketers have an agenda — they promote their product or service to generate sales. On the other hand, customers will only rave about a product or service if it truly benefited them.
To create as much word of mouth marketing as possible, you need to stay laser-focused on developing the best product or service possible and providing top-notch customer service. In other words, you need to serve your customers needs before your own. Only then will your customers turn into a loyal, passionate tribe that will recommend your brand to their friends and family.
According to a content format study conducted by Edison Research and Triton Digital, people age 12 and older are listening to online audio content at unprecedented levels. On average, people spend 17 hours per week tuning into their favorite podcasts, online radio shows, and audiobooks. There are also 14 million more weekly podcast listeners this year compared to last year, which is more than Guinea’s entire population.
The demand for audio content has exploded, but that doesn’t mean people will listen to your branded podcast just because it’s a podcast. In reality, they’ll only listen to it if it can hold their attention and, ultimately, entertain them. Otherwise, producing yet another interview-an-expert podcast like everyone else will only add to the noise flooding the internet.
One of the best ways to slice through all that corporate clutter is by creating a show that has a unique concept and tells stories of real professionals in your industry. According to researchers in the neuroscience field, storytelling is the best way to capture people’s attention, bake information into their memories, and resonate emotionally with them. The human brain is programmed to crave, seek out, and respond to well-crafted narrative — that’ll never change.