How to Optimize Delivery of Your Content?

English

article

16 juillet 2008

After you create your communication tools and put them in your Information Centre, you must ensure that your customers learn about them. Here are the possible ways you can reach your various audiences:

1. Your existing customers

• They will see your content on your Web site and/or Information Center
• They will receive an e-mail and/or your e-newsletter integrating your content (and its media coverage, as the case may be).
• Your representatives will tell them about it and perhaps give them printed material integrating your content.
• They will read your articles on various sites (associations, Webzines… ) and printed media.
• All your outgoing e-mails will mention your Information Centre (with the link).-

2. All your prospective customers

• They will find your Information Centre through Web search engines (search engine optimization), and as a result of your purchasing keywords (paid search marketing), and advertising banners, as the case may be.
• They will read your blogs and articles on various sites and portals: associations, Webzines… (Internet PR). Note that as many as 40% of journalists consult blogs to find the topics of articles (3).
• Your customers will transmit your content to their friends and acquaintances (viral marketing).
• The blogs, forums, and social networks they consult will mention your content (relations with bloggers…).
• They will find your blog and your podcasts in many directories.
• Your telemarketers will send them the relevant links (and media coverage, as the case may be).
• Having subscriptions to the lists of your partners and complementary companies, they will receive an e-mail and/or e-newsletter containing your content.
• Traditional promotions (industry exhibitions, advertising, print documents…) will include your content and a link to your Information Centre.
• They will read the original content in the dailies and magazines they read (traditional PR).

If they want to, people can, with a few clicks, get an automatic, free subscription to the content you produce, either by e-mail, or by iTunes, or by RSS feed (syndicated feed). This is a very effective, economical way to strengthen business relations and stay top of mind with your prospective customers.

9 Delivery Channels

Here are the channels chosen by B2B companies to deliver their content (in 2008) :

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	Simon Hénault B.Comm, MBA - Corporate Journalist - LinkedIn Profile
	I help businesses in the production and delivery of content allowing them to be found on the Web, be perceived as experts, strengthen their clients relations and increase their revenues.