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Great Content Without a Distribution Strategy Will Fail

Single channels no longer define audience response

Used to be you could craft a piece of content once, ship it to the printer, and let that single channel define audience response. But we’re not in that world anymore. Today, you might be plying your message in multiple formats across dozens of channels.

Despite that, we still take that old mindset—build once, distribute widely—and apply it everywhere. We assume the same information will work across multiple platforms and channels. But the rules have simply changed too much.

For starters, you want the right eyes, not all eyes, on your content. Do you know where and when to engage your audience? Maybe print still works for part of your model, but probably not for all of it.

Please select this link to read the complete article from Associations Now.

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