Distribution: Winning The Last Mile In Content Marketing
A friend of mine who’s been phenomenally successful growing his own businesses told me that if there was one thing he’s seen lead to more business failures than anything else, it's lack of forethought about distribution.
He was in the digital software storage business, but he said a common “build it and they will come” philosophy leads many efforts to an early grave. All great business concepts must have a well-reasoned, proactive approach to distribution. The same can be said for your content marketing efforts.
This is a story about “the last mile” and how you're losing if you’re not planning and managing it for how, where, why and when your target audience might come upon it.