During the 2018 teacher strikes in Oklahoma, a school district in Fort Worth, Texas did something awesome. They placed Now Hiring billboards with high starting salaries along busy Oklahoma roads. Frustrated teachers in Oklahoma, earning $41,000 a year, picked up their phones to inquire about the $10,000 raise they could receive teaching and living just hours south of Fort Worth. The billboards even made headlines, generating thousands of dollars in free publicity for the Fort Worth School District. Why did these billboards resonate and have such an impact? That's because the creative minds behind the billboards have nailed down both sides of every good marketing campaign: the message and the distribution.
It was a brilliant offer strategically delivered to employee email database a very specific target audience. The Fort Worth Billboard Nailed Both Sides of Every Good Marketing Campaign Post and Content DistributionWhen it comes to content marketing for startups, everyone knows their blog needs to have the right message. For several years, all the experts have been telling us “quality before quantity”. Google loves quality. People love quality. We know it's a win-win. But there is a new problem. Many startups spend so much energy creating optimized articles that they almost completely forget to create a distribution strategy. They create the message without thinking about how people will see it.
This is bad news for many startups. It's also a huge opportunity for teams willing to invest energy to excel in digital content distribution. How to think about content distribution Any good blog distribution strategy starts with finding your consumer aggregation points ( CAPs) . Definition: A consumer aggregation point is where a group of consumers with common interests will invest their time, focus and attention. This is where your target audience learns, relaxes, places their trust, and finds a connection. In most cases, an item accidentally fails to reach a consumer aggregation point. If you want your blog posts to have their greatest reach and drive interaction, they need to be positioned where your audience is already spending their time.