Content marketing is one of the most effective ways to build awareness and grow a business in 2021.

But I believe that just creating content isn't enough.

There's one thing almost more important than the content itself: the distribution.

Spamming a link to a blog post across all platforms with the same copy doesn't work anymore.

Actually, I don't know if it ever did?

Content should be contextual and native to the platform it's being placed on.

This means doing things like taking a blog post and turning it into a Twitter thread - or an Instagram/LinkedIn carousel post with the main points.

The land grab for attention is over. There's unlimited content out there all competing for people's attention, which is why it has to be distributed thoughtfully and with intention.

Unless you're able to pour money into SEO and ads, I would be willing to bet that most customers will find a business or service through some form of content on social media.

But successful content marketing doesn't happen overnight.

It's a long term investment that requires you to keep showing up.

However, by creating content with purpose, being intentional with distribution, and keeping the end consumer in mind, you'll be able to cut through the noise and ideally, grow your business.

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Essay #61 - 5.26.21