Small and medium-sized businesses (SMEs) are always trying to find ways to let customers “contact their brand” as much as possible. The content distribution channel is therefore an important aspect of building competitive advantages for businesses in all different industries. So to choose an effective content distribution channel, what factors should SMEs consider?
1. Budget
Budget is always a factor that makes marketers have to “twist their brains” to come up with a content channel strategy that is both effective and budget-optimized. Keeping up with the current 4.0 technology development, many SMEs have been developing digital content. Quality content combined with technology will create a widespread wave, helping the brand’s message and name reach its target customers. As such, the use of tools and platforms by SMEs that can track and measure the effectiveness of content across channels is the best way to properly use marketing budgets.
2. Reachability
When businesses personally experience the buying process of their target customers, they have the opportunity to better understand the needs, behaviors, and preferences of customers. From there, come up with content strategies that bring better results. For example, if your target audience is middle-aged, aged 55-64, marketers can’t use today’s popular social network of young people – TikTok to create their experiences. Instead of focusing too much on telling your brand’s story and running after technology, SMEs should focus on the target customer experience to offer the right content distribution channel, increasing the “touch point” of the product with them.
3. Content form
Another factor that is equally important for your brand to resonate with customers is the form of content. In the current digital age, omnichannel (all channel) is a method used by many SMEs to convey content and promote the purchase process of the target audience, including in the form of websites, images, livestreams, etc. … Sales channels / content distribution channels of brands are synchronized and linked with each other, customers can complete their product experience with smartphones, laptops or all in the store. Reaching customers at the right time, in the right place, whether online or offline, and aggregated customer data are benefits SMEs need to consider when choosing a form of content distribution.
4. Using the O3 model (Own – Other – Outer)
If the SME has not identified the channel that can reach the target audience, use the O3 (Own – Other – Outer) model for analysis. This is a model of 3 main sources of influence on customers’ purchasing decisions. Which, Own is the channel that the business itself owns (such as the company website, fanpage, blog, …), Other is the searchable channel (such as the affiliated social network) and Outer is the paid channel. money. Usually, external influences will affect customers first, so many businesses large and small have been using the influence of influencers/KOLs to create attention and increase brand awareness. row.
In short, choosing a content distribution channel is an important bottleneck that SMEs need to consider the above factors to make the right decision, helping your brand’s message and products reach customers. target row. Once the appropriate content distribution channel has been selected, the next SME will focus on producing and amplifying content to increase customer interaction and discussion on its own channels.
For advice on the plan to build digital content for businesses, please contact SKYPERRY Digital marketing agency – Email: support@skyperry.com – Hotline: (+84) 88 605 6868.
