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Why Content Distribution Matters More Than Curation

Content Experience Show Logo
Hosted By

Anna Hrach

Convince & Convert
About The Content Experience Show:

Welcome to The Content Experience Show where content experience is the new content marketing. It’s not only about reaching our audiences where they are, but engaging them with a personalized experience of meaningful, useful content that they’ll take with them over time. The guests on the Content Experience Show share strategies, tips, and real-world examples of how they’re taking their content marketing to the next level and providing their current and prospective customers with a true content experience. This isn’t just a trend. It’s a movement.

Apple Podcast Reviews:

It doesn't get any better for content marketers. They present a balanced, insightful discussion of current trends and ask all the right questions. Their guest list is a "Who's Who" of content professionals. Outstanding.

Jared Johnson Piano

I love listening to marketing podcasts and this one is on my must-listen to list. Very knowledgable hosts and topical discussions.

The Marketing Book Podcast

David Fortino, Senior VP of Audience and Product at the NetLine Corporation, joins the Content Pros Podcast to share his approach to achieving lead gen success with content distribution and personalization.

david-fortino-instagramIf You Build It, They Won’t Come

In the noisy world of digital marketing, it’s important to have content that is interesting, relevant, and digestible. Many content marketers focus on the quality of their content and rest easy knowing that their audience will find, appreciate, and consume these high-quality posts.
However, David knows the hard truth of the matter which is the fact that your customers will not find your content. It’s up to you, and you alone, to get it in front of them. Content distribution is no longer an afterthought. It is just as important as content curation.
Without a solid plan to disseminate your material to a targeted audience, that excellently written, perfectly tagged, fascinatingly relevant post will go nowhere fast.
His experience on expertly personalizing content and pushing it above the cluttered landscape has provided him with a unique perspective on reframing content marketing for success. David’s approach to content curation, dissemination, and personalization will help any content marketer get their material in front of the audience that matters.

In This Episode

  • Why the quality of lead gen no longer means acquiring appropriate contact information
  • How aiming for personalization leads to gathering data that drives content that converts
  • Why taking your content to the next level of personalization means moving beyond personas
  • How relevant content shaped by data and client insights leads to positioning your brand ahead of the competition


Quotes From This Episode

“Historically quality was simply about getting the appropriate contact at a company. Now it’s about intent and engagement and also still meeting all the filter requirements of a campaign.” —@David_Fortino
“Although the definition of a persona is helpful in driving scope and strategic execution, at some point you need to know who those people are and their real-world tendencies in order to extract data.” —@David_Fortino
“Personalization is front and center to everything we do.” —@David_Fortino
“We try our best to leverage all of the nuanced values and data points that we have accessible to us.” —@David_Fortino
All of this is meaningless if we can’t back into ROI that supports everything we do.” —@David_Fortino
“There’s users who are actively in your marketplace who have the values and attributes that you’re looking to reach yet you are not writing content that specifically speaks to their needs.” —@David_Fortino
“Our qualification criterion is data.” —@David_Fortino
“Maybe they wrote amazing content but somewhere along the way when it came to targeting or promotional strategies it wasn’t in line with what the content was designed to do.” —@David_Fortino
“Don’t underestimate the value of a great cover graphic and pay attention to short and concise messaging.” —@David_Fortino
“We’re using the power of what we know in the space and our own personal network to drive leads.” —@David_Fortino



Lightning Round

Favorite social network for content consumption: Instagram
Best social channel for CPL: LinkedIn
Worst social channel for CPL: Facebook
Preferred format of content for curation: Blog post
Who’s creating more engaging content, Trump or Clinton?: Trump
Favorite part of the funnel: Top
Preferred key metric for managing, MQL or SAL: SAL
Cheering for in MLB Playoffs?: Toronto

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