Content Promotion, Executive's Corner
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Content marketers and others who want to gain attention on the web have a problem: The Internet keeps growing, and more than half of users spend less than 15 seconds per webpage. How in the world is an individual or company expected to gain an audience’s attention and keep it?

Luke Kintigh posits in his latest e-book, “How Intel iQ Does Content Promotion,” that the solution lies in this truth: The distribution of content is at least as important as the quality of the product itself.

Kintigh is a global media and content strategist for Intel and was the managing editor of iQ by Intel, which now receives more than two million unique monthly visitors. His book, which was originally a series of blog posts, was recently published by Relevance.

In Kintigh’s words, “In the early days of iQ, we were like a chef who spent all day cooking an incredible meal – only to find an empty table come dinner time.”

Okay, so maybe Kintigh is better at content distribution than he is at coming up with fresh metaphors. “Let’s marinate your content with some distribution goodness” was another gem that caught my eye, but we’ll give him a pass on literary prowess.

Finding the Sweet Spot

To be clear, Kintigh isn’t suggesting that the quality of written content doesn’t matter, and in fact he suggests going out and finding successful writers who know what they’re doing rather than letting in-house employees try to figure it out. Visuals, headlines, optimization for mobile devices and analysis of assets for targeting are especially important to consider when you do create your own content.

The “sweet spot,” Kintigh suggests, is at the place where quality content and built-in distribution meet. He goes so far as to outline how his team evaluates and grades writers for their ability to distribute content and suggests bonus pay for writers whose content receives above-and-beyond attention. According to Kintigh, trial periods for writers are appropriate.

All content shouldn’t be distributed equally. Kintigh points to the 90/10 rule: ten percent of the content drives 90 percent of the traffic. Which posts will succeed must be discovered early. As Kintigh writes, “The sooner you take action, the greater the velocity and efficiency you’ll see from your media. Weekly and even daily performance reports won’t enable this ability—you need real-time capabilities and reporting.”

Using another metaphor, Kintigh refers to this new approach as a “Moneyball” method rather than the outdated “Field of Dreams” tactic: Build it and they will come.

Kintigh also pushes for creative reactivating of content that performs well. As an example, he shows how iQ initially released an article about how Peyton Manning uses tablets, but the article didn’t perform that well until iQ added a graphic and re-released the article right before the Super Bowl that Manning was playing in. Timing matters.

Just because something of yours got some attention or even “went viral,” doesn’t mean you’ve won over an audience. You have to get them to keep coming back.

You keep them coming back, according to Kintigh, by moving from renter to an owner. How do you “own” a customer? Well, for starters, a Facebook “like” is renting. Facebook owns that customer. You’ve got to find ways to get your customers to subscribe to your product. John Deer, Kraft, and Red Bull are three of the companies who have done this the best and would be worth further study.

Make no mistake, these premises are starting points for content marketers and others who are interested in attracting attention and engaging with audiences on the web. In his book, Kintigh dives even deeper into the nitty-gritty of specifically how he and Intel iQ have found success. But until individuals and companies take this foundational principle seriously, they are in danger of spinning their wheels, wasting a lot of energy and resources, and losing money.

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Contributors

Our publication contributors combine decades of experience with unique insights into the content promotion and distribution industry.
Chad Pollitt Partner, VP of Audience Native Advertising Institute
Jay Baer Marketing Strategist, Speaker and Author
Gini Dietrich CEO Arment Dietrich
Jason Falls Social Media & Public Relations Thought Leader
Joe Beccalori CEO Interact Marketing
Ann Smarty Brand & Community Manager
Brianne Carlon Rush Content Director Kuno Creative
Janine Popick Co-founder & CMO Dasheroo
Arnie Kuenn CEO Vertical Measures
Pam Didner Global Content Marketing Strategist & Author
Chirag Ahuja Head of Marketing WorkflowMax
Jayson DeMers Founder & CEO AudienceBloom
Erik Deckers Professional Writer Pro Blog Service
Bernie Borges CEO Find and Convert
Jessica Stephenson VP Marketing ExactHire
Michael Ferrari Marketing Consultant Pen Cap Online Marketing
Larry Alton Freelance Writer and Editor
David Tile Founder & Director Nimble Media
Kelsey Libert Marketing VP & Partner Frac.tl
Dan Steiner Co-Founder & CEO Elite Legal Marketing
Joydeep Bhattacharya Relevance Contributor SEOsandwitch.com
Jonah Bliss Founder CMO ContentIntent
Andrea Lehr Promotions Supervisor Fractl
Fernando Labastida Co-Founder Content Propulsion
Dan Moyle Creative Dir. Marketing AmeriFirst
Dennis Yu Chief Technology Officer BlitzMetrics
Arnaud Roy VP Marketing Augure
John Rugh Copywriter/Content Marketing Specialist
Justin Spicer Content Researcher, Producer & Editor
Michael Becker Marketing Support Spec. Teradata
Anna Johansson Freelance Writer
Amanda DiSilvestro Content Editor and Writer HigherVisibility
Sujay Maheshwari Founder & CEO Netcurate.com
Kelly Coulter Online Marketing Strategist
Taylor Radey Senior Consultant PR 20/20
Rodger Johnson Public Relations Leader & Consultant
Simon Penson Founder & Managing Dir. Zazzle Media
Danielle Wolter Nolan Co-Owner
Fernando Cuscuela Founder & CEO Everypost
Kelly Smith Content Manager CourseFinder
John McTigue EVP Kuno Creative
Yogita Arora Content Strategist Zoomph
Jordan Teicher Associate Editor Contently
Jonathan Crowl Digital Marketing Writer & Editor
Brian Honigman Marketing Consultant, Writer & Professional Speaker Skyword
Katherine Halek Content Strategist Signazon.com
Amanda Drinker Dooley Community Product Marketing Manager Netline
Anton Rius Digital Marketing Consultant More Than Metrics
Matthew Zajechowski Outreach Manager Digital Third Coast
Kevin Bailey Co-founder DigitalRelevance
Peter Chen Digital Marketing Consultant DigitalRelevance
Luana Spinetti Multi-Specialized Freelancer
Kyle Harper Writer Skyword
Elad Natanson Founder appnext
Maël Roth Content & Inbound Marketer Park7
Quin Woodward Pu Marketing Director Audienti
Greg Shuey Co-Founder Stryde
Jean Bansemer CEO My Web Writers
Owen Andrew Journalist
Luke Kintigh Global Content & Media Strategist Intel

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