Creating content you think is useful and relevant isn’t enough to make your content marketing program work. You need the energy and influence of the 1 percent of your audience capable of driving discovery of your content through the social filters.
We discover, consume, and share digital content in radically different ways than we did five years ago. This fundamental change has been driven by the rapid adoption of social media and mobile devices.
Social media is both a content filter and a distribution channel. We discover and consume more content than ever because of social media.
What’s more, as people engage with and share this content with others, it sends strong signals to the search engines that improve its position in search engine results, which increases the content’s reach significantly.
In conjunction with social media’s impact on content discovery, the smartphones and tablets we carry around with us have expanded the time and spaces in which we read, watch, and share this content.
The net result of these changes is that we have more content to consume and more time to consume it in. Sounds like a win-win for consumers and marketers right?
Not so fast. The new reality is that the firehose of content consumers receive is highly filtered and curated through the digital connections consumers trust whether they be friends and/or subject matter experts. Look at your Facebook newsfeed or Twitter stream for examples of this.
Read more from the source: Search Engine Watch