PROBABILITIES of Marketing Success
PROBABILITIES of Marketing Success
The one thing marketing managers and founders should not leave to chance
Talking about LUCK and chance, let's dive into something commonly OVERLOOKED by marketing managers and founders - how marketing success isn't just left to CHANCE.
Think about how water is bottled and distributed to a store like 7/11. It’s a meticulous process: sourcing the water, purifying it, bottling it, and then efficiently distributing it to various outlets where it's easily accessible to thirsty customers.
Now, apply this to CONTENT PRODUCTION and DISTRIBUTION in marketing.
At our core, we specialize in content PRODUCTION coupled with thorough digital marketing support. We easily do that by matching content teams to marketing departments of brands within 48 hours. The partners then personalize marketing content in their unique brand voice. What brands enjoy: Unlimited, reliable, personalized production.
BUT, here’s the usual confusion: CONTENT PRODUCTION is not the same as DISTRIBUTION.
Huge mistake.
It’s like this —
Content production is like sourcing and purifying water — essential, but not enough on its own.
Distribution is ensuring the ‘water’ is a bottled version at 7/11 shelves, accessible and enticing thirsty customers.
The former is like building a tech product and hoping users will come. The other is inviting (forcing) people to come.
For your marketing campaign to be successful, you actually need BOTH.
Without leaving anything to CHANCE, here are the factors for a successful campaign:
Campaign Success = CONTENT (that’s following Google’s EEAT formula) + DISTRIBUTION (targeted, data-driven, omnipresent)
Budget for your company or startup?
Early Stage: Bias towards content (60% content, 40% distribution). Quality content builds brand presence and organic reach.
Growth Stage: Even split (50% content, 50% distribution) as brand awareness grows and customer acquisition becomes crucial.
Scale Stage: Prioritize distribution (40% content, 60% distribution) to leverage established brand presence and accelerate growth.
Presence < Awareness < Growth
Content supports each stage, but it can’t do it alone.
And it’s not just about producing and distributing. You must keep aligning strategies, measuring impact through engagement and conversions, and understanding your ICP down to the core.
It’s simple: Produce your message like premium water, and ensure it’s stocked where and when your audience is ready to drink it up.
Just like what Tyla said, “Make me lose my breath, make me water”. 💦