Content Sharing: Time to Reinvent the Wheel

Jim Bierfeldt

Jim Bierfeldt is the founder and chief strategist at Logistics Marketing Advisors, a marketing firm that helps logistics businesses define and communicate their value, and then translate that value into revenue.

If part of your logistics marketing strategy involves content creation and content sharing, I’m willing to bet you work too hard and worry too much.

We spend so much energy on creating content, we forget to focus on the relatively easier task of sharing what we create.

After all, the content itself doesn’t engage or sell.  Anything good that happens is a result of someone actively seeing/hearing/consuming the content.

To enhance your focus on content sharing, I suggest you reinvent the wheel.  But this time make it a content sharing wheel.

Our ancestors invented the physical version back in 3500 B.C. to make it easier to haul heavy objects and move multiple items more efficiently (an idea that became sort of important in logistics)..

The content sharing wheel does something very similar, except it’s more of a planning wheel. It takes a single piece of content and maps out all the places that it could be shared.

Your content sharing wheel will be unique to your logistics business since it is impacted by what industries (pharma, chemical, CPG, HBA, etc), what functions (logistics, supply chain, purchasing, material handling, etc) and what titles (CEO, COO, CFO, VP, Manager, etc) you are targeting.

I've included an example of a content sharing wheel.  You can use whatever format works best for you. The key is to think it through.Content Sharing Wheel-example-png

As you can see, there are three channels through which you can distribute your content:

  1. Owned Media are controlled by your company – your blog, website, newsletter, social media sites
  2. Earned Media belong to someone else, such as magazine publishers, who may choose to share your content through their channels
  3. Paid Media is, well, paid for. These ads and eBlasts can promote your content to a targeted audience

To succeed in inbound marketing for logistics, first create great content worth sharing, then use your own version of the content sharing wheel to attract as many eyeballs as possible.

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