Borrow heavily from the theories of Growth Hacking

I am no fan of growth hacking – but I find that it is a useful phrase to isolate the kind of marketing-thinking that relies on small technology hacks to reach customers or aid in conversion or help in retention. It’s nothing new. But it is useful to isolate thinking this way. If you haven’t heard about it, this is a good place to start.

Content distribution is as important as content creation

Right now only 26% of marketers are investing in content distribution and that is changing very fast. Even paid distribution can work well using tools such as Outbrain or Mr. Social that enable you to get your content onto major platforms.

Content marketing PLUS social media marketing

Businesses need to realize that social media is a content amplifier and managing presence and growth on social media will help immensely in the distribution of content. Managing your presence on social media from day one and actively growing it is important to truly leverage the power of distribution they afford as they accumulate potentially powerful network effects.

You can use the web to influence your vertical

Even celebrities have adopted the web for content distribution and have been rewarded handsomely. Louis C. K. started it all by releasing his stand up special online for $5 only to make a million dollars in just a week.

John Oliver’s Last Week Tonight reportedly has more viewership on Youtube than on HBO

Jerry Seinfeld’s newest hit show Comedians in Cars Getting Coffee is shot exclusively for the web.

Get Employees and Customers Involved in Content Creation

You can explain the importance of marketing to your employees and with the promise of making them heroes with recognition in their industry, and by gamifing the whole thing by offering rewards along with guidelines, training and support and tap into the economies of scale that your company offers.