Distribution, soccer, and Jim Beam.

Greetings from Greenpoint, where we’re celebrating the US Womens’ World Cup win and fending off the elements at gunpoint in our cool new kicks:

All is groovy here at the office, where we’re currently planning our inaugural team offsite, full of sappy team bonding activities and important branding discussions. Also, we now have sweatshirts with our new logo printed on them, so we’re feeling pretty darn legit.

On to the #content:

Sometimes in Pays to Pay-to-Play

Let’s talk about paid distribution for a moment. Social media is a constantly changing beast with all kinds of shifting best practice ideas. One thing is clear, though: in order for your content to reach its desired audience on social, most brands need to invest in some paid distro. And it’s very easy to waste a boatload of money if you do it wrong.

So how do you make sure you’re doing it right? Good distribution is all about active management of the content. Your audience can’t get bored, which means you need to constantly tweak the mix of content, A/B test headlines and images, and experiment with which platform works best for your specific brand of storytelling. It’s a lot of work, but when you get it right, the ROI can be jaw-dropping. One client, a B2B pharmaceutical distributor, consistently delivers 400 highly qualified leads per month through a combination of Facebook and Outbrain. And an NYC-based real estate company we work with has closed over $1 million in business driven by their content on Linkedin.

So, by all means, continue to organically post away in your feeds -- but to truly scale social content, it’s hard to avoid getting into the pay-to-play game.

Sales pitch: If you’re thinking of getting into paid distribution, we can help. Give us a shout at hello@lhchq.com.