Content is King, but Distribution is Queen — and she wears the pants.

By , Posted April 25, 2019

On April 11th, Leslie Godlewski and I day tripped to the Cosmosphere in Hutchinson, Kansas for the Kansas Association of Health Care Communicators (KAHCC) spring conference. We were pleased to speak to the group of marketing professionals from hospital and healthcare systems across the state of Kansas. Their overall needs may vary from system to system, but in today’s marketing landscape, developing an approach to content and distribution is universal.

At MBB, we believe in the power of content marketing to deliver on objectives from awareness to action. We feel just as strongly about the need to incorporate a distribution plan for that content. It’s a balance to strike between art and science. Investing in content development can be costly on budgets and resources; if you ignore how to best amplify that content to a larger audience, you’re missing a critical piece of the puzzle.

Here are a few highlights that we shared with the group that you can keep in mind as you approach content and distribution in your organization:

Approach to Content

Approach to Distribution

Leveraging content and distribution has fueled results for a number of our clients, most recently with AdventHealth in Kansas City on their doctor-patient matching website, While the ultimate goal was to drive patients to to find the right primary care provider for them, we did that through a comprehensive content strategy and amplification plan, and it paid off.

Are you looking for fresh ways to leverage content and distribution for your organization? Drop us a line.

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