A Pile of Content Is Not the Answer
Raise your hand if you've heard this, or some approximation of this:
That's not how a content marketing strategy works: There is no magic fairy dust to sprinkle over the content creators to make them generate more, fabulous content. (Trust me, that would come in really handy during busy weeks).
And to piggyback off of that, no one should be patting themselves on the back for producing a bucket full of content assets ... "Hey CMO, look at me ... in six months my team has created 48 blog posts, 25 whitepapers, 12 webinars and a partridge in a pear tree!" The question in response to that should be, "And how do they all work together to deliver a customer experience?" Usually the answer is the faint thrum of crickets.
But Wait, There's Hope!
If Joe Pulizzi is the Godfather of Content Marketing, then Robert Rose is The Consigliere ... or if we want to take a step away from organized crime references, he's the REALLY smart uncle who knows just as much as the Godfather, and honestly, why isn't he ... okay, getting off track.
So. Robert Rose. Super cool guy, super smart guy, and I got to meet him last year at Content Marketing World. When the editorial team got together in the spring to pitch session ideas for our Integrated Marketing Virtual Conference this year, I suggested the topic of repurposing content (very hot), and then said, "Hey, what if we ask Robert?"
Flash forward to now, a handful of days after the virtual show, and yes, Robert was able to join us, yes he delivered a fantastic session titled "The Content Show That Never Ends: Repurposing Like a Media Company," and yes I created the following meme about 10 minutes after the session wrapped (priorities, folks):
- In every great content-driven experience you hear people raving about, it's the collection of assets, not any one, that provides value.
- A reusable content plan that can be measured in multiple ways over time can only help your marketing strategy.
- More common than not, marketers have a disconnected pile of assets, and they're unable to measure the efficacy of a program because it's not program. Instead, it's tactical support of a campaign. Or as Robert quipped, "You have assets coming out of assets."
- You can build a better content marketing strategy if you start at the end.
Now, this is just a mere taste of what Robert shared with IMV attendees, and I don't want to share any more than this because you're doing yourself a disservice if you don't listen to the man himself.
Good news for you: If you missed the show on Thursday, it's on-demand until Sept. 27! Register, if you haven't already, and check out Robert's presentation (and then stick around for a few of the others to get other aspects of your marketing in order).
It'll get you thinking about how you can smartly repurpose content, but better yet, it'll help you reframe how you look at content and the customer experience.