Six Rules for Making the Most of Your Content

Ryan George, AVP of Marketing and Communications at 1st Global
May 22, 2018

There’s a hard truth that all marketers, content creators and communicators need to accept ― the world is oversaturated with content and it’s our fault.

An over-abundance of content marketing strategies, marketing automation and poor lead-nurturing practices, such as cold calling downloaders, have killed the powerful impact that good content should have on everything we do. 

While the sun is setting on the golden days of content marketing, it’s important marketing and communications leaders, and their executive teams, don’t abandon content creation completely. We can’t let that happen.

It doesn’t matter if your business is large or small, local or global, “button up” or “cutting edge,” a well-written, effective articulation of your company’s insights and expertise will always have value to your business and the stakeholders you serve. The key is to focus on creating valuable content that aligns with your business/marketing strategy and generates an ROI even if it only attracts an audience of one.

At 1st Global, we face the same challenges all in-house marketing communications teams face ― demand for our services and resources has never been higher and content creation is often the ball that gets dropped as we juggle converging responsibilities.

If this challenge sounds familiar for you, here are six simple steps you can take to get the biggest bang for your content efforts.

Keep it Relevant

Know your audience. There are few interactions that media and key influencers despise more than an unsolicited, irrelevant pitch. It’s instant kryptonite for your credibility as a valuable resource.

As content creators, it is our responsibility to have a pulse on our audience — to know what’s on their mind, what’s impacting their business, and to demonstrate how our insights can make them better or more successful. Communications is a field of perpetual motion. If your content doesn’t fit, just move on to your next idea, but remember you’re writing it for their benefit, not yours. Never forget that.

Make it Accessible

Once written, a great piece of content isn’t anywhere close to “done.” You must spend as much (if not more) time ensuring it gets distributed in as many ways as appropriate as you do creating it. You must go further than merely posting to your website and tweeting it from your company’s Twitter account.

To be a communications leader, you need to have an expansive knowledge of how you can get your stories out. Take your ideas to where like-minded people go — other blogs, media outlets, influencers, etc.

The key to building distribution is making it informative, not salesy, only send over pieces that align with their audience and do your best to provide expert insight into areas not already well covered on the site.

Ensure it’s Consumable

As marketers, we need to make sure we’re delivering content that connects with the ever-fickle digital consumer. The broad spectrum of audience preferences can range from 60-page research papers to 6-second video clips.

If you’re lucky enough to win the content Powerball and attract your target audience, you better make the best of the moment. Therefore, it’s imperative we make it as consumable as possible.

I recommend a “slice and dice” strategy that will serve up the content in as many ways as possible. For example, an hour-long webinar can be turned into the following consumable pieces of content:

  • On-demand replay
  • Transcript of presentation
  • Audio-only (Did someone say podcast?) download
  • Multiple website blog entries
  • Infographic of key takeaways
  • Summary email message
  • Bylined articles using your in-house or freelance writing team
  • Social media posts (of all content types)
  • Animated video or 2-minute highlight reel

This list could go on for pages. The idea is simple — come up with one compelling message or story and then figure out every single way you can tell it.

To be Continued…

In an effort to follow my own rules and keep this content consumable, I’ll stop there. I’ll cover the remaining three rules (serve it to share, keep it timely and make sure it’s connected) in my next post.

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