Content marketing is a weird term.
It’s so entwined with so many forms of digital marketing, that can you even do digital marketing without content marketing? It’s like a chicken and egg situation…
How can you post on social without creating content? How can you improve SEO rankings without creating content? How can you nurture leads through email without content? How can you attract and capture leads without offering them valuable content?
So really, if you’re doing digital marketing, then on some level you’re doing content marketing.
But here’s the problem. So is everyone else. Like, literally… everyone else.
So the amount of content that organisations are churning out is eye-watering, because the amount of content we’re consuming is sky-rocketing!
Here are the stats:
‘20 billion WordPress pages are viewed by over 409 million people each month’ – wordpress.com
‘An estimated 73 million people listen to podcasts each month’ – Edison Research
‘78% of people watch online videos every week, and 55% view online videos every day’ – HubSpot
So with all this content, isn’t it time we worked smarter and harder, instead of just the latter?
That’s exactly why we believe that scaling your content is one the most important tactics you can deploy with your marketing activities.
So, what do we mean by scaling your content?
The principle is simple; instead of looking at content piece-by-individual-piece, or even looking at content as milestones on the buyer’s journey, it’s time to start looking at content as a forest in which everything is connecting, and lots of small pieces of content originate from one hero piece.
This is a tactic we use with our clients, so that they can communicate both consistently and effectively.
Scaling your content is about 3 things:
Plan for the future
Think big picture, and plan 6 – 12 months in advance. In doing so, you’ll start to see the interconnectivity between themes and pieces.
Use your buyer’s journey as a guide
Ensure you’re nurturing leads and hitting multiple stages of your buyer’s journey, so that you’re leading your prospects towards the sale.
Create large pieces of content that can be repurposed into an array of smaller pieces.
By creating a long form video, eg. 5 – 8 minutes, you then have the opportunity to splice that video into shorter videos, images, gifs, a blog post adapted from the transcript and even a podcast from the audio.
So, using video should be an essential part of your content marketing because it is so easily scalable. It’s perfectly designed to help you to keep up with the content treadmill by being so adaptable, and also cuts through the noise by allowing you to stand out, grab attention and be different.
If you’d like to fill your content calendar with a strategic stream of smart video marketing, then you can find out more here, or talk to us today.
