There are many ways that content marketing is uniquely suited for the age of the internet and the fragmentation of the mass media. It provides anyone interested in building a platform with the means to establish thought leadership in an area of expertise, potentially attracting clients and customers via a wide variety of distribution methods.
What I find the most appealing facet of content marketing is the leverage it provides — the nine lives, if you will. When you create a piece of content marketing, whether that’s a commentary, white paper, case study, blog, article, video, podcast or whatever, you’ve fashioned content that yields a multiplicity of uses beyond that original piece. A more complex white paper or commentary could have four, five or even nine lives beyond the original, while a blog post might just have two or three.
The exact number of potential uses for original content is only limited by your imagination. For example, a 2,000 word white paper could be rewritten and repurposed in the following ways:
▪ Blog posts
▪ Videos or podcasts
▪ Slideshows using stock photos
▪ Social media campaigns in LinkedIn, Facebook, Twitter or Pinterest
▪ Email marketing campaign
And that’s just one white paper. If you map out a content marketing strategy around a specific area of thought leadership, you can create a plan for several white papers, articles or commentaries related to each other that can build on a specific service, product or area of expertise your company possesses, and emphasize the unique value proposition that you bring that differentiates you from your competitors.
Such a strategy, when executed in a disciplined manner, can build on itself and increase hits on your website, the numbers of social media followers, subscribers to your blog and newsletter as well as your search engine rankings. Rome wasn’t built in a day, and it will take time to design, create and execute a leveraged content marketing strategy, especially if you’re starting from scratch, but it’s well worth the effort.
Content can live forever and by creating content marketing campaigns around specific objectives and areas of thought leadership, that content can be leveraged, crafting lasting marketing that is ultimately bigger than the sum of its parts.