Friday, October 24, 2014

Plan momentum into your always-on content marketing campaign

The Final day of our Successful Content Marketing Series


Cycling - Herne Hill - Penny Farthing Race - London - 1932 successful content marketing





Successful content marketing is an “always-on campaign” – to do it right, you need to keep up an ongoing flow of content, so you’re always there when a prospect wants to join the conversation or asks a question that you have the answer for.

Here are three easy ways to keep the content momentum going:


  • 1. Explode your assets: When you create a big piece of content such as an industry report or an in-depth white paper, plan and structure it so that lots of little bits can be broken off and used independently in other channels to promote and amplify – tweets, blog posts, Google+ updates and so on.

  • 2. Brainstorm series of ideas: Don’t just look for one-off ideas – look for content types or formats that you can keep on populating with different examples. Say, for instance, you’re a cycle shop. You might come up with an idea for a video tutorial format, which you can use again and again to explain how to perform different cycle maintenance tasks to prospects and customers.

  • 3 Go for evergreen: A lot of content marketing tries too hard to be topical, whereas evergreen content – perennially useful content that keeps on being used, shared and referred to – is the gift that keeps on giving. Identify your golden oldies using metrics and make sure they are continually and prominently linked to via new content.

Output: Guidelines for how to break up content into smaller, more digestible chunks. Guidelines for content formats that you can use frequently, which all have the same look and feel. A list of classic evergreen content and a plan to do more of the same.      



Case study: eSpares


From how to cure a smelly washing machine to how to replace a dishwasher basket wheel, eSpares has built up a formidably helpful library of Video How to… guides on YouTube, offering tips and advice on just about every imaginable problem you could have with a household appliance. The format is very well established – all that’s needed is to create new videos as new questions arise.


espares


 


We hope you have found our series useful – do let us know your thoughts. Here are the full five days!


Image/Copyright:@PA Images




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