Content marketing: canyons, road trips and surprises
“Only 32% of marketers say they’re producing enough content, while a mere 27% think they’re tracking the right metrics,” reports the Aberdeen Group. Kapost’s director of marketing Jodi Cerretani says, “That’s a big difference between understanding that content marketing works for your organization, and making content marketing work for your organization.”
So we all know content is king but the incredible distance between an awareness of its importance to making content work for your organization feels like standing on one rim of the Grand Canyon and looking at the other. Cerretani’s quote grabbed me because I sometimes wonder who’s in charge of my day—am I or is the content schedule?
Our currently featured author, Kivi Leroux Miller, knows how to make content work for you. In fact, she’s recently published Content Marketing for Nonprofits: A Communications Map for Engaging Your Community, Becoming a Favorite Cause, and Raising More Money. Three highlights from her book could really help focus and build your content schedule: her exploration of different communication channels, three categories of content and repurposed content.
Content marketing is like a road trip. There are many routes from which you can choose and you always have surprises along the way. Leroux Miller helps you explore and evaluate all the channels where your content can travel. For example, today, Fast Company reported 10 surprising social media statistics, including: “The fastest growing demographic on Twitter is the 55-64 year age bracket.” “189 million of Facebook’s users are ‘mobile only.’” “Every second two new members join Linkedin.” Leroux Miller helps you navigate these channels with current trends.
Leroux Miller also acknowledges you can’t anticipate every surprise so one of the strategies she discusses is how to accommodate these constantly changing demographics and technology in an opportunistic way in your annual plan. I found this passage in the book particularly helpful. Kivi recommends separating your content into three categories: evergreen (long-term content), perennial (content you create every year) and annual (content that adds color). The book’s full text explores this analogy thoroughly and offers a comprehensive strategy.
Finally, I asked Leroux Miller a question related to repurposing content:
CausePlanet: We love your passage on repurposing content–it’s liberating to know you support this strategy. What’s one of the best examples you’ve observed or you personally use that you would recommend to our readers?
Kivi Leroux Miller: I rarely create anything new without knowing how I will use it in at least three ways. Sometimes it’s just an inkling, but everything gets reincarnated at some point. I am always expanding or reworking things I did earlier. It’s a way of life for creative professionals, including marketers!