I talk a lot about running being a metaphor for content marketing, but as I’m preparing to move from the home I’ve lived in for nine years, I’m realizing that moving is just as apt a metaphor. I’m taking something that is nebulous and frightening and stressful and turning it into something manageable – and hoping to get ROI, albeit of a different kind than you’d want from your white papers and case studies. Here’s what my moving lessons are teaching me about content marketing and content strategy.
Evaluate and Scale Existing Content
Scaling is a big part of content marketing. Unless you’re a startup, you have a ton of content already, much like I have a lot of housewares and assorted goods I’ve collected that have expanded to fit my living space over the years. As with your existing content, I’m surveying what I have to see what can be kept and repurposed – and what just needs to go. For example, old furniture that’s not holding up or doesn’t have a place in my day-to-day life anymore is going, like the old white papers and content assets that no longer relate to existing product lines.
[tweetthis]Scaling is a big part of content marketing.[/tweetthis]
However, there are plenty of items that will have a place, whether they’re still relevant or can be repurposed. Think of the educational asset written a few years ago that can be repackaged and repurposed as blog posts or infographics, for example, much like the futon that will be put into use as a guest bed in the new house.
Plan for New Content
Getting rid of the old means purchasing some new – in your case, it would be content, whether that’s videos or infographics or more white papers and case studies. In my case, it’s mostly furniture. That means deciding what exactly is needed: a white paper that can be broken up into blog posts, an educational asset or two, or a case study – or something else entirely. Me, I’m looking at a new entertainment center.
Know What the End Will Look Like
[tweetthis]Whether it’s a new house or a new content marketing campaign, know what the finish line looks like. [/tweetthis] (see, I can’t ever get away from running!). Are you moving into a house with more bedrooms and need to set one up as an office? Are you going to turn one into a shred shed with a treadmill and free weights? Are you marketing to a different industry and need content that speaks to them?
And once you have the end in mind, what you’re selling and what it looks like, how you’re going to use the assets and how you’re going to produce them, you’re ready to hire someone to help. I’m hiring movers; who are you hiring to help with your content?