The lifespan of content on the internet isn’t long. The half-life of a tweet is just 24 minutes. Blogs receive 72 percent of impressions in the first month after publication. That isn’t to say this content doesn’t serve any purpose down the road—blogs often receive traffic for up to two years—but generally, after a burst of activity, your content’s traffic dies out.
When you invest time, energy, and budget into creating a key marketing asset like an e-book, white paper, case study, or video, you want to make the most of that asset. Putting it up on your website and sending an email or posting it on social media might gain some initial views, but after that, it will likely go the way of most digital content … into the digital ether.
You can prevent that from happening to your key assets, though, by turning your asset into a campaign of connected content. To do that, you need to focus on two important strategies:
- Breaking your content up into smaller, easily digestible assets
- Creating a distribution plan
Reformat your content
You’ve just finished making what’s likely a long-form asset, so this might seem a little counterintuitive. But if you’re going to create a campaign around your marketing asset, it’s helpful to break it up into smaller pieces you can use to promote it.
For example, let’s say you’ve created a white paper about an issue clients in your industry face that’s filled with lots of statistics, graphs, and real-world examples. That kind of data can make for great teasers for your asset. You could turn stats into graphics for social media or animations to promote on YouTube. These short bits of content are perfect for sharing with a link to your longer asset and create one continuous connected content experience.
When you think about reformatting your content, consider using:
- Blog posts (individual or a series).
- Social media posts and graphics.
And you don’t just have to create smaller assets to promote your main asset. You can also create standalone pieces of content that take advantage of all the work you’ve already done (research, graphic design, copywriting, etc.) while creating this initial asset. This content can eventually find its way into email nurture campaigns, advertising campaigns, and more. If you’re using account-based marketing, you can likely fit some of this content into those efforts too.
Make a content distribution plan
In conjunction with reformatting your asset into a variety of supplementary content pieces, you need to develop a strategic distribution plan. Sharing your asset on every possible channel likely isn’t a good use of your time.
To find out where you should share your asset, look to your audience. If you already have buyer personas or an ideal customer profile for your business, start there. Determine what channels your best prospects use and where they’ll be most receptive to consuming content.
Consider digital distribution channels like:
- Organic social media (Facebook, Twitter, LinkedIn, Instagram, YouTube, etc.).
- Paid social media or search ads.
- Email (individual emails, newsletters, or a larger nurture campaign).
- Industry/third-party publications.
- Your own website.
For the distribution channels and platforms you choose, make sure you’re using the right piece of content for that channel (in terms of style, tone, length of content, etc.). What performs well on LinkedIn or Twitter may not be the same thing that performs well in a newsletter, for example.
Once you’ve identified your channels and what piece of content you plan to share on each channel, document that. A written plan that includes a timeline will help keep you on track. It’ll also help you go back and assess performance so you can use that data to improve your next asset and campaign.
Here’s one last thing to consider. You may have already developed your key marketing asset with your persona or a specific campaign in mind. That’s the ideal scenario. But if you hadn’t carefully considered how your asset fits with a larger marketing strategy or audience initially, it’s not too late to reassess and personalize it for a specific persona or industry. It could be as simple as creating landing pages or emails with tailored messaging that tees off the larger asset you’ve created. And as always: Set goals and create content that aligns with those business goals. By doing so, you’re more likely to see high ROI from your content marketing assets.
“Set goals and create content that aligns with those business goals. By doing so, you’re more likely to see high ROI from your content marketing assets.”
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