It’s that point of yr once more. The day that the typical American (justifiably) consumes a sizeable 4500 energy is shortly approaching: Thanksgiving. However you don’t have to stuff your self at Thanksgiving to take a lesson from it, so let’s take a break from cooking up compelling visible content material to revisit the content material advertising Thanksgiving turkey analogy.
By offering delicious leftovers that may grace lunches within the coming weeks, Thanksgiving turkeys can double as a content material advertising instructing instrument. I current this easy idea right here to you, on a (metaphorical) silver platter: Construct alternatives to repurpose content material you have already got, simply as you do together with your leftover turkey.
This festive analogy originated with content material advertising strategist Rebecca Lieb. When requested about ideas for corporations struggling to supply sufficient content material, she replied:
“I take advantage of a Thanksgiving analogy. You cook dinner up this large chicken to serve up on one superb event after which proceed to slice and cube this factor for weeks on finish. If you’re like most households, you’re going to be repurposing this chicken as leftovers for fairly a while, creating every part from sandwiches, to soups, and extra. Your content material advertising technique will be considered in the identical approach.”
As an alternative of frequently scrambling to whip up new content material, entrepreneurs ought to search for alternatives to repurpose the best-performing items they have already got. For example, by artistic reuse and cross-team collaboration, an book can yield infographics, SlideShare shows, Web optimization-friendly weblog posts, listicles, and movies — every of which ought to have its personal distribution channel and CTA technique aligned to a buyer journey.
Consider it as one other technique to visualize the well-known phrase “large rock content material,” coined by Jason Miller, LinkedIn’s EMEA Head of Content material and Social Media Advertising and marketing. The core purpose of huge rock content material advertising is to focus and put money into high-value content material ideas that may be repurposed throughout channels, moments within the person journey, and codecs — versus advert hoc one-off smaller tasks which might be much less environment friendly and present fewer outcomes. Massive rock content material takes time, effort, and cash, nevertheless it’s an integral a part of a mature content material technique.
Massive rock content material advertising ought to resemble this.
Massive rock content material works each in B2B and B2C environments. For example, Newscred’s 40-page definitive information to built-in advertising, The Built-in Advertising and marketing Group, serves as a bit of gated content material to drive lead gen alternatives, and it has concurrently been sliced, diced, and served up in weblog posts, webinars, print collateral, unsolicited mail, workshops, social posts, and paid campaigns. With a content material technique constructed round large rock content material, we’re in a position to fireplace up all areas of our advertising group (content material advertising, design, product advertising, occasions advertising, and demand gen) round one challenge with ongoing outcomes.
Visualizing a latest NewsCred large rock marketing campaign
Within the B2C world, an ideal instance is KLM’s “The Journey” podcast, which shares true tales about individuals who went touring and got here again a unique individual. Every episode particulars the life-altering expertise of a traveler, which is then damaged down right into a weblog submit and shared throughout social media. Moreover, the podcast episodes can be found onboard KLM plane Inflight Leisure. This built-in technique signifies that KLM is repurposing their content material in numerous codecs and guaranteeing it’ll attain their buyer base. What’s extra, these real-life tales usually tend to maintain the eye and reminiscence house of their viewers than a run-of-the-mill advertising message.
At NewsCred, we consider sophistication at repurposing current property is a key aspect of each operational effectivity and built-in advertising maturity. Though your precise Thanksgiving turkey leftovers received’t final that lengthy, the extra you’ll be able to repurpose content material, the extra environment friendly your content material advertising, the better it’s to align cross-functional groups on an built-in marketing campaign, and the higher the final word outcomes.
However first issues first: Completely happy Thanksgiving!
Ali Hart is NewsCred’s Content material Advertising and marketing Supervisor.
Initially revealed on Nov 27, 2019 5:00 PM
