I’ve been think a lot lately about marketing topics, and reading conflicting arguments on whether “Content Marketing” is dead. After listening to both sides of the debate, I think I’ve landed on the position that “Content Marketing” IS “Marketing” in 2016.
Everything from lead generation to sales tools are now dependent on a solid content strategy. So I put forth the new “4 C’s of Marketing.” Everything you do today needs the following attributes.
In early meetings with clients, I like to advise them to look at the masters of content when coming up with their content development model. Sunday football games are always at 10:00am and 1:25pm Pacific time. Movies always come out on Fridays. Music always drops on Tuesdays. TV shows are scheduled for a certain day and time all season long. Magazines get delivered on the same day each week. Etc…. This is because the most experienced marketers of content in the history of the world know that people have rhythms and habits. They demand some predictability in return for their attention. They appreciate you providing them content, but they won’t search for it, or be happy if it doesn’t show up. Imagine waking up one Sunday morning in October, flipping to CBS or FOX, and finding the NFL got a little busy and moved all the games to Tuesday. It doesn’t work like that. Build an editorial calendar and figure out when you’ll be publishing in each channel.
You have A LOT to say. And it’s all VERY IMPORTANT. Now cut that down to 25%. I’ve become a believer in the 3-30-3 rule. You get 3 seconds to hook someone and earn another 30. In that 30 seconds, you need to pique their curiosity enough to earn their next 3 minutes. And in that 3 minutes, you’re giving them the pitch to earn their email address or whatever you are trying to get from them. But that message up front needs to get across quick.
Yes, even your company has something interesting to say or a unique way to say it. You cannot just publish a recipe for Peanut Butter and Jelly sandwiches and expect an audience. Put on your creative hat and come up with something good. You have a lot of smart people in your org with even more interesting opinions. Find them.
To the pessimist, the amount of channels in which you need to produce content is terrifying. To the opportunist, it’s a dream come true. All of your content should e specifically tailored to the channel, but it also should be easily transformed. One well-written, long form blog post can also be your email newsletter content, a Powerpoint presentation for Slideshare, a series of soundbites for Twitter, at least a few Facebook posts, a conversation for Blab, and a YouTube video.
Let me know what you think.