I was going over my content strategy yesterday (as I frequently do) and decided to make a few strategic pivots…
Prefer to listen? Check out the podcast:
[smart_track_player url=”http://traffic.libsyn.com/modernmarketingminute/Content_Depth_vs_Content_Breadth.mp3″ ]
First, I’m going to be focusing on creating a lot more “micro-content” which has been performing well for me and is also fun (and a teeny tiny bit easier) to create. (More on micro-content and how to create it in the future).
Next, I’m going to try to let go of the reigns just a little bit more to let my more than capable team handle the distribution and syndication of this new content (which will free me up to create even more content).
And lastly, I’m going to create even more SOP’s (ugghhhhhhh…. not my fave thing to do) around the entire process so it can be better replicated (both for myself and for my clients) in the very near future.
Basically…
There was a whole lot of thinking and a whole lot of strategizing going on yesterday (aka Thinkagizing…. Or Stratathinking … Nope, neither of those work…)
So what spawned this impromptu content strat session?
Good question my friend.
Good question.
This whole content strategy session was called for because for a moment I forgot my own advice and allowed the lines between content breadth and content depth to blur.
Which is dangerous.
And foolish.
Let me explain.
When you use the wrong medium for the wrong goal you get (very) limited returns.
To save this from becoming an hour long read…. here’s the high level 30,000 foot overview.
Different media (ie podcasts, YouTube, Facebook Ads, emails, etc) serve different functions and in different ways.
Some are brand awareness plays.
Some are great for lead gen.
And some for deepening the customer relationship.
The problem occurs when you try to use the wrong tool for the job (ie using a brand awareness tool to generate leads… Or trying to generate leads with a customer relationship deepener)
The solution here is to take a step back and look at 3 things:
Your goals and objectives
Everything you ARE doing
Everything you SHOULD be doing
If everything is in alignment you’re good to go!
If not… it’s time for a Stratathinking (sorry… I thought I’d try it one last time) session.
Clarity is worth a fortune!
