You need a lot of content. We are talking about an order of magnitude in the League of Law and Order and The Simpsons. But before you swallow a gallon of coffee and tie a bandanna to your forehead, Karate Kid style … you have to stop.
There is a lot of content. And if you’re creating content for it (without a clear business need or just to create something new), you’re going in the wrong direction.
The content paradox: inappropriate or exaggerated?
This is a fine line between insufficient content and too much content.
What is the boundary between insufficient and excessive content? If you intend to create content to create more content.
When this happens, you generally create new content by keeping it out of date, rather than simply updating or deactivating it, or by creating content that is not directly related to business results.
The Goldilocks problem: how to find the “right” amount of content
Creating content is certainly a bit complicated, but it is possible to cross the line between not enough and too much.
So, how do you find the “right” amount of content? Start with these six steps.
- Start with the “why” and adapt your content to your business goals
When thinking about creating new content, always start with the “why” (and never the “what”).
If someone orders a new white paper or flash infographic, find out why they want the specific content. When I ask questions that are at the heart of ‘why’ in these situations, I have found that even when there is a good reason to create content, the best way to meet the need is not always the original.
Understanding “why” makes it easier to decide if the content is needed and, if so, how to use it.
The content must specifically serve at least one of the four purposes:
- Build your business as an innovative leader: Increase general knowledge and confidence in your business
- Attract new leads: Attract new leads to your business and turn them from anonymous visitors to well-known visitors
- Cultivate existing leads and customers: maintain compliance with existing leads and customers to strengthen the relationship and build trust
- Accelerate the pipeline: improve the speed with which potential customers move through your sales pipeline so they can feed
- Stay on top of existing content
Once you start creating and publishing content, things can easily get out of hand for the library, even if you start with the “why” and align it with your business goals. The best way to avoid the death spiral is to keep track of what you have.
This type of detection makes it easier to understand what content you already have and what gaps exist in your content library. This concept is important for two main reasons:
- When the need for new content arises, you can easily determine whether you already have content that meets the need and whether you need to create something new.
- You can easily identify outdated content that needs to be updated to remain relevant or retired and retired.
- Reduce, reuse, and recycle: use what you have before doing something new
In addition to using only existing content as is, you can also think of ways to recycle it into parts of derived content. Content retrieval allows you to extend the life of a single piece of content, using it in a way that keeps it up to date and involves a different audience.
Here are three ways to recycle your content into derived pieces:
- Repackage content in a different format to attract audiences with different usage preferences (for example, to turn a webinar into a guide)
- Take small pieces of great content and use them to generate interest and promote anchor content (for example, to turn an e-book into some blog posts, all with a call to download the e-book)
- Adapt a single piece of content to different audiences or stages of the buyer’s journey (for example, to turn a tactical guide into a strategic overview for an older audience or simply highlight different elements within the same content light when promoted)
- Apply the guides
Knowing what to do is one thing. Doing these things is quite another. To be successful, you must apply the protections described here. One of the best ways to do this is to use a decision panel like this to create content so that you always think carefully about “why”, make sure you don’t have content that meets a need yet, and recycle, do something first on the network new.
Don’t be afraid of the animal because of the content
You always need new content to feed the pet’s satisfied demand – new product developments will emerge, your audience’s needs will change and you will have to update outdated content. But what really sets the powerful and effective information marketing programs apart is the ability to feed this animal without overdoing it.
It is not always easy to do, but it is; and start linking all content to specific business goals and reusing what already exists in every possible way, before you even create something new.