Once again, smart people like Todd Defren write smart blog posts. I began this Sunday morning (like other propeller-heads out there) by perusing my Twitter feed and my favorite blogs, searching for some writing inspiration ok…ok..it was AFTER the sports section). It did not take long.
In Todd’s post “Content Marketing: Think MULTI Media,” he lays out some thinking that I believe is at the (“INTERSECTION” – shameless blog self plug) of good social and multimedia thinking overlaid with the new marketing fundamentals that you have to deliver meaningful content to your target audiences in pieces that they can choose.
Summarizing what Todd’s sports-dad buddy said:
In other words, you may need to create a white paper and/or a podcast and/or a videoblog and/or a webcast of the same content because different types of prospects will have different engagement preferences. “
“Engagement preferences,” to me, means a couple of different things. One of which is some people like to see video (if you are interested in seeing an excellent demo of the Google Android phone, check out what Neville Hobson did), and others like simply to receive the information in a language that they can understand:
It all starts with a “content asset audit.” With an average tenure of just under two years, most corporate marketing executives can’t even find most of the content on file at the corporation, much less map it to a strategy. Think, ‘random acts of content.’
“Once content assets are cataloged, marketers need to map assets into a sequential lead nurturing ‘curriculum,’ i.e., moving prospects through a series of content-focused engagements – each of which signify a higher degree of complexity/value and a closer proximity to sale.”
I read this as, it’s “figure out the information and format that people want, and give it to them in pieces that interest them.”
This is critically important. Just this week in my day job, I spent quite a bit of time developing a new way of measuring our media coverage. Thanks to Katie Payne’s excellent thinking, I am basing much more of my analyses on the fact that most people don’t read stuff anymore — they scan. That’s why a headline is more important than the first paragraph which is much more important than the 12th paragraph.
- Understand your audiences
- Segment them
- Develop multiple forms of content that are likely to appeal to them, based upon some research
- Spoon feed them digestible forms of content
- Rinse, lather, measure, repeat.
Another great post, Todd.