The key to getting the maximum leverage from your marketing efforts is not by working smart and not by working hard. But it is easier said (written) than done. It takes a lot of effort to churn quality content consistently on a large scale.
As a marketer, you are always going to be tied up with a lot of activities, and content development may not always be on top priority. But if you work diligently, you can start generating new content like you never did before. We have collaborated with many publishers for various projects over the years, and this what we have learned on how they managed to get excellent content on a day to day basis.
The Divisible Content Strategy
The common pitfall most content marketers commit is they assume every piece of content as a stand-alone narrative instead of seeing it as part of a larger picture – The brand’s story!
If you see all your content to be part of a big story, you will hardly find it challenging to come out with new and exciting content.
You must avoid making the mistake of infusing all your brand’s philosophy in just one piece of content. Instead, try to create a series of mini content chunks from your original content idea.
This strategy helps you in increasing the volume of your content drastically and relatively less stressful in terms of managing the content calendar. This also keeps a tab on your content approach from the brand’s overarching storyline.
Let’s dig a little deeper and see the nuts and bolts of the process.
1) Create Content Pillars
The strategy mentioned above is based on the idea that you possess a central theme/idea based on which multiple pieces of high-value content can be created. You can build a database of ideas in two ways.
- Sieve through your existing content
There is a high chance that you already got some excellent ideas in your published content like blogs, videos, presentations, ebooks, etc.
- Start afresh
If you don’t find one that’s engaging enough, you conceive a new idea and start working on a strategy around it.
In the first scenario, it will be relatively more comfortable for you to start working on the multiplier content as you already hold enough information that was published in the past. All you need to do is audit the relevancy, context, and accuracy of your old data as content gets outdated rapidly in these times.
In the second scenario, you are building from ground zero. You might have to initially focus on bolstering your central idea so that you can milk it, in the long run, to churn out multiple versions of high-quality content for your content marketing activities.
2) Seek Out Brand Stories
You must hunt for more stories that your target audience might find interesting. This requires you to do some research around it and add some more value to make it sound convincing for the audience. This is because if your content is shallow, you will lose your audiences’ attention quickly, and your brand will be forgotten.
You can start by asking questions like, what your target audience likes to read? Where do they go to get valuable information? Which sites or platforms do they use the most? What problems do they discuss more often? What solutions are they looking for? How you can incorporate your answers in your brand’s message.
Here are a few examples of content types you can create for your audience.
- Brief & Informative content tidbits
- The educational content on a complex subject
- Interviews of other influencers in your field
- Panel discussions
3) Keep it Simple
Any good content strategist will tell you that a campaign should only emphasize one message. You must avoid complicating things by assigning multiple objectives to one marketing campaign.
In case you are not able to simplify, you should be able to break the central idea down to get out an individual set of messages.
4) Right Format at Right Time
The longevity and success of your content marketing rely on your due diligence of finding out which format strikes the right chord with your audience at that time. You must consider the following factors while deciding the content format.
- Medium: Which medium is best suited for your target audience? Are they going to consume content in text format or visual format? Instagram and Pinterest is the best channel for visually appealing content, whereas, for the heavy content post, LinkedIn is the ideal channel to consider.
- Team Bandwidth: Do you have required bandwidth in-house that can help you deliver all medium-specific content formats? If not, do you have a creative agency on board that can help you with publishing the content online? Your team strength and your extended agency’s strength will also have an impact on your content marketing’s success.
- Content Types: Some content types are best suited for a specific format. For example, today, Podcast is gaining traction as it was able to capture its niche audience, which likes to hear out content, instead of reading and watching it.
There you go, the Divisible content strategy is one of the easiest to follow that can help you create high-quality content for your audience and can significantly reduce the stress out of your content marketing delivery pipeline.