Written by Sam Grover
Published on 1st Aug, 2018
Here’s a common content marketing scenario: first, people think of what they want to do - like a case study video. They put together at timeline, they get everyone involved who needs to be involved, they have meetings, they tick the relevant boxes, and eventually a nice-looking video pops out the other end of the process.
Then they move on to the next project. This is a mistake.
Obviously, the mistake is not in creating another piece of content. That’s exactly what you’d expect a busy team to be doing. The mistake is in moving on to the next piece of content and forgetting about the last one.
This is a shame, because content has a ton of reuse value. You can slice content into chunks and put each chunk into a different context. This instantly gives you another piece of content that’s ready to go - but you used a fraction of the resources it took to create the original piece of content.
Here’s an example. Let’s say you put together a video case study of a particularly successful client. It’s 3 minutes long, and follows the standard template - client introducing herself, talking about the business, talking about how your product or service helps, all overlaid with some nice music and setup shots with drones and Go-Pros.
Once you’ve finished this video, you can really get to work on slicing it and dicing it. For example:
Now you’ve turned your video into something like 5-10 more pieces of content. Further, you didn’t really have to spend that much time doing it. Each of these things can be done in a day or less, and that’s being quite liberal with my time estimations.
When you compare this alongside the time it takes to coordinate, shoot and approve a video, it’s an absolute no-brainer.
So don’t be so hasty to move on after you create a new piece of content. Take an extra few days to slice your content up and get even more value out of what you already have.
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