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.
One of the biggest truisms in communications is “know your audience.”
Content mapping is part of every content marketing strategy and describes the process of mapping content types with each stage of the customer journey – from brand awareness to lead generation to purchase and repeat custom. When you engage people with relevant, helpful, and resonant content at the right stage, you'll enjoy a higher return on your content investment.