Few companies remain that don’t appreciate the value and efficacy of content marketing. Most brands know content works but are hesitant to invest out of, like all things, fear of making a misstep. Brands need significant investment into content marketing staff, strategies, and measurement or their efforts will blow away in the wind. And all that hard work simply won’t build out to a larger payoff. It’s happened far too many times to count, and no one wants to become another name on that list.
One of the most common content missteps and, thankfully, one that brands are quickly recognizing and avoiding, is strategizing by bucketing content in discrete campaigns. With so much competition, not only in the content marketing space, but advertising in general, and with all the content created outside of the marketing world - attention is at an all-time premium. The key for brands is never to lose that attention, once it’s piqued.
The only way that can be accomplished is through consistent, frequent content. A strategy must revolve around continuing to push out useful information to consumers, planning events, advertising, and posting on socials - all the time, and across every channel.
Content marketing is an ecosystem. It’s water. It needs to surround your consumers at all times, so they don’t begin to focus on another shiny new brand. Too many brands focus on short runs of a gratuitous amount of content in anticipation of a grand finale. And too few recognize that grand finale for what it truly is, just another blip on a continuous timeline of strategic, focused content.
Say you’re a brand, and you’ve got a fantastic interactive experience coming up. It’s going to be huge. You’ve already identified your audiences, channels, and marketing mix for everything leading up to the show. You’ve even included plans for the content following the event. People love the marketing, appreciate the experience you’ve been building up to, and they even enjoy watching what’s come out of it. It was a huge success.
But then, soon after, you run out of content, and there’s a brief lull in your calendar. People start to forget about what happened at the last event, and your brand stops coming up in conversations. So you decide to employ the same strategy and build up to another large event. But this time, you’re sure you’ve already got thousands of people excited from the last one, right?
Wrong. You should have an army of supporters, but you failed to keep them engaged. You could have started from halfway up the mountain, but you’re back at the beginning. When you let the frequency of content drop to zero, your audience awareness also drops to zero. Rinse and repeat.
Even though those huge events and activations seem like the end, they’re just another step along the way.
As we always say, content marketing is a long-term strategy of a continuous value stream, not just a calendar of events.