Module 3: Enhancing Touchpoints with Contagious Content and Community Conversation Unit 2: Creating Content That Spreads and Sticks
accumulating your signals for high relevance and authority. The same could not be said for a content management strategy centered around videos hosted on YouTube or podcasts hosted on Spotify.
scale (e.g., to reachi a far larger audience) only after it is vetted for performance. Finally, repurposing content provides an avenue for boosting SEO since many of the repurposed elements focus on the same target keyword. For example if a blog post performs well in visibility and engagement, a subsequent newsletter piece on the topic will likely gain traction from the same authority and expertise signals provided to the search engine algorithms. On the other hand, you can alternatively target different keywords and phrases, enhancing your chances of ranking in search engines for various search queries. This can lead to increased organic traffic to your blog or website. As shown below, the scaling of repurposed content often follows a sequence of experience gained, collections gathered, or pillar content growth. The latter refers to comprehensive, in-depth pieces of content that serve as foundational or cornerstone
Repurposing to Scale
Another objective behind optimization involves strategies for repurposing your content. Repurposing content refers to the practice of taking existing content and adapting it for use in different formats, platforms, or contexts (e.g., splitting a blog post into a series of short-form videos, turning videos into a visually appealing infographic, or translating podcast episodes into eBooks). Content that is scaled to fit multiple formats allows marketers to leverage existing content assets, saving time and effort compared to creating entirely new content from scratch. Moreover, you can test trial certain pieces of content on a small scale (e.g., tweets) and then repurpose at a larger
Typical Sequencing of Content Scaling
Authored Content
Live Broadcasts • Spontaneous Q&A • Skillful conversation management Mini-Films • Multi-actor story productions • Time-sensitive staging Archived Collections • Instagram video (formerly IGTV)
Prerecorded Content • Camera ready appearance • Limited editing/redoes
• Blog writing skills • Adequate response time on comments Posts • Platform stories • Smartphone video creation • Scripting and creatives
Experience
Studio Produced
• Professional video production • Podcasting
Production
Feed Collections
Ephemeral
• • •
Short-form videos
• •
Platform stories
Permanency
Posts
Social audio conversations
•
Video playlists
Galleries
Knowledge Elements Articles, videos, slides
Knowledge Workshops • Tutorial audio-/eBooks • Webinars
Interactive Learning
Course Collection
• •
• •
Zoom recordings Live stream series
Graphics, imagery
Micro-Content • Teaser posts (events, podcast episode trailers) • Platform adapted media
Core Topics • Educational program series • Multi-event outreach series
Subtopics
• Topic episodes • Virtual events
Pillar Content
| 177
Made with FlippingBook interactive PDF creator