The recession is here, and marketers, your job just got harder. You’ve got a slimmer team now, a slashed budget, but the same amount of work to get done. So how will you “do more with less?”
The Market Muse himself Jeff Coyle — Co-Founder and Chief Strategy Officer at MarketMuse, a content intelligence platform company — has some solutions.
In this special (Re)Sessions episode, Jeff shares several lessons he thinks can make the difference for today’s content marketers, and they all involve amplified marketing in one way or another. So get ready for tips on repurposing existing content and ways to optimize your overall content marketing strategy.
For each episode, we like to highlight some key takeaways. Think of it as a podcast outline or live show notes. Here are just a few of the takeaways that really stood out to us in this episode.
Jeff had us at “content efficiency rate.” What the heck is that?
As he shares in the episode, "The average team has a content efficiency rate of 10%. They create 10 things for one of them to be successful." From this point of view, content creation can get expensive really quickly if you're creating a successful piece only 10% of the time.
The easiest way to increase your success rate? Stop creating net-new content, protect your resources, and reaffirm your brand message.
Content marketers spend most of their energy on creating keystone content, like a long-form blog, a podcast episode, or a webinar. There’s probably some social media and outreach emails they create around this too. Once that’s done, it’s on to the next thing.
But as Jeff outlines, you’ve only started managing all the potential content that comes from that one keystone piece. You just have to be disciplined. “It's so worth the time,” Jeff advises. “And then doing it every time, always making sure you check those boxes, hold yourself accountable, hold a team member accountable for actually doing it.”
A big part of amplified marketing is knowing the content you’ve already created, and for each piece of content, you want to ask yourself: Is this high quality content? What topics does it cover? What audience does it target? And what is the overall goal of the content?
As you audit your content hub (which you should be doing regularly anyway), you can more easily build upon and repurpose the best-performing content. (PSA: Avoid deleting content at all costs.)
As Jeff says in the episode, "You have to know your surgical quick wins at all times. You should have a list of blogs you know are gonna win." That means that apart from tweaking and repurposing existing content, you have more time to create higher-quality net-new content where it makes the most impact!
For more on how Jeff and MarketMuse can help you strategically plan and optimize your content marketing, visit www.marketmuse.com and follow @Jeff Coyle or @MarketMuse.
Want to skim through Jeff’s episode instead of listening? Read the transcript here.
Welcome to Season 2 of The Amplified Marketing Podcast, where we discuss the best strategies for creating meaningful content and then getting the most traction from that content by wringing it out and amplifying it across all channels. This season we’re doing something a little different and releasing a limited series: The (Re)Sessions where we answer the questions on every marketer’s mind when dealing with the most certain thing — uncertainty. Join us as we explore all the ways amplified marketing makes life easier and more efficient for content marketers to do a lot more with a lot less.