Plan momentum into your always-on content marketing campaign

The Final day of our Successful Content Marketing Series

Successful content marketing is an "always-on campaign" – to do it right, you need to keep up an ongoing flow of content, so you’re always there when a prospect wants to join the conversation or asks a question that you have the answer for.

Here are three easy ways to keep the content momentum going:

• 1. Explode your assets: When you create a big piece of content such as an industry report or an in-depth white paper, plan and structure it so that lots of little bits can be broken off and used independently in other channels to promote and amplify – tweets, blog posts, Google+ updates and so on.
• 2. Brainstorm series of ideas: Don’t just look for one-off ideas – look for content types or formats that you can keep on populating with different examples. Say, for instance, you’re a cycle shop. You might come up with an idea for a video tutorial format, which you can use again and again to explain how to perform different cycle maintenance tasks to prospects and customers.
• 3 Go for evergreen: A lot of content marketing tries too hard to be topical, whereas evergreen content – perennially useful content that keeps on being used, shared and referred to – is the gift that keeps on giving. Identify your golden oldies using metrics and make sure they are continually and prominently linked to via new content.

Output: Guidelines for how to break up content into smaller, more digestible chunks. Guidelines for content formats that you can use frequently, which all have the same look and feel. A list of classic evergreen content and a plan to do more of the same.      

Case study: eSpares

From how to cure a smelly washing machine to how to replace a dishwasher basket wheel, eSpares has built up a formidably helpful library of Video How to… guides on YouTube, offering tips and advice on just about every imaginable problem you could have with a household appliance. The format is very well established – all that’s needed is to create new videos as new questions arise.

We hope you have found our series useful - do let us know your thoughts. Here are the full five days!

• Day 1. Answer the key content marketing strategy questions 
• Day 2. Content strategy to support your brand
• Day 3. Building and structuring your content marketing team
• Day 4. Brainstorm content marketing ideas and create a content calendar

Image/Copyright:@PA Images

Thanks to Dan Brotzel for sharing his thoughts and opinions in this blog post. Dan is the Content Director at stickycontent, part of the Press Association. He is also Econsultancy's trainer in Content Marketing and Editorial Planning. You can connect with Dan on LinkedIn or  follow stickycontent on Twitter