CONTENT, CONTENT, AND MORE CONTENT

DIGITAL EPHEMERALITY: THE SHIFT FROM CONTENT CREATION TO CONTENT PROMOTION

In today’s ever-shifting digital marketing landscape, the lifespan of content is ever-fleeting.

Today's established marketing strategies center around the importance of content - and yet, we operate in a content ecosystem driven by an insatiable appetite for novelty, where even the most engaging piece of content can easily become lost amidst the “content deluge” within minutes of it being published.

(This is certainly the case on this platform.)

The ephemerality of digital content - however - doesn’t signify its diminished value. Instead - it calls for a paradigm shift in how we approach content marketing - it’s not enough to just produce great content and let it speak for itself - one must also dedicate the resources necessary to promote that content multiple times, in a variety of ways, and over an extended period.?

Today's established marketing strategies often operate on the principle of creating more to get more - more content, more visibility, more engagement - but in today’s content ecosystem, where audience attention is a widely sought after and finite resource, the key to success lies not in sheer volume but in the depth of engagement.

Instead of continuously churning out content (and becoming a part of the “content deluge”), marketers need to focus on deriving as much value as they’re able from each piece of content.?

This approach is often referred to as “content longevity.”

Content longevity is about much more than merely rehashing previously published content - it involves strategically repurposing and reshaping content to ensure it maintains its relevance over time.?

Here’s what this approach might look like.

Say you’ve a high-value blog post (one that required quite a bit of effort to stand up and provides a lot of value to readers).

You’d take that piece of content - and turn into, say, a few different social media posts, each of which provides a small amount of the piece’s aggregate value, but links to the entire piece, should readers desire to learn more.?

Perhaps you also take that piece of content - and make its substance the subject of a podcast episode (be it on your own podcast or someone else's), which itself can then be translated into a few short video pieces for social media.

That could be it - or you could take things further - but regardless, you’ve taken one piece of content - and pulled out of it an entire content strategy.?

So, in this landscape of transitory digital content, remember that the value of your content is not defined by its lifespan but by the depth and breadth of its impact. Adopt a strategy of content longevity, invest in smart promotion, and watch your content continue to deliver value long after its initial publication.

WORTH YOUR TIME

So - if you're having to come at your target audience from multiple different angles over a lengthy period of time to get their attention - what are you, as a B2B marketer, to say to the execs when they want to know dollar for dollar what they're bringing to the table?

Whether or not you feel that's the right question to ask is beside the point - because it's a reality.

What's necessary, then, is for us - the marketers - to alter the way we view and use attribution.

On the most recent episode of my podcast, I had the opportunity to sit down with Camela Thompson - Vice President, Marketing at Calibermind - to talk about this very thing.

Give it a listen and let me know what you think.

TRY THIS

In terms of content - what should you prioritize?

Clearscope is a content intelligence platform that uses generative artificial intelligence to answer that question - and, what's more, help you create content centered around those priorities.

You feed it subject and an angle - and it provides you with a content brief and key performance indicators.

Give it a try and let me know what you think - and also, what else your using that I might want to include in my tech stack.

Well - that's a wrap for this week.

If you found any of this useful (or not), let me know what and why in the comments down below.