As most content marketers, and social media marketers too, are painfully aware, the biggest issue these days (and years) is to create meaningful, sharable content that engages the audiences and nurture them in order to improve their lifetime customer value.
My take on it is that it doesn’t have to be neither hard nor expensive.
The key is to identify potential content creators, engage with them and motivate them to share and produce content that’s valuable for both your audiences and your company. This content can be everything from ultra short-form (IGs, tweets etc.) over short-form (blog posts, videos etc.) to long-form (whitepapers, e-books etc.).
On top of that you need to be lean (“lean is fun” was my mantra at Maersk Line), experiment, and steal and grab whatever you can, wherever you can.
The first step, I feel, is to map out your (potential) content infrastructure plus understand the many different content forms being consumed today.
Therefore, I made below slide deck, mapping out the basics, analyzing content forms by ability to engage and convince, and making it a bit clearer (at least to me) when to “grab and steal” and when to pay agencies to produce content.
I hope it makes sense. Please post a comment to let me know what you think.
PS: The header and the title was deliberately stolen from the above mentioned post by Ryan Skinner on the Velocity Partners’ blog.