The number one reason for content marketing fails is ‘random acts of content’. Everyone is creating content; we feel like we have to. We make content without any real thought into who this content is for and what the objective is. Instead of continuously reinventing the wheel, we want you to create less content and make each piece of content more compelling.
How to stop random acts of content?
Give your audience a chance to find your content in their preferred channel and format and deliver it to them consistently and regularly. You can’t simply post a blog and expect leads to contact you immediately. Think about it. The most effective marketing and ads are experienced over a period of time. 47% of buyers view at least 3–5 pieces of content before they consider buying. It’s also why you see the same TV commercials over and over again. The rules of content are the same. We must stop ‘random acts of content’ and instead have a rich, nuanced plan to create less content and better content and deliver that content more frequently to your target audience.
But how do you do that?
Think like a TV network and create shows
We need to start to think like TV networks and create content shows. These content shows become predictable, ongoing initiatives that our audiences can rely on and recognise, which our audiences look forward to.
Every TV network knows how to do this well. For example, AMC has dozens of different shows airing on cable TV. Part of their audience accesses their shows online and on-demand; every day, every week, every month, every year in a predictable, steady fashion. Learn from the TV networks and get your audience to tune in consistently by creating episodic content shows targeted to specific audiences and specific contexts.
Here are three types of content shows that you can create for your brand.
1. Binge-worthy shows (the Netflix-effect)
These shows are big, steady ongoing content pieces that have the same theme and format. Target at least two audiences; otherwise, they’re not worth the time or effort to produce. These are typically in the form of podcasts or a video series. You should be able to release this show at least once a week.
2. One-time shows
These shows are special quarterly shows that attack a significant customer pain point or topic. Although less frequent in cadence than binge-worthy shows, they’re still reasonably large content pieces. These are often podcasts or video series. These don’t have to have the same level of consistency, but they should still be in line with your branding, voice and tone. These one-time shows can vary slightly in design and layout each year, but they must be consistent enough that audiences know exactly what to expect.
3. Regularly-scheduled shows
These shows are ongoing content initiatives that round out your calendar, and they don’t have to necessarily connect completely or be 100% consistent in theme. Like in blog posts, they may have a different author, topic or format, depending on the content, but they always connect back to the content strategy and have at least one clear audience in mind. Think of them as what a piece of local nightly news is to a TV network.
If you want to make sure your content succeeds, you need to atomise your content.
What is content atomisation?
Content atomisation is typically used to explain content repurposing, where a content asset like a video or a blog is broken down into smaller parts. The aim is to ‘sweat the asset’, to increase its impact and the return on investment. By sharing each piece in different content distribution channels, mainly social media, blogs, website, YouTube and email marketing, there is more opportunity for more people in an audience to see it in their social feeds or inboxes. Plus, it can increase the frequency if individuals see it more than once, so increasing response. A more advanced form of content atomisation is repurposing content for different audiences. Don’t reinvent the wheel. Just make more versions of the wheel you already own. Take your key pieces of content and re-package tweaked versions to fill out your content marketing calendar.
Stop creating content; start creating shows.
As you know, it takes more than just one kick-ass video to build a relationship with your customers. That happens gradually. We recommend creating a series of bite-sized, snackable videos weekly that focus on episodic storytelling with your own branded show. It’s how we provide value to you in a way that builds trust and positions you as an expert with your customers and potential customers (your audiences).
Narrative design using ‘story engines’
Kaptura specialises in narrative design using ‘story engines’. This approach includes short story arcs resolved in an episode and long story arcs that unfold over a season. We’ve partnered with Brett Hardy, an accomplished international film and TV producer with more than 20 years of experience in narrative design. Brett creates story-driven programming for US TV platforms such as Discovery Channel, A&E and Amazon Prime.
We’ve teamed up together to provide highly engaging yet affordable episodic video content for the Australian market. We’ll develop concepts (brand-driven, deeply engaging stories), help choose the right talent; we’ll shoot, edit, re-version (atomise), and then collaborate with you to devise and execute the series’ right amplification strategy.
Instead of worrying about what to blog about next or what to post on social today, start building episodic video content with Kaptura. We help brands develop their own episodic shows to get ahead of the competition in quality, frequency, and amplification.