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What do marketing experts think of a two stage approach to content mapping?
In the webcast today, Ardath mentions the importance of re-purposing content. Some advocate the approach of initially creating a plan for longer, meatier, "core" assets that cover the whole story -- like a white paper -- and then a secondary planning process for breaking up that meaty assets into multiple smaller chunks.
This question came from Focus Webcast: Content Mapping: Where to Start, What You Need and How It Works
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2 Answers
You can look at this in a couple of ways.
1. How much time prospects want to spend with content. Some like small bites and some like white papers. By breaking down a white paper, you can get more use out of the content.
2. Instead of just breaking down a white paper and using it in chunks, take a look at the overall ideas in the paper and create articles that tackle them from a different angle. Or even that extend from the angle covered in the white paper.
It takes between 5 and 12 impressions for a new idea to take hold. The more content you can create on related issues to help cement your ideas, the more likely it is that your prospects will embrace them and use them as anchors against which all other ideas must compete.
I talk about a concept called Content Hubs in an eBook I developed titled Content is Marketing Currency. The concept is an expansion on repurposing to maximize the ROI you can get from your content assets. You can get a copy here.
http://learn.gotowebinar.com/forms/EMEA-G2W-WP-Content-is-Currency-S?ID=70100...
First of all, I love any idea that can create numerous content assets of 1 idea. I agree with Ardath on 1 thing, why stop with creating chunks of the whitepaper? Leverage the thought process of putting together the whitepaper to create blog posts, articles, podcasts, tweets, etc. It's the same idea, you are taking 1 idea and creating more content. Ardath calls this the "Rule of 5". For me, come up with really solid ideas for content is one of the hardest parts of the process. Once you get one, "beat the crap" out of it...
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