Hi Friend,
Do you find yourself with a throbbing content calendar-related headache every quarter or so?
I know I did. But thank the stars (well actually, it took years of trying and failing but let's not go there) we've found a content formula that works for us. It's not perfect. But we are, slowly, and surely, getting there.
So here's how it works: each quarter we invest a mammoth amount of time into researching and producing a big, meaty, in-depth piece which we call our hub content, a.k.a. our single source of truth for the next 3 months. This quarter it's The Ultimate Guide to Content Distribution for Financial Services (which, btw, can be downloaded here).
We then break the hub content down into 12 weekly blogs. This week's blog is on atomising and repurposing content. Very meta, I know. Each blog in turn feeds into several social posts across Twitter and LinkedIn. Blogs also get shared here (#FOMOFriday).
We also build on the hub content piece and turn it into a free, SPEEDY webinar-slash-online-training-session, where Danielle Stitt, our Head of Marketing and I talk CMOs through action list version. Our next (Content Distribution Bootcamp for Financial Services CMOs) is in just two weeks, so sign up here or share the link with your colleagues.
So there you have it. Our content marketing ecosystem. I've just given away a whole lot of IP that we've spent years developing (#FreebieFriday much?). But if that, dear reader, isn't the whole point of content marketing, what is?
Best,
Carden
P.S. We're moving TODAY to 8/82 Elizabeth Street, Sydney. Beer and red wine amid boxes from 4.30pm if you dare. And don’t be put off by the foyer. It’s ugly. Our floor is not.