This is a guest post by Lesley Vos.
You write content.
No, you don’t write content.
You produce awesome content. Badass content! Compelling content! Evergreen content…
The content of all contents!
Tons of content to promote. Tons of content to cover a broad audience. Tons of content to prove your marketing strategy works.
Tons of content to support your business.
That’s great! And your mom is proud of you! *Applause*
#1 problem: It takes a good deal of time.
#2 problem: It doesn’t leave you time for efficient promotion.
# 3 problem: It makes your content strategy suck.
#4 problem: You forget that content marketing is not about content.
It’s about what you want to achieve with your content! *Surprise-surprise!*
#5 problem: You join that 62% of marketers who don’t consider their content strategies efficient.
It’s always better to join the rest 38%, isn’t it?
To save time, funds, and energy, having a step-by-step strategy is a must.
“Yes, I know that!”, you say.
Okay, it’s my turn now:
Is your content marketing strategy documented?
Does it meet your corporate objectives?
Do you know your corporate objectives, after all?
Do you operate with a smart content framework?
Looking back at your tons of content, are you sure you don’t reinvent the wheel by content
recreating instead of its repurposing or curation?
At least one “no” present?
It seems you need to rethink your approach to content marketing and direct your attention to the pyramid principle of dealing with content.
“But I answered ‘yes’ to all above questions…”, you say.
No ifs or buts!
You still need to direct your attention to the pyramid principle of content marketing to make your strategy rock!
What the heck is that?
Okay, first and foremost…
What Is The Content Marketing Pyramid?
Invented by Curata, The Content Marketing Pyramid is defined as:
A strategic framework that enables the execution of a content campaign, assuring optimal content consumption, reuse, and reach.
In other words, it’s a principle that helps you concentrate on corporate objectives and marketing plans instead of wasting tons of time on content creation.
In different words, it’s a principle of dividing content into levels and structuring it according to goals you want to achieve.
You remember that content marketing is not about the content itself but the result you want to achieve with it, don’t you?
Depending on your marketing plan, your content marketing pyramid will have a definite structure.
Okay, my inner voice whispers you need an example. Do you?
Why mess with success?
Let’s say, your objective is to increase shares at mobile market. Clever move! With the number of mobile users exceeding desktop ones and users spending more time on mobiles, your marketing plans might be:
- to do some innovations in mobile, or
- to empower the mobile workforce
With objective and plans established, you can start creating a content pyramid that will structure everything and save your time on writing content for mobiles.
Content Pyramid Levels
To save time and efforts, divide your content into three levels:
1) Core Content
It’s a source material for all other assets of your content pyramid. It’s original, well-researched, and in-depth explored. Once created, it becomes a heart of your strategy for getting the required results for your corporate objective.
And now, instead of spending hours on ideas generation and tons of content assets creation, concentrate on your core content and make others fly around it.
To save even more time, choose a highly promotable asset, which helps you make a buzz and lets people speak about it.
The trick is, your content becomes user-generated, saving your dear time on its promotion.
Any examples of highly promotable content needed?
Why mess with success? Part 2:
The mentioned handbook about content pyramid is a perfect fit. It’s helpful, it solves a problem…
… and we speak about it!
More examples needed?
Case studies, ebooks, books, cheat sheets, snowfall projects, guides, applications, educational videos – you choose!
N.B! Decide on your core content; otherwise, your marketing strategy will make no sense and results.
2) Derivative Content
It’s all about assets derived from your core content and aimed to support and promote it.
You have information already, so it’s a good chance to save time on brainstorming, idea generation, and research.
Take chunks from the core and create more derivative content with fewer efforts, producing a variety of formats and repurposing them to cover a broader audience.
Examples of derivative content: (You’re reading one of them right now.)
- long reads
- guest posts
The goal: engaging the audience and leading them to your core content.
It’s the pyramid’s foundation that takes fewer efforts but brings better results. It builds awareness and facilitates conversation about your content. Micro-content is your curated content and social media posts.
With fewer efforts, micro-content appears the most time-consuming category for content marketers as it demands frequent publishing and constant promotion.
To shorten social media promotion time, try following tricks:
- Concentrate on your marketing personas.
- Make a buzz.
- Go viral.
- Use social media templates.
- Link your social media networks.
- Invite brand advocates.
- Concentrate on two-three networks instead of trying to cover them ALL.
- Schedule publishing.
- Set strict time limits for every social network.
According to surveys, we are on social media for 3,6 hours every day! The above tricks will let you shorten this time to one hour with spending 10 minutes on monitoring, 20 minutes on scheduling, and only 30 minutes on sharing your micro-content.
Why To Use The Pyramid Principle?
That’s all wonderful but…
“What does make this pyramid principle different from my awesome content strategy?” you ask.
As easy as ABC.
It helps you focus: all your marketing efforts will be documented and coordinated now.
It makes you more productive: you’ll create only compelling content providing cohesive messages and concentrating on required results.
It saves your time: you will stop spending hours on ideas generation, topics research, data gathering, and wondering about what content formats to use for better promotion. With the pyramid at hand, you have all these questions answered already.
It’s like a chain.
It’s an algorithm to follow:
Core content to meet objectives and marketing plans —-> A variety of formats to support and promote core content, engaging people and leading them to it —> Micro-content to let people know about you and facilitate conversation.
That’s all wonderful but…
“It’s not enough to satisfy me.”, you say.
Okay then. *Deep sigh*
Your Benefits Here
It seems you are quite skeptical, aren’t you?
But still interested if you keep on reading this train of thoughts.
As a reward for your patience, here come your key benefits of using the pyramid principle of content creation:
*Bang!* You will have a better control of your workflow.
With a clear picture of objectives in mind, you will share the strategy with your team (you don’t work alone, do you?) to concentrate all efforts and time on working toward the same goal.
*Bang!* You will generate more content in less time.
With a clear message of your core content, you won’t spend tons of time on thinking what to write next.
*Bang!* You will become flexible in content creation.
With a clear picture of all content levels from the pyramid before your eyes, you are free to choose which level to start.
*Bang!* You will send a consistent message.
With an assigned value of each content piece, you will be able to reduce inefficiencies in your content strategy.
*Bang!* You will produce diverse content.
With your target audience preferring different types of content, you will keep in mind more content formats to cover all of them. As far as you understand, a text is not the only format to consider for your content marketing strategy.
But it’s my favorite one. *Smile*
Breathe out. Digest what you’ve just read.
Yeah, I had the same feeling after I heard of the content marketing pyramid for the first time.
But isn’t it awesome?
Don’t you want to give it a try, see how it can save your time, and notice your productivity growth?
And if you work with content (like your humble narrator), it will become your proven technique. I promise.
P.S. A big thank to Curata for inspiration!
P.P.S. A bi-i-i-i-ig thank to Tor for approving me here!
Anything to say on the topic? Let’s share the love in comments! 🙂
Lesley Vos is a wanderer who can’t help dreaming about writing a bestselling ebook. A content writer from top to toe, she contributes to many publications, sharing her experience and sharpening her writing skills. Check out her thoughts on writing habits at Bid4Papers, a blog where she writes from time to time.
About Tor Refsland
I help online entrepreneurs NETWORK with influencers and position their BRAND so they can attract the right CLIENTS fast. Award-winning blogger.