How To Sweat The Content Asset

Creating content can seem a cumbersome task at times, let alone creating enough of it. And the more you think on it the harder it seems to get! But there is a method you can use to help you ‘reheat the leftovers’ into sizeable and useful meals for your audience, without churning out content that’s a simple rehash. This method works best with content based around ‘top 5 ways of xxxx in 2019’ or ‘3 key stages to…’ – the type of content we’ve all read that gives you numbered points on how to go at something. Usefully, this is also the type of content that tends to perform best for companies because:

  1. it sets the readers expectation from the title on the type of journey that piece of content will take them on, and
  2. because we’re human and lazy we like things simple, linear and bullet pointed.

What you’re looking for here is to create a single piece of long form content – your ‘hero content’ that will spawn a number of child pieces of content for you later on. Let’s assume for this example that your ‘hero content’ piece is called ‘top 5 ways to engage your audience in 2019’. The key here is to give some but not all away in each of those five segments, and the talent is in getting the balance right between giving enough value to the reader but also keeping something back for later. You want to write each of your points with the mindset of what you’re going to need to write later on, because each of those five points is going to become a standalone piece of content – and each of those will link back to the main hero piece so the reader can tie it all together and understand what will come next.

What you’ve now done is taken one piece of content and made it six – your macro content being the hero piece and then five digestible pieces of micro content that deep dives on each of those areas you covered in the hero piece.

Now you can even take that further when you consider how you have to tweak content for different mediums. For example, if I publish a piece of content on LinkedIn it will be very similar to how I publish it on my website. However, that content will be different on Medium and entirely different (in terms of length and writing style) to how I publish it on Instagram. This not only falls into the restrictions of some channels (such as word count limitations on Instagram) but also how you structure your content for the audience psychographic of each channel you’re using, and I’ll cover that in another piece.

But to close with a working example of how you sweat the content asset from macro to micro content, and how you would then build out for channel psychographics, my current personal content map comprises of twenty two pieces of hero content at time of writing, but will actually deliver over sixty pieces of individual content – and that’s without me adding new ideas into the content funnel.

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