Content marketing is “always on” and it’s putting new pressures on marketers. Last year 88% of B2B marketers said they were using content marketing, but only 30% said that they were effective at it.
Marketers have to keep up with the content-hungry beast, and this means they have to be efficient with the time and resources at their disposal.
One of the scarcest (yet most valuable) resources is a strong narrative.
A solid story isn’t a selling tool, it’s a method for building strong relationships with your customers.
So how do you make the most of a good story?
The trick is to scale your marketing so that you get the most from what you have.
We’re going to dive into the world of derivative content and walk you through how to squeeze every drop out of your tent-pole content.
This strategy will not only save you time and resources but will also maximize your ROI.
Below, we’ve put together a short intro to derivative content so you can get a jump start on making the most of your content and maximizing ROI!
Turning tent-pole content into derivative content.
Derivative content is a cost-effective way to get the most out of a great narrative.
But where do you find it? The key is to create really solid tent pole or anchor content.
Tent pole content is longer-form content that drives deeper engagement.
This might be a full-size infographic, eBook, whitepaper, webinar, guide, or original research piece.
These pieces generally take longer to produce and consume, so it’s in your best interest to make sure it delivers a LOT of value.
To get this value, you need to create derivative content that gets a lot of mileage out of a single piece of content.
This means taking an awesome guide, a webinar, or an original research paper and breaking it down into smaller micro content that can be distributed across your social channels.