Create a Content Ecosystem, Not One-Off Assets


Many business leaders take a simplified, siloed approach to understanding and evaluating content performance. The highest-performing content channels, according to whatever attribution model is in use, become the de facto top priorities for the organization.

However, rather than offering illuminating insights, these biases can in fact create blind spots, pushing marketing departments to create limited content silos that prevent them from forming an interconnected content ecosystem.

This ad hoc approach to content creation may lower the ceiling for your overall content marketing ROI. Without a focused, multichannel marketing strategy that accounts for the complementary roles of different content types, your business is counting on random pieces of content to spur customer conversions. A lack of focus and content coordination can undermine potential marketing ROI, even with a strategy focused on leaning toward so-called “top-performing channels.”

This is where content ecosystems play a crucial role in guiding strategic content creation. By leveraging the value of diverse types of content working toward the same goal, you can improve audience engagement, drive more conversions, and squeeze more value from your content marketing efforts.

Why You Need More than One Type of Content

Having a diverse approach to content doesn’t mean trying to reach every type of consumer. Instead, it puts the focus on connecting with your target audience in several different ways along the various stages of their marketing funnel journey.

A content ecosystem approach can help to:

  1. Increase Exposure: Creating a wide variety of content types gives your brand more opportunities to connect with customers across a range of channels. Search and social platforms are evolving to embrace—and even innovate—new content formats. From the rise of image search and VR to TikTok videos and Instagram stories, search and social platforms are prioritizing prime real estate for written content combined with rich visual and interactive media.
  2. Win the Convenience Battle: Research shows that 97 percent of buyers have abandoned a purchase because it was inconvenient. Customers have a similarly high standard for convenience in consuming content—that may mean only listening to a podcast if it matches the length of their morning routine, downloading a PDF they’re sure they can access on a mobile device, or hunting down a video that provides clear step-by-step instructions.
  3. Create Moments of Relevance: A purchase may be as simple as a one-click impulse, or it could be the result of dozens of hours of research and hundreds of microdecisions. Each step is driven by a different need and might require them to jump between platforms for information. Some content types are better suited to certain needs or platforms: a successful content marketing strategy achieves wider exposure with convenient…



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