• Designing A Content Engine: How To Create & Distribute To Drive Results

    Do you know that if you were able to stack all of the content that is being created every single week, you will actually be able to circle the earth 222 times?

    Yes, the digital marketing space is jam-packed with content.

    Relying on SEO for traffic might just be one way of shooting yourself in the foot.

    Did you just ask, why?

    Well, making your content rank is getting harder than ever before – and even if you do rank, Google can change the rules anytime and you’ll be back on square one.

    The secret ingredient to a successful content marketing strategy is designing a CONTENT MARKETING ENGINE.

    In this session, Ross Simmonds,  Founder of Foundation Marketing, describes content as the foundation of culture and the internet.

    He goes on to define a Content Marketing Engine as the process of both the creation and distribution of any type of content –blog posts, webinars, podcasts, and more.

    Here is a video recording of this whole session:

    Session duration: 70 minutes

    Key takeaways of this session:

    In order to make great content you need to optimize your content portfolio using the four Rs: REMIX, REVISE, REMOVE, and REDIRECT.

    • If the content generates x # of backlinks or traffic and needs work, revise it.
    • If the content generates x # of backlinks or traffic and doesn’t need to be revised, redirect it.
    • If the content doesn’t generate x # of backlinks or traffic but is still valuable, republish it.
    • If the content doesn’t generate x # of backlinks or traffic but isn’t valuable, remove it.

    Pieces of content that generate tons of backlinks are tools, definitions, stats, and research.

    The first part of a Content Engine: Creation

    As a brand, you shouldn’t limit your own content, its okay to get inspirations from what other industries and brands are doing.

    If you already have existing content, don’t let it get buried by new pieces of content that you are creating. Reverse engineer early success from your existing pieces of content.

    Google is changing the way we view and receive information– Google is becoming the destination. To combat this, create better content by taking a page out of Google’s playbook where you look at content that might exist on the Wikipedia website and remix it.

    If you reverse engineer Wikipedia pages and create an amazing and appealing version of Wikipedia content, you can outrank it. Some brands have actually taken the entire Wikipedia page and turned it into a landing page:

    Bring old content back with a modern touch (revise), you can update the date of a post even without making content updates if the topic is still relevant.

    The 2nd part of a Content Engine: Distribution

    The lifecycle of your content begins when you press publish.

    The next thing that follows is distribution. The only way you will win in a crowded content marketing is to have an organic content distribution strategy.

    With ad costs up, limited budget, and SERP features, content distribution is key.

    A few easy ways to distribute your content is to:

    • Reshare: followers change, don’t be afraid to reshare past posts
    • Repost: content to new places and new niche audiences such as Facebook Groups and Subreddits

    If the content isn’t resonating well with your site, republish it as a guest blog on other sites.

    Don’t be afraid to remix content into assets and experiment.

    Disney created a bunch of flops, but we always remember the hits!

    So, If you would like to be notified about our free-training sessions like this one, please join our community. You need never miss an opportunity to ask us any marketing questions during live sessions.

Simba Dube

Simba Dube is the Growth Marketing Manager at Invesp. He is passionate about marketing strategy, digital marketing, content marketing, and customer experience optimization.

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