When getting serious about content marketing, a lot of businesses start with the vehicle, or asset, and focus on that. They think, “Oh, let’s start a blog” or “Let’s start a podcast”, and then they try and figure out what to fill it with.
That is always a really painful approach and fraught with danger.
Instead, focus on the 'what' and not the 'how'. Focus on what you want to communicate through your content, and how you want to influence the audience, and then decide the how of delivering it?
The beauty of taking a content-first approach, instead of vehicle-first approach, is that you start to open yourself up to all types of repurposing and recutting content.
Repurposing and recutting content is, in my opinion, one of the greatest efficiency tricks in marketing.
In this episode, I'll explain a top-down and a bottom-up way for you you repurpose your content and maximise its value.