Campaigns are key to marketing planning. And that includes every piece of content.
“Campaigns” are Marketing plans. A set of activities for a specific goal, typically with measurable outcomes and traceability to a specific campaign action through a unique traceable id, link, cookie, etc.
- A Goal
- A Set of Actions to Achieve the Goal
- A way of deciding if our actions achieved the Goal
We can create campaigns for specific content.
e.g. YouTube Video, Blog Post, Tweet, Instagram Post, etc.
Often the content will be created as part of a wider marketing campaign, but if the content itself is important then why not create a campaign for the content?
When we do this, it triggers the thought process around:
- “How can I repurpose this content?” and
- “How can I increase the value of this content?”
There are obvious tactics we can use for repurposing content.
e.g. YouTube video:
- embed in a blog post
- embed in social media post
- create screenshots embed in social media post
- transcribe and repurpose as social posts with links back to the video
Each social channel will have features that we can use to repromote a single piece of content.
A Content Campaign is a way of thinking about which of those features are important for this specific piece of content.
Action: For each Social Channel, write down the Features you know of that can help you promote content or engagement.
As we start promoting content, it is worth writing down what we do, and building checklists to make it easier to plan future campaigns.
e.g. YouTube Video
- Convert Subtitle into Transcript
- Convert Transcript into Blog post
- Embed video in blog post
- Cut down Transcript as LinkedIn Article
- Embed video in LinkedIn Article
- Identify 10 ‘key quotes’ from transcript
- convert into “Text To Images” and schedule for Instagram
- schedule quotes to link to video on Twitter
I’ve found that by identifying a list of quotes and creating the “future tweets” or “future instagram” posts early, that it cuts down on future content todos, but helps build up the content schedule early providing a buffer for my social content.
Action: For each piece of content type you create, maintain a checklist of actions you take to support future content creation.
Even Tiny Content
If I start with a Tweet.
What can I do?
- vary it, and schedule a variation into the future
- collate a bunch of tweets into a blog post
- copy the text into a text to image tool and post to Instagram
The easiest time to plan a Content Campaign, is immediately when you create the content.
Checklists can help, but, if you’re still building them, then just think “What else can I do?”
Action: look at the last piece of social content you put out. What else can you do with it? That’s your Content Campaign.