Beruflich Dokumente
Kultur Dokumente
• Slide decks: Repurpose these as videos, blog posts or key takeaway slide decks.
• First-hand data or research: As long as you use that data safely and in ethical ways,
leverage your own data or research to create infographics or news stories.
• Colleagues and coworkers: The expertise of your colleagues can be tapped for video,
audio or transcribed interviews.
• Squeeze the most out of every content idea and existing piece of content that you’ve
developed so that you’re using your resources as efficiently as possible – and so that
your content ultimately delivers better results.
• Binge-worthy shows: These shows are big, steady ongoing content initiatives that have the same
theme and format. Otherwise, they should target at least two audiences. They’re not worth the
time or effort to produce. These are often podcasts, video series, webinar series, white papers,
reports, etc. You should be able to execute this show at least twice per month. These also get
plugged into your calendar first.
• One-time shows: These shows are special quarterly or yearly shows that attack a major
customer pain point or topic. Although they’re less frequent in cadence than binge-worthy
shows, they’re still fairly large content pieces. Think white papers, research papers, contests,
user-generated content campaigns, etc. These don’t have to have the same level of consistency,
but they should still be in line with your branding, voice and tone.
• Regularly scheduled programming: These shows are ongoing content initiatives that round out
your calendar, and they don’t have to necessarily connect completely or be 100 percent
consistent in theme. Like in the case of blog posts, they may have a different author, topic or
format, depending on the content, but they always connect back to the content strategy and
have at least one clear audience in mind. Think of them as what a local nightly news show is to
any major television network.
It’s important to note that you most likely already have content shows in your existing content
assets, so check your inventory first. It may just be a matter of spinning assets a bit differently,
giving them an official show title or connecting them in more consistent ways.
Regular editorial planning meetings between all those involved in content creation should be scheduled
well before the next publishing period—be it monthly or quarterly. This meeting can be used to schedule
the publishing content from your repository with realistic time frames and to support social media activity,
email newsletter inclusions, etc.
Your planning meetings can also be used to review the visit, engagement and revenue (if available) stats
from previous periods to assess which types of content are most successful (and perhaps need to be
replicated) and which are less successful (and perhaps need to be rethought).
Analytics (both web and social) and revenue data can also be used to make tweaks to already published
content (e.g. titles, introductions, outbound links, etc.) to optimize visits and engagement.