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Great tips for creating, re-using and recycling #content

“Content marketers can learn from IKEA’s hands-on, multimedia approach by making an effort to understand their audience’s wants and needs, and developing their own ways of putting a face to the faceless consumer. Also, putting Keanu Reeves in a blonde wig to play a Swedish record producer is just a much more exciting content strategy than, “Hey, here’s a cool chair.”

IKEAs mission: to improve people’s everyday lives. Read of the brand’s exemplary content marketing efforts, which are many and varied and all revolve around their mission.

Marriott International wants to own the travel space. It has designs on becoming the world’s biggest travel publisher—to take publications like Travel + Leisure head on by putting content in front of consumers before they’re even thinking about booking a trip. Ambitious? Yes. But armed with new online travel magazine Marriott Traveler, the company just might do it.

The Marriott’s 65-person global content studio is part of the company’s mission to rethink marketing. “How does a brand that’s been around since 1927 continue to evolve and adapt and stay relevant?” asks David Beebe, Marriott’s vice president of global creative and content marketing. “You need to innovate.”

Content that attracts shares and links; five content formats that have potential to achieve both links and shares:

1.Authoritative content that answers popular questions, such as “what is?”
2.Strong opinion posts and political posts
3.Content that provides original research and insights
4.Content that leverages a trending topic but also provides practical insights
5.Authoritative news content on new products or developments

+ a targeted email to our audience can drive far more traffic than social sharing

Summary: Social sharing is not a content amplification strategy. Even high shares and mentions by influencers do not mean your content will gain links, build authority, or drive traffic. Content amplification is as important as content creation, possibly more so. Thus, for every piece of content you need an amplification strategy.

And another one: how to extend the lifetime of content?

1. Share multiple times to double your content life: e.g. Post title, Quote of an influencer in the post, Data point highlighted in post, Rewritten post title

2. Amplify organic content for double the impact: Identify these posts, Promote your posts across your social media channels, Add short-listed posts to upcoming email newsletters, Measure results of amplification to make sure your post traffic and lead generation patterns conform to the model described above (otherwise, it means your followers are not interested and might quit), Repeat.

3. Use predictive insights to extend life to forever: Because if content is relevant and evergreen, there’s no reason to stop sending traffic to it.