All I needed to get attention four years ago was a 700 word blog post.
I would spend a week writing it and a week promoting it. Twitter users still read their direct messages and accomodated my brash requests for retweets and mentions. One retweet from Brian Clark put Pushing Social on the map. Those were the good ole days when blogging was enough.
Nope, We Aren’t Even Close to Kansas Anymore
Blog posts aren’t getting it done. Anyone can blog and almost everybody does. Your blog post is locked in a cage match with millions of other posts shouting at a limited pool of readers.
Success in 2015 means retiring your blogger title and taking your game to a whole new level. You’ll need to become a full-stack content creator.
Full Stack Content Creation
Full Stack Content is built from the same content adapted for different types of content consumers. Full Stack Content performs well because it doesn’t prioritize one type of user over another.
For example, blogs are best suited for people who enjoy reading. But what about the person who can’t focus their attention long enough to get through a 1,000 word post? Our internal testing shows that only 30% of our audience prefers written content which means aren’t reaching 70% of our audience!
Full Stack Content Creation solves this problem by taking a blog post and repurposing for different visitor preferences.
Here is what a “Content Stack” would look like:
Visitor Type: Readers | Content Type: Blog Post | Platform: Blog
The same blog post you currently write. But you write the post with the intention of repurposing it for differet readers and their preferred platforms.
Visitor Type: Listeners | Content Type: Blog Post Narration | Platform: SoundCloud
An audio version of your post. Nothing fancy just you or someone with a great “radio voice” reading the post into a microphone.
Visitor Type: Scanners |Content Type:Slide Presentation | Platform: Slideshare
Scanners will quickly skim through your content to decide what to do with it. A powerpoint presentation summarizing your post’s key points will do the trick.
Visitor Type: Viewers |Content Type:Narrated Video Screenshare | Platform: YouTube
Narrate your PowerPoint presentation and you have a simple video screenshare to post on YouTube, Vimeo and your blog.
Visitor Type: Social Scanners |Content Type: Post Summary | Platform: LinkedIn and Google+
Social scanners use their preferred social networks to quickly review and bucket content for future reading. Post summaries on content engagement networks like LinkedIn and Google+ makes it easy for social scanners to follow your content.
One blog post gets turned into five high-value content types that appeal to 100% of your audience. But, you probably are feeling a bit anxious because you (or) your team is already struggling with just creating a blog post. What does the 1-to-5 Content Stack mean for your resources and schedule?
What Full Stack Content Creation Means for Your Editorial Schedule
Full Stack Content creation does take more time but the increase in engagement and audience makes it worth the added time and budget investment.
Here’s how long it typically takes to produce a Full Content Stack:
Once completed your content will be drawing new users from 4 new sources – Soudcloud/iTunes, Slidshare, LinkedIn, Google+, and YouTube.
I advice my clients to release each new stack element (i.e. audio narration, post summary, etc) throughout the week to spread out the production load.
In this scenario, reducing your editorial calendar to one-post per week works since you are publishing a new content element every weekday. Remember to promote each element via your social distribution channels (i.e. Facebook, Twitter, LinkedIn) and email. This rolling Full Stack Content schedule will keep you top-of-mind with your existing audience and attract a new audience over time too.
You Must Do This
I’ve thought about this question for the last day –
“Is there a way for bloggers to survive without spending an extra 3-hours a week with Full Stack Content?”
I thought about longer posts, more frequent posts, and different post types. In the end I realized that it’s futile to think that you can repackage text in a way that gains more audience or more attention. Blogs are still very important. They are the foundation of the Full Content Stack but they cannot carry the entire load for a high-growth content marketing strategy. Full Stack Content Production is a must.
Do you agree?