So you have a really good content marketing program up and running. You and / or your team are routinely publishing high-value content for your target scientists – blog posts, white papers, webinars, and maybe even podcasts and other forms. Your content is getting a lot of views out of the gate, and it’s helping to generate leads for your organization. Sounds great, right?
The problem is, for most organizations, the value that any particular piece of content provides diminishes rapidly over time. Content is most often organized chronologically, and even for the content that isn’t, pieces of content have a habit of fading from view over time for one reason or another. This is true even for content that doesn’t become outdated. Blog posts get buried in archives. Webinar recordings get taken down with site updates and never reused. Etc. Much of the long-term value and potential of this content is being lost. So what can we do about it?
The answer is simple: Get organized. Instead of the traditional content repositories where content goes to die, create repositories that act as genuine resources for your customers. In building a repository, not only will you continue to derive value from your content over a much longer time frame, but you’ll also provide more value to customers by enabling them to find more content which provides the information or experience they’re seeking.
Creating a Valuable Content Repository
When creating a content repository, start with taking an inventory of your content. Secondly, organize that content into topics, ensuing that the topics are customer-centric and not solely company-centric or product/service-centric. These first two steps are relatively simple. The last is far more complex: create a well-designed repository for your content. What does a repository need to be “well-designed?” It needs to:
- Have intuitive navigation. If people can’t find what they’re looking for, the repository is useless.
- Focus on a central theme. If, for instance, you have two business units that are fairly disparate, it may make sense to have two content repositories rather than one.
- Encourage exploration. You know you have a good repository if users are organically immersing themselves in it to find multiple pieces of content which interest them.
- Bring together disparate forms of content around similar topics. If a customer is interested in single-cell RNA-seq and you have a video, two blog posts, and a white paper about it, that customer should be able to find all of those pieces of content as easily as finding any one of them.
So much good content fails to meet its potential due to the simple fact that it effectively disappears over time. You spent valuable time, effort, and money creating great content, so organize your content to ensure that it can continue to provide value, to both your company and your customers, over a long time horizon. In doing so, you may just be creating a genuine resource for your customers as well.