Chris: You broke! Hello, I’m Chris.
Matt: Hi, I’m Matt, and it is another Monkey Monday.
Chris: Ah, you said it. That was good.
Matt: I got it right this time. And what are we talking about today, Chris?
Chris: Er, I’ve got no idea.
Matt: No idea? Well, I’ll tell you, mate.
Chris: Go on then.
Matt: So I wanna talk about content and content marketing.
Chris: Oh yeah?
Matt: Two sexy words, right?
Chris: Oh yes, very much so!
Matt: So what we’ve discovered is that there’s a lot of companies out there who have loads of content really - they’ve created loads over years - I mean, some of these SMEs have been running for a long time, and they’ve got loads of content. But it’s not really centralised, nobody really knows what it’s for, how to get to it, what its purpose was. So they just keep generating new content all the time because they never look at what they already have. So this idea is to go back, have a bit of a breathe, go back and look through all of your existing content that you might have. This could be old brochures, it could be old videos that you have, it could be any collateral really, it could be how your invoices used to look. Go back and look at all this stuff and start cataloguing it. And the value of doing this is that you can start building up a library and you can do this just in a spreadsheet format or whatever. We’ll do an example of a spreadsheet format that you can download below, to give you an idea. And what you’d wanna do in this is start listing the assets that you’ve got, describe what format it is - is it a video, is it a Powerpoint presentation, even better a Keynote presentation, is it photography, what is the media type? Maybe when it was created. But importantly, and this is the real key bit, who is it for, and what part of the customer journey?
Chris: Hmm, there’s a previous vlog about customer journeys, if you want to delve into that before you carry on with this next bit.
Matt: Yeah. So maybe it’s the brand exposure part, you see. So if we understand that this piece of literature, this collateral, is designed for that part of the journey, then you can dig that out if, I dunno, you’re struggling to make a sale for instance, you can then find all the assets you might have had in the past that have helped secure that sale or do whatever it might be.
Chris: Yeah and you might find that a lot of the collateral that you’ve created is right at the very start of the journey, and once you get into the buying process, or something, you don’t really have that much to give out. So potentially you can put funds into things which will actually make a difference.
Matt: Yeah, you can see where your gaps are, because most content marketing is kind of designed to grab people’s attention at the start, but once you understand that user journey, that customer journey, you’ll see that there really are many more touchpoints you probably wanna start creating content for, and you’ve probably already got a load of content here to help get them interested in the first place.
So it brings real value to you as a company because it helps you organise your content, it helps you focus your marketing, and it helps you see where opportunities might lie, and where you might be missing some collateral.
Chris: Great advice.
Matt: Thanks very much,
Chris: We should all go through our customer journeys and see where our gaps are.
Matt: Yes. I imagine we have some too. So we’re gonna go and do that right now.
Chris: Alright. Seeya!
Chris: Come on!
Matt: I’m going this way.
Chris: I’m going this way. You pointed in that direction so I had to follow you.
Matt: It’s actually this way.