Would you like to double your audience? You can do it with content that is buoyant and fluid – content that keeps on giving.
To get the most of this conversation, we need to begin with one premise in place: Content is an asset. For a little background on this, read Content Marketing: Fairly Tales or Business Sales.
BUOYANT CONTENT is relevant and worth sharing.
Every minute of every day, gobs of content are tossed into a virtual Mariana Trench. Some content sinks immediately, never to be read or retrieved. A smaller percentage of content is read and absorbed. This content is buoyant; it remains relevant and worth sharing.
Shark Tank-investor Mark Cuban said in an interview with Business Insider that every entrepreneur should read The Fountainhead by Ayn Rand. What’s interesting about this piece of advice is that Rand penned The Fountainhead in 1943. The book started off with slow sales, but eventually it reached 6.5 million print copies sold. Instead of sinking into oblivion, the content remains buoyant; it is relevant and worth sharing, even today.
Your content is unlikely to reach an audience 6.5 million, and that’s to be expected, and probably even preferred. Few businesses are prepared or capable of serving a million-person audience.
It’s more likely that you are trying to reach a community, a list of top-ten clients, a selection of mid-sized companies, or some other targeted market. The only thing that matters is that YOUR content is relevant to YOUR target market.
Buoyant content has greater lead potential.
A client who received 117 initial LinkedIn views within one week of sharing content had 451 LinkedIn views six weeks later. The numbers aren’t high, but the lesson is valid. This client experienced a 400% increase in audience touch with a single, brief blog.
FLUID CONTENT remains visible and worthwhile.
The Fountainhead was initially available in print only (no surprise in 1943). Its audience continued to grow, however, for two reasons:
The Fountainhead has intrinsic value that makes people want to share it. There’s no way that a book authored in 1943 would continue to grow a modern audience if it weren’t relevant. Something had to be significant enough about the work to make a splash on the Internet, some 75 years after it was written. It’s buoyancy results from its relevance and its appeal to its target market.
The content’s visibility results from the fact that Rand’s story became fluid; it was shared across many channels: magazine interviews, professional testimonials, and Internet searches.
Fluid content is visible in many places, so it can be retrieved and recirculated by many people, long after it was first penned. This is residual value.
Content can’t pick up the same traction in one channel as it can in several. This is a lesson for every business dabbling in content creation. Don’t get stuck in one mode of communication; explore opportunities to share your message in print and in multiple digital channels.
When your content begins to slip into oblivion, it takes only one, two, or more people to revive it, to recirculate it, and to bring its knowledge back into view for a completely new audience.
You might not be Ayn Rand, and your content will likely never reach an audience of 6.5 million. What you might achieve is a 5%, 15%, or 25% increase in audience touch and lead potential, and that’s a worthy investment.