A while back, I performed a little experiment:

For a few months, I focused solely on the topic blogger outreach (you can read about my experiment here). I published some blog posts, gave a few keynote talks, compiled a lead magnet and some landing pages, sent out some emails, published some tweets and Facebook updates etc.

The most interesting aspect of this was what I didn’t do during this period: I didn’t talk about anything other than blogger outreach. And the effects were powerful:

It almost got my business into trouble, because I was looking for strategic assignments, but suddenly, I found myself being contacted solely to do blogger outreach for various brands. Focusing all of your content for an extended period of time seems to greatly affect not only your community but the online algorithms (search and social) as well.

This dynamic is something you can leverage for your business as well.

Content Packages

Identify what specific part of your business that you want to emphasise. Maybe you a happy client who would agree to do a case study?

Will a basic case study (some text, some quotes, and a few pictures) all that’s needed to tell the story? Well, you could do so incredibly much more with just a single case study by expanding it into a content package:

  • Case video (for Instagram, for Facebook, for a blog post, for Youtube, etc.).
  • Case study infographic (for Pinterest, for a blog post, for your newsroom, etc.).
  • Podcast with a client interview (for iTunes, for Youtube, etc.).
    Blog post(s) with insights and learnings from the project.
  • Press release + PR pitch.
  • Social media copy for various social networks.
  • Lead magnet(s) and content upgrade(s).
  • Landing page(s) and/or resource page(s).

And so on.

A content package is centered around a single story (like a case study). This approach to creating content in batches, and then post this content over a period of time (while not talking about other topics) is what I refer to as content themes.

Content Themes

Organising your stories into content themes to be published for between 1-4 months have several positive side-effects:

Streamlined content process. When you’re in the process of creating one piece of online content, you create all aligned content at the same time. This makes the content more focused, creative and coherent.

Easier publishing schedule. If you can oversee all your content belonging to one theme, it’s easier for you to divide it over time and cross-promote it per channel.

Clearer user experience. People are drenched in corporate messages, so you want to make sure they’re faced with a coherent story wherever they meet your brand.

All-in-all, content themes create a “surround effect” — see also The Surround Strategy.

Using content themes and surround messages will focus your growth, increase your results, and make your content creation process more efficient. And it will clarify your online brand perception in this noisy world of ours.

Photo by Levi Guzman on Unsplash.

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