Mad Content Marketing Science: Using Data to Spawn Fresh Content

November 21, 2013 | SnapApp Marketing


A Highly-Unscientific Look At Content Meiosis And Using Data To Create A Never-Ending Chain of New Content

Today, content marketing’s biggest content creation challenge is volume. It’s easy to understand why. Content marketers are expected to publish multiple times per week, if not more, in multiple channels to keep up with their insatiable audiences.

Content Division and Reproduction: How to Move Beyond Repurposing

As a content marketer, unless you’ve been living under a rock, you’re familiar with the concept of repurposing content to create more. For example, creating a blog post or two for each chapter of your eBook. For marketers employing Interaction or interactive elements in their content can enjoy another strategy for creating more content: the ability to create a self-perpetuating links of content. Let’s explore how it works.

Interactive Content’s Ability to Acquire Valuable Data

It all starts with the ability of an interactive assessment—like a survey—to acquire a large of volume of data based on user responses and demographics. You might create a survey entitled “What Matters to You?” Once you have acquired the data from user responses, you can study it. You’ll likely find interesting patterns. But, based on the demographic data you acquire, you might not just find one interesting pattern, but several based on the different segments of your audience. Now, you can write a blog post that speaks to patterns you found for each unique demographic segment.  Let’s assume that your survey mined data on four unique demographic segments. Now, you have fodder for one general blog post on the survey’s overall results but also you can now create four more.

Data-Driven Content Creation Links

Then, you can take each of those segment-specific blog posts along with the comments they received and use that info to create four more assessments, perhaps benchmarks titled “See How You Stack Up.”  Once these assessments are published, you’ll once again begin mining valuable data. The results might indicate that groups of people in one segment struggle with something. Now, you can write a new round of blog posts that address these issues with advice and best practices. Also, each blog post might have a CTA asking users to share their own advice and best practices.

Then, you take all the information you’ve acquired and use it to create an eBook. Then, you create an assessment based on that eBook….and the process just keeps on going, and going, and going. Also, each new assessment and corresponding piece of content is fodder for emails and social media posts, making the ideation process for those channels that much easier. It all starts with the ability of interactive content to acquire valuable data. That data can be an engine of literally unending content creation.

More Unscientific Final Thoughts

Okay, so clearly this is just a scratch at a theory. What do you think? Should we leave division and reproduction to biology? Or, should we dig in a little deeper (and with a little more thought)?


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