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Time for a Content Reboot? Here’s How To Tell [Rose-Colored Glasses]

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Time for a Content Reboot? Here’s How To Tell [Rose-Colored Glasses]

A great content strategy doesn’t apply only to what you’re going to say. It also should shape and change what you’ve said in the past.

In The 4 C’s Formula: Your Building Blocks of Growth, entrepreneur coach Dan Sullivan talks about acquiring new capabilities (one of the titular 4 C’s). He wrote that a “new capability creates confidence ahead of it, but it also rearranges everything behind it,” and any jump in capability “automatically transforms both the past and the future.”

I love his idea that new capabilities give us new insights into how we acquired our existing capabilities. Essentially, he’s saying these new perspectives let us change the past.

They let us reboot our origin story – and all the other stories we tell.

New capabilities give you a new perspective on existing #Content. Use it to reboot your brand’s origin story, says @Robert_Rose via @CMIContent. Click To Tweet

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For example, I’ve worked to refine my ability to take visionary yet esoteric ideas and help people break them down into workable, pragmatic plans. As I’ve improved at that capability, I’ve developed a new understanding of my past self. And that lets me reevaluate (and rewrite the stories of) the good and bad decisions I’ve made.

Applying these new perspectives to the past is easier than projecting them to the future. Research shows that people feel disassociated from who they believe they’ll become in the future.

They even discount their existing capabilities when looking through the lens of their future selves. It’s as if we see our future selves as someone else.

You can reshape content for the future – and from the past

One of the most productive things you can do for your brand is to review the content your brand leaves in its wake. As you acquire new content capabilities, advance your story, and change your points of view, you’ll naturally evolve what your brand will say.

Take the opportunity to evolve what you’ve already said, too.

Does it sound like I’m suggesting you need a content audit? Well, you probably do.

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Whenever I suggest an audit to a content or marketing team, exactly zero people volunteer to take it on. “Yay, let’s do another content audit!” said no one ever.

That’s understandable. A content audit requires a manual review of hundreds, thousands, or tens of thousands of assets to find ROTted (redundant, outdated, or trivial) content.

Someone must decide which assets to keep, which to change, and which to delete. Concerns over duplication, SEO, and old branding or outdated designs typically drive the decisions.

Inspiring? Not particularly.

But reviewing past content through the lens of your new capabilities makes this tedious task much more interesting.

Reviewing past #content through the lens of your new capabilities makes content audits much more inspiring, says @Robert_Rose via @CMIContent. Click To Tweet

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That outdated white paper? How might you reimagine it knowing what you know now?

What about those amazing articles someone created years ago that were never promoted and thus never got traction? Why not reproduce them in your new template and promote them?

That series of webinars you did with a partner that later became a competitor? Feel free to delete them all.

In other words, what insight do you have now that changes how you see the content you created?

Don’t only reshape your future. Change the context of the past.

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How to decide what to reboot

I once had the privilege of talking with an extraordinary woman who handles investment strategy for consumer and entertainment media brands. She shared something the head of Marvel Studios told her about how they balance origin stories with the need to reboot popular hero arcs. (How many times have we seen the Spiderman origin story told in slightly different ways?)

Marvel sees new origin stories as a critical factor in keeping a story “alive” and relevant to new and different audiences. Audiences sometimes interpret these new stories as playing to the cultural zeitgeist (Black Panther and Ms. Marvel come to mind).

But the Marvel team doesn’t think of them or design them that way, she said.

Instead, Marvel considers rebooting origin stories as a form of co-creation with fans. They look at (and solicit, when possible) feedback from their most passionate audiences to understand when and how a reboot might be necessary or timely.

This is a great lesson.

Before you attempt that content audit, look to your fans to help you understand how to reshape your brand story.

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Look to your brand’s fans to understand how to reshape your #content, says @Robert_Rose via @CMIContent. Click To Tweet

Think about who will co-create with you. Who are your passionate fans? Who knows your mythology –your journey – so well that they’d know when, how, and where a reboot would be appropriate? Who knows Rey stole the Jedi texts and put them on the Millennium Falcon? Find the people who know the equivalent of that detail from your brand stories.

Gather with them. Listen to them. You don’t have to act on everything. They’re still your brand’s stories, after all.

But fans can help you reboot your stories at the right time.

In the past, old content wouldn’t survive. The physical space needed to store it and the time and effort required to reprint, reshoot, or otherwise recreate it meant that most old content got destroyed or became inaccessible.

Digital content changed all that. Now, it’s possible to keep everything. And it’s sometimes more expensive to address it at all. That’s why websites are bloated, blogs go back decades, and document repositories remain unorganized.

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But that doesn’t mean they should stay that way.

As content practitioners, you’re creating the artifacts of your future every day. Treat them with the respect future treasures deserve.

But don’t forget to seize the opportunity to reshape past stories, too.

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Get Robert’s take on content marketing industry news in just three minutes

https://www.youtube.com/watch?v=videoseries
Watch previous episodes or read the lightly edited transcripts.
 
Subscribe to workday or weekly CMI emails to get Rose-Colored Glasses in your inbox each week. 

Cover image by Joseph Kalinowski/Content Marketing Institute

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How To Combine PR and Content Marketing Superpowers To Achieve Business Goals

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A figure pulls open a dress shirt to reveal the term PR on a Superman-like costume, reflecting the superpower resulting from combining content and PR.

A transformative shift is happening, and it’s not AI.

The aisle between public relations and content marketing is rapidly narrowing. If you’re smart about the convergence, you can forever enhance your brand’s storytelling.

The goals and roles of content marketing and PR overlap more and more. The job descriptions look awfully similar. Shrinking budgets and a shrewd eye for efficiency mean you and your PR pals could face the chopping block if you don’t streamline operations and deliver on the company’s goals (because marketing communications is always first to be axed, right?).

Yikes. Let’s take a big, deep breath. This is not a threat. It’s an opportunity.

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Reach across the aisle to PR and streamline content creation, improve distribution strategies, and get back to the heart of what you both are meant to do: Build strong relationships and tell impactful stories.

So, before you panic-post that open-to-work banner on LinkedIn, consider these tips from content marketing, PR, and journalism pros who’ve figured out how to thrive in an increasingly narrowing content ecosystem.

1. See journalists as your audience

Savvy pros know the ability to tell an impactful story — and support it with publish-ready collateral — grounds successful media relationships. And as a content marketer, your skills in storytelling and connecting with audiences, including journalists, naturally support your PR pals’ media outreach.

Strategic storytelling creates content focused on what the audience needs and wants. Sharing content on your blog or social media builds relationships with journalists who source those channels for story ideas, event updates, and subject matter experts.

“Embedding PR strategies in your content marketing pieces informs your audience and can easily be picked up by media,” says Alex Sanchez, chief experience officer at BeWell, New Mexico’s Health Insurance Marketplace. “We have seen reporters do this many times, pulling stories from our blogs and putting them in the nightly news — most of the time without even reaching out to us.”

Acacia James, weekend producer/morning associate producer at WTOP radio in Washington, D.C., says blogs and social media posts are helpful to her work. “If I see a story idea, and I see that they’re willing to share information, it’s easier to contact them — and we can also backlink their content. It’s huge for us to be able to use every avenue.” 

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Kirby Winn, manager of PR at ImpactLife, says reporters and assignment editors are key consumers of their content. “And I don’t mean a news release that just hit their inbox. They’re going to our blog and consuming our stories, just like any other audience member,” he says. “Our organization has put more focus into content marketing in the past few years — it supports a media pitch so well and highlights the stories we have to tell.”

Storytelling attracts earned media that might not pick up the generic news topic. “It’s one thing to pitch a general story about how we help consumers sign up for low-cost health insurance,” Alex says. “Now, imagine a single mom who just got a plan after years of thinking it was too expensive. She had a terrible car accident, and the $60,000 ER bill that would have ruined her financially was covered. Now that’s a story journalists will want to cover, and that will be relatable to their audience and ours.” 

2. Learn the media outlet’s audience

Seventy-three percent of reporters say one-fourth or less of the stories pitched are relevant to their audiences, according to Cision’s 2023 State of the Media Report (registration required).

PR pros are known for building relationships with journalists, while content marketers thrive in building communities around content. Merge these best practices to build desirable content that works for your target audience and the media’s audiences simultaneously.

WTOP’s Acacia James says sources who show they’re ready to share helpful, relevant content often win pitches for coverage. “In radio, we do a lot of research on who is listening to us, and we’re focused on a prototype called ‘Mike and Jen’ — normal, everyday people in Generation X … So when we get press releases and pitches, we ask, ‘How interested will Mike and Jen be in this story?’” 

3. Deliver the full content package (and make journalists’ jobs easier)

Cranking out content to their media outlet’s standards has never been tougher for journalists. Newsrooms are significantly understaffed, and anything you can do to make their lives easier will be appreciated and potentially rewarded with coverage. Content marketers are built to think about all the elements to tell the story through multiple mediums and channels.

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“Today’s content marketing pretty much provides a package to the media outlet,” says So Young Pak, director of media relations at MedStar Washington Hospital Center. “PR is doing a lot of storytelling work in advance of media publication. We (and content marketing) work together to provide the elements to go with each story — photos, subject matter experts, patients, videos, and data points, if needed.”   

At WTOP, the successful content package includes audio. “As a radio station, we are focused on high-quality sound,” Acacia James says. “Savvy sources know to record and send us voice memos, and then we pull cuts from the audio … You will naturally want to do someone a favor if they did you one — like providing helpful soundbites, audio, and newsworthy stories.”  

While production value matters to some media, you shouldn’t stress about it. “In the past decade, how we work with reporters has changed. Back in the day, if they couldn’t be there in person, they weren’t going to interview your expert,” says Jason Carlton, an accredited PR professional and manager of marketing and communications at Intermountain Health. “During COVID, we had to switch to virtual interviewing. Now, many journalists are OK with running a Teams or Zoom interview they’ve done with an expert on the news.”

BeWell’s Alex Sanchez agrees. “I’ve heard old school PR folks cringe at the idea of putting up a Zoom video instead of getting traditional video interviews. It doesn’t really matter to consumers. Focus on the story, on the timeliness, and the relevance. Consumers want authenticity, not super stylized, stiff content.”

4. Unite great minds to maximize efficiency

Everyone needs to set aside the debate about which team — PR or content marketing — gets credit for the resulting media coverage.

At MedStar Washington Hospital Center, So Young and colleagues adopt a collaborative mindset on multichannel stories. “We can get the interview and gather information for all the different pieces — blog, audio, video, press release, internal newsletter, or magazine. That way, we’re not trying to figure things out individually, and the subject matter experts only have to have that conversation once,” she says.

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Regular, cross-team meetings are essential to understand the best channels for reaching key audiences, including the media. A story that began life as a press release might reap SEO and earned media gold if it’s strategized as a blog, video, and media pitch.

“At Intermountain Health, we have individual teams for media relations, marketing, social media, and hospital communications. That setup works well because it allows us to bring in the people who are the given experts in those areas,” says Intermountain’s Jason Carlton. “Together, we decide if a story is best for the blog, a media pitch, or a mix of channels — that way, we avoid duplicating work and the risk of diluting the story’s impact.”

5. Measure what matters

Cutting through the noise to earn media mentions requires keen attention to metrics. Since content marketing and PR metrics overlap, synthesizing the data in your team meetings can save time while streamlining your storytelling efforts.

“For content marketers, using analytical tools such as GA4 can help measure the effectiveness of their content campaigns and landing pages to determine meaningful KPIs such as organic traffic, keyword rankings, lead generation, and conversion rates,” says John Martino, director of digital marketing for Visiting Angels. “PR teams can use media coverage and social interactions to assess user engagement and brand awareness. A unified and omnichannel approach can help both teams demonstrate their value in enhancing brand visibility, engagement, and overall business success.”

To track your shared goals, launch a shared dashboard that helps tell the combined “story of your stories” to internal and executive teams. Among the metrics to monitor:

  • Page views: Obviously, this queen of metrics continues to be important across PR and content marketing. Take your analysis to the next level by evaluating which niche audiences are contributing to these views to further hone your storytelling targets, including media outlets.
  • Earned media mentions: Through a media tracker service or good old Google Alerts, you can tally the echo of your content marketing and PR. Look at your site’s referral traffic report to identify media outlets that send traffic to your blog or other web pages.
  • Organic search queries: Dive into your analytics platform to surface organic search queries that lead to visitors. Build from those questions to develop stories that further resonate with your audience and your targeted media.
  • On-page actions: When visitors show up on your content, what are they doing? What do they click? Where do they go next? Building next-step pathways is your bread and butter in content marketing — and PR can use them as a natural pipeline for media to pick up more stories, angles, and quotes.

But perhaps the biggest metric to track is team satisfaction. Who on the collaborative team had the most fun writing blogs, producing videos, or calling the news stations? Lean into the natural skills and passions of your team members to distribute work properly, maximize the team output, and improve relationships with the media, your audience, and internal teams.

“It’s really trying to understand the problem to solve — the needle to move — and determining a plan that will help them achieve their goal,” Jason says. “If you don’t have those measurable objectives, you’re not going to know whether you made a difference.”

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Don’t fear the merger

Whether you deliberately work together or not, content marketing and public relations are tied together. ImpactLife’s Kirby Winn explains, “As soon as we begin to talk about (ourselves) to a reporter who doesn’t know us, they are certainly going to check out our stories.”

But consciously uniting PR and content marketing will ease the challenges you both face. Working together allows you to save time, eliminate duplicate work, and gain free time to tell more stories and drive them into impactful media placements.

Register to attend Content Marketing World in San Diego. Use the code BLOG100 to save $100. Can’t attend in person this year? Check out the Digital Pass for access to on-demand session recordings from the live event through the end of the year.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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