Dix & Eaton
As the Content Marketing World conference and expo descends upon Cleveland this week, I can’t help but think about who’s doing content marketing well. I’ll tell you who I think is doing a great job of content marketing: Jimmy Fallon. He has mastered the art of repurposing content and distributing it across multiple channels, all while keeping the ultimate goal – his audience, not himself – in mind.
So what can your B2B brand learn from Jimmy Fallon’s content marketing efforts?
Create bite-sized pieces of content
Fallon does an excellent job of breaking apart his hour-long show into smaller, more consumable pieces of content, then distributing them across multiple platforms. (Check out The Tonight Show’s Facebook page if you want to see some examples.) How can you apply that concept to your organization? I’d suggest starting with pieces of content you already have which may be large or overwhelming in their totality. For example, do you produce technical or white papers? Consider creating an infographic breaking down one of the concepts talked about in that paper, or having an engineer do a short video explaining it. It’s about making the content you have consumable – think in terms of many small bites rather than one huge, heavy meal.