When we work with companies on their Marketing Strategy, content is often a core component. We could wax poetic about what goes into creating a great content strategy (maybe in future posts) but want to talk about one frequently overlooked or misunderstood facet of content: A simple framework we like to refer to as “the bowtie” and it’s the best way to maximize the value of high quality content.
Simply put, we often find that companies focus solely on creation and delivery of high quality content, but don’t realize the importance of pre and post-content activities. Here’s a simple infographic that shows how to unlock this value:
Let’s illustrate this model at work in a real content scenario:
Pre-Content
I’m moderating a talk with 3 panelists next month (core content). Leading up to the event, I’m broadcasting and promoting the event to my audience on LinkedIn (pre-content promotion) and I’ll also be polling that same audience for questions they think may be interesting to ask the panel on the topic I’ve chosen (crowdsourced ideation).
Post-Content
I’ll do the usual thanking and tagging of panelists on LinkedIn as well as sharing a recap of the top 3 insights or themes from the conversation (social amplification). I’ve uploaded a recording of the talk into my favorite AI agent and used that transcript to create a blog post that features the key takeaways from the talk and emailed it to all the event attendees as a takeaway and follow-up (Transcripts and Repurposing). I’ve also taken one of the points that stuck out to me in the talk and written an article about it that I’ll host on our company blog (Repurposing).
In the age of AI, quality (and not quantity) is more important than ever when it comes to content and if we’re honest, it takes a lot of work to produce high quality content that engages, informs and provides some form of value to your customers. By creating strategic engagement before, during and after your content goes live, you increase the ROI of campaigns, deepen the conversation and ultimately drive better results. If this framework resonates and you want a thought partner to help with your marketing strategy, we’re always happy to chat.
