The Compounding Power of Content Marketing

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  • 1/3/2017

    There's a component that isn't discussed enough among marketers in regards to content. It is the power of content to gain value over time and continually increase your return on investment. When you combine good content with the power of long tail keywords and other SEO techniques your investments start taking on a life of their own.


    Long tail keywords are longer, more specific and detailed search words. For example, if you’re searching for a computer product online, a keyword might be “laptop computer." A long tail version of this keyword would be, "New Apple Mac Book Pro 2017." These keywords are much more niche and capture users closer to a purchase decision or conversion. 


    Content marketing is all the rage for progressive marketers today. Most of our clients at thunder::tech are at least dipping their toes into the space, if not going all in investing in its power. Of course, they're all doing it because of the shifts in consumer behavior driven by search, mobile and social. Within our own business, we try to practice what we preach. For example, we just crossed the 800 blog post mark and continue to produce a quarterly video series, bi-weekly podcasts and an annual marketing TRENDS publication.

    I can tell you firsthand that our investment in content continues to give us larger returns each year.

    When content marketing is combined with the power of a Create Once, Publish Everywhere (COPE) approach to content distribution, it increases the value of a single piece of content being published. Not only are marketers stretching the initial value of content through COPE thinking, but the ones that have committed to the practice are seeing a compound return on their initial investment. There are a few reasons for this and a few ways to take advantage of it.

    A few reasons on why the compounding power of content can happen:
    1. Search engines can take time to index content
    2. Search engine rankings are constantly changing, especially for long tail keywords and can give your content more visibility without you doing anything
    3. If content never goes away and can always be found, you'll never know who can stumble across it and share or link to it, which then increases visibility and the authority of your content

    How can organizations take advantage of compounding content?
    1. Stick to it. The post you write today may take off in six months due to your persistence with a consistent program. If you give up too soon, you're wasting your money.
    2. Regularly perform long tail research and write specifically for it
    3. Create evergreen content that can last over time and be repeatedly searched for
    4. Republish, redistribute and refresh old content that still attracts traffic
    5. Reformat content that compounds well into other mediums (text, video, audio, slides, etc.) to give people more options on how they can consume it

    Here's the good news, most marketers don't have the stomach to keep at a program over time (two years or longer), and so they miss out on the true compounding power of their investment. Even if their content marketing starts strong but trails off or shuts down over the long haul that will impact the visibility of their investment. These are the types of people that put money into a bank and look at the interest rate and say, "Why bother” and then they stop. Thus they miss out on the compounding power of time.

    Content marketing is the only tactical marketing investment you can make that can return more over time than the day you implement it. Much like a new salesperson won't deliver you instant success, but in time will grow a network, create referrals and impact sales, so will your content marketing program
    About the author::Jason Therrien is the president of thunder::tech. He is a fan of entrepreneurs and trailblazers, a proud dad and he liked scotch before Mad Men made it cool.
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