Imagine if your audience reached the end of your article or podcast episode and couldn't wait for the next episode to come out.
An effective episode content strategy can make that happen. It's a way to build a media company within your B2B or B2C brand – something where your audience connects to your corporate brand not only as a product or service provider, but also as a supplier. provide good, interesting content they want to consume.
“This world of episodic content, I think is where we're headed. If you want to build great, sustainable and long-lasting content marketing,” Rand Fishkin once said in an interview on Typeform.
Building great, sustainable, long-lasting marketing today requires episode-by-episode #content, @RandFish via @katairobi @CMIContent said. #ContentMarketing Click to post a Tweet Epic content is a lot of work. What makes a successful strategy? Here's what some experts have to say.
Set theme
First, find a theme for your episodic content – the thread that will tie it all together.
To do well on #content with episodes, you have to have a thread that ties it all together, @katairobi via @CMIContent said. Click to Tweet Jamie Sheldon from MyUKMailbox This will give you the right answer to the important question people will ask you: 'Why are you doing this?'
“As Simon Sinek said, 'Why purpose, cause or belief motivates each of us' and that's a key element of your episodic marketing strategy. Before you launch the first episode (of a podcast), before you write the script and do everything you have to do to launch the show, just write it down in one simple sentence “Why are you doing this?”
Why purpose, cause, or belief motivates every one of us, and it's an important element of your #episode marketing strategy, @simonsinek via @katairobi said @CMIContent. Click to Tweet When it comes to episodic content and worthy , Netflix dominates. However, they can do more than just stream video content. podcast WeAreNetflix Theirs is a prime example. It spells out why – employees talk about work and life at Netflix. And it's a pretty simple goal - set clear expectations and showcase Netflix's organizational culture.
Predictive thinking
Your theme also requires something that will make your audience crave the next content.
Ana Darstaru from Creatopy says: “The best thing a marketer should do is determine how to engage an audience, so that people come back for more. Build expectations by giving consumers a reason to look forward to and get excited about your next releases.
The best thing a marketer should do is determine how to engage the audience, so that they come back for more, @AnaDarstaru via @katairobi @ says CMIContent. Click to Tweet “You need to plan each piece of content right so that people will never want to miss an episode and even tell their friends about it – just like a good Netflix show. Take advantage of crafting a compelling story that resonates with your audience and allows you to tell a story in a memorable way. ”
That's what Creatopy does Drag and drop audio file. It also releases season by season:
Telling stories
With compelling themes and content, you can better define stories to tell.
Producer and writer Sylvie Lubow is primarily the current co-host of Talking Too Loud with Chris Savage – Wistia’s series explores the wonderful world of content creation, brands and companies – at a slightly higher volume.
“(T) this is always a compelling story at the heart of their performances. We connect with each other through stories; Why should it be different for brands? … (W) When it comes to episodic content, establishing a strong narrative across the line creates a deeper, more dynamic connection with your audience. ”
When it comes to # of episode content, establishing a strong narrative throughout creates a deeper, more dynamic connection with your audience, said @gimmetheloot via @katairobi @CMIContent. Click to Tweet A story Great . A fascinating story. Those are the cornerstones of marketing today and what Wistia's Talking Too Loud does so well:
Make an implementation plan
With your theme, story, and storytelling ideas defined, it's time to put it all together.
“Get all the topics for all the preordered episodes. When you know what's going to happen next, you can write/record awesome call to action for each episode, teasing the reader/viewer about what happens next,” Andy Crestodina from Orbit Media Studio .
The episodic content allows for great calls to action because you know what's coming next to tease, @Crestodina via @katairobi @CMIContent said. Click to Tweet But don't lock yourself into a scheme. As a sales expert and author David Fisher The key to episodic content is finding a balance between long-term planning and short-term responsiveness. It's too easy to fall on one side of the spectrum.
The key to #episode content is finding a balance between long-term planning and short-term meeting deadlines, @dfishrockstar said via @katairobi @CMIContent. Click to Tweet “When that happens, you have a rigid plan that can't be met with the present Trends and themes or spontaneous programming doesn't really support your business goals. Creating an outline of how you want your content structured while keeping execution flexibility is important. That way you have a unified vision that can leverage the relevant topics of the moment. ”
Now that you have your content promise on the why and what, it's time to detail the promise at a time and place. Founder of Tilt and Podcast host of Content Inc. Joe Pulizzi says success often depends on consistency and timing.
So set a schedule and let your audience decide what it is – whether it's ongoing episodic content like a weekly podcast or an eight-episode episode that is broadcast every six months. Then fulfill that promise.
Take for example Simon Sinek's relatively new podcast, A little bit of optimism . Each week, he promises a little bit of optimism at the same time:
Launch episodes
As you finalize your episodic content plan, you need to think about launching your series.
Cameraman Chris Lavigne said, “(T) the key to a successful marketing strategy for a series is having a great launch plan.”
The key to a successful marketing strategy for a series is having a great and solid launch plan, according to @crlvideo via @katairobi @ CMIContent. Click to Tweet He says it needs to match the creative input you put in creating your episodic content.
In Chris' series of videos, Show Business , guest David Cancel likes to think that episodic content is about 80% promotion and 20% creativity. Chris said: "It's a bit harsh, but I feel the same way. “Every great series starts with having a great launch plan, and that happens right from the start.”
TIP: Andy Crestodina says after publishing an episode, go back and add a "next" button before episodes to lead audiences deeper into the content.
Epic content itself is an amplifying tool. Like Rand Fishkin from SparkToro explains: “The best thing episodic content does is create fans that build and amplify the flywheel effect. “Growing an audience gets easier with each episode, increasing your return on investment every time you publish.
The best thing #content does for episodes is creating fans to build and amplify the flywheel effect, @randfish via @katairobi @CMIContent said. Click to Tweet “To do that, you need an extraordinary answer to a question: Who will amplify this and why? That answer will be how you get a fan base and how that fan base will grow the reach of your creative work. ”
What's next?
Multi-volume content is a trend from the past few years that many content marketers should focus on. It remains at the core of what content marketing is all about – telling stories that resonate with your target audience. But it adds the most important layer — episodes — to use the same content to keep people coming back for the sequel.
Are you using episodic content in your marketing? Please share examples or talk about your experiences in the comments.
Cover photo by Joseph Kalinowski / Content Marketing Institute
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