As a marketer, it’s important that you have at least three different uses planned for any single piece of content you create.
This mindset is necessary to drive the most value from your work and ensure you provide your audience a variety of formats for learning more about their topics of interest. Think about it: If your ideal buyers are interested in a topic, it makes sense to repackage or reapproach your ideas in a few different ways, through various formats and channels, to best reach these buyers.
However, it is often difficult to go back and give a piece of content a full set of derivative content when you already have a lot on your plate. There is always another deadline right around the corner. And this only further complicates in heavily siloed organizations.
The best way to optimize your content creation is to think through the various forms for your content from your earliest planning phases. I’ll show you how to bake this type of thinking into your day-to-day work and showcase the range of ways that you can repurpose content for new channels and formats.
Plan Your PESO Model 2.0 Content Ecosystem
All content you create should fit within your greater content ecosystem. To say this another way: all content should tie to a priority topic for your audience, and your team should provide value through your audience’s preferred channels and formats.
To start, you must first define and document your priority content topics. Andy Crestodina, the co-founder of Orbit Media Studios and author of Content Chemistry, refers to this as your Content Hub. This enables you to build authority on a topic and break through the noise in your given space.
With your primary content topics defined, the best way to visualize your content’s full potential is to follow the PESO Model created by Gini Dietrich, founder and CEO of Arment Dietrich and author of Spin Sucks.