Treat content as a product
Media companies don’t see content as a means to sell product, they see content AS the product.
You should content so good that customers would be willing to pay for it as a standalone item, then give it away for free.
When you treat content as the product you have to ask yourself:
- is this content truly providing value?
- do customers want to consume it?
- would they be willing to pay for this?
Viewing content as a product helps you move away from creating content that is purely optimized for SEO.
This kind of content is often hollow, un-opinionated and gets viewed once and never again.
Ranking in Google may bring people to your site but it doesn’t mean they’ll engage with you brand.
Treating content as a product helps retain viewers once they find you.
Create episodic, binge-worthy content
Traditional content often lacks rhythm and rhyme for the reader.
Content is optimized for SEO or other funnel objectives, but rarely is it optimized for the enjoyment of the reader.
If you’re trying to increase the number of touch points with customers and the time spent with your brand then take a leaf out of Netflix’s book and create episodic, binge-worthy content that the customers are chomping at the bit to consume.
Creating content through seasons and episodes creates consistency in the value proposition and enables customers to gorge on content.
When Wistia released their ‘Brandwagon
’ season they found that viewers spent more time with their brand during one season than they spend with them in an entire year!