Explore the power of serial content marketing at work in Jodi Harris’s recent Content Marketing Book of Answers: Strategy & Planning.
A serial content marketing strategy offers you two important advantages: it saves you time deciding what to write about and it breathes new life into “evergreen”content–blog posts that don’t go out of date.
Serial content background
I’ve written about serial content in two previous Content Marketing Institute posts:
- How to Turn 1 Idea into 2 Months of Content Marketing (And More!). As I emphasized in my first article, serial content encourages you to create content around themes that are too large for a single blog post, or too short for a book. Once you select one, or more, content themes, it becomes much easier to approach it on a weekly basis from a variety of perspectives.
- 3-Step Action Plan with Worksheets for 2 Months of Blog Posts. In my later follow-up implementation post, I shared 3 downloadable worksheets to help you apply the benefits of serial content to your blog (podcast, or guest post series).
Serial Content at work
In answering the first question in Jodi’s Strategy and Planning article, for example, she provides a link where readers can learn more:
Find more answers: If you want additional clarity on the content marketing process, as well as step-by-step guidance for managing its most essential components — CMI’s Back-to-Basics series is a great place to start.
Click here to view the page at higher magnification and explore the links.
Notice that some of the articles were written 2 years ago. But, because they contained timeless information, the series marketing approach allows the Content Marketing Institute to share the information with newcomers.
Use titles that sell
Another reason to visit the actual page is to examine the titles of the posts that make up the series, as well as the 3 and 4-line summaries that accompany each title.
Notice how each succinctly “sells” the topic and the benefits that readers will gain from reading the post. The titles and summaries also contain the keywords and phrases that prospective clients and customers may be searching for.
Consider the first title, A Blueprint to Jump-Start Your Content Marketing Strategy. The 8 words and 60 characters (counting spaces between words) are enough to explain to you (and search engines) what the article is about.
In addition to the key phrase, Content Marketing Strategy, there are a pair of emotionally strong, descriptive words, Blueprint and Jump-Start. These arouse your curiosity.
Tips for effective summary statements
Each title is followed by a 3 or 4-line summary. These contain 40 to 50 words that reinforce the importance of reading the article.
The summaries teach additional lessons. In the first example, for example, the emphasis is placed on explaining the “Blueprint” metaphor.
In the next example, “Effective Content Marketing: 5 Steps to Track Your Efforts,” the emphasis is on arousing your curiosity by discovering “through one process you can use you can use to understand how well your content efforts are working…” Note the simple, conversational language.
Tip: When analyzing examples like the titles and summaries on this page, copy and paste the text into a word-processed document, then use the highlighter feature to call attention to significant words and phrases.
Start with a content audit
If the concept of serial content appeals to you, you might start by exploring the blog posts that located in different categories of your blog. Note the topics that were strong performers in terms of conversions, comments, or social media conversations. This analysis may help you identify series topics where a strong content foundation already exists for you to build on.
In doing so, you may also discover topics where you already have a strong start on writing a book or ebook!
Share your questions about serial content below. Could a serial content approach could work for you? How could it benefit you? What’s holding you back? Respond below, via email, Twitter, or use this 2-minute survey.