Meet the Content Monster

by Olivia Luper, Content Marketing Expert 

Marketing can be brutal—especially in this content-driven world.

It feels like we are constantly feeding the content monster to get ahead.

How much is enough?

Will it ever be satisfied?

You spend hours:

• Crafting the perfect email
• Filming the greatest video on Fed rate hikes known to man
• Writing blogs Hemingway himself would be proud of

But even with your greatest efforts…it is hard to keep up! 

And let’s be honest…even if you are doing these things, they’re likely not at the top of your “OMG I can’t wait to go do this” list. A cold brew on a deck somewhere in the sunshine probably sounds a lot more appealing.

The truth is this (and trust me, some days I DO NOT like it any more than you do).
 

The content monster is NEVER satisfied. To stay top of mind, you’ve got to be:

• Posting multiple times per week on social media 
• Commenting, sharing, and liking 5x as frequently on other people’s posts
• Sending out weekly emails
• Publishing 2-4 blogs a month on your website
• Seeking 3rd party publication on other sites like Forbes, WSJ, US News, etc.
• Running year-round social media ads on your MIPs (Most Important Posts) since only about ~5% of organic posts are actually seen by the people in your audience these days

But, there is a solution. Recycling content.

You see, not everything you produce has to be brand-spankin’ new out of the box.

From a single blog post, you can record multiple videos, make multiple infographics, make multiple social posts, craft multiple emails (with minimal additional editing), and more!

In other words,

When you think about the return on your investment of a single, ghost-written article—you’re getting quite the bang for your buck. Build up a content library, and you’ve got a whole S*** ton to work with.

So, if you’re an advisor that likes to part-DIY it or can’t quite justify investing in full engagement marketing services just yet, purchasing some quality articles could be the way to supercharge your efforts with less stress and less capital commitment.

The content monster must always be fed. 

What are you going to feed it?

Olivia Luper is the brains behind Lexicon Content Marketing - a marketing firm specialize in helping financial advisors create and manage their online content strategy. You can hear Olivia and Libby talk marketing on Episodes 62 & 21 of The Efficient Advisor Podcast. 

Check out Olivia's blog for more great articles on content marketing.