Act-On’s Rule of Four
At Act-On, we have adopted what we call the Rule of Four. For every piece of content we create, we want to leverage it at least four times in four different formats. So that eBook becomes a series of blog posts, as well as one or more videos, and stats/quotes from the eBook are used in social media, and we wrap it all up with a with a catchy meme, GIF or podcast. Or we reverse that order.
That’s the plan at least. Like you, we’re often pulled in many directions, called upon to put out the latest fire, or sometimes we’re just interested in the next shinny new object and, as a result, we fall short of our goals for marketing our content.
In our interview, Randy cites one statistic from SiriusDecisions that 60 to 70 percent of content that’s created sits unused.
“So, it’s never being touched. It’s created once and it doesn’t get used. Now the question to your point is why is this happening?,” Randy said. “Now I think a lot of the reasons it’s happening is it’s quite simple, the content marketers in the organization are almost disconnected from the rest of the org. What we need to do is we need to find ways to make the content that was created available.”
This transcript has been edited for length. To get the full measure, listen to the podcast.
What is your definition of content?
Nathan Isaacs: We talk about content all the time. I’m just curious what is your definition of content?
Randy Frisch: It’s a great question. There’s a lot of buzzwords we throw out all day long. And one of them is content marketing. And content marketing was not meant to be defined as it is today. I think for a lot of us, we define content marketing as creating content. But it wasn’t supposed to stop there. If you go back, when guys like Joe Pulizzi at Content Marketing Institute defined it, it was this idea of attracting a clearly defined audience through valuable, relevant, and consistent content.
And we can’t forget the idea was to attract, convert, and engage with them on an ongoing basis. It wasn’t just about writing. But what ended up happening is if you go back to when content marketing became a buzzword, technology platforms came and said, we are your content marketing platform. And there’s great solutions that help with that, companies like Kapost, NewsCred, Contently, great companies that help us with either the workflow, the ideation, or the actual creation of content. But that’s not where content marketing was supposed to end. But what always ends up happening is these solutions come to market and they define the term.
Another thing I’ve seen happen is you look in a lot of organizations and they have content marketers. Those roles are very much defined as those who create content.