March 18, 2019

Is Your Content Additive?

by Alex D'Amore

Think about the last 3 pieces of content you created. Did they have a common theme, or advance a common story? Or were they distinct “one-offs”, unrelated to each other? Maybe they were the result of a looming content calendar that just needed to be filled…

When it comes to content, the whole is definitely greater than the sum of its parts. For example, if your content is not “additive”—that is, thematically built upon everything that came before it, then it is not living up to its full potential. On the other hand, if a concerted content strategy is applied to tell your core narrative, and you only publish content that reinforces that story, then your audience will be much more engaged, informed, and primed to do business with you after consuming that content—especially over the long-haul.

The latter approach takes effort and planning (and yes, it also takes time and money). But so does hiring the right employees, selling the right services, and advertising to the world that you exist.

In other words, content is an equal partner in your business, standing shoulder to shoulder with everything else that you do to sell your widgets. Please, never demote your content strategy to simply checking off a box on your weekly to-do list. Give it the respect and attention it deserves and it will most certainly be additive to your bottom line.