Weekly Alert: Mixed Media Could Be a Terrible Idea

See how your content mission is tied to your model for success. [View Message](2e5a5/ct0_0/1?sid=TV2%3AUd5a75fHW) in Browser / [Add Us](2e5a5/ct1_0/1?sid=TV2%3AUd5a75fHW) to Safe Sender List [] 2e5a5/ct2_0/1?sid=TV2%3AUd5a75fHW [] [Forward to a Friend](2e5a5/ct3_0/1?sid=TV2%3AUd5a75fHW) This Week in Content Marketing 6.9.17 Connect with CMI 2e5a5/ct4_0/1?sid=TV2%3AUd5a75fHW 2e5a5/ct5_0/1?sid=TV2%3AUd5a75fHW 2e5a5/ct6_0/1?sid=TV2%3AUd5a75fHW 2e5a5/ct7_0/1?sid=TV2%3AUd5a75fHW 2e5a5/ct8_0/1?sid=TV2%3AUd5a75fHW [] The Future Model for Content Marketing and Media Are Identical [] 2e5a5/ct9_0/1?sid=TV2%3AUd5a75fHW Cosmo’s mission statement focuses on its audience and doesn’t mention what it sells. Exxon Mobile’s only talks about what it sells. Which mission connects to a lasting business content model for many brands – traditional media or not? [Read more](2e5a5/ct9_1/1?sid=TV2%3AUd5a75fHW)by Joe Pulizzi Some more of this week's best stuff: - [Pharmaceutical Content Marketing: How to Cure What Ails You](2e5a5/ct10_0/1?sid=TV2%3AUd5a75fHW) by Jodi Harris - [Is It Time to Invest in PPC for Your Content?](2e5a5/ct11_0/1?sid=TV2%3AUd5a75fHW) by Aaron Agius - [All Your Snapchat Advertising Questions Answered](2e5a5/ct12_0/1?sid=TV2%3AUd5a75fHW) by Melissa Lopez - [Interactive Content Fuels Customer Experiences [Research]](2e5a5/ct13_0/1?sid=TV2%3AUd5a75fHW) by Lisa Murton Beets - [How to Avoid the Mistakes Our Agile Marketing Team Made](2e5a5/ct14_0/1?sid=TV2%3AUd5a75fHW) by Eva Jackson [] [] A Note From Joe Pulizzi Mixed Media Could Be a Terrible Idea A few days ago I had a conversation with a marketer from Australia about mixed media. Specifically, he said he was interested in producing all kinds of content during the week and “mixing it up” (his words) for his audience. He meant one day he would write a blog post, another day he would do a video, and another day he would do an audio podcast episode. Now, if you want to do this as a hobby, or to experiment with different media, by all means have at it. Sounds like great fun for a content creator. But this was no hobby, and he was not simply experimenting. He was trying to generate attention and, ultimately, build a relationship with prospects that might someday become customers. In his case, mixing media is a terrible idea. Why, you may ask? I’ve been a media historian for almost 20 years now. Rarely have I seen a loyal audience or community successfully being built on the use of mixed media content. Rather, it started with one content type, leveraging one platform. It’s Huffington Post starting as a blog, or the New York Times starting as a newspaper, or the TED talks starting as in-person events. Each of these brands became great at doing one thing in one particular way for an audience. Then, once they built an audience, they diversified their use of media. Even with the advent of social media, this model for success has not changed. So if you have already built an audience, you can absolutely add a podcast or a video series to your content offerings – as long as you deliver consistently and fill a content gap. But if you haven't yet earned the loyalty of an audience, diversification is most likely a huge waste of your time. Focus. Become great at telling stories a certain way. Be compelling in your stories, yet predictable in how you deliver them. I honestly don’t know of any other path to content success. You can thank me later. Yours in content, Joe Pulizzi Founder Content Marketing Institute This article from Joe is available only in this newsletter for you, the newsletter subscriber. If you have friends that would see value in Joe's weekly updates, please have them [subscribe](2e5a5/ct15_0/1?sid=TV2%3AUd5a75fHW). 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