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Plan Your Bottle Episode

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cmi@news.contentinstitute.com

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mlns='> ContentTECH Summit - NEXT WEEK! / Weekly News 6.4.21 Connect With CMI The 2021 Content Manag

mlns='> ContentTECH Summit - NEXT WEEK! [View Message in Browser]( / [Add Us to Safe Sender List]( Weekly News 6.4.21 Connect With CMI [Content Management and Strategy: The Big Wave Is Here [NEW RESEARCH]]( The 2021 Content Management and Strategy Survey reveals glimpses of optimism. But there are lingering challenges for businesses as changes to the way people live, work, and take products to market accelerate. [Read more]( By Robert Rose [Trends and Research] More of this week's best stuff: - [This SEO Refresher Can Make Your Content More Attractive to Google]( by Precious Oboidhe [Distribution and Promotion] - [8 Expert Tips to Help You Personalize Your Content and Segment Your Audiences]( by Ann Gynn [High-Level Strategy] - [20 Words Journalists Loathe (and More of This Week's Content Marketing Stories)]( by Content Marketing Institute Team [Trends and Research] - [See More Content Optimization Stories]( Love It or Hate It – Send It Our Way Have you seen an exciting, unique, puzzling, or eyebrow-raising content example, idea, or trend this week? Fill out [this short form]( to share it (and your opinion about it) with your fellow Content Marketing Institute readers. We’ll credit you as the source (and include your commentary) if we include your submission in an upcoming Friday article.  A Note From Robert Rose Plan Your Bottle Episode While watching Friends: The Reunion last week, I was struck by something one of the show’s creators said about budgeting. Friends is one of the most successful television sitcoms of all time. From 1994 to 2004, the show never left the list of [top 10 most-watched]( television programs. It was also one of the most expensive television series of all time. By the last two seasons, each of [the six main actors earned]( more than $1 million per episode. The show has more than justified that expense since then. Some estimate Friends earns around $1 billion a year from syndication, merchandising, streaming, and other deals. What does this have to do with content marketing? During the reunion show, creator Marta Kaufman talked about how they planned “bottle episodes” each season to manage the show’s budget. Bottle episodes are shot on one stage or location without guest stars or anything that would increase costs. The idea is to spend less on these to save for more extravagant storytelling in other episodes. Put simply – even on a show with abundant resources, the creators planned for the fact that not every episode had the same budget to work with. This idea resonated with me because of a recent conversation I’d had with a content marketer. I’m always amazed by how many businesses manage their marketing budgets by dividing the annual or quarterly budget by the number of months in that period. Often, that math continues down to the asset creation level. This content marketer told me he was asked to create six white papers in a quarter. So he did the math and assigned an equal amount to each project. I asked him why he’d done it this way. He said he wasn’t sure what each paper would entail or where he’d source them. He planned to try to get each one created just under budget in case he needed to pay more for any that followed. This pattern continued until the end of the quarter, when he could then decide to pay for a more extensive paper or spend the leftover money on something different. This is not the optimal way to manage content or budgets. It’s harder to create extraordinary content if you let the budget dictate which stories you can tell. A better way is to plan your stories first – then figure out which ones need bigger budgets and which can still be great with less to spend. Once you know the budget you have to work with for the year or quarter, use it as a tool for content planning. Which of your “big rock” content pieces need to be expensive, multi-set, special guest star episodes? Which will be bottle episodes? But don’t misunderstand the Friends creator’s point. Yes, the team had to consider the budget during the annual planning process. Yet some of the Friends bottle episodes ended up being among the best episodes of the series. Spending less on these episodes didn’t mean the team could slack off in terms of creativity – if anything, they had to get more creative. You don’t always need a big budget to create extraordinary content. But sometimes you do. Deciding which stories should get it is a vital part of the creation process. It’s your story. Tell it well. Robert Rose Chief Strategy Advisor Content Marketing Institute You're getting this exclusive article from Robert Rose as a perk of your newsletter subscription. Do you have colleagues or friends who would benefit from Robert's weekly updates? If so, please invite them to [subscribe]( here.   Sponsored Content The Chief Brand Officer's checklist to getting everyone on the same page As brand champions, CBOs need to make sure all brand elements work together to tell customers a cohesive story. Download this checklist to learn five ways CBOs can overcome collaboration challenges, get everyone on the same page, and deliver more cohesive branding across every touchpoint. [Get the Checklist »](   More From CMI ContentTECH Summit 2021 starts next week! You won't want to miss this digital experience with the best and brightest in content strategy and technology. Learn how to manage, deliver, and scale your content marketing. Register with code COMMUNITY100 to save $100. Larger discounts are available for groups of four or more. [Register Today at www.content.tech »]( Content Marketing Job Listings Currently on a job search? Thinking about switching gears with your career? Please check out our job listings below. Available positions: Creative Content Specialist, Great Dane, Savannah, GA - [Learn More]( Interested in posting a job here? Please see our [CMI Careers page]( for more info.    You look for every opportunity to reduce the time, money, and manpower wasted during content creation and distribution. But is there a way to reduce creative waste? Melanie Deziel explains how you can optimize your creative processes to confidently and efficiently generate more (and better) content ideas for sharing your messages with the world. [Watch Now »]( [CCO June 2021 Coming Soon – Subscribe Today]( Events [Content Marketing World]( [ContentTECH Summit]( [Master Classes]( [Content Marketing Awards]( Resources [Research]( [White Paper/eBook Library]( [Content VIPs]( [CMI Business Directory]( Education [Content Marketing University]( [Chief Content Officer]( [Webinars]( [Career Center]( Interested in advertising with CMI? [Learn more.]( To stop receiving future Content Marketing Institute update emails, please respond [here](. Copyright © 2021 Informa Connect, All rights reserved Content Marketing Institute, an Informa Connect brand 605 3rd Ave | New York | NY 10158 [Terms of Service]( | [Privacy Statement]( [informa tech]

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