Dumb Ways To Die

mlns='> Classic content (like the City of Melbourne’s hit) is rare. But it doesn’t have to be [View Message in Browser]( / [Add Us to Safe Sender List]( Weekly News 5.6.22 Connect With CMI [23 Measurement Definitions Every Content Marketer Should Know]( While you may recognize terms related to content measurement, it’s easy to confuse their distinctions. Read on for explanations of 23 common measurement terms and how they fit into your content’s performance strategy. [Read more]( By Jodi Harris More of the week's best stuff: - [Influencer Marketing Experts Pick Their Favorite Tools To Manage Their Programs]( by Sarah L. Parker - [What Marketers Get Wrong About Content's Role in the New Buyer's Journey]( by Robert Rose - [3 Ways To Use PR To Win Media Attention for Your Content [Examples]]( by Ann Gynn - [To Date or Not To Date? That’s the Wrong Content Question [Rose-Colored Glasses]]( by Robert Rose  How Content Becomes Classic Wanna start a fight among content marketers? Ask four content marketers whether blog posts should include the date of publication. There are good arguments on both sides. I see the point made by those who say that you can’t correctly cite any content that isn’t dated. And I understand the argument that says including the date will eventually make your content seem old, even if it’s “evergreen.” But here’s the thing. A timeless piece of content doesn’t automatically mean the content will stand the test of time. And content that stands the test of time isn’t necessarily timeless. When trying to create evergreen content, content marketers typically avoid including anything that links the piece to the time it was made. They’re trying to create something that will be relevant to the desired audience now and in the future. This seems like an impossible task. Writing in a particular time imbues context that can’t be removed – you can’t know which details will make your piece seem dated in the future. But if this is true, how does any content last beyond its own time? How does something become “classic” in the dictionary definition (a work of art of recognized and established value)? The short answer: Because it turns out that way. That’s unsatisfying but true. Classic works aren’t classic because the author tried to avoid the context of the time in which they created them. They become classics because the care, depth, and creativity poured into the piece continue to resonate with new audiences. I just finished rereading Basic Marketing – A Managerial Approach, by E. Jerome McCarthy, for the third time. Even if you haven’t heard of the book, you’re probably familiar with one of the concepts it introduced: The ["4 Ps"]( of marketing. It’s a classic marketing text. But, having read it three times, I can tell you it’s clear this book was written in the 1960s. I love how author [Italo Calvino described a “classic”]( in his essay, Why Read The Classics? He characterizes it as something “which, even when we read it for the first time, gives the sense of rereading something we have read before.” A classic, he says, is “a book which has never exhausted all it has to say to its readers.” I continually return to Theodore Levitt’s paper [Marketing Myopia]( to refresh my marketing chops despite its analysis of industries that date it to the 1960s. [Dumb Ways To Die]( , a content marketing effort by the City of Melbourne Australia’s Metro organization, continues to get tens of millions of views every year despite being almost nine years old. Would any content marketing fit that description? I asked some clients (without irony, mind you) if they could envision creating a thought leadership paper that was timeless (meaning evergreen) and classic (meaning something people enjoyed so much they’d read it again and again). They laughed. But I was serious. Can you create a classic thought leadership paper? Is it possible to produce a classic video series on SEO? Can you create a classic Thanksgiving Day turkey recipe? You can’t know if a piece of content is a classic until it – well – becomes a classic. It must stand the test of time. And for that, you need time. But you can increase the chance that your content’s value will last. In this week’s [Rose-Colored Glasses]( I share seven characteristics that will give your content a fighting chance to become a classic. Have you created any content that’s become a classic? Let me know in the [article's comments section]( [by email](mailto:cmi_info@informa.com). In the meantime, remember: It's your story. Tell it well. Robert Rose Chief Strategy Advisor Content Marketing Institute Do you have colleagues or friends who would benefit from Robert's weekly updates? 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