The content marketing feature I’m still waiting for


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One of the biggest problems B2B marketers have with their content is shelf life and ROI.  You create great content, put together a campaign to launch it, then move onto the next new piece of content.

Sure, that existing content can live on via your Web site, driving natural search traffic and the occasional social pass-along.  But companies are investing way too much money creating new content today to see a big initial spike of traffic & impact, then little to nothing over time.

There are several tools on the market today that help you schedule subsequent campaigns for your new content, of course.  And while those features are great, they only work if you set up that subsequent re-sharing schedule in advance.  And once your scheduled re-shares are over, you’re back to zero.

What I’d like to see is a feature from someone that automates the curation, rediscovery and re-sharing of content in a company’s archive.  Wordpress has a plug-in called “Tweet Old Post” that does this in a rudimentary fashion today.  It’ll basically pick at random (with a few filters added) content from your blog archives to promote via Twitter each day.

But what I really want is an automated curation tool that’s smarter than this.

What if, for example, you could tap into the day’s conversations among your prospects and customers – via social, communities, etc. – and share just the right content from your archive that would apply and appeal to that conversation?  At minimum, this feature could proactively do the math on the day’s news and conversations, and serve up for you 2-3 “recommended” pieces of content from your archives that are likely to drive engagement from your audience today.

Ideally, this feature both automates more regular re-sharing of my archives, plus highlights more timely & contextual content that should be shared right now.

Please shout at me if something like this already exists, I definitely want to know about it.  But assuming it doesn’t, can someone please build it? Pretty please?

Republished with author's permission from original post.

Matt Heinz
Prolific author and nationally recognized, award-winning blogger, Matt Heinz is President and Founder of Heinz Marketing with 20 years of marketing, business development and sales experience from a variety of organizations and industries. He is a dynamic speaker, memorable not only for his keen insight and humor, but his actionable and motivating takeaways.Matt’s career focuses on consistently delivering measurable results with greater sales, revenue growth, product success and customer loyalty.


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