- Invest more, guess less
- Marketing is an investment. We want a return.
- View the content you create not as a piece of marketing but as an asset
- Different kinds of content have different risk profiles
- Diversify content assets
Asset Classes
Memes
- Great reflection of culture
- Great way to get a message across
- Price is low
- Reach is mid-high
- Lifecycle is short
- Repurpose value is limited
- Potential brand risk is high
- Return is low-high
Interactive Tools
- Price is mid-high
- Reach is mid-high
- Lifecycle is long
- Repurpose value is limited
- Potential brand risk is low
- Return is mid-high
High-Growth SEO Opportunities
Create content you believe will someday go up and to the right
Acquisitions
Example: Hubspot acquisition of The Hustle
- The Hustle was getting significant traffic from HackerNews
- Hubspot is starting to build products that will target other people besides marketers. The acquisitions give them access to that audience.
Notes
- Smaller acquisitions from Flippa
Create More Content
Dynamic content
Example: AirBNB
- Create pages for <city> Vacation
- 12 of them make of 50% of the traffic
CTA
- Invest in high quality content for 3 months