Abandonment Issues – What To Do with Content Archipelagos
If you viewed your content marketing operations from a 35,000 foot level, what would they look like? Would your organization’s content assets, social media networks and web/mobile properties all be aligned and grouped in a cohesive, self-supporting structure? Would they appear to feed audience traffic to one another? Would you have any assets that stand alone, away from the others in isolation?
If your answer to that last question is “yes,” you are not alone. With the best intentions, many brands concept, create and eventually forget about assets once utilized for content marketing purposes. There are countless mobile apps, videos, infographics, research summaries, podcasts and even networks that are like content archipelagos – untouched, inconsequential and alone.