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How content can be a gift that keeps on giving

There are two ways to ensure that your valuable insight doesn’t get put in the “reindeer socks pile." One is about making it easier to consume; the other is about revealing something new.
The holidays have come and gone, but you’re likely still wrapping your head around some of the gifts you got. Some of them may be a “one and done,” like a tin of homemade cookies. They might be the best homemade cookies ever, but you eat them and that’s it.

On the other hand, there are the “gifts that keep on giving,” the things that continually bring value. Last year I got one of those weighted blankets and it lived up to the hype; it helps me sleep better every night. It keeps on giving.

The recorded content that your business produces may not be as cozy as a weighted blanket, but it may be just as valuable if it’s filled with meaningful insight (if it’s boring, it may induce sleep as effectively as the blanket). That keynote speech your CMO made at the summit last month was chock full of wisdom. Many who heard it at that moment loved it and were sated – one and done. Others heard it and still want more. Many didn’t hear it but would love those insights.

Regardless of who it’s going to, recorded content can actually be a gift that keeps on giving. There are two ways to do it and ensure that your valuable insight doesn’t get put in the “reindeer socks pile." One is about making it easier to consume; the other is about revealing something new.
  1. Share individual insights in small, satisfying packages: Depending on how brilliant your CMO actually is, that 45 minute speech could yield 10 perfect little audiograms of insight that you bring to the world over time. Her prediction for the biggest sales driver next year – audiogram number one. Her anecdote about protecting consumer privacy – audiogram number two. You get the point. And because those insights are quick and easy to consume, your audiences get the point too.

  2. Reveal new insight: any content marketer will tell you that having all of their company’s recorded content in one place makes it easier to manage. But now imagine leveraging AI to analyze all of it, pick out trends, and reveal things that may have not been apparent.

    Let’s say the subject of consumer privacy came up not only in that 45 minute speech, but across eight speeches last quarter, three summit panels, and seven customer Zooms. New insight that clearly matters to people has emerged. And now you have something new and meaningful to give to the world.
With the ability to bring great, new, digestible insight to your audiences repeatedly, your business just may be a contender for Secret Santa-of-the-year. The question is whether you have the ability to do it, and do it easily.