The holiday season is quickly approaching, so it’s time to think about what we are setting on the table for our Thanksgiving dinners and what we are thankful for. This year, we decided to combine what we are thankful for with our meal. We’ve created a content marketing feast. Enjoy!
To create our feast, we thought of what we considered to be traditional Thanksgiving food and why it is so important to the meal…or in this case, content marketing.
Thanksgiving isn’t complete without a main dish such as turkey, just like content marketing isn’t a complete effort without eBooks and white papers. When you hear Thanksgiving, one of the first things you may think of is the perfect turkey and how it satisfies your appetite. This is just like content marketing! White papers and eBooks are the “turkey” of your content marketing strategy. They take a long time to “cook” and are very important to the finished product.
Let’s be real, this is what makes the turkey. And this is why the stuffing is comparable to the visuals of your content marketing. Stuffing is visually appealing with the mix of carrots, celery, and breadcrumbs. These ingredients combine to make a picture-perfect dish. Without the stuffing, the turkey is bland. Now let’s think about it in content marketing terms. The stuffing is the infographic, chart, gif, video, or image that enhances your eBook, white paper, or blog. When you combine the two, you’ve got content marketing.
We can’t forget the mashed potatoes. Your spuds can be loaded up with butter, gravy, or seasonings to bring out your favorite flavors. At Thanksgiving, there are usually extra potatoes on hand so that everyone gets some. In content marketing, the long-form blog posts are equivalent to the Thanksgiving mashed potatoes. You can spice up your content by adding different information to leave your readers feeling full of details. And we know that reading long-form content takes longer, just like eating a heaping pile of mashed potatoes.
Not sure what to grab at the table first? Take a dinner roll! These small rolls are easy to pass around, quick to eat, and always a crowd pleaser. In content marketing, the rolls are the short-form blog posts. They’re easy to share on social media, they’re quick to consume when reading, and are filled with snippets and images which make them fun to read.
Sweet potato casserole
The sweet potato casserole has a little bit for everyone. (And, if you’re like me, you only eat the perfect golden-brown marshmallows off the top!) If sweet potatoes are your thing, you’ll eat the marshmallows with the potatoes. Sweet potato casserole is the perfect mix between sweet and savory, and that’s why it’s the social media of Thanksgiving. When posting on social media, you have to think of your audience and what they like. Do they want sweet content (the marshmallows) or do they want to-the-point information (the sweet potatoes). You’re probably using social media on various networks to expand your reach. Think of your social platforms as the guests at your meal: Each audience will prefer to consume its content in different ways.
Last, but not least, the pie. No matter how full you are, you’ll always have room for pie (and come back for more, and more…and more!). I don’t know about you, but the fridge is where I always find myself looking for more food after the meal is over. This is just like content marketing. After your work has been posted, you don’t leave it, never to look at it again. After a while, you check and analyze your work. Is everything still okay with your plan or do you need to tweak it for next time? The analytics are crucial to your success in content marketing, just like a pie is important to topping off your Thanksgiving feast.
All of these items come together to make a good meal, just like all of the pieces come together to make content marketing work. Now that you’ve gobbled up this content, it’s time to feast on your Thanksgiving meal. From all of us at Lexicon, have a happy and safe Thanksgiving!
Lauren Manecke, Branded Content & Social Media Strategist
As the team’s social media strategist, Lauren manages, creates, and publishes content for a variety of clients in order to achieve their marketing goals. When Lauren isn’t scrolling through social media, you can find her at home binge watching documentaries on Netflix.