Efficient Marketing
Cascading Content
If you are a business owner that needs to save time and money and really needs to get their point across efficiently in their marketing, then we highly recommend implementing a cascading content strategy.
What is a Cascading Content Strategy
Cascading Content is a strategy that takes one piece of content and recycles it into each of your channels, saving time and money.
For example, if you wrote a blog, with 4 key points, and then took those 4 key points and made 4 different social media posts. You have recycled content and ensured that the messaging is consistent.
Why is it important?
Money is tight in 2023. Gaining more clients, and not keeping quiet on the marketing front is really important during a recession. Why? Because competition gets a little more fierce.
Being consistent and regularly top of mind with clients has never been more important. If you are able to reach them on multiple occasions, about the same message, you will help them to recall you when they need you or will prompt them to reach out.
Most people are facing information overload, especially from online advertisements. What we want to avoid is gaining subscribers who forget about your company after clicking “follow” or, worse, are so annoyed by your posts that they unsubscribe.
To gain (and keep!) subscribers, it’s important to demonstrate that you have something to offer. Cascading Content moves beyond just sharing essential business information (e.g. hours of operation, sales, services offered). Treat each new member of your audience as someone whose trust you need to actively nurture and whose support should be rewarded – just like you would treat a customer in person.
How Cascading Content Works
Pick a topic and a medium: this should be a topic that is relevant to your business/audience and (most importantly!) something you know about. Choose a medium (article, video, presentation, etc.) you’re comfortable with and get creating!
We know from the Four C’s of Marketing that your messaging should be consistent, coherent, complementary, and demonstrate continuity. If you aren’t familiar with the Four C’s or are just getting started with building your marketing strategy, we strongly recommend that you get started with this article.
Upload your content: if you have a website, create a new page and add your content. You could do this by adding a blog, for example, making sure you have at least 4 key points in your piece of content. If you don’t have your own website, you could upload the content directly onto your page on a third-party hosting site like Facebook, LinkedIn, or YouTube.
Share: this is where the Cascading happens! Using key parts of the content you have previously prepared, re-publish those key points in a different channel. You can even add extra info to support the message. For example, we could now make a post on cascading content, with a link to this blog!
It’s often a good idea to create a compelling image to accompany the link to your content to grab attention –we recommend using Canva. For more information on how to design images for social media and whether you might need to spring for the premium version.
DIY or Outsource Marketing
It’s up to you how you get this done. We recommend outsourcing a lot of this work to professionals if you are low on time, and don’t regularly wite. You might be surprised at how reasonable the costs are. If you consider the amount of time it would take you to complete all that we have discussed above, over an hour or two of your time to brief and approve, you may find it cheaper than doing it yourself.
The trick is making sure that the writer understands the content. We have worked with MSP’s in tech for 5+ years, and accounting firms. Not to mention retail, sustainability advisory firms and everywhere in between.
If you would like to chat about how best to implement cascading content in your business, click here to book some time to chat.