Content marketing

Use the whole chicken! A simple content marketing plan


A friend of mine told me a story the other day about his in-laws’ culinary habits that made me immediately think of marketing.

See, it appears that his family has a tradition of using the whole chicken when they cook. They don’t just eat the breast and wings – they have plans for each and every piece of the bird. The feet, the innards, the neck — even the bones make the basis for soup stock.

That’s maximum value!

Your content marketing should be the same way.

For example, a recent client hired me to write a knowledge base article on a topic of need and interest to their would-be customers. I then carved it up. I broke it down into several blog posts with a unique headline, buzz-worthy twist, and an engaging voice.

From there, I split out a dozen or so tweets – some that quote the original article while others just linked to the article with a brief explanation.

Then, posted a link to the article on the company’s Facebook page accompanied by an interesting photo and a compelling question to jumpstart engagement.

And finally, I created a video script for YouTube that showed a visual demonstration of a specific point from the original article.

See what I did there? I used the whole damn chicken!

What do you gain from this method?

  • Saves money: you get more bang for your buck – one idea, multiple uses
  • Saves time: dramatically reduces the amount of time spent concepting and writing new content
  • Multiplies your engagement: spreads your message across multiple platforms

If you don’t mind my pun — it’s a simple recipe for success.

Consider today whether some of the content you already have can be repurposed for more marketing “meals.” And, please let me know if it works.


photo credit: via photopin (license)