Do you ACTUALLY need more content?
I find that many teams are not effectively using the content they have!
"But we need new! Different! MORE! And how will we measure that the team was busy! Creating! PUBLISHING! if we don't have a stat about how many new blogs, new videos, and new carousels we made this quarter!?!"
I propose a new metric: content velocity.
And also... some of the traditional metrics you're (hopefully) already using to measure reach, resonance, and conversion (the fact that those are different is a topic for another post 👀).
Content velocity is about accelerating the time-to-value of creating modular content from a pillar asset.
This is a perfect use case for incorporating AI into your workflows. For example, I've been experimenting with tools to generate short video clips from longer video assets.
Do we end up with more videos? Maybe... it depends on the quality of the content.
AI spits out 5-25 clips, and then a human on my team goes through and chooses the 3-5 clips that are actually suitable for distribution.
We mark which channels the clip is relevant for (hint: snippets clipped from live recordings are rarely good for short-form YouTube ads, particularly the ones you can skip after 5 seconds).
We also note personas and products, potential relevant existing articles for cross-linking or embeds, and suggested CTAs and destinations.
That^^ is much more strategic than simply passing along the 25 AI-generated clips to our campaign teams.
25 is more than 3.
But the RIGHT 3 messages, with information about the RIGHT audience and RIGHT channels? That's the actual value.
So, content velocity helps you understand how fast you can achieve the RIGHT "more" content 🙌
(Wanna hear more about extending the shelf life and impact of your content? Hear the full episode with Amy Woods, link in comments 👇👇 )
