If You Want To Create Exceptional Content, Limit Your Options

Latonia Kimberly


Quite a few written content marketers are asked to do more without having finding more assets. With audience attention more durable to capture than at any time, how can a imaginative information team cope?

Go to Elevating Cane’s and analyze the menu.

If you do not have time to go or aren’t around 1 of the chain’s 500 dining establishments in 27 states and 5 nations around the world, I’ll clarify. The eating places promote:

  • Chicken fingers
  • Crinkle fries
  • Coleslaw
  • Texas toast
  • Cane’s sauce

Five things. That’s it.

Why this kind of a restricted menu? Elevating Cane’s claims the model lets it provide fantastic quality food stuff swiftly without chopping corners. And the model seems to work for prospects – the corporation surpassed $1.5 billion in annual sales in 2020, with the average unit (i.e., cafe) earning 25% more than the typical McDonald’s shop.

What does this have to do with articles advertising and marketing functions? It’s a reminder that you don’t will need to be the McDonald’s of material promoting. You can provide a large return by cautiously curating your material technique like Increasing Cane’s does its menu.

You don’t need to be the @McDonalds of #ContentMarketing. You can realize a lot more by limiting your menu products a la @RaisingCanes, states @AnnGynn via @CMIContent. Simply click To Tweet

1. Discover your core written content items

A do-far more-without the need of-a lot more content advertising and marketing technique starts off with determining your material menu. To do this productively, you require two matters:

  1. Purchase-in from your inside written content stakeholders
  2. Analytics that exhibit what written content has labored ideal
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Get stakeholder invest in-in

To get stakeholders on board, bring collectively absolutely everyone concerned in the information – all those who generate it, use it, share it, and approve the funds for it. If that is not feasible, convey jointly the crucial stakeholders in every of those classes and e mail a quick survey to most people else so they can have enter, also. Anyone concerned needs to have a voice in this procedure, or it won’t get the job done.

Give the stakeholders a list of subject areas that you by now protect or think may possibly be valuable, and contain a compose-in selection. Talk to them to rank the top 3 subject areas – labeling them as 1, 2, or 3 (with one particular currently being the most important).

File their responses on a spreadsheet. Begin with two columns – matter and topic position.

Let me illustrate a uncomplicated instance for a financial solutions business. In this problem, a few stakeholders ranked possibilities from a list of seven subjects: commercial serious estate, neighborhood improvement, investing, management, market place and economic climate, taxes, and wealth planning.

Add two far more columns to the spreadsheet:

  • Rank price, which interprets the responses into a stage benefit to make the math simpler.
  • Complete matter benefit, which reveals the cumulative score for every subject matter.

In this example, every single first-area ranking equals 10 details, second spot is 8 factors, and 3rd area is six factors. (In this visible, I display only people matters that been given a ranking.)

Making use of this technique, inside stakeholders at the fiscal companies company rated these material matters as the most important to cover:

  • Investing. One stakeholder rated it most vital (10 factors), and one particular ranked it second (8 points) for a whole topic value of 18.
  • Prosperity planning. One particular stakeholder rated it most critical (10 factors), and a person rated it second (8 details) for a total subject matter benefit of 18.
  • Taxes. One stakeholder rated it most critical (10 factors), and 1 rated it third most essential (16 points).

Suggestion: Contemplate incorporating a column to keep track of the respondent’s role. It might be handy to fat the rankings if one particular part affects your targets more than a different. For example, if your plans are tied to gross sales, you may well weigh responses from the income workforce more than those people from a author.

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Analyze viewers facts

Now it is time to see what subject areas your audience prioritizes by researching info that steps development towards the goals in depth in your information internet marketing method.

Let us keep it easy and use three web-site-associated metrics for topical material hub web pages: complete impressions, total conversions, and conversion charge for the monetary companies illustration.

Combining the two sets of information and facts reveals the qualitative (i.e., people) and quantitative (i.e., information-dependent) subject priorities for the financial solutions business:

  • Stakeholder matter priorities: investing (tie for to start with), prosperity preparing (tie for 1st), taxes (third)
  • Knowledge-centered rankings: investing (very first), prosperity setting up (second), leadership (third)

Specified these benefits, investing and wealth scheduling unquestionably go on the content material menu. But the 3rd topic involves a nearer seem. Management been given no votes from interior stakeholders, nevertheless it attained the third-highest conversion fee. The taxes subject matter came in third for inside stakeholders and fourth for conversion rate, shedding to management by just .22%.

My summary? Taxes will be the 3rd topic on the content material menu.

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2. Provide written content combos

Now that you know the subject areas, you can package them into convenient selections that serve your viewers.

Seeking at your articles menu substances (i.e., subjects), detect which formats resonate ideal with your audience primarily based on the identical metrics you employed earlier.

For the money products and services example, let us say the workforce results in written content in 4 formats: blogs, e-publications, podcasts, and video clips. How does format have an impact on the conversion charges?

To uncover this, I create a new spreadsheet that breaks down the articles hub into individual property, determining the format, total impressions, conversions, and conversion fee.

With this information, I can see the leading formats for our three matters are: e-guides (~56% conversion rate), videos (~8% conversion price), and blogs (~5%). Podcasts (< 2%) don’t make the cut.

Now the team can develop the content combos based on three topics (taxes, investing, and wealth planning) and three formats (e-books, videos, and blogs).

3. Make your limited menu an ingredient in your content mission

Raising Cane’s incorporates its limited product offerings into its brand narrative. Here’s how the company explains its menu concept:

Our concept is simple and unique… we only have ONE LOVE – quality chicken finger meals! At Raising Cane’s you get an exceptionally high-quality product served quickly and conveniently. We can do this because we offer a limited menu. The specialized systems developed by Raising Cane’s allow us to maintain a level of quality unmatched in the industry. Our commitment to this concept will not allow us to compromise our quality, cut corners or clutter our menu with new products that do not fit our core menu offering.

While your selective content menu may not make it into your brand story, it should be part of your content mission statement.

As Jodi Harris explains: “A content mission statement is a centering principle of your brand’s content, and it can govern your content team’s creative and strategic decision-making.”

A #content mission statement is a centering principle of your brand’s content, and it can govern your content team’s creative and strategic decision-making, says @joderama via @AnnGynn @CMIContent. Click To Tweet

Most mission statements center on three components: who you aim to help with your content, what kind of information you provide, and how that information delivers a positive outcome or benefit to your audience.

Consider including a fourth component – why a limited content menu better serves your audience and brand. For example: “At ABC Financial, we believe in delivering our audience only the highest quality, most timely, most relevant content. To do that, we don’t create content about everything in every format on every platform. We focus on investing, wealth management, and taxes in video, e-book, and blog formats because that’s what our audience prefers.”

4. Don’t take special orders that require new ingredients

When you implement a limited model for your content operations, expect special-order requests, especially initially.

These inquiries (which may sound like demands) will likely take one of two forms:

  1. A new combination. This kind of request only requires repackaging. If you have the resources to fulfill it, do so.
  2. An off-menu request. In the financial services example, an off-menu request might be a blog post about commercial real estate. Explain that you can’t order a burger at Raising Cane’s – in other words, that the content team isn’t set up to do special orders. In declining the request, reiterate why your brand has decided to limit its content offerings. (You can even share the content mission statement if you think it would be helpful to the conversation.)

Don’t delete special-order requests you can’t fulfill. Add them to a research-and-development spreadsheet, noting the “what and who” of the request along with the expected outcome. Review the R&D tracker quarterly to see if any of those ideas are worth a pilot project.

If an off-menu request tests well, consider whether it’s worthy of placement on your content menu.

Don’t delete special-order #Content requests you can’t fulfill. Test them when possible. The results will indicate if they deserve a place on your limited content menu, says @AnnGynn via @CMIContent. Click To Tweet

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5. Check content ‘sales’ frequently

Even the best-researched menu may have items that don’t sell well. After implementing this limited content model, frequently review the relevant metrics to see what’s “selling” better (i.e., helping you achieve your goals).

But don’t let that frequent monitoring lead you to make kneejerk changes. If one content combo isn’t doing well, consider amping up its promotion to ensure your target audience knows it exists. If it still doesn’t do well, you can consider changing it. Similarly, if you find a combo sells particularly well, repackage it to see if you can amplify that success.

Review your metrics to see which #Content sells better, but don’t make hasty decisions. Test promotion or package tweaks before changing the menu, says @AnnGynn via @CMIContent. Click To Tweet

Host a content “sales” meeting every six months or year (depending on your content cycle). Revisit the menu from quantitative (i.e., metrics) and qualitative (select stakeholders) perspectives. Then, decide if you need to change your content menu items.


Enjoy this delectable content model

The Raising Cane’s approach to content can serve your brand well. When you consciously curate a limited set of content products and offerings, your content marketing team’s productivity should rise. Content creators won’t don’t have to jump between many topics and formats. Instead, they can hone and perfect quality content your brand and your audience will appreciate.


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Cover image by Joseph Kalinowski/Content Marketing Institute


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