Why Content Marketing Totally Revolutionizes Your Business

Michelangelo Buonarroti, rock star of the Italian Renaissance, believed that art was already within a block of stone. The artist, after all, would simply remove the superfluous.

This is a great metaphor for life that makes us realize how important it is to free our ideas and make them available through a process of transformation.

For a company, shaping matter around its business means, in two words, making customers.

It's right to aim straight for the objective, but we should first think about the qualitative component of the process.

For this reason, when we work on content creation, we are planning a production process that is not an end in itself but which aims to create engagement and interconnection .

Where to start?

We consider it essential to create original content, whether scientific or entertainment.

Through this content, we can structure a specific distribution campaign that engages our audience and creates specific connections between micro and macro content.

As Gary Vaynerchuk explains in his Content Model Analysis, a company can build its own storytelling model starting from a macro content (an example could be a talk for an event) and then create a series of micro contents taken from the original project that serve to generate engagement around the company and its activities.

We will then have a project A available on a channel of our choice (see YouTube, blog, etc.) which is divided into multiple projects (A1 – A2 – A3, etc.) that can be shared on various social networks such as Twitter or Instagram.

Transmedia Storytelling

When we consider the idea of distributing the same content across different platforms, the transmedia storytelling technique comes to mind, right from the very first draft of the project.

Transmedia storytelling is a writing technique that involves the construction of a network of interconnected contents belonging to the same universe .

Just think about the Avengers movies: each superhero has his own movie but is connected to the universal story with all the other heroes.

When we design content, we need to think the same way: creating a universal story on one distribution channel that allows us to delve deeper into individual topics on other interconnected channels.

The transmedia design model allows us to build authority around our project: we don't just write a book, an academic paper, or a text for public speaking, but we also have the ability to distribute its content and create additional content that can generate attention around our work.