I’ve been all over the world over the past year talking with marketers about their content projects. In most companies, there is a focus on big content.
What’s big content you say? Big content means large content projects such as custom magazines, lengthy newsletters, virtual events, large customer events, etc. These are content initiatives that are complex, take lots of time, planning and review and are dependent on many people for success.
There is nothing wrong with big content. They are essential for most brands. We need custom magazines to develop long-term relationships with customers and provide real solutions to our customers’ needs. We need in-person events to meet with customers face-to-face and show them we appreciate their business. There is certainly a place for big content, but not at the expense of small content.
Let me give you an example. Men often save up for large presents for their significant others over critical dates. Birthday. How about some jewelry? Mother’s Day. How about a spa day? Anniversary. Maybe a trip or cruise is in order.
I’m sure most women love these big gifts. But that’s not what keeps the relationship going. It’s the small things. The note you left on the bathroom mirror. Doing the dishes without prompting. Cleaning up the house. Making the bed. Taking the kids out for an hour or two. An “I love you” or a “You’re beautiful” that wasn’t expected. That’s the glue that holds relationships together. That keeps the love going. The small, unexpected gifts.
The same holds true for your content initiatives. The custom magazine is fantastic, but what your customer really likes are those daily blog posts, periodic Twitter updates, weekly enewsletters. It’s the small content that truly builds the relationship that makes the big content that much more powerful.
While both big and small content is needed, if you had to pick, small wins out every time. Taking your wife on a cruise once a year without doing all the little things in between is a recipe for separation.
Don’t get stuck on big content as the expense of small content. If there is one thing I see wrong with larger companies, it’s this fascination that big content is better. It’s not.
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