Saturday, April 9, 2011
Don't Let Content DIE!
Just a quick post from an article I read today in the IBJ
"Big Fuel's campaign for Colgate-Palmolive's (CL) disposable toothbrush delivered 4 million-plus engagements — meaning the number of times people viewed the campaign's videos or played its online games. A year later — without new content being added— the engagement number jumped to around 10 million."
We see this all the time: Content that does well during one period can do even better during the next. Think about that when you are turning over stones for your story harvesting as part of your long tail search strategy.
We have a client who is a Tire Retailer. They took an outlook email that someone wrote to one customer (Content that would never seen light again in the traditional world
) and pushed it to their blog. that email was seen over 10,000 times the first year and was directly tracked to over $60,000 in sales. One throwaway outlook email about choosing snowtires!
10 million views, 10 thousand views....no content should ever die.