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Rebecca Lieb writes…

It’s not a sprint. It’s a marathon.

One essential difference between content marketing and episodic, campaign-based advertising is that the former is a continuum. It has a beginning and a middle, but the end should ideally recede somewhere over the horizon.

It’s essential to plan for continuity in content marketing. Without a story, characters, a theme, or a hook that has legs over time, the well will run dry awfully fast. Marketers will find themselves staring at the proverbial blank page and puzzling over how to fill it.

What strategies and tactics can marketers adopt to ensure longevity? There are several, and they fall into fairly neat categories. The following is by no means a comprehensive list, but instead aimed a getting you thinking about the themes that make content sustainable.

How to ensure your content marketing is sustainable – iMediaConnection.com

The keys, she says are [among other things] Character, Curation and Community. Go to the source to read the rest of her thoughts – comment or ‘connect’ to discuss how this applies to you and your organization…

Related articles

• Is Content Marketing Better Than Advertising? (marketingpilgrim.com)
• 11 Ways to Totally Screw Up Your Inbound Marketing (hubspot.com)
• Marathon (not Race) of Social Media Content (marketingconversation.com)