Perpetual marketing machine — Kelford Labs Daily

I was talking to a friend last week about his marketing.

(He brought it up, by the way. I didn’t just launch into an unsolicited marketing rant, this time.)

He’s got some ridiculously high-quality content already out there. Podcasts, newsletters, webinars, even regular articles in prestigious publications.

He does a lot, he does it extremely well, and he does all of it himself.

But it’s not working as much as you might think (or as much as he hoped it would).

So I asked, “Does it feel like you’re constantly having to push your marketing?”

“Exactly,” he said.

The problem, as I saw it and pointed out, is that all that incredible content is temporary, ethereal.

Outside of podcast and newsletter archives, it’s not available in other forms, or promoted beyond its initial release.

If someone listens to a podcast or reads an article, there’s nothing they can do next other than buy.

And what he’s selling isn’t something most buyers can buy in the moment. They need to think about it, or maybe even get someone else’s approval.

Which means the content can’t just be made, it’s got to be perpetuated.

He needs a way to keep prospects engaged without having to keep making things constantly.

Those amazing articles can do more than just live on someone else’s website and get briefly promoted on LinkedIn.

They can get chopped up into snippets, converted into short-form soundbites.

They can be presented on “toothpicks,” not just served on a platter as a meal.

Yeah, that takes a bit more work (there’s no such thing as a perpetual motion or marketing machine, everything takes some energy), but it’s a lot less than making something new every single time he needs to market.

So think about your own marketing content:

Is it one and done, or is it something that can keep working without you having to constantly work at it?

Reply to this email to tell me what you think, or ask any questions!

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