5 questions to turn your content marketing into an asset

You’d love to create great content to lure customers or fans. But it’s such a drain on the budget. Or is it? Brandscaping’s Andrew Davis asks, What if content became a line-item plus?

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A marketing team at the Boston firm CommCreative was powwowing one evening, trying to come up with a strategy to rule the world.

The arrival of their Chinese takeout sparked an idea, says content marketing wild man Andrew Davis. Someone said, “Wouldn’t it be funny if you just took everybody’s fortune cookie and turned it into marketing advice?” according to Davis.

The idea became Today’s Marketing Cookie, in which people send in their fortunes from the cookies and the CommCreative’s CMO use them to inspire blog posts. The simple concept has become wildly popular, bringing CommCreative a following among its target audience.

In “Turn your content marketing costs into tangible assets,” Davis suggests ways to make content an asset, not just a drain on the budget.

What if your content became a product? What if, Davis asks, you said: “We put a lot of energy into our product. Let’s think about our content that exact way.” Do it right, and reap rewards, he says.

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