What do content marketing and mixtapes have in common?
In hip hop, the vast majority of audiences are only privy to the platinum (or gold) selling albums. They know the hit singles.
Most of them miss one crucial element of a hip hop artist's arsenal
MIXTAPES.
Many of today's biggest stars, and even those from the 80s, 90s and 2000s launched their careers with mixtapes.
Eminem did it.
50 Cent did it.
So did Kendrick Lamar, Lil' Wayne and Gucci Mane, to name a few.
They pumped out mixtape after mixtape, packed with content.
Lil' Wayne is said to have put out 29.
And Gucci Mane? 71!!!
Mixtapes fulfil THREE important objectives:
- Getting their name out there - content is the most effective way to be heard
- Practice, practice, practice - relentlessly polish one's craft
- Gauging what works and what doesn't
Do you see how this is similar to content marketing?
Like 50 Cent's smash hit album "Get Rich or Die Tryin'", we tend to notice the content that garners a lot of engagement.
But what helped it get there wasn't "In da club".
It was 50's mixtape campaign that got Eminem's and Dr Dre's attention.
It's the same with brands.
It is not the ONE viral piece of content that makes up the brand's content strategy. There's a whole lot more to it.
After continuous testing and iteration, they have their smash hit.
Treat your content marketing like a mix tape campaign.
Put out content. Lots of it.
Most of it will fall flat.
One will ignite a spark.
A few sparks will create a fire.
Soon, you'll have a raging inferno.
Gradually, your content will be so good that your audiences will start paying attention. They'll engage with you. Eventually, buy from you.
Also, remember, successful content marketing is not about going viral to the masses. It is getting the attention of your target audience. Period.
But if you wait on the sidelines overthinking ONE piece of content, polishing it, perfecting it, in the hope that THIS will be your make or break piece, you've lost the plot.
There's no way to know which piece will hit.
You can certainly identify what subject matter (i.e., trending topics, keywords), what formats (Reels, text, memes) and which platforms will have the highest possibility of success. But only testing will light the way.
Keep creating.