Cross-pollinating content: Where will it take us?


pollinationDuring my school days, an elderly biology teacher taught us cross-pollination in  simple terms. Today, it’s interesting to see how content gets cross-pollinated across multiple platforms.

By definition, cross-pollination of content is very simple. We dust  pollen off, in this case, words into every conceivable content platform we can. Our craze for repurposing has led us to rewrite less. Instead, we spend more time identifying keywords for search engine optimization. As content gets monetized, we forget ideas that really impact the bottom line. What do consumers want?

In our hasty bid to create, market and cross-pollinate content, we sacrifice authenticity for choice words . We engage in a mechanical, thesaurus hunting expedition sacrificing creativity. We look for platforms to cross-pollinate content and forget, to quote William Zinsser that rewriting is harder than writing. Are we creating content that provides a new user experience, adds value and moves an individual’s decision-making process?

Research from Hubspot says that adding 15 new pieces of content will increase traffic on your site five times more. Great! But is that traffic relevant? At a recent seminar, content marketer Arne Keunn  gave out some statistics showing the growing power of sharing content online. Here are a few observations: 93% of people use search before making purchases, 86% of search is for non-branded items, 90% click on organic clicks versus sponsored advertisements.

According to renowned writing coach, Ann Wylie, marketers should be “attention creators,” not just content creators. Once you know what your customers want, develop content that is easy, intuitive and usable. Think strategically about cross-pollinating content across different platforms so that in every medium you become an attention creator. Optimize content for your audience, your audiences’ devices and promote it through your website. Make it fresh every week. Today, marketing begins and ends here.
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