‘Big Content’ marketing: what it is and how it works

on Tue 15 Sep


We’re all ramping up our digital marketing efforts, but the need to think more strategically about the types of messages you want to communicate, as well as how you communicate them, should be top of the marketing agenda.

Churning out the same message about your product or service will, not only lose momentum amongst your target audience, but your marketing team may also lose motivation – not to mention leaving you in the algorithmic doldrums on social media.


So how do you create engaging content? 

Coming up with new ways of talking about your business requires a different way of thinking. It does mean moving away from an outright sales message to more of a thought leadership approach that is driven by industry issues.

Taking a more issues-led approach also means you can get a lot more mileage from your content as it can be used the across the marketing mix; from social media to email marketing, blogs and SEO.


What is ‘Big Content’?

This is all about creating pieces of significant or high value content that can then be broken down. Good examples of ‘big’ pieces of content include guides, reports or whitepapers, where there are many elements, themes and messages that are being communicated.

90% of C-suite executives and 88% of business decision makers say their respect and admiration of an organisation increases after engaging with thought-leadership content. (LinkedIn)

These messages can then be ‘shattered’ into smaller pieces for blogs, social media and email marketing campaigns; not to mention a lead gen or download tool for social media ad campaigns.


It’s all about the long game

Good content takes planning and time, but the return on that time will be better in the long run than repeating the same sales message. With the average B2B sales cycle lasting around six months, unlike a consumer audience, there is scope for focusing on a longer-term content strategy 

With digital marketing high on every business agenda in such a competitive climate, it’s easy to take a knee-jerk approach and churn out any old content to maintain visibility.

Instead, look at it another way; would you rather have a sales and marketing presence that leads to people simply glancing at your website or social, or produce high value content that leads to customer engagement?

We think it’s a no-brainer, don’t you?


Big content examples


  • Whitepapers, reports, eBooks: These can be a great lead gen tool
  • Case studies or longform articles: Your company in action or a piece of industry thought leadership? Both are great for awareness and social content
  • Webinars: There is a little bit of webinar fatigue out there, but offered as a recording they are still just as effective
  • Videos or podcasts: Still a powerful medium, especially podcasts, which is rapidly increasing in popularity