Poco a Poco

Wendy Simms

by Wendy Simms

VP of Media

I spent the summer trekking 500 miles across northern Spain on the Camino de Santiago, or the Camino Frances to be exact. It was quite an undertaking, and one I’m not sure I was completely ready for. Yes, it was easy to get swept up in the romance of the journey, walking through the Rioja region, crossing the Pyrenees and meeting people from all over the world who had come to make the pilgrimage for their own unique reasons.

What I may not have been completely ready for was the walking, day after day, for miles and miles over 38 days. A wonderful experience to be sure, but one heck of a challenge for me. The saying on the trail, beyond the daily greeting of “Buen camino” to fellow pilgrims, was “Poco a poco” or little by little. That was the refrain every day—“Poco a poco.” And it worked.

Why am I telling you this, you ask? Because it makes me think of content marketing. It is so easy to get overwhelmed by the world of content. Brands are having great success by adding value to their customers’ lives through content. Now, it can’t be just any content, but it needs to be content that is relevant and feeds the needs of your audience. But where to begin?

Start slowly, poco a poco. Content marketing does not have to be difficult or labor intensive. The first step is to find out what your audience members truly need. What are their everyday challenges? Struggles? What questions can you answer or what guidance can you provide? That is where you begin. If you help your customers fill the gaps, they will reward you with their loyalty. They will learn to depend on you and come to you for answers. You will be adding value to their lives. But how?

Poco a poco, or little by little. Build your content arsenal over time and focus on quality over quantity. Make your content relevant to your audience’s needs. It could be as simple as creating FAQs or answering customer questions through a blog. Or consider creating 1–2 larger pieces of content per year, say a white paper for example, that you can use in a myriad of ways.

You can leverage the entire piece as a downloadable white paper capturing leads from the website, or you can break it up into snack-size content nuggets to push out via email, social media or native ads. Amortizing your content assets over time helps give them longevity and gives you flexibility.

Have a mix of evergreen content and more time- or event-sensitive content. Create a mix of formats—leverage visual content, such as infographics and great imagery, or bite-size content, such as top 10 lists, how-tos, tips, etc. The opportunities are truly endless. But your focus should always be on the customers and creating quality content that suits their needs. And you can take it one step at a time.

I learned many lessons on my Camino pilgrimage, but probably the most valuable has been living by the Camino rule of poco a poco. Look for small wins. If you get your audience members to engage in one piece of content, they are more likely to engage in the next. Not every content piece will be a win. Some may fall flat. But learn from those experiences. Assess your efforts, see what’s working and try again. Because each step you take will put you one step closer to achieving your goals.

Buen camino!

To help figure out what your first step should be, give us a call. Marriner can help.

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