Image: ShutterstockProducing enough of the right content can make or break a business. With the diversity of social platforms available, the amount of time we find ourselves able to invest in content marketing can be somewhat limited. However, if used effectively, cascading content can be a quick and easy solution. Essentially, cascading content requires one compact piece of content at the top of the funnel, which will filter down into numerous pieces of micro content, saving a significant amount of time. From every episode of my podcast series stems a variety of micro content, including blog posts, artwork and gifs. These are shareable on diverse social platforms including Instagram, LinkedIn and Facebook. There’s no doubt that the time I invest each week in researching guests and crafting the most suitable list of questions saves me time in the long run.
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Rather than continuously having to search for new content from scratch, the podcast is a productive content waterfall of useful quotes, adaptable messages and fresh content ideas that stick with me for future presentations, eBooks and videos.One brand that has produced one of the most successful empires of waterfall content is VaynerMedia, founded by one of the digital world’s most charismatic public speakers: Gary Vaynerchuk. Often known as “Gary Vee”, Vaynerchuk has used the power of content marketing to devise cascading, consumable content that resonates with his audience on a level that keeps his brand sitting at the top. To dig deeper, I interviewed him about the winning content funnel behind the VaynerMedia empire. An expert at making content consumable, the VaynerMedia waterfall flows downwards from one piece of content in particular: the famous Ask Gary Vee show. This successful YouTube show produces endless streams of micro content that are predicated on the original content.
Continue reading on the next page for the three secrets to a content waterfall, and you too may be able to develop a social media presence in excess of 1.2m followers like Vaynerchuk.
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