If good content marketing equates to telling a good story, then content continuity is getting that story to become memorable. Let me explain.
When you create a piece of content, why stop at the first distribution channel? Sure you can re-purpose the content so that it will be used at another channel but content continuity means more than simply taking the content and fitting it in another medium. It involves using that content and expanding it, working different angles, but keeping the core message intact. It’s not that difficult, but it requires some planning.
A good example might be that presentation one of your executives delivered at the trade show. The PowerPoint slides can be uploaded to SlideShare where people who didn’t attend the session can now access it (this is re-purposing the content). But if you take the presentation, and add a few more slides to it in order to emphasize a key message, or if you take that message and link it to a video or an eBook that reinforces the story, then you are creating continuity.
Why is this distinction important? First, because if you simply take the exact same message and just change the publishing format (from PowerPoint to video, for example) it may attract different readers but it doesn’t help promote or further expand the message, it’s just a rehash of what has already been said in another format. Second, if you simply repurpose content you already created then you may lose the opportunity to create important links between the multiple stories your products or services support.
So instead of creating pieces of content that stand alone, create a “content network” (for lack of a better term) in which each node reinforces another, where a story you started telling is continued and extended with the next piece of content.
Next time you create some content (eBook, whitepaper, blog article, video, etc.), don’t just publish and forget; think of it as part of a broader theme or story. Good stories don’t have to end and neither does your content (think of it as “Your Content – Part II”, like in Hollywood).