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We all know that compounding returns do the heavy lifting in investing. With an annual return of 3%, a sum doubles in about 24 years. But at 7% per year, it doubles in about 10 years. With a return of 15%, it doubles in five years. Choosing your long-term investment is the only action required; from there, it’s like a crock pot that’s making your dinner while you hang out at the neighborhood pool.
We all know the sheer power of this compounding effect. But do we apply it to the way we think about marketing efforts?
In the world of content, most of the things we make fall into two categories: compounding or decaying. It’s all fine and good to make interesting stuff and post it up on blogs, mail it out in newsletters and circulate it on social media. But once it’s out there, does it grow in value and deliver a return, period after period? Or is it a one-time blip that begins to depreciate immediately, like that sparkling new Nissan Leaf* you just drove off the lot?
As you look to the year ahead, give some extra thought to making content with staying power – the kind that keeps drawing people in to your brand again and again.
A start for compounding content
What makes information useful enough to stick around? First, it has to be at least somewhat “evergreen,” as we marketing people say. It has to be the kind of stuff that ages well. This could include:
For instance: guides.
10 guides to get you thinking
Guides are an excellent example of material with the potential to compound.
A guide checks off a lot of boxes when it comes to interest, usefulness and the aging nature of information presented. A guide saves you 45 minutes of Googling. A guide can organize information in an easy way. A guide can be printed up and referenced again and again, or searched for again later if it was good enough to recall.
Where would a downloadable guide fit into your editorial calendar next year? Take a look at this collection for ideas and inspiration.
*The Nissan Leaf was Road & Track magazine’s top-ranked car for depreciation, losing a whopping 71.7% of its value in the first five years of ownership. I know you’re dying to know the least-depreciating car – it’s the Jeep Wrangler, which lost 30.75% of its value over five years. You’re welcome! Text me a picture of your new Jeep!
Looking for a freelance financial writer to help you make a valuable guide? Reach out and let’s talk about your project needs.
Posted By
Carolyn
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Compound Return Newsletter, Content Marketing, Freelance financial writer
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Freelance financial writer