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A Critical Content Marketing Lesson From Bored Apes NFTs | Vol 62

Free Content

Welcome to Volume 62!

We have had food on the brain lately.

Last week at Foundation we prepared an internal holiday recipe guide. Foundationites shared recipes for Sweet Potatoes & Marshmallows Casserole, Oreo truffles, GingerBread Cookies, Italian Sausage Stuffing, Kelewele from Ghana, and more.

In Nigeria, we love our Jollof rice. You’d hardly find any Nigerian home that doesn’t prepare Jollof or Fried rice. Or at least a combination of both, plus some rich soups.

What’s a common holiday recipe in your country? Or your favorite holiday treat? Please let us know.

Also, Ross hosted his first Twitter Spaces with KB today! They chatted about content, creativity, and culture. If you’d like to listen to the recorded conversation, you can find it here.

Now, here’s a peek at what’s to come in this piece:

  • A Critical Content Marketing Lesson From Bored Apes NFTs
  • Is Adobe’s Creative Cloud Express A Canva Competitor?
  • Reddit Rolls Out A Spotify Copycat Feature

A Critical Content Marketing Lesson From Bored Apes NFTs

The rise of the Bored Apes Yacht Club was one of the most fascinating examples of viral growth in 2021.

The Non-fungible Token (NFT) launched in April as unique iterations of the cartoon primates for sale.

Each one of the 10,000 pieces cost about $200 in Ethereum cryptocurrency at the time. Within a day after launch, all 10,000 Bored Apes NFTs were sold out.

Bored Apes NFT collection

The initial batch sales racked in over $2 million.

The Bored Ape NFTs have traded over 259K ETH, according to data from OpenSea. Currently, the minimum price of a Bored Ape Yacht Club NFT has gone from 50 ETH to 52.6 ETH.

These NFTs grew from $200 to almost $200k per NFT in less than 10 months!

Well…except for that one that accidentally sold for $3k instead of 300k. Not sure how I’d react if I made such an error.

Bored Apes

Bored Apes’ success holds an important content marketing lesson: the power of content as an investment.

The real value of a good investment lies in how well you analyze the asset and how long you choose to hold it. Some investments yield great returns in a few months, some take a few years, while others take longer.

B2B and SaaS companies can learn so much from the “content-investment” strategy.

A single asset or blog post can be worth hundreds of thousands of dollars if it’s a keyword that has high growth potential and has high-value intent.

Hubspot, for instance, has a traffic value of $18.2M. They rank on the first page of SERPs for high-value keywords like:

  • Small business ideas – $523k in traffic value
  • Call center software – $292k in traffic value
  • Customer journey – $171k in traffic value

Obviously, some of these keywords would be worth a lot less to Hubspot when they created the content. But they played the long game and are reaping the rewards.

KEY TAKEAWAYS

  • The real value of a good investment lies in how well you analyze the asset and how long you choose to hold it.
  • A single asset can be worth hundreds of thousands of dollars if it’s a keyword that has high growth potential and has high-value intent.
  • Create once, distribute forever” can really mean forever for some of your content investments.

Thinking More Actively in 2022

Last week one of my colleagues wrote about repurposing in a different way in 2022.

He says that now there are basically two schools of thought when it comes to repurposing:

  • Active
  • Reactive

Most marketers are very familiar with reactive repurposing. With reactive repurposing, you are waiting to see if it’s “successful” before you invest any more time or effort into it.

reactive content repurposing workflow

Usually, when a piece of content gets a ton of traffic or shares there’s a mad dash to get that content in front of even more people. The gut reaction is to panic and create as much supporting content as possible.

Create a slide deck for LinkedIn. Design a visual to share with your email list. Write more social content. Spin up a new video for YouTube. Ask all your employees to share the content.

Just make sure more people see it!!

This is one of the most common traps that content marketers fall into. And it can quickly lead to burnout and a lot of missed opportunities.

As you can see in the graphic above, this mad dash approach to repurposing content usually throws off your content calendar as well.

This is not an efficient or effective marketing strategy, especially in 2022.

But what if we told you there was a better way to approach repurposing!

Instead of reacting to a piece of content getting a ton of traction, your team should be planning for it from the beginning.

We are calling this approach Active Repurposing, and it will change how you think about repurposing forever.

Active content repurposing workflow

Instead of waiting until after you publish a piece of content, you start repurposing while you’re creating the original piece of content.

This is exactly the process we use to create a ton of supporting content for all of our teardowns, videos, and more.

If you want to learn how to implement this into your content strategy, check out the full essay from our Content Marketing Manager Ryan here!

KEY TAKEAWAYS

  • Most marketers are approaching content repurposing in a reactive way, waiting until it gets positive metrics before creating more content.
  • This can lead to burnout, an ever-changing content calendar, and doesn’t give your content the best chance at success.
  • With Active Repurposing, you start repurposing while you’re creating the original piece of content.

Reddit Rolls Out Spotify Copycat Feature

Spotify’s Wrap Up this year attracted love from millions of users. But the feature also attracted several copycats including Reddit.

Like Spotify, their recap includes a variety of stats like how much time you spent on the platform, a list of top content or topics you interacted with, and a lot more.

Reddit copies Spotify's Wrapped feature

The difference in Reddit’s offering is that users can hide their username and avatar if they choose to when sharing the recap across other social media platforms.

I like the whole choice vibe Reddit is giving. However, I worry it might not have the viral effect as Spotify if users choose to share results without their identity.

The whole point of sharing is getting people to experience your world.

Those who look up to you might even decide to check out the content you viewed most or join the community.

How will they be inspired to take the space if they are unsure whether or not it’s your results?

I know some people prefer anonymity, especially on Reddit, and that works for a host of other experiences. But for B2B leaders, I don’t see a point in choosing to hide our identity, or your personal brand.

But this is my opinion. You might feel otherwise. If you do see your personalized recap on Reddit, please share however you see fit.

KEY TAKEAWAYS

  • Reddit will be rolling out a personalized wrapped recap for all its users.
  • The difference in Reddit’s offering is that users can hide their identity if they choose to when sharing the recap across other social media platforms.
  • Reddit (like other SaaS brands) can use this tactic to generate awareness for new, old, and prospective users.

OTHER NEWS OF THE WEEK:

😎 Instagram rolls out a “Reels Visual Replies” for all users.

🤑 Pinterest acquires Vochi, the video creation, and editing app.

🥰 Tinder partners with Spotify to roll out “Music Mode” to encourage better matches.

HIRING BRILLIANT B2B MARKETERS:

And more…

BRAIN FOOD OF THE WEEK:

Health is wealth, they say.

But how mindful are we of our health?

Every week, we have so many deadlines to meet. It’s either a meeting or a document or a draft or whatever. There’s always something we need to get done ASAP.

Sometimes, we get so caught up in the hustle of the day that we forget to catch a breath and relax. Some of us live on takeout and fast food. Some schedule time to go to the gym, but they snooze the alarm the next morning or jump into their inbox to respond to messages. It’s like going on a roller coaster that never stops.

The truth is we are only as effective as our spiritual, mental, emotional, and physical health. As much as you have to do, the people in your life can only gain much from you if you choose to stay fit all around.

As you take a break this time of the year, draw up a new plan for your life.

Set goals that prioritize growth and stability in the spiritual, mental, emotional, and physical aspects of your life as well as financial and the relationships in your life.

You can learn more about how to apply a balance in your life in the new year from this article

TWITTER THREAD OF THE WEEK:

50 Marketing Threads That Will Teach You More Than Any Marketing Class by Alex Garcia

IN CASE YOU MISSED THESE:

WHAT WE’RE WIRED INTO THIS WEEK 🎧:

Little Drummer Boy by Pentatonix


These round-ups are brought to you by me, Jessica O., every week ✌!

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