The top-down and bottom-up approaches to stretching content work great when you know what you want to share. However, sometimes the problem a client has is that they don’t feel they know what to say at all. This is where the Thematic Content Creation Method can be a lifesaver.
The Thematic Method allows your clients to stretch their content creation by focusing on a single theme each quarter. There are two approaches to themes. The first is the content-type thematic approach. In this case, your client chooses four content-types that they feel comfortable rotating through for the year. Some examples include how-to’s, Q&A’s, infographics, or expert interviews. In this way, a client can cover a wide range of topics in a single format, allowing them to avoid the stress and outlay of creating in all formats at once. This allows them to effectively conserve their content resources without stopping content production.
The second is the content-focus thematic approach. This is where the client focuses on topics within their industry. For instance, if you are working with a swimming pool manufacturer, they may be seasonal: In the spring they focus on preparation and installation of pools, in the summer they focus on maintenance and cleaning of pools, in the fall they focus on child safety and closing pools for winter, and in the winter they might focus on how to choose the right pool for your needs. This allows a client to talk about a single set of topics in a wide variety of formats, conserving their content resources and allowing them to re-use material.
Both thematic approaches can also be combined with the top-down or bottom-up content methods, but they don’t have to be. You know where your client is comfortable. The key is to keep your client in the content cycle and in touch with their customers without undue stress on departments or budgets. That way, you’ll have a happy client who continues to need and use your services.
Do you feel your clients could benefit from a thematic approach to content development? Share in the comments!
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