What is Minimal Viable Content?
Simply, MVC is producing the most effective and valuable content for the least time, effort, and cost. You need to be very strict, especially when you are just starting out with content marketing. It is very easy to spend time and resource creating what appears to you to be a marketing masterpiece. However, if that falls flat, if you get a great big load of nothing in response, then it was a waste.
MVC is like sending out feelers to your target audience, what do they respond to, what do they interact with? By doing this you learn what they want, and then you can think about building on those elements eventually heading towards that great masterpiece.
If you think your customer wants a car you can't supply them just a wheel, or a chassis. But a car takes a long time to build, and what happens if you build and deliver the car, and they don't actually want it? MVC is the answer to this dilemma. You give them the minimal amount that they will accept first (In this analogy a smaller form of transport like a skateboard). If they respond positively to this you build on this until you are delivering the best possible content.
Before you head off on this content adventure though you have to ask yourself a few questions:
1. Why are we doing this?
2. How will content marketing effect our broader business goal?
The answer to these should be very similar. But it is so important to understand your goals it deserves two questions.
3. Who are our target audiences?
Who are the target audience who will buy? Who are the target audience who will share? And what is the difference between the two groups? Understand this and you will have a good idea where to start with your content.
4. How do they find and consume content?
Identify the most effective channels to reach your audience so that you don’t waste time and effort. No point tweeting to a demographic that don’t use twitter.
5. What resource do you have to do this consistently? Whose responsibility is this going to be?
You need names, who is going to do it. Content marketing is as much about consistency as it is about the content. Someone has to own the responsibility. And if you don’t have the resource to do it, can you get it?
6. Where are you going to publish the content?
Once you’ve identified how your target audience find and consume content you need to work out which channels to focus on.
7. When are you going to publish?
Work out when those channels are most effective. Do more people open there emails in the morning or the afternoon? Should you send on a Monday or a Wednesday? Create a schedule and stick to it.
8. How are you going to measure results?
Finally, it is all pointless if you don’t measure your activity. What metrics system are you going to use? How and when is the report going to be done?
You may have to do a little research to get to the answers but once you have then you can start putting together a serious plan.
For more information on how to write gripping content read our article here