Sometimes it works and sometimes

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How do you apply this idea to your content marketing process? Let's say you work at a car dealership and want to offer The Ultimate Guide to Car Buying, an interactive online destination filled with checklists, videos, step-by-step guides, and beautiful custom graphics. You might spend three months planning your project, six months creating it, and another three months desperately promoting it. Following the car analogy, we jump to a fully built car. Push the final big deliverables to your customers without getting feedback along the way.  it doesn't. Either way, you made a big bet. Instead, take a minimal viable content approach, test and refine your ideas, and keep your fingers crossed that you can build that big piece by the time you release it, rather than spending a year's time and budget on it.

You can be sure of success. A useless approach would be: How not to deliver minimal viable content How not to deliver minimal viable content Your hypothesis is that creating a specific output, the Ultimate Guide to Car Buying, will help your audience navigate car buying. The result you expect is love for your Special Database  content evidenced by various engagement metrics, and you expect that love to positively impact your company's bottom line by increasing car sales. . In iteration 1, if you send out a tweet about the ultimate guide and see if anyone engages, you won't learn anything without the ultimate guide to link to. The same goes for creating a short list (iteration 2)



and creating a landing page that collects email addresses and notifies subscribers that the guide is not yet available (iteration 3). Iterations 1, 2, and 3 may all be components of The Ultimate Guide's final promotional push, but they are not viable content. They do not provide value on their own. Like the car example, you won't know if your audience wants it until you deliver the final product. Some may prefer a mobile app to use while walking around the car park during the shopping process. In that case, a desktop-based interactive guide will not help you. Because we didn't provide people with a minimum viable content to engage with along the way , we had no way to find out what they wanted and were unable to course correct.