The Actve Cycle of Content - Content is now a verb
Find a Consultant Become a Consultant

The Active Cycle of Content

The Active Cycle of Content

By John Jantsch

Some five years ago I wrote a post with a similar title and extolled the virtues of producing content strategically and in multiple formats.

Much about content has continued to evolve in the time since I started writing about it. Entire books have been dedicated to the specific topic, many tools and services have cropped up to support the need to create content and, generally speaking, most marketers have come to accept and expect content production as a necessary tool to drive awareness, interest and conversion.

The Active Cycle of Content

The Active Nature of Content

What I see as the next evolution of the concept is a move to a more active state of what we consider to be content. In other words, content in the context of marketing is now a verb.

Instead of using the term only to describe the act of producing words, pixels and frames, I believe it is now time to talk about content in the all-encompassing manner in which we actually use it.

Today when I talk to clients and audiences about the need for content I am referring to the act of simultaneously producing, sharing and networking as a form of an active cycle of content that has entered every aspect of what we do as marketers.

Today the term content has grown to mean:

  • Producing written, spoken and recorded words and pictures
  • Sharing filtered, curated and aggregated written, spoken and recorded words and pictures
  • and, Networking with the producers of written, spoken and recorded words and pictures

The effectiveness of your marketing efforts depends on seeing these three things as one-act and adopting this mindset as you plan and carry out your editorial activities.

This is how you use content to

  • Create greater awareness
  • Generate ideal leads
  • Build real trust
  • Educate and position
  • Develop strategic partnerships
  • Convert social to sales
  • Drive traffic and attract links
  • Enhance referral generation

So, you see that blog post you planned, researched and typed into WordPress isn’t fully alive until you amplify it, share at least four or five related blog posts written by others and debated the merits of a particularly insightful aspect of the post with peers in a Google+Hangout.

Free eBook 
7 Steps to Scale Your Consulting Practice Without Adding Overhead

The Duct Tape Marketing Consultant Network has helped me to grow my business by over 40% in the last 12 months. ~ Michael Quinn - Michael Quinn Agency, Fargo, ND


Is Facebook Still a Useful Play for Small Businesses
You may very well be asking the question posed in the title of this post because you’ve been following the recent damning Facebook whistleblower testimony, or maybe you’ve just had this sinking feeling for several years. While I don’t think being on Facebook is at this point detrimental to a small business brand the way […]
How to Use Social Media Strategically in 2021
This blog post is brought to you by  Workpuls.  With half of the world’s population now on social media, it’s rare you’ll find a brand or business not using it to grow an audience, generate leads, and increase sales online.  Social media hasn’t gone away, it hasn’t died out, it has a place, and it’s […]

Subscribe to the Duct Tape Marketing Podcast

If you know your small business needs marketing, but don’t have the time or resources, look no further. The Duct Tape Marketing podcast covers everything from earning referrals to managing time and being more productive.