An Effective Content Marketing Flow Explained by Gary Vaynerchuk

'How to do content marketing successfully',

It is not so easy to find a concrete and practical answer to this.

Also, since the characteristics of content that do well in each field or category are so different, it is quite vague where to start and how to refer to it.

So, it's harder than you think to find a good reference for content marketing.

By the way! Gary Vaynerchuk, also known as a social media guru, published his hypothesis and execution process in great detail several months ago.

Today we would like to introduce this

Content marketing in three steps.

First, Gary Vaynerchuk outlines his content model as an inverted pyramid. In other words, focusing on the core content that is the most root...

After creating various versions of microcontent surrounding him, he spreads it using multiple platforms.

Therefore, his content flow is largely divided into three stages.

1. Establish Pillar Content

The first thing to do is to 'build core content'

Often, Gary Vaynerchuk divides the content he creates into two types: filler content, which is the pillar, and micro-content, which is derived from it.

2. Create Micro Content

In Gary Vaynerchuk's point of view, filler content means 'long-form, complete content'.

For example, Gary Beynerchuck produces three types of filler content.

The first is 'Vlog Content' that deals with his daily life, called DailyVee.

The second is 'show content' represented by AskGaryVee.

This is content that is conducted in a conversational format, such as when guests appear and answer questions.

The third is to upload a video of an interview or lecture in which you appeared.

As a prominent social influencer, Gary Vaynerchuk shares most of his keynotes on social media.

Of course, depending on the person, you can think that most of the contents mentioned above are the same.

However, what you need to pay more attention to here is the 'length or amount of video'.

If you're a frequent follower of Gary Vaynerchuk's channel, you know...

3. Distribute Pillar & Micro Content

In the era of short-form content, Gary Vaynerchuk creates and uploads a lot of long-form content to the extent that he uploads more than 4 hours of vlog content.

The reason is a bit simple. This is because he can create a huge variety of micro-content that can be said to be the core of his content flow only when he has long-form content.

Stay connected with your fans with micro-content

In general, 'micro content' refers to short forms of content created to build relationships and spark conversations.

4. Get Community Insights from Pillar Content

You can think of 'memes' or jjalbangs, which are popular on the Internet, as representative forms. Also, micro-content is one of the popular types of content on the Internet because it is short and volatile.

And Gary Vaynerchuk created this micro-content more than any other creator.
It is famous for being very important.

I think the power of his content marketing also comes from here.

And Gary Vaynerchuk is famous for giving this micro-content a lot more important than any other creator.

I think the power of his content marketing also comes from here.

Gary Vaynerchuk and his team use this micro-content to keep their fans engaged.

For example, the second micro-content is created and distributed by reprocessing and sharing the parts that the fans found impressed with.

And this is what Gary Vaynerchuk calls 'community-driven content'.

5. community-driven content

In this way, Gary Weinerchuk creates a kind of cycle of communication that repeats over and over like Vienna, rather than creating and sharing one piece of content and seeing the reaction and ending it.

He also said that through this process, he divided one lecture content into 30 pieces and recorded more than 35 million views cumulatively through 20 platforms.

It is surprising that one filler content can be divided into 30 pieces while communicating with fans, but personally, I tend to view the process of consuming Gary Vaynerchuk's content a little more mysteriously.

6. Distribute second round of micro-content

One Gary Vaynerchuk and his team created a horribly different version of micro-content. We will continue to maintain the link of communication with our fans.

I see this process as a process that continues to expand the consensus of creators and fans and the 'shared context'.

In this way, Gary Vaynerchuk continues to build up the context he shares with his fans using his mic content.

Of course, depending on your thinking, you might think that this process is simple and easy to follow.

However, wouldn't it be worth considering the fact that it was established as a single process, continued to be executed and made into a 'routine'?

The word 'Spread and pray' is often talked about among people in the content industry.

Since you can't know whether the content will go well or not, it's like 'spray as much as possible and pray that it goes well',

It is one of the expressions that describe the inherent uncertainty of content. It has been talked about since the age of mass media.

Sadly, the word is also having power digitally.

I can't say that Gary Vaynerchuk's process is the best answer, but wouldn't it be possible to slightly increase the vitality of content by structuring it by actively intervening in the process of content consumption like his method?

Perhaps the uncertainty or risk of the content we often talk about is created because we try to solve everything in one shot.