What Skydiving Can Teach You About Content Marketing

August 21, 2012

How is content marketing like the daring sport of skydiving? For starters, to avoid a crash-landing, both require careful planning. In her Business Insider blog post titled "Content Marketing Lessons While Skydiving," Amanda Maksymiw compares her first leap from an airplane to leaping into a content marketing campaign. And she offers the following tips.

Plan for the big jump. "Content marketers should always think about the release plan as they are planning out the creation aspect," reminds Maksymiw. "For any piece of content (large or small), you should have an idea about the activities and processes you will launch to promote it."

Know your audience. Maksymiw noticed that as the plane climbed, the skydiving instructors listened to the teasing banter between Maksymiw and her companions—and only later joined in the conversation and used a similar tone. If the skydiving students had been anxiety-ridden, the instructors would have been more supportive than playful, Maksymiw posits. Likewise, she points out, marketers must know their audience and must use a tone and style that can best reach and engage them.

Use checklists. Before taking that fateful leap, Maksymiw noticed a checklist stitched to another student's harness. The brief list reminded her of a checklist's purpose: not to be "extremely elaborate and comprehensive," but to "capture the absolute essentials."

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Comments

by Barry Feldman Tue Aug 21, 2012 via web
Love it. Amanda rocks. I jumped from a plain once. It was a bit scary and was very uncomfortable (in certain body parts). Same goes for content marketing. But after you take the advice here and jump, it'll get less scary and far more comfortable.
by Irina Gheorghe Tue Aug 21, 2012 via web
Thank you for the tips & insights, although being more into water sports, I'll associate content marketing with scuba diving instead :)
by Nick Stamoulis Wed Aug 22, 2012 via web
"It is easy to get caught up in the day-to-day [marketing] tactics and activities, but it is important to take a step back and look at the full picture now and again to ensure that you are on track."

You are absolutely right. It's very easy to get lost in the details and lose the forest for the trees. While being detail oriented is important, you've got to keep and eye on the long term.