(Not) spaghetti content

I spent five years as a music journalist for The Houston Press. I frequently attended live concerts and music festivals, sometimes two or three times a week.

My job was simple: Soak in the show (the performance, the audience, the arena) and share the experience with an audience of music lovers.

Over time, I became aware of a striking yet intuitive fact that had nothing to do with music: no two concert venues are alike.

Every venue differs, not just in size or capacity, but also in application.

For instance, stadium arenas are better suited for household names like Shakira and Rihanna. These venues seat more people and are perfectly outfitted for theatrical displays.

Smaller venues, on the other hand, are ideal for upstarts and local acts. Lesser-known artists have not yet developed the clout to sell out large venues. Plus, they sometimes benefit from the intimate vibe of a smaller venue and crowd. 

The point is that each arena serves a specific purpose for its audience. More importantly, it is designed for that purpose. Multipurpose venues are mediocre. This is also true in content marketing.

Multipurpose content—the type of spaghetti content that seeks to appeal to everyone—simply does not work.

When you think about your content marketing strategy, start with the question: "Who is this for?" As with concert venues, where basic elements like lighting and aesthetics differ from act to act, your content goals and purpose must be tailored to the people you are trying to reach.

This is the underlying concept of content mapping: Content functions differently, depending on intent and scenario. 

How are you adapting your content to your customer’s intent?