There is a least one big lesson marketers and small business owners can learn from Hollywood:
If you want to make a blockbuster, plan on making lots of bombs in the process.
Here's what I mean: Hollywood movie execs have no idea which movies are going to be blockbusters. So the smart ones don't try to pick. Instead, they create
a portfolio of films
. Most of the films in their portfolio end up bombing, but that's ok because it only takes one blockbuster to pay off their investment in the rest.
As a marketer or small business owner, you should think of content the way Warner Bros thinks of its movies -- as pieces of a portfolio.
Instead of trying to pick one or two winning blog articles every month, write one or two dozen shorter articles. This will give you a better chance of publishing a blockbuster.
You should also take the portfolio approach to different media types. Blogging is important, but don't make it your only focus -- try
. The more diversity you have in your content portfolio, the better your chances of producing content that generates traffic,