When you strip it down it's not really new, nor particularly clever. But just by thinking along 'liquid' lines you can really start to get your content working for you.
What is liquid content?
When you hear a content marketing provider describe a concept like liquid content you'd be forgiven if your eyes glazed over and the words started to lose their meaning. We'll try to be as succinct as possible.
First liquid content is a way of thinking about what you publish.
By liquid we mean that all your content is related or linked in some way. Your TV ads should be linked in some way to your website copy, your viral ads and your blog.
Liquid content should be so "contagious" that it cannot be controlled. It must be memorable, significant and generally awesome.
Social media is critical – you must be publishing content that people, like the molecules in a liquid, share and interact with all the time.
Liquid content doesn't rest – it's a 24/7 marketing model that is continually evolving and responding to inputs.
Coca-Cola is the leader when it comes to liquid content.
"You cannot pay your way to greatness for your brands any longer," said Wendy Clark, Coca-Cola's head of integrated marketing and communications. "We have to hold ourselves accountable for creating content that is sharable."
Everything you do as a brand, needs to convey your message at all times. How important is this idea? Well, content marketing guru Joe Pulizzi had this to say:
"I spent the better part of an hour reviewing the two videos below, and I encourage all marketing professionals (both client and agency side) to set aside 20 minutes to review these two short videos (video one is seven minutes, video two is 10 minutes). It’s that important."