The 7-11-4 Rule

Daniel Priestly in his excellent book ‘Oversubscribed’ explains a formula that we’ve embraced at Moment Films, and that we think you should too.

It’s called the 7-11-4 Rule.

Do you have 7 hours of content online that people can dig in on to learn more about you or your company? Is there 11 interactions that people can have with you, either virtually or otherwise? Are you in 4 places across the web, meeting people where they are?

We know what you’re thinking: that’s a lot of stuff to produce. But there is one very powerful place to go for content that you may not even be considering:

Your company’s own content library.

If you took a look at every piece of collateral, every social media post, every Power Point Presentation and deck your company ever produced, our guess is that this would represent a pretty tall mountain of stuff. Sure, it may not all be current, or tell the story in a way that’s powerful for today’s audiences, but with a little refresh, it just might work.

So the first step in diving into this adventure is doing a simple ‘Content Audit’ - looking at everything you have on hand that might help. This could involve digging into old filing cabinets (virtual or otherwise) and doing forensics on marketing gone by. You might find surprises and inspirations that send you well on your way.

Start with the Content Audit. Even if you don’t have a plan, this is low hanging fruit that could be very help you find the North Star.