Newsletter: Is your content catalog like a Rolling Stone?

mlns='> [View Message in Browser]( / [Add Us to Safe Sender List]( Weekly News 12.11.20 Connect with CMI [100+ Content Marketing Predictions for 2021]( [100+ Content Marketing Predictions for 2021]( We sent more than 100 virtual crystal balls to content marketing thought leaders and subject matter experts. Find out what themes emerged in their predictions for content marketing in 2021. [Read more]( By Stephanie Stahl [Trends and Research] Some more of this week's best stuff: - [How Marriott, NerdWallet, and Adobe Measure Content Marketing]( [by]( [Kim Moutsos]( and Reporting] - [Tips to Improve Website Content for Screen Readers]( by Lisa Dougherty [Content Creation] - [Hey Google Analytics, Can You Add This Sweet Metric? [Video Extras]]( by Andrew Davis [General Success Tips] - [We Want a Snow Day, a Mailbox Delivery and More [The Weekly Wrap]]( by Content Marketing Institute Team [Trends and Research] Join Our Weekly Wrap News Crew Did you come across an exciting content idea, unique example, or puzzling trend this week? Help us share it with your fellow Content Marketing Institute readers by completing [this form](. If we include your submission in an upcoming Weekly Wrap, we’ll credit you as the source of the inspiration.  A Note From Robert Rose Is Your Content Catalog Like a Rolling Stone? How valuable is your back catalog? Bob Dylan just sold the publishing rights to his 600 songs for somewhere between [$300 million and $400 million](. By selling the publishing rights, he cashed out an asset that’s grown over time. Any time you hear Blowin’ in the Wind or Tangled Up in Blue from now on, the new buyer gets paid. Here’s an interesting exercise: How would you assess the value of your content marketing catalog if you wanted to sell all of it? If you’re consistently creating valuable content, wouldn’t it have real value in a marketplace? Think about your competitor’s amazing blog. If you could have it tomorrow, how much would you pay for it? How much would they pay for yours? Now, add in everything else – white papers, webinars, email newsletters, educational videos. What is your business’ entire catalog of content worth? When people try to put a value on their content, they often calculate it based on how the content has performed to date. This what some economists call kinetic value – the value of an asset based on its actual performance in the market. However, I find that when people put a value on someone else’s content, they tend to first consider the uniqueness, the quality, and the evergreen nature of it. This is what economists call potential value – value that’s based on rarity, quality, or the potential for what a buyer could do with it. This value is in the eye of the beholder. Calculating kinetic value is simple math based on the asset’s performance. To calculate potential value, you’d apply a multiplier to the kinetic value based on your perception of the value. You can see how this worked with the Dylan catalog. [Billboard Magazine estimated]( Dylan’s recordings of his songs might have been worth about $500,000 in the US in 2019. But when you consider the rarity and quality of a catalog like Dylan’s and add the skills and reach of a buyer like Universal Music Publishing Group, suddenly you’re talking a nine-figure sum. The buyers certainly considered the classic nature of these songs. They’ve remained relevant for more than 40 years, are likely to remain relevant for years to come and, therefore, will transform into even more into value. How would this approach work with your content? Most businesses only measure the kinetic value of their content. They see content as an asset to the business only if produces something useful (a subscriber, lead, or sale). Neither our audience nor a potential buyer for the content cares much about the kinetic value. They care about the potential value – the perception of which is specific to them. It’s the content marketer’s job to care about both. It's your story. Tell it well.. Robert Rose Chief Strategy Advisor Content Marketing Institute This article from Robert is available only in this newsletter for you, the newsletter subscriber. If you have friends that would see value in Robert's weekly updates, please have them [subscribe](.  Content Marketing Job Listings Currently on a job search? Thinking about switching gears with your career? Please check out our job listings below. Available Positions: - Content Marketing Manager, Cooper Carry, Atlanta, GA - [Learn More]( - Content Marketing Manager, Alfa Laval Inc., Richmond, VA - [Learn More]( - Content Marketing Specialist, LifeSOULutions That Work dba Brave Thinking Institute, Remote - [Learn More]( Interested in posting a job here? Please see our [CMI Careers page]( for more info.  Sponsored Content  How mature is your brand’s content strategy? Modern customers expect outstanding experiences. But not every brand can become a leader in the field overnight. Find out where you are on our four-level content maturity scale –and how to reach the next level–in our new ebook: [Read our guide »](   Sponsored Content Selecting a CX tech stack for long-term success A great customer experience is paramount in today’s competitive digital-first world. If you’re not prioritizing these experiences, you’re falling behind. Becoming an experience-led company isn’t easy. It requires strong leadership from marketing—and an integrated CX technology stack that combines best-of-breed technologies to make it happen. Learn how to “Become an Experience-Led Business with an Agile CX Tech Stack” with Adobe and Partners latest eBook. [View here »](   More from CMI 2020 is a strange year. If businesses were under the impression that digital marketing was changing fast in 2019, 2020 just said “hold my beer.” The acceleration of change in the way marketers use content to drive demand has been exponential this year. We’ve got some examples of some of the best marketers in the world, and how they’ve managed to evolve in this year. Join us for Marketers Rise December 16-17. [Register today »](  Content Marketing University is now open for winter enrollment! Robert Rose, CMI’s chief strategy advisor, is bringing his Content Marketing Master Class series right to you, to work at your own pace, no matter where you are. 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