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| 1 minute read

Why create a single when you have enough content for an album? Sharing your insights in a series of posts

Over last weekend I watched the portrayal of Freddie Mercury's extraordinary rise to stardom as the lead singer of Queen in the film Bohemian Rhapsody. A well worthwhile spend of 2 hours on a Sunday evening! 

I am going to keep this analogy short and sweet, but essentially when it comes to creating content there are a few similarities between the written form, and as in the case of Queen, producing records and albums. 

Now the point I wanted to make is that sometimes when writing a piece of content, it can be tempting to attack a topic and provide a comprehensive 'War and Peace'-esque style write up. Instead, and taking the lead from the music industry here, you can break your post into more digestible insights around a connected theme/topic. 

When Queen were producing their album A Night at the Opera, it would not have made sense to collapse all their singles into one long record, nor would the consumer market be interested in listening to a 47 minute record. 

This is backed up by research from Edelman & LinkedIn, highlighting that senior b2b decision-makers prefer shorter-form styles of content which are easily consumable. 

"Be Concise: Short formats are overwhelmingly preferred by busy professionals" - 2019 B2B Thought Leadership Impact Study

Furthermore, by having multiple singles in an album (provided that they are good!) you can increase your coverage in the charts. Point in case, Ed Sheeran currently occupying 3 out of the top 5 singles in the UK. Authoring a series of insights gives your audience a greater opportunity of seeing and engaging with the topic as can be leveraged in multiple formats. 

There are some excellent examples of content series across the Passle network, a few of which I have shared below: 

Bohemian Rhapsody is a foot-stomping celebration of Queen, their music and their extraordinary lead singer Freddie Mercury. Freddie defied stereotypes and shattered convention to become one of the most beloved entertainers on the planet. The film traces the meteoric rise of the band through their iconic songs and revolutionary sound.


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