Make one asset work harder: the Bisquick theory of content

Most content teams treat a finished report as a checkbox, when it should be the starting batter. 

In this episode of Content Amplified, Pat McParland, VP of Marketing at MetricStream, makes the case for getting back to basics and making every asset work harder. She walks through the ABCDE framework she learned at a former company (Audience, Behavior, Content, Design, Evaluation) and why so many teams skip straight to the design, the video or the ebook, before they have settled who they are talking to and what they want to say. Then she unveils her own Bisquick theory: messaging is the baking mix, and from one core asset like a survey or report you make the cookies, the cakes, the muffins, the infographic, the webinar, the videos, the live event. Pat calls AI the easy bake oven that finally brings the theory to life, and she leans on Claude to turn one asset into many formats. She also offers a caution worth keeping: AI can run a stinky process more efficiently, but it is still a stinky process, so go back to basics first. She closes with her Three Rocks principle for staying focused.

About Pat

Pat McParland is a lifetime B2B marketer with more than 30 years of experience, almost all of it in business information and technology. She has worked at companies ranging from startups under 30 people to giants like Dun and Bradstreet, Dow Jones, and Honeywell, and is now VP of Marketing at MetricStream, a governance, risk, and compliance company. A self-described storyteller who started reading at four and writing books for her dad soon after, she believes the fundamentals of content have not changed in 35 years, even as the tools around them have. She is an enthusiastic daily Claude user.

Show Notes

- Connect with Pat on LinkedIn: https://www.linkedin.com/in/patmcparland/