Happy National Yoga Month! 5 Content Marketing Insights From the Yoga Mat

Sep 2014

September is National Yoga Month, the one month out of the year dedicated to spreading the word about the health benefits of a regular yoga practice.

I’ve been practicing yoga in one form or another for over 15 years, and I’ll never forget the conversation that took place when I returned from my first class:

Mike: “Hey babe, how was yoga?”

Me (after flipping through my internal thesaurus to find the optimal word for reflecting my blissed-out state): “Groovy-y-y-y-y-y …”

The beautiful thing about a practice like yoga is how it influences your perspective on so many other things … including your content marketing program. It amazes me how often those principles I learned on the yoga mat come to mind when I find myself struggling with some aspect of this odd creature we call content.

So wherever you happen to be in your content marketing journey, I’ve got five insights to help your program reach new levels of strength and flexibility:

1. “Yoga” means “unity.”

The word “yoga” stems from the Sanskrit word yuj, which means “to unite or to join.” This refers to the unity of mind, body, and breath to which we all aspire in any yoga practice.

Content Marketing Takeaway: Your content marketing program encompasses an assortment of moving parts — blog, email, social media, webinars, podcasts, the list goes on. To generate the best possible results, it has to all work together like a well-oiled machine, each element playing its own unique role in building relationships that lead to revenue. If silos have begun to emerge, or if you find yourself obsessing over one aspect and neglecting another, think about ways that you can restore that unity.

2. There’s a time for flow and a time for stillness.

When looking for an image to go with this post, I searched for the word “yoga” and found dozens of depictions of cross-legged yoginis, eyes closed in deep meditation.

Sure, stillness is a key element in any yoga practice, but so is movement. If you don’t believe me, ask your local studio if they offer a vinyasa class and check it out. Bring a towel.

Content Marketing Takeaway: It’s quite easy to get wrapped up in the “create, create, create” aspect of our jobs as content marketers. But we all need to make time to sit back, look at our bodies of work as a whole, and reflect: “What’s missing?” “Are we falling into a rut?” “Are we neglecting something?” “Is it time to try something new?” Your program, your team, and your audience will benefit … and so will you.

3. Balance is more difficult — and more beneficial — than you may think.

I love me a good balance pose … for about the first 15 seconds. It’s quite amazing how much focus it takes to do something as simple as stand on one foot — and how many muscles have to work like crazy to make that happen. As one teacher liked to remind me, “Balance is a verb.” You appear to be just standing there holding this pose, but internally, you’re getting an awesome workout.

Content Marketing Takeaway: How balanced is your content marketing program? Are you balancing your voice with those of others on your team? Are you balancing your use of different formats (text, video, audio, visual)? By balancing (it’s a verb, remember) these various aspects, you’ll create a richer user experience that will keep your audience coming back … and keep your team on their toes.

4. Your practice is your practice, no one else’s.

You can always spot the newbie in any yoga class: it’s the girl or guy whose head is constantly popping up to see what everybody else is doing. As we learn more and listen (hopefully) to our teachers, we learn to find our own groove, and knowing when to push and when to back off becomes instinctive.

Content Marketing Takeaway: By all means, stay current with best practices and continue to learn from the thought leaders in your business … but always keep in mind that content marketing is not a cookie-cutter practice. You have to find what works for you, your team, and your audience — then rock it!

5. Wherever you are in your journey, a good teacher can make all the difference.

I do a fair amount of practicing on my own, but it’s always great to have time with a live yoga teacher who can offer suggestions, show me different perspectives, and help correct my form. There’s always something new to learn, and a good teacher can show you how to discover your next level.

Content Marketing Takeaway: Even if your team is rocking and rolling this content marketing team, bringing in an outside expert can help you see possibilities you didn’t know were there. Consider engaging a consultant or getting some content marketing coaching, especially if you have newer members on your team or if you’re dealing with some branding or organizational changes.

OK, your turn. Have you applied any of the principles of yoga — or any physical discipline — to your mission as a content marketer? Tell us about it in the Comments — we’d love to hear from you!

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About the Author

A self-described geek who can recite entire episodes of South Park by heart, Rachel Parker has had a passion for content ever since she was old enough to hold a crayon (purple, please).

As Founder and CEO of Resonance, Rachel helps businesses publish content that connects with their audience … and converts those followers into customers. She’s also the host of the Content Marketing Podcast and a sought-after speaker, having presented to many major business and marketing organizations. Contact Rachel about speaking to your group or
business.

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