Stop Launching Spaceships You Don’t Plan to Land

We spent weeks building it. Months, maybe. Research, interviews, internal reviews, multiple decks, a idea doc no one will ever open again. The result? The kind of long-form content that gets a name, a landing page, and probably its own Slack channel. Sleek and shiny and full of promise.

Time to launch. 

A LinkedIn post. An email blast with a subject line that says something like “The Future of Something That’s Already Happening.” Maybe a follow-up, if we’re feeling wild. 

And then… it drifts. Out into the ether. Untethered. Unshared. A beautiful branded satellite orbiting the marketing void. A space program with no plan for re-entry. If we’re going to spend time building the ship, let’s at least try to land the thing.

Most content isn’t failing because it’s bad. It’s failing because we don’t build it to scale. We build it to launch. Once. Loudly. And then we never talk about it again.

Let’s build long-form content like it’s the hub, not the whole wheel.

Turn intros into blog posts. Pull stats for social. Make carousels. Cut video into bite-sized clips. Drop the best lines into a sales cadence. Reuse the visuals in nurture streams. Thread key ideas through your thought leadership.

Same idea. More surface area. No new brainstorm. No new budget. Just content with a second (and third, and fourth) life.

Because if your content plan is “make one big shiny thing and hope people find it,” You’re just launching really expensive spaceships with no intention of ever landing them. And unless your marketing budget includes a line item for “deep space operations,” (I know it doesn’t) stop doing that.