0
THE
content
clone wars
A BATTLE STRATEGY FOR
COMBATTING CRAP WITH FORMAT
By Anum Hussain
@anum
Growth marketer at HubSpot.
Marketing director at MIST.
Ravenclaw at Hogwarts.
When I think
of 2013,
I remember it as the year “content
marketing” skyrocketed.
2005 2007 2009 2011 2013
And how did marketers react?
2005 2007 2009 2011 2013
By launching a blog.
And re-packing that same content
in every way possible.
But there’s a core difference between
re-packaging content ...
And copy-pasting the same exact
content onto different platforms.
This content cloning fuels
quantity, not quality.
This results in
content saturation.
This results in
content clutter.
This results in
content crap.
This results in
content crap.
Hats off to Doug Kessler here.
Here’s my content
philosophy:
You need to understand
how to
present
content in different formats.
I’m tired of repeating:
That’s not an
ebook – that’s a
blog post.
That would be
better consumed
on SlideShare
than video.
That could be
a social image
instead of a
whole graphic.
So let’s explore 7 content
formats you can employ in
your marketing today.
And understand how to
present
that content ...
... so it’s not cloning the
same exact copy ...
... but instead catering to
each content platform.
Ebooks.
THE TOP GOAL
for content marketing campaigns
this year is lead generation.
Source: eMarketer
THE TOP GOAL
for content marketing campaigns
this year is lead generation.
Source: eMarketer
EBOOKS ARE
CREATED FOR
THIS L...
Ebooks allow you to:
Ebooks allow you to:
!   Provide in-depth expertise on a topic.
Ebooks allow you to:
!   Provide in-depth expertise on a topic.
!   Pair visual and text experiences.
Ebooks allow you to:
!   Provide in-depth expertise on a topic.
!   Pair visual and text experiences.
!   Educate how to a...
An ebook is not a
blog post formatted into a PDF.
An ebook is not a
SlideShare behind a form.
An ebook is not a
a bunch of links to other content.
Example In-Action
Example In-Action
This is a blog post.
Example In-Action
This is a blog post.
Adding extra visuals to this
does not make it an ebook.
Example In-Action
This is a blog post. But if you add a
worksheet ...
Example In-Action
This is a blog post. But if you add a
worksheet ...
And examples ...
Example In-Action
This is a blog post. But if you add a
worksheet.
And examples.
YOU HAVE AN EBOOK!
Start producing an ebook with
any of these five free templates.
TRY THIS FORMAT NOW
Infographics.
PUBLISHERS
who feature infographics grow traffic
12% faster than those who don’t.
Source: AnsonAlex
Infographics allow you to:
Infographics allow you to:
!   Visualize data.
Infographics allow you to:
!   Visualize data.
!   Present content in “visual bullet” form.
Infographics allow you to:
!   Visualize data.
!   Present content in “visual bullet” form.
!   Package complex ideas in s...
An infographic is not a
a blog post in visual form.
An infographic is not a
few stats exaggerated with pictures.
An infographic is not a
gated marketing offer.
Example In-Action
Example In-Action
This is a blog post.
Example In-Action
Pasting the text from all five
steps it into PhotoShop with
pictures doesn’t make it an
infographic.
This...
Example In-Action
This is a blog post.
But if you condense each step to 1-3 sentences ...
Example In-Action
This is a blog post.
But if you condense each step to 1-3 sentences ...
.. and add simple visuals ...
Example In-Action
This is a blog post.
But if you condense each step to 1-3 sentences ...
.. and add simple visuals ...
YO...
Start crafting one today with any
of these five free templates.
TRY THIS FORMAT NOW
Press Release.
PRESS RELEASES
are viewed, on average, about 275
times during the week.
Source: Dan Zarrella
Press releases allow you to:
Press releases allow you to:
!   Discuss your product or service.
Press releases allow you to:
!   Discuss your product or service.
!   Share company news.
Press releases allow you to:
!   Discuss your product or service.
!   Share company news.
!   Provide media outlets with n...
A press release is not a
laundry list of facts.
A press release is not a
keyword-stuffed advertisement.
A press release is not a
file of all the awesome things you’ve done.
Example In-Action
Example In-Action
This is a product page.
Example In-Action
This is a product page.
Using the same in-depth
copy in a document
makes a product pitch,
not a press re...
Example In-Action
This is a product page.
But write it with the value prop first ...
Example In-Action
This is a product page.
But write it with the value prop first ...
... and add an influencer quote ...
Example In-Action
This is a product page.
But write it with the value prop first ...
... and add an influencer quote ...
YOU...
Start writing one the right way
with this free template.
TRY THIS FORMAT NOW
Blog Posts.
COMPANIES THAT BLOG
have 97% more inbound leads than
those who don’t.
Source: Ignite Spot
Blog posts allow you to:
Blog posts allow you to:
!   Curate lists of information.
Blog posts allow you to:
!   Curate lists of information.
! Newsjack a story for quick traffic.
Blog posts allow you to:
!   Curate lists of information.
! Newsjack a story for quick traffic.
!   Embed other types of con...
A blog post is not a
spamming of product information.
A blog post is not a
rant of random thoughts.
A blog post is not a
keyword-stuffed, link-building piece.
Example In-Action
Example In-Action
This is a unique statistic.
Example In-Action
Publishing this in a blog post
as is provides limited value.
This is a unique statistic.
Example In-Action
But by adding context ...
This is a unique statistic.
Example In-Action
This is a unique statistic.
But by adding context ... ... and visual examples ...
Example In-Action
This is a unique statistic.
But adding context ... And visual examples ...
YOU HAVE A BLOG POST!
Start writing one today with any
of these five free templates.
TRY THIS FORMAT NOW
SlideShare
Presentations.
60 MILLION
unique visitors visit SlideShare
every month.
Source: SlideShare
60 MILLION
unique visitors visit SlideShare
every month.
Source: SlideShare
YOU’RE
LOOKING AT
ONE RIGHT
NOW.
SlideShares allow you to:
SlideShares allow you to:
!   Tell visual, shareable stories.
SlideShares allow you to:
!   Tell visual, shareable stories.
!   Cut your thoughts into bite-size bits.
SlideShares allow you to:
!   Tell visual, shareable stories.
!   Cut your thoughts into bite-size bits.
!   Adapt present...
A SlideShare is not a
platform for re-uploading ebooks.
A SlideShare is not a
live presentation in slide form.
A SlideShare is not a
sales pitch with no storyline.
Example In-Action
Example In-Action
This is an ebook.
Example In-Action
This is an ebook.
Uploading it to SlideShare
makes it hard to read and
reduces the number of
leads it ca...
Example In-Action
This is an ebook.
But if you excerpt one section ...
Example In-Action
This is an ebook.
But if you excerpt one section ...
And visualize the tips ...
Example In-Action
This is an ebook.
But if you excerpt one section ...
And visualize the tips ...
YOU HAVE A SLIDESHARE
WI...
Start creating one today with this
free template.
TRY THIS FORMAT NOW
Social Images.
PHOTOS
generate 53% more likes than the
average post on Facebook.
Source: HubSpot
PHOTOS
generate 53% more likes than the
average post on Facebook.
Source: HubSpot
AND 55%
MORE LEADS
ON TWITTER.
Social images allow you to:
Social images allow you to:
!   Promote components of a blog post or ebook
in one bite.
Social images allow you to:
!   Promote components of a blog post or ebook
in one bite.
!   Highlight a quick stat or conc...
Social images allow you to:
!   Promote components of a blog post or ebook
in one bite.
!   Highlight a quick stat or conc...
A social image is not a
lengthy quote that is hard to read.
A social image is not a
meme that links to a landing page.
A social image is not a
whole infographic stuffed into a tweet.
Example In-Action
Example In-Action
This is an image on a landing page.
Posting it as is to social media
falsely implies you can download
by...
Example In-Action
This is an image on a landing page.
But provide a short URL destination ...
Example In-Action
This is an image on a landing page.
But provide a short URL destination ...
... and add a
unique visual ...
Example In-Action
This is an image on a landing page.
But provide a short URL destination ...
... and add a
unique visual ...
Start creating social images with
any of these 17 free templates.
TRY THIS FORMAT NOW
Video.
POSTS WITH VIDEOS
attract three times more inbound
links than plain text posts.
Source: MOZ
Videos allow you to:
Videos allow you to:
!   Entertain your audience.
Videos allow you to:
!   Entertain your audience.
!   Walk through examples with voiceover
screencasts.
A video is not
a way to go viral on YouTube.
A video is not
a way to market with your quirky cat.
A video is not
an opportunity to talk endlessly.
Example In-Action
Example In-Action
This is a step-by-step blog post.
Recording the text word-
for-word over images
doesn’t produce a
helpfu...
Example In-Action
This is a step-by-step blog post.
But if you screen record the entire process ...
Example In-Action
This is a step-by-step blog post.
But if you screen record the entire process ...
... and voice record a...
Example In-Action
This is a step-by-step blog post.
But if you screen record the entire process ...
... and voice record a...
Start scripting your video with this
free template.
TRY THIS FORMAT NOW
So, to all content
creators cloning their
content for exposure ...
Cut it out.
Diversify your content library.
EBOOK
BLOG
SOCIAL
VIDEO
SLIDES
GRAPHIC
Please.
May the resources be with you.
TRY ANY OF THESE 35 TEMPLATES
Thank you.
The Content Clone Wars: A Battle Strategy for Battling Crap with Format
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The Content Clone Wars: A Battle Strategy for Battling Crap with Format

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With the rise of content marketing has come the need for content diversity. Learn seven different formats to present your content in, how to best do so, and what resources are available to speed up your process.

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Transcript of "The Content Clone Wars: A Battle Strategy for Battling Crap with Format"

  1. 1. THE content clone wars A BATTLE STRATEGY FOR COMBATTING CRAP WITH FORMAT
  2. 2. By Anum Hussain @anum Growth marketer at HubSpot. Marketing director at MIST. Ravenclaw at Hogwarts.
  3. 3. When I think of 2013,
  4. 4. I remember it as the year “content marketing” skyrocketed. 2005 2007 2009 2011 2013
  5. 5. And how did marketers react? 2005 2007 2009 2011 2013
  6. 6. By launching a blog.
  7. 7. And re-packing that same content in every way possible.
  8. 8. But there’s a core difference between re-packaging content ...
  9. 9. And copy-pasting the same exact content onto different platforms.
  10. 10. This content cloning fuels quantity, not quality.
  11. 11. This results in content saturation.
  12. 12. This results in content clutter.
  13. 13. This results in content crap.
  14. 14. This results in content crap. Hats off to Doug Kessler here.
  15. 15. Here’s my content philosophy:
  16. 16. You need to understand how to present content in different formats.
  17. 17. I’m tired of repeating:
  18. 18. That’s not an ebook – that’s a blog post.
  19. 19. That would be better consumed on SlideShare than video.
  20. 20. That could be a social image instead of a whole graphic.
  21. 21. So let’s explore 7 content formats you can employ in your marketing today.
  22. 22. And understand how to present that content ...
  23. 23. ... so it’s not cloning the same exact copy ...
  24. 24. ... but instead catering to each content platform.
  25. 25. Ebooks.
  26. 26. THE TOP GOAL for content marketing campaigns this year is lead generation. Source: eMarketer
  27. 27. THE TOP GOAL for content marketing campaigns this year is lead generation. Source: eMarketer EBOOKS ARE CREATED FOR THIS LEAD GEN PURPOSE.
  28. 28. Ebooks allow you to:
  29. 29. Ebooks allow you to: !   Provide in-depth expertise on a topic.
  30. 30. Ebooks allow you to: !   Provide in-depth expertise on a topic. !   Pair visual and text experiences.
  31. 31. Ebooks allow you to: !   Provide in-depth expertise on a topic. !   Pair visual and text experiences. !   Educate how to accomplish [TOPIC] effectively.
  32. 32. An ebook is not a blog post formatted into a PDF.
  33. 33. An ebook is not a SlideShare behind a form.
  34. 34. An ebook is not a a bunch of links to other content.
  35. 35. Example In-Action
  36. 36. Example In-Action This is a blog post.
  37. 37. Example In-Action This is a blog post. Adding extra visuals to this does not make it an ebook.
  38. 38. Example In-Action This is a blog post. But if you add a worksheet ...
  39. 39. Example In-Action This is a blog post. But if you add a worksheet ... And examples ...
  40. 40. Example In-Action This is a blog post. But if you add a worksheet. And examples. YOU HAVE AN EBOOK!
  41. 41. Start producing an ebook with any of these five free templates. TRY THIS FORMAT NOW
  42. 42. Infographics.
  43. 43. PUBLISHERS who feature infographics grow traffic 12% faster than those who don’t. Source: AnsonAlex
  44. 44. Infographics allow you to:
  45. 45. Infographics allow you to: !   Visualize data.
  46. 46. Infographics allow you to: !   Visualize data. !   Present content in “visual bullet” form.
  47. 47. Infographics allow you to: !   Visualize data. !   Present content in “visual bullet” form. !   Package complex ideas in simple illustration.
  48. 48. An infographic is not a a blog post in visual form.
  49. 49. An infographic is not a few stats exaggerated with pictures.
  50. 50. An infographic is not a gated marketing offer.
  51. 51. Example In-Action
  52. 52. Example In-Action This is a blog post.
  53. 53. Example In-Action Pasting the text from all five steps it into PhotoShop with pictures doesn’t make it an infographic. This is a blog post.
  54. 54. Example In-Action This is a blog post. But if you condense each step to 1-3 sentences ...
  55. 55. Example In-Action This is a blog post. But if you condense each step to 1-3 sentences ... .. and add simple visuals ...
  56. 56. Example In-Action This is a blog post. But if you condense each step to 1-3 sentences ... .. and add simple visuals ... YOU HAVE AN INFOGRAPHIC! (It looks better when you embed in a blog post or upload to SlideShare).
  57. 57. Start crafting one today with any of these five free templates. TRY THIS FORMAT NOW
  58. 58. Press Release.
  59. 59. PRESS RELEASES are viewed, on average, about 275 times during the week. Source: Dan Zarrella
  60. 60. Press releases allow you to:
  61. 61. Press releases allow you to: !   Discuss your product or service.
  62. 62. Press releases allow you to: !   Discuss your product or service. !   Share company news.
  63. 63. Press releases allow you to: !   Discuss your product or service. !   Share company news. !   Provide media outlets with necessary context.
  64. 64. A press release is not a laundry list of facts.
  65. 65. A press release is not a keyword-stuffed advertisement.
  66. 66. A press release is not a file of all the awesome things you’ve done.
  67. 67. Example In-Action
  68. 68. Example In-Action This is a product page.
  69. 69. Example In-Action This is a product page. Using the same in-depth copy in a document makes a product pitch, not a press release.
  70. 70. Example In-Action This is a product page. But write it with the value prop first ...
  71. 71. Example In-Action This is a product page. But write it with the value prop first ... ... and add an influencer quote ...
  72. 72. Example In-Action This is a product page. But write it with the value prop first ... ... and add an influencer quote ... YOU HAVE A PRESS RELEASE!
  73. 73. Start writing one the right way with this free template. TRY THIS FORMAT NOW
  74. 74. Blog Posts.
  75. 75. COMPANIES THAT BLOG have 97% more inbound leads than those who don’t. Source: Ignite Spot
  76. 76. Blog posts allow you to:
  77. 77. Blog posts allow you to: !   Curate lists of information.
  78. 78. Blog posts allow you to: !   Curate lists of information. ! Newsjack a story for quick traffic.
  79. 79. Blog posts allow you to: !   Curate lists of information. ! Newsjack a story for quick traffic. !   Embed other types of content for distribution.
  80. 80. A blog post is not a spamming of product information.
  81. 81. A blog post is not a rant of random thoughts.
  82. 82. A blog post is not a keyword-stuffed, link-building piece.
  83. 83. Example In-Action
  84. 84. Example In-Action This is a unique statistic.
  85. 85. Example In-Action Publishing this in a blog post as is provides limited value. This is a unique statistic.
  86. 86. Example In-Action But by adding context ... This is a unique statistic.
  87. 87. Example In-Action This is a unique statistic. But by adding context ... ... and visual examples ...
  88. 88. Example In-Action This is a unique statistic. But adding context ... And visual examples ... YOU HAVE A BLOG POST!
  89. 89. Start writing one today with any of these five free templates. TRY THIS FORMAT NOW
  90. 90. SlideShare Presentations.
  91. 91. 60 MILLION unique visitors visit SlideShare every month. Source: SlideShare
  92. 92. 60 MILLION unique visitors visit SlideShare every month. Source: SlideShare YOU’RE LOOKING AT ONE RIGHT NOW.
  93. 93. SlideShares allow you to:
  94. 94. SlideShares allow you to: !   Tell visual, shareable stories.
  95. 95. SlideShares allow you to: !   Tell visual, shareable stories. !   Cut your thoughts into bite-size bits.
  96. 96. SlideShares allow you to: !   Tell visual, shareable stories. !   Cut your thoughts into bite-size bits. !   Adapt presentations into stories.
  97. 97. A SlideShare is not a platform for re-uploading ebooks.
  98. 98. A SlideShare is not a live presentation in slide form.
  99. 99. A SlideShare is not a sales pitch with no storyline.
  100. 100. Example In-Action
  101. 101. Example In-Action This is an ebook.
  102. 102. Example In-Action This is an ebook. Uploading it to SlideShare makes it hard to read and reduces the number of leads it can generate.
  103. 103. Example In-Action This is an ebook. But if you excerpt one section ...
  104. 104. Example In-Action This is an ebook. But if you excerpt one section ... And visualize the tips ...
  105. 105. Example In-Action This is an ebook. But if you excerpt one section ... And visualize the tips ... YOU HAVE A SLIDESHARE WITH A CTA FOR MORE.
  106. 106. Start creating one today with this free template. TRY THIS FORMAT NOW
  107. 107. Social Images.
  108. 108. PHOTOS generate 53% more likes than the average post on Facebook. Source: HubSpot
  109. 109. PHOTOS generate 53% more likes than the average post on Facebook. Source: HubSpot AND 55% MORE LEADS ON TWITTER.
  110. 110. Social images allow you to:
  111. 111. Social images allow you to: !   Promote components of a blog post or ebook in one bite.
  112. 112. Social images allow you to: !   Promote components of a blog post or ebook in one bite. !   Highlight a quick stat or concept in visual form.
  113. 113. Social images allow you to: !   Promote components of a blog post or ebook in one bite. !   Highlight a quick stat or concept in visual form. !   Entertain your audience.
  114. 114. A social image is not a lengthy quote that is hard to read.
  115. 115. A social image is not a meme that links to a landing page.
  116. 116. A social image is not a whole infographic stuffed into a tweet.
  117. 117. Example In-Action
  118. 118. Example In-Action This is an image on a landing page. Posting it as is to social media falsely implies you can download by clicking the image.
  119. 119. Example In-Action This is an image on a landing page. But provide a short URL destination ...
  120. 120. Example In-Action This is an image on a landing page. But provide a short URL destination ... ... and add a unique visual ...
  121. 121. Example In-Action This is an image on a landing page. But provide a short URL destination ... ... and add a unique visual ... YOU HAVE A SOCIAL IMAGE!
  122. 122. Start creating social images with any of these 17 free templates. TRY THIS FORMAT NOW
  123. 123. Video.
  124. 124. POSTS WITH VIDEOS attract three times more inbound links than plain text posts. Source: MOZ
  125. 125. Videos allow you to:
  126. 126. Videos allow you to: !   Entertain your audience.
  127. 127. Videos allow you to: !   Entertain your audience. !   Walk through examples with voiceover screencasts.
  128. 128. A video is not a way to go viral on YouTube.
  129. 129. A video is not a way to market with your quirky cat.
  130. 130. A video is not an opportunity to talk endlessly.
  131. 131. Example In-Action
  132. 132. Example In-Action This is a step-by-step blog post. Recording the text word- for-word over images doesn’t produce a helpful video.
  133. 133. Example In-Action This is a step-by-step blog post. But if you screen record the entire process ...
  134. 134. Example In-Action This is a step-by-step blog post. But if you screen record the entire process ... ... and voice record a conversational step-by- step tutorial to pair with the screen recording ...
  135. 135. Example In-Action This is a step-by-step blog post. But if you screen record the entire process ... ... and voice record a conversational step-by- step tutorial to pair with the screen recording ... YOU HAVE A MARKETING VIDEO!
  136. 136. Start scripting your video with this free template. TRY THIS FORMAT NOW
  137. 137. So, to all content creators cloning their content for exposure ...
  138. 138. Cut it out.
  139. 139. Diversify your content library. EBOOK BLOG SOCIAL VIDEO SLIDES GRAPHIC
  140. 140. Please.
  141. 141. May the resources be with you. TRY ANY OF THESE 35 TEMPLATES
  142. 142. Thank you.
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