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Taming the Content Beast: How to Avoid Content Creation Overwhelm
 

Taming the Content Beast: How to Avoid Content Creation Overwhelm

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Overwhelmed by content? You're not alone. This presentation covers how tame the ravenous content beast so you can create content that's powerful, compelling, and meets your business goals. Don't miss ...

Overwhelmed by content? You're not alone. This presentation covers how tame the ravenous content beast so you can create content that's powerful, compelling, and meets your business goals. Don't miss the free content gifts to help you tame your beast on the last slide!

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    Taming the Content Beast: How to Avoid Content Creation Overwhelm Taming the Content Beast: How to Avoid Content Creation Overwhelm Presentation Transcript

    • TAMING THECONTENTBEASTHOW TO AVOID CONTENTCREATION OVERWHELMKim GustaContent Marketing & Copywriting for High-Tech Companieswww.kimgusta.com @kimgusta
    • www.kimgusta.com © 2012 Kim Gusta Marketing
    • COMMON CHALLENGESIN TAMING THE BEAST Source: “B2B Content Marketing: 2012 Benchmarks, Budgets and Trends” by Content Marketing Institute & MarketingProfs www.kimgusta.com © 2012 Kim Gusta Marketing
    • WHY TAME THEBEAST?• Content creation overwhelm• Poor quality content• Content marketing “just doesn’t work”• Buyers delete, unsubscribe, or ignore www.kimgusta.com © 2012 Kim Gusta Marketing
    • www.kimgusta.com © 2012 Kim Gusta Marketing
    • BUYER TURN-OFFS86%: Vendor information doesn’t meet myneeds77%: Too much marketing fluff77%: Unclear value propositions44%: Not enough real world examples Source: “What Your Prospects Want and Don’t Want From You,” UBM TechWeb, May 2012 www.kimgusta.com © 2012 Kim Gusta Marketing
    • 79% say the quality of information you provide significantly affects whether they’ll do business with youSource: “What Your Prospects Want and Don’t Want From You,” UBM TechWeb, May 2012 www.kimgusta.com © 2012 Kim Gusta Marketing
    • STRATEGY +REPEATABLE PROCESS = GETTING CONTENT UNDER CONTROL www.kimgusta.com © 2012 Kim Gusta Marketing
    • STEPS FORTAMING THE BEAST1. Know what your buyers want2. Inventory what you’ve got3. Use an editorial calendar4. Think economies of scale5. Steal/borrow/ask for content ideas www.kimgusta.com © 2012 Kim Gusta Marketing
    • TAMING THE BEASTSTEP #1 Know What Your Buyers Want www.kimgusta.com © 2012 Kim Gusta Marketing
    • CONTENT WISDOM… “Your opinion, althoughinteresting, is irrelevant.” In other words, don’t guess. Ask. Source: Pragmatic Marketing www.pragmaticmarketing.com www.kimgusta.com © 2012 Kim Gusta Marketing
    • CONTENT WISDOM… NIHITO (Nothing Interesting Happens in the Office) Source: Pragmatic Marketing www.pragmaticmarketing.com www.kimgusta.com © 2012 Kim Gusta Marketing
    • TALK TO YOUR BUYERS1. What are their most important responsibilities?2. What are their top obstacles/problems?3. Why haven’t they considered a product like yours?4. What alternatives do they believe will help?5. How does their boss measure their success?6. Where do they look for new information? www.kimgusta.com © 2012 Kim Gusta Marketing
    • TAMING THE BEASTSTEP #2 Inventory What You’ve Already Got www.kimgusta.com © 2012 Kim Gusta Marketing
    • WHAT GOOD STUFF ISLURKING OUT THERE? www.kimgusta.com © 2012 Kim Gusta Marketing
    • WHY INVENTORY YOUREXISTING CONTENT?• Some of it is probably out of date• Some probably needs updating• There might be good stuff you can easily repurpose (if you only knew where it was…) www.kimgusta.com © 2012 Kim Gusta Marketing
    • CONTENT WISDOM… “It’s easier to edit than to author.” Source: A wise, former boss www.kimgusta.com © 2012 Kim Gusta Marketing
    • STUFFwww.kimgusta.com © 2012 Kim Gusta Marketing
    • CONTENT INVENTORY FORM*Include:• Filename• Date• Owner• Target audience• Where to find it• Sales cycle stage• Status – is it current? *Download your copy: www.kimgusta.com/tamethebeast © 2012 Kim Gusta Marketing
    • TAMING THE BEASTSTEP #3 Use an Editorial Calendar www.kimgusta.com © 2012 Kim Gusta Marketing
    • WHY USE ANEDITORIAL CALENDAR?• Project manages your content• Forces you to think ahead• Assigns names to tasks• Prevents content gaps• Helps manage big events like product launches www.kimgusta.com © 2012 Kim Gusta Marketing
    • SAMPLE EDITORIALCALENDAR*Include:• Project or content name• Existing or new?• Go-live date• Expiration date• Content home• Campaign• Responsible parties *Download your copy: www.kimgusta.com/tamethebeast www.kimgusta.com © 2012 Kim Gusta Marketing
    • TAMING THE BEASTSTEP #4 Think Economies of Scale www.kimgusta.com © 2012 Kim Gusta Marketing
    • OPTION #1:CREATE LOTS OF CONTENT www.kimgusta.com © 2012 Kim Gusta Marketing
    • WHICH LEADS TO … www.kimgusta.com © 2012 Kim Gusta Marketing
    • OPTION #2:REPURPOSE CONTENT Transcribe the webinar Articles www.kimgusta.com © 2012 Kim Gusta Marketing
    • ADVANTAGES OFREPURPOSING• Saves time• Consistent message• Puts content into various formats for different learning styles• Good cure for “writer’s block/content block” www.kimgusta.com © 2012 Kim Gusta Marketing
    • THE “RULE OF 5” From one “How-To”webinar: 1. Blog posts (combine into articles) 2. Infographic Figure out your “5” BEFORE 3. Short YouTube videos the webinar 4. White paper 5. “Getting Started” guide or cheat sheet Source: “The Rule of 5 for B2B Content Development,” Ardath Albee;s Marketing Interactions blog www.kimgusta.com © 2012 Kim Gusta Marketing
    • TAMING THE BEASTSTEP #5 Steal/borrow/ask for content ideas www.kimgusta.com © 2012 Kim Gusta Marketing
    • STUCK FOR GOODCONTENT IDEAS? www.kimgusta.com © 2012 Kim Gusta Marketing
    • ASK YOUR BUYERS• Turn top 50 questions you get from your buyers (via email, phone, face to face, etc.) into 50 blog posts • One post for each question • Great for SEO • Use as foundation for building related content• Don’t be afraid to answer every question (even the tough ones) • “How much is it?” • “How do you compare to your competitors?” Source: Marcus Sheridan, The Sales Lion. “How to Come Up with Your Company’s First 50 Blog Articles…in Less Than 30 Minutes” www.kimgusta.com © 2012 Kim Gusta Marketing
    • Common QuestionsProspective PoolOwners AskFrom Marcus Sheridan’s RiverPools and Spas Website www.kimgusta.com © 2012 Kim Gusta Marketing
    • CONTENT FOR SALES STAGES Source: “Customer Engagement: The Role of Content in the IT Purchase Process”, IDG Enterprise www.kimgusta.com © 2012 Kim Gusta Marketing
    • CONTENT FOR SALES STAGES Source: “Customer Engagement: The Role of Content in the IT Purchase Process”, IDG Enterprise www.kimgusta.com © 2012 Kim Gusta Marketing
    • CURATE GOOD STUFF• Not everything needs to be created from scratch (but give credit where due!)• Curate or cite good stuff that helps your buyers: • Analyst articles • Research results • Case studies • Industry trends• Especially useful in early sales stages• Examples: • Research: “Technology Buyers’ Biggest Marketing Turn-offs” • Case study: “Extraordinary Benefits of Interviewing 100 Customers” www.kimgusta.com © 2012 Kim Gusta Marketing
    • CREATE LISTS• Popular & easy to create• Curates useful resources• Use List.ly• Embed in blog posts or other web 814 content views! www.kimgusta.com © 2012 Kim Gusta Marketing
    • RESOURCES:MORE CONTENT IDEAS• “100 Content Marketing Examples” eBook• “Content Repurposing: 5 Experts Share Their Favorite Secrets”• “30 Great Content Ideas for Your Website or Blog”• “My industry is boring. How do I create interesting content?” www.kimgusta.com © 2012 Kim Gusta Marketing
    • YOUR 60 DAY PLAN1. Interview 2 buyers.2. Inventory* your existing content.3. Brainstorm at least 30 questions your buyers ask. Schedule the best ones in your editorial calendar.4. Create an editorial calendar* for the next 60 days.5. Before you create your next piece of content, think of five different ways to repurpose it. *Download templates from www.kimgusta.com/tamethebeast www.kimgusta.com © 2012 Kim Gusta Marketing
    • MORE HELPFUL RESOURCESVisit: www.kimgusta.com/tamethebeast • Reference Guide • Customizable content templates • More content & lead generation resources @kimgusta kim@kimgusta.com www.kimgusta.com Blog: kimgusta.com/blog www.kimgusta.com © 2012 Kim Gusta Marketing