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How to Make Remarkable Content Without the Risk

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As content marketers face more competition, creating awesome content is more important than ever. But creating content that really resonates can be a big risk.

What if your big investment in a well-researched guide, a sticky interactive site, or slick infographic doesn't work out? Would you be better off creating a lot of content that's not as good?

No way!

Published in: Marketing
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How to Make Remarkable Content Without the Risk

  1. 1. Item Quantity Cost Blog posts 100 $200 Infographics 4 $5,000 Whitepapers 2 $5,000 TOTAL $50,000
  2. 2. Item Quantity Cost Amazing Interactive 2 $25,000 TOTAL $50,000
  3. 3. http://www.digitalthirdcoast.net/blog/importance-pre-outreach-developing-content http://www.scribblelive.com/blog/2016/02/05/stop-making-average-content-make-remarkable-content-without-risk/
  4. 4. • • •
  5. 5. • Marketers with a documented content strategy are 60% more likely to be successful -- CMI/Marketing Profs, 2016 B2B Benchmarks • Marketers with documented customer personas are twice as likely to exceed their goals
  6. 6. Tool up Google KW Planner BuzzSumo ScribbleLive Etc. Listen Talk to customers Survey them Social listening Make new friends: Sales Customer support Product Look at Competitors & Influencers
  7. 7. Your Product The customer need A GOOD TOPIC!
  8. 8. • • •
  9. 9. RELEVANCE
  10. 10. RELEVANCE
  11. 11. RELEVANCE Via BuzzSumo virality study
  12. 12. RELEVANCE • • • • • •
  13. 13. RELEVANCE
  14. 14. RELEVANCE From a study by Visually
  15. 15. RELEVANCE 1. A big piece of visual or interactive content 2. In the right channel 3. That fills a customer need 4. And gets an emotional response 5. But ties to your business objectives 6. And is positioned to entertain, solve problem, or engage
  16. 16. RELEVANCE • Vet it • Present it at kickoff • It’s your map to the creative process
  17. 17.  Your project’s objectives  Your core message and 3-5 proof points or benefits  The primary call-to- action or takeaway message.  Themes or ideas you want the creative to embrace.  Info on your audience and how the content serves a need  Success metrics  Examples of creative you like  Brand, copy, and style guidelines  The specifications for the final product  The full list of assets you need.  Timelines & responsibilities
  18. 18. RELEVANCE Create derivative content to: • Reach new channels • Get more bang for the buck • Create more chances it will catch on
  19. 19. RELEVANCE
  20. 20. • •
  21. 21. RELEVANCE “ “
  22. 22. RELEVANCE
  23. 23. RELEVANCE • •
  24. 24. RELEVANCE
  25. 25. RELEVANCE
  26. 26. RELEVANCE
  27. 27. RELEVANCE
  28. 28. RELEVANCE
  29. 29. • •

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