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Overcoming the Most
Common Content Creatio
Challenges
Topic Generation1
2
Content Hacks3
Getting More Out of Existing Content
Today we’ll talk about…
TOPIC GENERATION.1
CREATING A BACKLOG1
• Source topics from Sales & Customer Service
• Weekly pitch meeting
• Submission requirements
• Editorial calendar
BUILD ...
GETTING MORE OUT OF
EXISTING CONTENT.2
REVITALIZING CONTENT1
70%The percent of monthly leads from
HubSpot’s blog that come from posts
from a previous month.
(Because people keep findi...
HOLY COW!
JUICE THOSE POSTS!
What do we do with that information?
Find the best posts for SEO on your blog.1
sort by page views &
inbound links
500%A post on the HubSpot blog that has
at least 50 inbound links gets 500%
more views, on average.
#inbound12
Give old posts a helping hand.
• Update the copy, if
needed.
• Update the
image, if needed.
• Update the calls-
to-action.
REPURPOSING
CONTENT
2
YOU’VE CREATED ALL
THIS CONTENT.
Don’t let it fade into oblivion!
• Pull from your company collaboration tool – Analogies to Help
You Explain Inbound Marketing
• Excerpt lead generation co...
Lead generation content
should work in tandem
with blog content for the
utmost efficiency.
REPROMOTING &
RESURFACING
CONTENT
3
Use a recommendation engine.1
2 Repromote your most successful blog posts on
social media.
3 Test out lead generation offers on your blog.
CONTENT HACKS.3
WRITE NOW, EDIT
LATER.
1
Braindump When Inspiration Strikes
CROWDSOURCE
CONTENT.
2
• Sales
• Customer Service
• Marketing
• Guest Bloggers
• Interviews
CONTENT CAN COME FROM SUBJECT
MATTER EXPERTS, NOT BLO...
YOU CAN ALSO
REQUIRE
EMPLOYEE
CONTRIBUTIONS.
WHIP UP EASY CONTENT
IN A PINCH.
3
• Coverage of other people’s content
• Data lists
• Repurposed lead generation content
• Video transcripts
• Newsjacking
S...
STRIVE FOR CONTENT
CREATION WITH A
PURPOSE.
4
BUT.
Remarkable content
takes more time than
mediocre content.
WILL ANOTHER
[X] HOURS HELP
YOU ACHIEVE
YOUR DESIRED
RESULTS ANY
BETTER?
ALWAYS PULL THE BIGGEST
LEVER YOU CAN PULL.
Use your
analytics!
Things we’ve learned from performing topic
analyses:
• Readers are more likely to click on things that are negative.
• But...
PURPOSE!
This is how you create content with a
JUST DO IT.5
USE THE LAPTOP TRICK.
YOU CAN DO IT!
Overcoming the Most Common Content Creation Challenges
Overcoming the Most Common Content Creation Challenges
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Overcoming the Most Common Content Creation Challenges

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Corey Eridon, Inbound Marketing Content Manager at HubSpot, shares her hacks, tips, and strategies for dealing with content marketing challenges at the July 8, 2013 HUGME (Hubspot User Group-Maine).

Published in: Business, Technology
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Overcoming the Most Common Content Creation Challenges

  1. 1. Overcoming the Most Common Content Creatio Challenges
  2. 2. Topic Generation1 2 Content Hacks3 Getting More Out of Existing Content Today we’ll talk about…
  3. 3. TOPIC GENERATION.1
  4. 4. CREATING A BACKLOG1
  5. 5. • Source topics from Sales & Customer Service • Weekly pitch meeting • Submission requirements • Editorial calendar BUILD UP A BACKLOG OF TOPICS
  6. 6. GETTING MORE OUT OF EXISTING CONTENT.2
  7. 7. REVITALIZING CONTENT1
  8. 8. 70%The percent of monthly leads from HubSpot’s blog that come from posts from a previous month. (Because people keep finding ‘em in search engines!)
  9. 9. HOLY COW!
  10. 10. JUICE THOSE POSTS! What do we do with that information?
  11. 11. Find the best posts for SEO on your blog.1 sort by page views & inbound links
  12. 12. 500%A post on the HubSpot blog that has at least 50 inbound links gets 500% more views, on average.
  13. 13. #inbound12 Give old posts a helping hand.
  14. 14. • Update the copy, if needed. • Update the image, if needed. • Update the calls- to-action.
  15. 15. REPURPOSING CONTENT 2
  16. 16. YOU’VE CREATED ALL THIS CONTENT. Don’t let it fade into oblivion!
  17. 17. • Pull from your company collaboration tool – Analogies to Help You Explain Inbound Marketing • Excerpt lead generation content – Unlock the ROI of Your Marketing Analytics • Reformat written and visual content – 7 Shameless Marketing Tactics • Transcribe videos – SEOmoz Whiteboard Fridays • Turn presentations into SlideShares – Getting Past Writer’s Block PULL FROM CONTENT THAT ALREADY EXISTS
  18. 18. Lead generation content should work in tandem with blog content for the utmost efficiency.
  19. 19. REPROMOTING & RESURFACING CONTENT 3
  20. 20. Use a recommendation engine.1
  21. 21. 2 Repromote your most successful blog posts on social media.
  22. 22. 3 Test out lead generation offers on your blog.
  23. 23. CONTENT HACKS.3
  24. 24. WRITE NOW, EDIT LATER. 1
  25. 25. Braindump When Inspiration Strikes
  26. 26. CROWDSOURCE CONTENT. 2
  27. 27. • Sales • Customer Service • Marketing • Guest Bloggers • Interviews CONTENT CAN COME FROM SUBJECT MATTER EXPERTS, NOT BLOGGERS
  28. 28. YOU CAN ALSO REQUIRE EMPLOYEE CONTRIBUTIONS.
  29. 29. WHIP UP EASY CONTENT IN A PINCH. 3
  30. 30. • Coverage of other people’s content • Data lists • Repurposed lead generation content • Video transcripts • Newsjacking SOME TYPES OF CONTENT CAN BE CREATED MORE QUICKLY THAN OTHERS
  31. 31. STRIVE FOR CONTENT CREATION WITH A PURPOSE. 4
  32. 32. BUT. Remarkable content takes more time than mediocre content.
  33. 33. WILL ANOTHER [X] HOURS HELP YOU ACHIEVE YOUR DESIRED RESULTS ANY BETTER?
  34. 34. ALWAYS PULL THE BIGGEST LEVER YOU CAN PULL.
  35. 35. Use your analytics!
  36. 36. Things we’ve learned from performing topic analyses: • Readers are more likely to click on things that are negative. • But readers are more likely to share things that are inspirational. • And if you’re being negative – or even sarcastic – readers don’t like it if you don’t balance it with some education, so the post is productive. • And educational content helps with long-term traffic in search.
  37. 37. PURPOSE! This is how you create content with a
  38. 38. JUST DO IT.5
  39. 39. USE THE LAPTOP TRICK.
  40. 40. YOU CAN DO IT!

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