Content creation strategies

1. Content Strategies
March 2016

2. Brought To You By:
Jenn Horowitz
Jennifer@igmktg.com

3. There are 4 main types of
content commonly used in
digital marketing
Content with a long shelf life; sometimes called Evergreen, sometimes called Classic;
gives you the most opportunity. Why? You can count on it working for you for
weeks, months and years to come. It is most easily repurposed and it has the
pleasant side effect of boosting your cred since it’s typically foundational
information that shows your true grasp of industry knowledge. This may include
things like how tos, resources, glossaries, abstracts on a topic etc. These an be
article style, Blog posts, white papers, PDFs, slideshows etc.

4. There are 4 main types of
content commonly used in
digital marketing
Soundbite content. Once in a while your soundbites really grab on and insist on a
long shelf life, but most often it’s short lived and high impact content. This is where
you add your 2 cents to a topic that is hot and trending. It’s most effective when
you have a controversial or differing point of view (just be sure you can back it up).
This typically relates to current events, trends and changes. It is heavy on opinion
and often satirical, funny, derisive or written with some other hook to draw you in
and reach coveted viral status. These are more typically Blog posts, articles and
social media posts.

5. There are 4 main types of
content commonly used in
digital marketing
News content. Typically short lived, full of details and churned out quickly so you
lead the pack of people reporting the news. This is news about your company,
products, services or industry. This type of content should not be ignored - with
real time search and trending content on social media, you can grab a lot of traffic
by being early with the news and presenting it in a clear and concise way. Tip:
anyone can regurgitate the news – add commentary so people know what the news
actually means to them. This includes content about current events, changes in an
industry/product/service, interviews with experts on trending topics etc. Again,
most typically articles, Blog posts or social posts.

6. There are 4 main types of
content commonly used in
digital marketing
Infographics. While graphical in nature, these still count as content for digital
marketing purposes. These can have long life span or peter out quickly – it all
depends on the quality of the content shared.

7. GOT WRITERS BLOCK?

8. Content Strategies To Beat Writers Block
 Look at the 4 stages of the buying cycle, ask yourself what questions your potential customers have at each
stage and craft content around those questions.
 Look at search logs on your site and see what people are looking for. Give them content on those topics.
 Check Google Trends, BuzzSumo, Google Alerts and any other source you can get your hands on to see what
is popular and chime in (but maybe have a fresh voice and take on the topic, so you stand out)
 Ask staff who are on the front line with customers and potential customers what questions they get.

9. Content Strategies To Beat Writers Block
 Write content that teaches people how to consume your product or service to make it more likely you will
get repeat business.
 Scope out questions being asked on Quora and Yahoo and any social media network and then whip up
something that answers those questions.
 Get creative and come up with ideas on your own. Remember, no one knows your product/service and
audience like you do. Give them what you think they want.
 Consider lifestyle marketing content – tie in other interests of your audience to catch their interest and
attention and add some new ideas to the content mix.

10. What’s Next?

11. Get more value out of
your content by
repurposing it
Let’s say you’ve written a killer post for your Blog.
You can also:
 Post it on LinkedIn.
 Grab the key points and turn it into a quick slide
show (have a template ready to go and then it’s easy
to pick out key points and turn it into a presentation)
and then you can load it on all the various slide show
sites.
 Record a quick video or podcast sharing the content
verbally.
 Pop some key stats, points or quotes onto a graphic
and share on social.
 Use it as a newsletter for your readers.
With another tiny push of effort, you can use that
content in all those ways and more and get so much
more mileage.

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13. Your online success will come from
attention to detail, analysis of data and
strong strategy guiding your actions. It’s
a step by step process.
If you are struggling with content
creation or any aspect of your digital
marketing campaign, let us help you.
Contact Jenn at: jenn@igmktg.com and
schedule your free consultation.