Taming the Beast (Pro Hacks for Faster, Better Content Creation)

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This document outlines tips for creating content more efficiently. It discusses how most B2B marketers created more content in 2014 than 2013, but only 42% found their content marketing effective. The presentation provides three steps: understand the buyer, map their journey, and leverage speed hacks. Speed hacks include building content pillars, curating amazing existing content, outsourcing strategically, and continuously measuring and adjusting strategies. The overall message is that focusing content specifically for buyers can create a competitive advantage.

Taming
the
Beast
Pro
Hacks
for
Faster,
Better
Content
Presented
by
Heather
Head
@scopcity
and
@HHeadWrites

Want
more
business?
Start
a
blog.
It’s
Free
Advertising!

! 73%
of
B2B
Marketers
Produced
More
Content
this
Year
than
Last
! Only
42%
Consider
their
Content
Marketing
Efforts
to
be
Effective
Source:
Content
Marketing
Institute,
2014

“I
don’t
want
to
make
an
incremental
change
in
some
technology
in
my
life.
I
want
to
create
a
whole
new
technology…
one
that
is
aimed
at
helping
humanity
at
all
levels
regardless
of
geography
or
ethnicity
or
age
or
gender.”
~Elizabeth
Holmes
Source:
Fortune

When
you
start
with
what’s
at
stake
for
the
buyer,
you
earn
the
right
to
their
attention.
~Jake
Sorofman,
CMO,
Gartner

“You
sell
more
when
you
stop
selling.”
~David
Meerman
Scott,
Author
of
The
New
Rules
of
Marketing
and
PR

1. Stop
Creating
Content
Nobody
Wants
to
Consume
2. Stop
Hanging
Out
Where
Your
Buyer’s
Aren’t
Hanging
3. Reinvest
in
Speed
Hacks

Pro
Speed
Hacks
1. Build
Content
Pillars
2. Curate
Amazing
Content
3. Outsource
Strategically

1.
Measure
2.
Adjust
3.
Lather,
Rinse,
Repeat

It’s
not
free.
But
it’s
yours,
and
it’s
amazing.
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