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Webinar: How to Build a Content Machine When Resources Are Thin
The document provides strategies for building a content machine with limited resources, covering sources for content ideas, optimizing existing content, and utilizing user-generated content. It discusses the importance of understanding your audience, leveraging various content formats across different channels, and using micro-influencers for cost-effective engagement. Additionally, it highlights tools for content creation and measuring effectiveness while emphasizing quality over quantity.
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Webinar: How to Build a Content Machine When Resources Are Thin
- 1. How to Builda Content Machine When Resources Are Thin.
- 2.
- 3. Practical Info. ● Everyoneis muted to preserve audio quality. ● This session is being recorded, you will receive it and this deck via email. ● You can submit questions in the chat feature - there will be an open Q&A at the end.
- 4. Today’s Agenda. 1. Introduction. 2.Main Session: The Most Upvoted Questions From Slido. 3. Live Q&A.
- 5. Where do you getideas for content?
- 6. Research Content Topics ❏Relevant to my persona ❏ High search volume ❏ Trending ❏ Influencers ❏ Evergreen ❏ Existing distribution ❏ Aligns with our product/service Note! I’m not suggesting you create content ABOUT your product or service specifically!
- 7. There’s so much contentI could create! Where do I start?
- 8. Identify the Friction FORCEFRICTION X% referring customers X% retention rate X NPS FORCE FRICTION X won opps X% op to close rate $X revenue $X LTV FORCE FRICTION X website visits X% CVR from Fb X signups X% avg CVR on LPs $X Fb ads CPA Positive trend this month Neutral trend this month Negative trend this month
- 9. How do Igather user-generated content?
- 10. User-Generated Content ● Runa competition ● Leverage the hashtag ● Use polling on social ● Use tools like Boast ● Make something people will want to talk about ● Create a community (e.g. Facebook group) ● Make your customer the hero ● Reviews
- 11. What are somefree or cheap tools that help with content creation?
- 12. Content Creation Tools ●Canva ● iMovie ● HubSpot templates ● Your phone ● Speech to text ● Buzzsumo ● Venngage
- 13. Is blogging even worthit? How do I write relevant content people will engage with?
- 14. Companies that bloggenerate on average 55% more website visitors, 97% more inbound links and 434% more indexed pages.
- 15. ● Go nicheto compete. Choose evergreen topics to increase traction and value. ● Anyone can do SEO. For tools we recommend Ahrefs, Buzzsumo and SEMRush. ● Choose long-tail keywords (check out LSIGraph.com, it’s free) ● Longer-form articles perform better (our top performers are 1500+ words on average). ● Focus on quality to earn backlinks and boost rankings. ● No time or headcount to write? Seek contributors. As your authority grows they’ll come knocking. How Do I Write Relevant Content?
- 16. I just don’thave time. How can I get more from the content I have?
- 17. 92% of HubSpot’smonthly blog leads come from "old" posts. AND we more than doubled the number of monthly leads generated by the old posts we've optimized.
- 18. Optimize the Past! ●Identify highest traffic blog posts ● Identify highest and LOWEST converting blog posts ● Optimize high traffic, low conversion posts with more relevant CTAs ● Optimize high conversion posts by sending more traffic via SEO ● Stop focusing only on brand new content, and try to get more traffic and leads out of the content you already have
- 19. How can youdo social media video cheaply but credibly?
- 20. Got a Smartphone?Then You’re Set. ● People want authenticity from brands, so your videos don’t need to be that polished. ● But there are easy-to-use video editors like LightWorks, VideoShop, Adobe Premiere Clip and Mojo Stories that will give them a lift. ● Don’t crave the limelight? Use iMovie to create stop motion clips about your product. ● A gimbal will help you with the shakes. ● Always add subtitles/captions.
- 21. What are someof the lesser known tactics or formats available?
- 22. Some Ones WorthTrying: ● Instagram contests – these get 64x more comments and 3.5x more likes. ● Round-ups of opinions or news stories perform well and virtually create themselves. ● Case Studies – are a bit “dry”, but are economical as they function as TOFU content as well as help sales and upsell. ● Podcasts - more than half of you listen to podcasts, have you considered doing one for your company? ● Employee advocacy - how many of your workmates actually share your content? Push them, empower them.
- 23. What content is bestfor which channel?
- 24. Formats Goals Content TypeShort Term Traffic Long Term Traffic Audience Quality Virality Thought Leadership X X How-to Posts X X Images/Gifs X X Video X X X Every piece of content should have a GOAL
- 25. Blog Facebook YouTubeGoogle Twitter Linkedin Traffic/Leads Awareness/ engagement Awareness/ leads Traffic/Leads Awareness/ engagement Awareness /leads Long-term Short-term Long-term Long-term Short-term Medium- term Channel Goals Know your goal, know your channel
- 26. Is influencer marketing truly possibleon a tight budget?
- 27. If You Can’tAfford a Kardashian... ● Influencer content marketing doesn’t have to carry a whopping price tag, but it does require a big investment in time and effort. ● Micro-influencers (with 10k-100k followers) get 4X the engagement of macro-influencers (with 10m+ followers). ● No budget for remuneration? Consider freebies or vouchers in exchange for reviews. ● No budget for that either? Leverage the platform of your brand and content to spread theirs. Start courting them by curating their content and tagging them. ● Ultimately, you to need to demonstrate the value of a relationship with your brand.
- 28. How do youcreate content for a B2B company with a generic service where you can't showcase a product?
- 29. Write for Humans ●You’re not writing for a company, you’re writing for a human. ● Content should be educational, inspirational and entertaining. ● Persona research is critical: what are their goals, their challenges, their interests and how can you help or entertain them outside of your products? ● Red Bull doesn’t sell sports products but their content is all about sports because their target audience is made up of teenagers and college students (13 to 21 years), and young adults ranging from 21 years to 35 years.
- 30. How do youcreate technical content (e.g. about IT software products), when you are “only” a marketer?
- 31. Address the problemyour product solves first, but if you must get technical about it... ● Invite (or require) your product experts to write for you. ● However: there can be a disconnect between the technical presentation of your product and what your audience actually wants – try to find the overlap. Your customers are a great reference point. ● With software, screen capture videos help to simplify complex features. ● You should be involving your product experts from the beginning of any campaign anyway.
- 32. How can Icreate enough content for all my channels with no budget or designer?
- 33. How to CreateMore Content 1. Quality > Quantity 2. You don’t need to be on ALL the channels 3. Spend most of your time on one core piece of long-form content (text or video) 4. Then create many pieces of micro-content from that piece of content to promote it 5. If video, cut it up into shorter snippets for FB and YouTube using iMovie or similar (it’s easy, I promise) 6. If text, use quotes and create images in Canva for social 7. Pitch your content to other high traffic blogs or publications to write about it and link back 8. Work with influencers to record interviews via webcam
- 34. How do Imeasure what content is working/not working?
- 35. “Measuring content byplacing a single monetary value on it will mean a lot of companies fail before they even get started.” - Kieran Flanagan, VP HubSpot
- 36. How to MeasureContent 1. Know the goal of your content: engagement, traffic, leads, sales 2. KPIs (less is more!): Subscribers, traffic, leads, lead CVR, Op CVR, Close rate ← choose what’s relevant! 3. Reverse engineer goals from your revenue targets (calculations on next slide) 4. Assign a lead value for each of your channels to know where your money is best spent
- 37. Some Calculations 1. Trafficgoal: leads needed / avg lead conversion rate 2. Conversion rate: leads generated / traffic *100 3. Leads goal: Desired revenue / average lead value 4. Average lead value: Average sales price * average conversion rate per channel RevenueOpsLeadsTraffic We’ll send you this deck :)
- 38.