Producing content when you have a big budget is easy. Producing the right content for your social audiences on minimal budget is the tough part. In this webinar, we flipped things around to answer questions our audience sent our way.

1. How to Build a
Content Machine
When Resources Are Thin.

2. Your Presenters

3. Practical Info.
● Everyone is 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
get ideas 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
content I could
create!
Where do I start?

8. Identify the Friction
FORCE FRICTION
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 I gather
user-generated
content?

10. User-Generated Content
● Run a 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 some free
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
worth it? How do I
write relevant
content people will
engage with?

14. Companies that blog generate on
average 55% more website
visitors, 97% more inbound links
and 434% more indexed pages.

15. ● Go niche to 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’t have
time. How can I get
more from the
content I have?

17. 92% of HubSpot’s monthly 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 you do
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 some of
the lesser known
tactics or formats
available?

22. Some Ones Worth Trying:
● 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
best for which
channel?

24. Formats Goals
Content Type Short 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 YouTube Google 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
possible on a tight
budget?

27. If You Can’t Afford 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 you create
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 you create
technical content
(e.g. about IT
software products),
when you are
“only” a marketer?

31. Address the problem your 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 I create
enough content for
all my channels
with no budget or
designer?

33. How to Create More 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 I measure
what content is
working/not
working?

35. “Measuring content by placing 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 Measure Content
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. Traffic goal: 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. Questions?