Long Live Content

My first breakout session of day 2 was taught by Luke Probasco. He tackled the subject of content marketing when you really don’t know what you are talking about. 

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Content is still king.

These days everyone is in sales and marketing, and in order to create good content, you need everyone’s help.

  • Get buy-in from company leaders
    • Show company leaders how inbound marketing is responsible fro lead generation and sales.
    • Once they see a direct influence there will be an alignment from the top down.
    • Interview your company leaders.
    • Marketers do a lot of marketing, but often they aren’t marketing their marketing.
    • There is a lot of content that already exists in the company that you can leverage.
  • Offer incentives to employees.
    • Offer money per blog (50 bucks).
    • Enter authors into a drawing and choose a winner to win a prize.
    • If you don’t have any budget, pay people with extra time off.
    • Be sensitive to egos
      • Don’t completely change someone’s blog, or they won’t want to write for you anymore.
      • Help them understand what you want.
    • Make friends with the support team.
      • Convince the support team to write blogs
      • Asked to be cc’d on support emails.
      • Explain to them, that one blog post can answer the same question they keep getting called about. Let Google answer it for you.
      • Are there any live chat transcripts?
    • Interview technical people
      • Have technical people demonstrate something for you.
      • What do they think is important?
      • Have technical people dumb it down.
    • Sit in on sales call
      • Listen to what customers are saying.
      • These are potential customer questions.
  • Have a brainstorming session with everyone.
    • Explain value of content
    • Bring beer.

Creating Content When You Aren’t the Subject Matter Expert (SME). 

  • Create content that answers a question.
    • See what people are asking (Google it).
  • White Papers
    • The hardest piece of content to create when you aren’t the SME.
    • Largely technical
    • Find someone to write it for you
    • Use the white paper as a foundation for all other related content
    • Use Adobe InDesign or Microsoft Word
  • Webinars
    • The second hardest piece of content to create when you aren’t the SME
    • Create webinar based on topics covered in the white paper
    • Webinars are great middle/bottom of the funnel resources
    • GoToWebinar or WebEx
    • Recreate in iMovie for a second piece of content.
  • Podcasts
    • Find co-workers to be a guest on your podcast.
    • Presents multiple industry thought leaders within you company.
    • Another platform to get your message out.
    • Podcasts make great interview style blogs.
    • Apple GarageBand, Blue Yetti microphone, Auralex Mud Guard, Headphones (Beyerdynamic DT 770 Pro)
    • Have an industry conversation. 
  • eBooks
    • High perceived value.
    • Compile your most read/informative blogs into an eBook.
    • Great opportunity to associate industry thought leaders with your brand.
    • Crowd source content.
    • InDesign, Word, PowerPoint
    • Great for calls to action and getting people in the funnel. 
    • Ask people questions on LinkedIn (10 things you wish you knew)
      • Once they are a part of it they will share it
    • Blogs
      • Companies with an active blog report 97% more leads.
      • Interview technical people in company.
      • Have support them turn customer interactions/emails into blogs.
      • Pay employees to write.
      • “For more information download our ebook.”
      • Buying blogs did not work for their company.
      • Transcribe podcasts.
      • NewsJack
      • Articles with images get 94% more views then those without
    • Videos
      • Interview technical people.
      • Start a “Whiteboard Friday” now that you are intimate with the content you have been re-purposing.
      • Create short videos.
      • Record web presentations.
      • Make videos consistently.
      • iMovie, ScreenFlow, VideoScribe, Prezi
      • Wistia
    • Infographics
      • Fire up Google, look for statistics.
      • Are there any industry reports you can pull from?
      • Visually communicate your message.
    • Resource Kits
      • You’ve already done the work, repackage it.
      • Another chance to present your content to people who may have not read your read your previous emails.
      • Great call to action for blogs, white papers, and eBooks.
      • 80% of decision makers prefer to get info in a series.
    • Newsletters
    • Social Media
      • Let them know when you have new content.
      • Post links to industry news.
      • What are people saying about you?
      • You are a good source of industry news. 
      • Like a cover band, slowly put in your own stuff
      • 80% of users prefer to connect with brands through Facebook

What content do you use most frequently?

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