7 tips for creating content
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Transcript of 7 tips for creating content
Vote: Does the head of your organisation ‘believe’
in content marketing?
Assumption #1: We all want to believe in
content marketing
Social media undoubtedly growing 1 in 10 buyers use blogs to assess potential suppliers 16% identify business needs from online community interaction 43% said use of podcasts, videos and webcasts had increased in last 12 months 75% of blog readers said they were “very influential”
Quality v quantity
We need good content We needs lots of it
Quality v quantity
We need good content We needs lots of it
But there aren’t enough hours in the day for what we’re doing already!
1. Sell more by not selling anything
Recognition of Need
Requirement Specification
Request for Information / Long List
Selection of Short List
Evaluation of Short List
Presentations
Final Selection
Post Purchase / Repeat Purchase
Content marketing more effective
Content marketing less effective
The social web has freed the masses
2. Listen & Learn
Listen & Learn Topics linked with your brand
Opinion of your brand
Guide content Interact directly
Google Alerts Social Mention Ice Rocket Backtype …or a paid solution
3. The Value of Exclusivity
Exclusivity
Better/more comprehensive/detailed
More focused
More topical
More original
4. Get the right format
Text v video v audio
It’s your audience’s preference, not yours
Age Literacy
Geography Mobility Devices
Time
The eBook technique
No columns Use links Use pages instead of paragraphs Vary text size Images
Lots of white space
Quality matters
High-quality writing is “highly influential” on perception of a brand.
Poor-quality writing was the most frequently cited reason for content having less influence.
5. Repurposing
Can you convert into another format?
Audience?
Content?
Technology?
Time?
2010: The Year Of Video
2010: The Year Of Video
53x more likely than text to appear on front page of search results.
2010: The Year Of Video
53x more likely than text to appear on front page of search results.
3% of US companies plan to increase overall marketing spend: 52% will increase spend on video.
2010: The Year Of Video
53x more likely than text to appear on front page of search results.
3% of US companies plan to increase overall marketing spend: 52% will increase spend on video.
In 2008, 28% of technology buyers rated video as “influential collateral”. Last year, it was 50%.
Source: Eccolo, B2B Magazine [US]
Repurposing content
Divide and conquer: split it down
Combined opinion piece
Pick of the Week
Refocus
6. Sourcing and planning
Sourcing & planning
The goose that lays the golden egg. Keep the talent happy.
Sourcing & planning
The goose that lays the golden egg. Keep the talent happy.
Measure and motivate
Sourcing & planning
The goose that lays the golden egg. Keep the talent happy.
Measure and motivate
Get the content habit. A little often; store it up.
Sourcing & planning
The goose that lays the golden egg. Keep the talent happy.
Measure and motivate
Get the content habit. A little often; store it up.
Write a schedule. See gaps and opportunities coming.
7. Attractiveness
Content so good you just have to share it
Content so good you just have to share it
Content so attractive you just have to click it
Which one would you choose?
7 tips, 6 ways, the 10 biggest… Proof of success: how I did it
Are you the kind of person who is influenced by a headline?
You must read this! Break from the norm
Puns, quotes, wordplays
BUT…
Think about context
Restrict length
Don’t forget <H1> tags
And lastly…
Don’t lose the momentum
Don’t lose the momentum
Don’t lose the momentum
IDM Annual B2B Conference www.theidm.com/b2bconference
£50 off – email [email protected]
Buyersphere Research Report www.baseonegroup.co.uk
@basebot .
Thank you for listening