Creating custom content for marketers
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CREATING CUSTOM CONTENT welcome to a webinar from your presenter: Erin Robbins, GinzaMetrics’ President & COO [email protected] | @ginzametrics
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Transcript of Creating custom content for marketers
CREATING CUSTOM CONTENT
welcome to
a webinar from
your presenter: Erin Robbins, GinzaMetrics’ President & COO [email protected] | @ginzametrics
CREATING
Custom Content
Why is creating custom content so challenging?
- content needs to be compelling - it has to be unique - content should be consistent - and there’s a budget (sometimes $0)
But creating compelling content that is findable by your audience is HARD.
Doing it consistently is HARDER.
Doing it on a budget is FUHGEDDABOUDIT
but
WE CAN DO THIS
a CASE STUDY in
making it yours&
making it work
for free based on relevant topics.
or, how we make all of our content
and drive inbound leads
seeing success- more than 90 unique videos created in
two years - over 130 blog posts from the videos - 12 slideshares, 4 ebooks - more than 30,000 minutes of watch time
80% OF ALL LEADS COME FROM THIS CONTENT
HOW IT WORKS
The Basics
Each week we record a 15-30
minute video using YouTube live stream /
Google Hangouts.
That video then becomes the basis for content that ranges from blog posts and landing pages to a podcast, Slideshares &
eBooks.
Those are shared across social media, email, our
site, and found via search.
Found FridayViewers join live
We tweet live using a hashtag for the show
We can take live Q&A from various channels
During the
show
Afterward, we create all of this content from one Found Friday episode
Blog post Podcast Video Slideshare Landing page
Found Friday episode
eBook White paper
and sometimes we get additional content…
Case study
Each of those content assets can be distributed
in a variety of ways
FOR FREE
Email Social Media Search
Blog post
Customers
Prospects
Leads
Yahoo!
Bing
RSS
G+
Social Media Search
Podcast
Yahoo!
Bing
RSS
Platforms
iTunes
Spreaker
Stitcher
Customers
Prospects
Leads
Soundcloud
G+
Subscribers
Email Social Media Search
Video
Customers
Prospects
Leads
LinkedIn Google
Yahoo!
Bing
RSS
YouTube Vimeo
Email Social Media Search
Landing page
Customers
Prospects
Leads
Yahoo!
Bing
Blog post
Podcast
Video
Slideshare
Landing page
Found Friday episode
Social
Search
Social
Search
Platforms
Social
Search
Social
Search
eBook
Social
Search
Social
Search
Case study
Social
Search
White paper
Social
Search
…and if you’ve got
money to spend
you can pay for distribution of all this content too
Outbrain Google AdWords
Taboola Facebook
LinkedIn YouTube
etc.
how do you
get started?
figuring out: WHY WHO WHAT WHEN WHERE HOW
Why?Before you rev your engine,
you’re going to need a topic to talk about
Suggestions for sanity ➡ Try not to pick a topic that is too broad (cars) or too
narrow (classic cars from 1959 that are red) ➡ Choose something that interests you or the person
that’s going to be creating the content and that you already have knowledge on
➡ Figure out what will make you (or your brand) talking about this topic unique - research what other content on this topic is already out there and who is creating it
Who?Someone’s going to have to
create this content - who’s it going to be? You? Someone else?
You and someone else? A group of people?
Elvis?
Suggestions for sanity ➡ Pick a person or group that you can rely on to
fulfill their time commitment ➡ Figure out what’s unique about this person and
how to leverage that best ➡ If it’s you, ask people about your best qualities
and annoying habits… It only hurts for a minute
What?It’s time to
pick your medium. Blog, podcast, video,
recorded phone conversation? Any of it will work.
Suggestions for sanity ➡ Choose something that fits your style and
availability ➡ Look for a gap in content type in your market ➡ Understand if there are things that will block you
from being able to start doing this - path of lease resistance!
Another What?You also need to figure out
what other content you’ll create from this. Decide if you’ll be creating a blog,
sending an email, making it into a Slideshare, etc.
Suggestions for sanity ➡ Don’t bite off more than you can chew or more than
you can reasonably delegate to other people - check with their availability first and don’t over commit
➡ Figure out what types of content around this topic are already out there, who’s creating them, and what their spin is
➡ make sure what you choose to do is unique and satisfies an audience need.
When?You’ll need a frequency.
How often are you willing to do the inital content generator, how long do
you need to create all the subsequent content and distribute it?
Suggestions for sanity ➡ Consider starting out with bi-monthly or monthly
to get the timing down ➡ You will need to prepare for the initial content
creation each time with notes, images, research ➡ The content you create afterward is also usually
time-consuming, especially if you want to create graphics, do video editing, etc.
Where?Where is this
going to live? Do you need a YouTube channel? Podcast host?
Batcave?
Suggestions for sanity ➡ Consider the ease of content “manipulation” in your
selection - how hard is it to edit the video, sound, images, etc.
➡ Consider ownership - does it live on your domain or elsewhere?
➡ Think about ease of access by others who may need to edit, view, use the content
How?How are you going to
distribute the content? Will you use social media, email, carrier pigeon?
Suggestions for sanity ➡ Check for hashtags, subdomains, Facebook
pages, etc. that you might want beforehand ➡ Discuss distribution internally with anyone
involved beforehand ➡ Think about how you’ll group and track this
content to analyze and show effectiveness
Time to hit the road
CREATING CUSTOM CONTENT ON A BUDGET
thank you for attending
a webinar from
please feel free to send questions or comments to: Erin Robbins, GinzaMetrics’ President & COO [email protected] | @ginzametrics
