The Content Clone Wars: A Battle Strategy for Battling Crap with Format
Transcript of The Content Clone Wars: A Battle Strategy for Battling Crap with Format
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THE content
clone wars A BATTLE STRATEGY FOR
COMBATTING CRAP WITH FORMAT
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By Anum Hu!ain @anum
Growth marketer at HubSpot.
Marketing director at MIST.
Ravenclaw at Hogwarts.
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When I think of 2013,
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I remember it as the year “content marketing” skyrocketed.
2005 2007 2009 2011 2013
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And how did marketers react?
2005 2007 2009 2011 2013
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By launching a blog.
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And re-packing that same content in every way possible.
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But there’s a core difference between re-packaging content ...
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And copy-pasting the same exact content onto different platforms.
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This content cloning fuels quantity, not quality.
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This results in content saturation.
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This results in content clu"er.
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This results in content crap.
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This results in content crap.
Hats off to Doug Kessler here.
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Here’s my content philosophy:
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You need to understand how to
present
content in different formats.
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I’m tired of repeating:
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That’s not an ebook – that’s a
blog post.
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That would be better consumed
on SlideShare than video.
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That could be a social image
instead of a whole graphic.
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So let’s explore 7 content formats you can employ in your marketing today.
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And understand how to
present
that content ...
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... so it’s not cloning the same exact copy ...
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... but instead catering to each content platform.
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1 Ebooks.
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THE TOP GOAL for content marketing campaigns this year is lead generation. Source: eMarketer
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THE TOP GOAL for content marketing campaigns this year is lead generation. Source: eMarketer
EBOOKS ARE CREATED FOR
THIS LEAD GEN PURPOSE.
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Ebooks allow you to:
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Ebooks allow you to:
! Provide in-depth expertise on a topic.
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Ebooks allow you to:
! Provide in-depth expertise on a topic.
! Pair visual and text experiences.
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Ebooks allow you to:
! Provide in-depth expertise on a topic.
! Pair visual and text experiences.
! Educate how to accomplish [TOPIC] effectively.
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An ebook is not a blog post forma"ed into a PDF.
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An ebook is not a SlideShare behind a form.
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An ebook is not a a bunch of links to other content.
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Example In-Action
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Example In-Action
This is a blog post.
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Example In-Action
This is a blog post.
Adding extra visuals to this does not make it an ebook.
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Example In-Action
This is a blog post. But if you add a worksheet ...
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Example In-Action
This is a blog post. But if you add a worksheet ...
And examples ...
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Example In-Action
This is a blog post. But if you add a worksheet.
And examples.
YOU HAVE AN EBOOK!
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Start producing an ebook with any of these five free templates.
TRY THIS FORMAT NOW
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2Infographics.
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PUBLISHERS who feature infographics grow traffic 12% faster than those who don’t. Source: AnsonAlex
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Infographics allow you to:
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Infographics allow you to:
! Visualize data.
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Infographics allow you to:
! Visualize data.
! Present content in “visual bullet” form.
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Infographics allow you to:
! Visualize data.
! Present content in “visual bullet” form.
! Package complex ideas in simple illustration.
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An infographic is not a a blog post in visual form.
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An infographic is not a few stats exa)erated with pictures.
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An infographic is not a gated marketing offer.
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Example In-Action
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Example In-Action
This is a blog post.
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Example In-Action
Pasting the text from all five steps it into PhotoShop with pictures doesn’t make it an infographic.
This is a blog post.
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Example In-Action
This is a blog post.
But if you condense each step to 1-3 sentences ...
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Example In-Action
This is a blog post.
But if you condense each step to 1-3 sentences ...
.. and add simple visuals ...
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Example In-Action
This is a blog post.
But if you condense each step to 1-3 sentences ...
.. and add simple visuals ...
YOU HAVE AN INFOGRAPHIC!
(It looks better
when you embed in a blog post or
upload to SlideShare).
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Start crafting one today with any of these five free templates.
TRY THIS FORMAT NOW
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3Press Release.
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PRESS RELEASES are viewed, on average, about 275 times during the week. Source: Dan Zarrella
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Press releases allow you to:
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Press releases allow you to:
! Discuss your product or service.
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Press releases allow you to:
! Discuss your product or service.
! Share company news.
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Press releases allow you to:
! Discuss your product or service.
! Share company news.
! Provide media outlets with necessary context.
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A press release is not a laundry list of facts.
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A press release is not a keyword-stuffed advertisement.
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A press release is not a file of a+ the awesome things you’ve done.
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Example In-Action
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Example In-Action
This is a product page.
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Example In-Action
This is a product page.
Using the same in-depth copy in a document makes a product pitch, not a press release.
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Example In-Action
This is a product page.
But write it with the value prop first ...
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Example In-Action
This is a product page.
But write it with the value prop first ...
... and add an influencer quote ...
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Example In-Action
This is a product page.
But write it with the value prop first ...
... and add an influencer quote ...
YOU HAVE A PRESS RELEASE!
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Start writing one the right way with this free template.
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4 Blog Posts.
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COMPANIES THAT BLOG have 97% more inbound leads than those who don’t. Source: Ignite Spot
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Blog posts allow you to:
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Blog posts allow you to:
! Curate lists of information.
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Blog posts allow you to:
! Curate lists of information.
! Newsjack a story for quick traffic.
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Blog posts allow you to:
! Curate lists of information.
! Newsjack a story for quick traffic.
! Embed other types of content for distribution.
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A blog post is not a spamming of product information.
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A blog post is not a rant of random thoughts.
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A blog post is not a keyword-stuffed, link-building piece.
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Example In-Action
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Example In-Action
This is a unique statistic.
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Example In-Action
Publishing this in a blog post as is provides limited value.
This is a unique statistic.
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Example In-Action
But by adding context ...
This is a unique statistic.
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Example In-Action
This is a unique statistic.
But by adding context ... ... and visual examples ...
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Example In-Action
This is a unique statistic.
But adding context ... And visual examples ...
YOU HAVE A BLOG POST!
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Start writing one today with any of these five free templates.
TRY THIS FORMAT NOW
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5 SlideShare Presentations.
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60 MILLION unique visitors visit SlideShare every month. Source: SlideShare
![Page 93: The Content Clone Wars: A Battle Strategy for Battling Crap with Format](https://reader037.fdocuments.net/reader037/viewer/2022103004/55d49a33bb61eb82148b4576/html5/thumbnails/93.jpg)
60 MILLION unique visitors visit SlideShare every month. Source: SlideShare
YOU’RE LOOKING AT ONE RIGHT
NOW.
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SlideShares allow you to:
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SlideShares allow you to:
! Tell visual, shareable stories.
![Page 96: The Content Clone Wars: A Battle Strategy for Battling Crap with Format](https://reader037.fdocuments.net/reader037/viewer/2022103004/55d49a33bb61eb82148b4576/html5/thumbnails/96.jpg)
SlideShares allow you to:
! Tell visual, shareable stories.
! Cut your thoughts into bite-size bits.
![Page 97: The Content Clone Wars: A Battle Strategy for Battling Crap with Format](https://reader037.fdocuments.net/reader037/viewer/2022103004/55d49a33bb61eb82148b4576/html5/thumbnails/97.jpg)
SlideShares allow you to:
! Tell visual, shareable stories.
! Cut your thoughts into bite-size bits.
! Adapt presentations into stories.
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A SlideShare is not a platform for re-uploading eb,ks.
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A SlideShare is not a live presentation in slide form.
![Page 100: The Content Clone Wars: A Battle Strategy for Battling Crap with Format](https://reader037.fdocuments.net/reader037/viewer/2022103004/55d49a33bb61eb82148b4576/html5/thumbnails/100.jpg)
A SlideShare is not a sales pitch with no storyline.
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Example In-Action
![Page 102: The Content Clone Wars: A Battle Strategy for Battling Crap with Format](https://reader037.fdocuments.net/reader037/viewer/2022103004/55d49a33bb61eb82148b4576/html5/thumbnails/102.jpg)
Example In-Action
This is an ebook.
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Example In-Action
This is an ebook.
Uploading it to SlideShare makes it hard to read and reduces the number of leads it can generate.
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Example In-Action
This is an ebook.
But if you excerpt one section ...
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Example In-Action
This is an ebook.
But if you excerpt one section ...
And visualize the tips ...
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Example In-Action
This is an ebook.
But if you excerpt one section ...
And visualize the tips ...
YOU HAVE A SLIDESHARE WITH A CTA FOR MORE.
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Start creating one today with this free template.
TRY THIS FORMAT NOW
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6Social Images.
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PHOTOS generate 53% more likes than the average post on Facebook. Source: HubSpot
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PHOTOS generate 53% more likes than the average post on Facebook. Source: HubSpot
AND 55% MORE LEADS ON TWITTER.
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Social images allow you to:
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Social images allow you to:
! Promote components of a blog post or ebook in one bite.
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Social images allow you to:
! Promote components of a blog post or ebook in one bite.
! Highlight a quick stat or concept in visual form.
![Page 114: The Content Clone Wars: A Battle Strategy for Battling Crap with Format](https://reader037.fdocuments.net/reader037/viewer/2022103004/55d49a33bb61eb82148b4576/html5/thumbnails/114.jpg)
Social images allow you to:
! Promote components of a blog post or ebook in one bite.
! Highlight a quick stat or concept in visual form.
! Entertain your audience.
![Page 115: The Content Clone Wars: A Battle Strategy for Battling Crap with Format](https://reader037.fdocuments.net/reader037/viewer/2022103004/55d49a33bb61eb82148b4576/html5/thumbnails/115.jpg)
A social image is not a lengthy quote that is hard to read.
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A social image is not a meme that links to a landing page.
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A social image is not a whole infographic stuffed into a tw-t.
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Example In-Action
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Example In-Action
This is an image on a landing page.
Posting it as is to social media falsely implies you can download
by clicking the image.
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Example In-Action
This is an image on a landing page.
But provide a short URL destination ...
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Example In-Action
This is an image on a landing page.
But provide a short URL destination ... ... and add a
unique visual ...
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Example In-Action
This is an image on a landing page.
But provide a short URL destination ... ... and add a
unique visual ...
YOU HAVE A SOCIAL IMAGE!
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Start creating social images with any of these 17 free templates.
TRY THIS FORMAT NOW
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7 Video.
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POSTS WITH VIDEOS attract three times more inbound links than plain text posts. Source: MOZ
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Videos allow you to:
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Videos allow you to: ! Entertain your audience.
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Videos allow you to: ! Entertain your audience.
! Walk through examples with voiceover screencasts.
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A video is not a way to go viral on YouTube.
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A video is not a way to market with your quirky cat.
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A video is not an o.ortunity to talk endle!ly.
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Example In-Action
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Example In-Action
This is a step-by-step blog post.
Recording the text word-for-word over images doesn’t produce a helpful video.
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Example In-Action
This is a step-by-step blog post.
But if you screen record the entire process ...
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Example In-Action
This is a step-by-step blog post.
But if you screen record the entire process ...
... and voice record a conversational step-by-step tutorial to pair with the screen
recording ...
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Example In-Action
This is a step-by-step blog post.
But if you screen record the entire process ...
... and voice record a conversational step-by-step tutorial to pair with the screen
recording ...
YOU HAVE A MARKETING VIDEO!
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Start scripting your video with this free template.
TRY THIS FORMAT NOW
![Page 138: The Content Clone Wars: A Battle Strategy for Battling Crap with Format](https://reader037.fdocuments.net/reader037/viewer/2022103004/55d49a33bb61eb82148b4576/html5/thumbnails/138.jpg)
So, to all content creators cloning their
content for exposure ...
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Cut it out.
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Dive/ify your content library.
EBOOK
BLOG
SOCIAL
VIDEO
SLIDES
GRAPHIC
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Please.
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May the resources be with you.
TRY ANY OF THESE 35 TEMPLATES
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Thank you.