I was asked by Brighttalk to do a webinar on this topic this month (which I did on the 15th), highlighting the increasing importance of content within todays marketing.
As Seth Godin says “content is the only form of marketing left”, you also hear “content is the currency of marketing”. Why?
Well basically the internet has created the ideal infrastructure for distributing content for amongst other things marketing, and its available free to anyone: Search – where we find content, Social platforms – where we discuss content, Sites (websites that is available on WordPress for free) – where we drill down on content, and Send – where we receive content, the marketing ability to create a list and send email at virtually no cost. What effects our success in utilizing this free infrastructure (depending on your scale) is content:
Search – Google needs fresh content from you or it will think your boring and mark you down
Social – You are what you share – i.e. your content, if you share people will spread it around the social web and your reputation and value will be enhanced
Site – Better have some engaging content or we’ll be off in 2/3 seconds. If I go to a website and there is no video to engage my bored brain, I’m off, I don’t read I’d rather see the film…
Send – if you send me something interesting I will open your email, or if I’ve signed up as I am in the buying zone, or cause I value your content.
Content Creation Process
So what I walk through in the webinar/on the slides (see Slideshare) is a content creation process I have used in firms so that there is a regular planned supply of content created in the company or commissioned externally, which is ideally coordinated for publishing across multiple channels to get the maximum attention.
Finding the hidden sources of content
Often there is content sitting right there, it might be wrapped up in an old brochure, which isn’t used because its off brand, so get it redesigned. It may be too long, so break it up into multiple pieces of content or blogs.
This is one of the common writers block issues – for blog we think essay, for essay we think school or I’ll never get the time. Its less than a page a few hundred words, so just think of it as writing an email to your team. Or if you do like essays, write 2000 words give it to an editor (the new role needed in bigger companies (publishers)), to make it in to 6 blogs, then your done for 6 months – if that’s your blogging strategy, or you contribute to a company blog on a rota basis.
It may be that you need to say what you did on the printed page on video now because people have very short attention spans, especially the next generation (I get confused is it X, Y, Z or whatever?).
Finally as I am running out of time and I’ve nearly written 500 words!, remember just because you emailed a piece of content to people 3 months ago, it doesn’t mean to say more than 5% of the audience read it, so send it/tweet it again with a new email title or even title on the piece, they will never know or even thank you for bringing it to their attention since they are really busy and live in a world/sea of email and twitter streams searching for great, value added content.