Share what you know with millions of people
Focus is the best place to turn what you know into remarkable content
0
How are marketers dealing with the demand for remarkable content?
The experts, including me, recommend that companies think like a publisher and create content on a regular basis that is remarkable, bite-sized, uses different media and engages people. White papers, blog posts, webinars, eBooks, videos, pocasts -- the list seems endless.
In fact, Brian Halligan, CEO of Hubspot, showed an organization chart with the Director of Content reporting to the VP of Marketing. He considers content that important.
This demand is almost overwhelming for most marketers. I'd love to hear your stories about how you are dealing with this pressure.
Events
- Dos and Don'ts of Small Business Marketing May 29 @ 11 am PT
- Lead Nurturing 202: The Next Generation May 31 @ 11 am PT
- The Tricks to Paid Media June 6 @ 11 am PT
- Display Advertising for Brand Awareness June 20 @ 11 am PT
Related Activity
3 Answers
Hi Jeff,
It'd be easy to rattle off a set of best practices here and then advise to shoot for the low hanging fruit to get as much useful content into the buyer-sphere in as many media formats as efficiently as possible. But anyone can do that.
I'd just stress to make content that can be promoted through dominant channels and aligned with the way users prefer to experience the Web. Nowadays that's short-form content for quick consumption perfect for when people are in-between tasks (packaged for convenience).
Then, make it simple for users to connect the dots from the short-form content to ever more fundamental collateral items (hubs) that are designed to create opportunities.
Best,
Chris
It's definitely important to focus on creating content these days. However, not all content is created equally for all companies. I think the most important thing for any company to do is figure out which types of content will help them the most. While having a Twitter account and Facebook page makes a real impact for some companies for others they may just be a dead end. It's imperative that companies only choose content outlets that are relevant for their industry.
For my company, we're really focused on creating content through blogs at the moment. While we are working on other projects such as video and podcast series we're starting off with blogging.
Thanks Leslie. I think it is also important to match content roles and buying stage based on a deep understanding of the target accounts. Talking to an executive in the Untroubled/Unaware stage requires different content than someone in a later buying stage.
It's also important that you find ways to repurpose content. Ardath Albee of Marketing Interactions calls it the "Rule of 5" -- find five ways to reuse each piece of content.
As for Find New Customers, we use interviews with industry experts, blogs, videos (YouTube and Facebook), case studies, white papers, eBooks and more. We also host monthly events with industry experts. Over the last few months, we've developed quite an impressive array of content.
Good luck, Leslie.
Jeff Ogden, President
Find New Customers
http://www.findnewcustomers.net
This Question is closed