overcoming the most common content creation challenges
TRANSCRIPT
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Overcoming the Most
Common Content Creation
Challenges
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Topic Generation1
2
Content Hacks3
Getting More Out of Existing Content
Today we’ll talk about…
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TOPIC GENERATION.1
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CREATING A BACKLOG1
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• Source topics from Sales & Customer Service
• Weekly pitch meeting
• Submission requirements
• Editorial calendar
BUILD UP A BACKLOG OF TOPICS
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GETTING MORE OUT OF EXISTING CONTENT.2
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REVITALIZING CONTENT1
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70%The percent of monthly leads from
HubSpot’s blog that come from posts
from a previous month.
(Because people keep finding ‘em
in search engines!)
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HOLY COW!
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JUICE THOSE POSTS!
What do we do with that information?
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Find the best posts for SEO on your blog.1
sort by page views & inbound links
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500%A post on the HubSpot blog that has
at least 50 inbound links gets 500%
more views, on average.
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#inbound12
Give old posts a helping hand.
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• Update the copy, if
needed.
• Update the
image, if needed.
• Update the calls-
to-action.
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REPURPOSING CONTENT
2
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YOU’VE CREATED ALL THIS CONTENT.
Don’t let it fade into oblivion!
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• Pull from your company collaboration tool – Analogies to Help
You Explain Inbound Marketing
• Excerpt lead generation content – Unlock the ROI of Your
Marketing Analytics
• Reformat written and visual content – 7 Shameless Marketing
Tactics
• Transcribe videos – SEOmoz Whiteboard Fridays
• Turn presentations into SlideShares – Getting Past Writer’s
Block
• Compile compelling data – State of Inbound Marketing 2013
PULL FROM CONTENT THAT ALREADY EXISTS
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Lead generation content should work in tandem with blog content for the utmost efficiency.
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REPROMOTING & RESURFACING CONTENT
3
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Use a recommendation engine.1
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2 Repromote your most successful blog posts on social media.
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3 Test out lead generation offers on your blog.
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CONTENT HACKS.3
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WRITE NOW, EDIT LATER.
1
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Braindump When Inspiration Strikes
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CROWDSOURCE CONTENT.
2
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• Sales
• Customer Service
• Marketing
• Guest Bloggers
• Interviews
CONTENT CAN COME FROM SUBJECT MATTER EXPERTS, NOT BLOGGERS
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YOU CAN ALSO REQUIREEMPLOYEE CONTRIBUTIONS.
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WHIP UP EASY CONTENT IN A PINCH.
3
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• Coverage of other people’s content
• Data lists
• Repurposed lead generation content
• Video transcripts
• Newsjacking
SOME TYPES OF CONTENT CAN BE CREATED MORE QUICKLY THAN OTHERS
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STRIVE FOR CONTENT CREATION WITH A PURPOSE.
4
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BUT.
Remarkable content
takes more time than
mediocre content.
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WILL ANOTHER [X] HOURS HELP YOU ACHIEVE YOUR DESIRED RESULTS ANY BETTER?
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ALWAYS PULL THE BIGGESTLEVER YOU CAN PULL.
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Use your analytics!
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Things we’ve learned from performing topic analyses:
• Readers are more likely to click on things that are negative.
• But readers are more likely to share things that are
inspirational.
• And if you’re being negative – or even sarcastic – readers
don’t like it if you don’t balance it with some education, so
the post is productive.
• And educational content helps with long-term traffic in
search.
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PURPOSE!
This is how you create content with a
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JUST DO IT.5
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USE THE LAPTOP TRICK.
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YOU CAN DO IT!