Creating custom content for marketers

Post on 21-Jan-2018

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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 erin@ginzametrics.com | @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

Twitter

Facebook

LinkedIn

Google

Yahoo!

Bing

RSS

G+

Social Media Search

Podcast

Twitter

Facebook

LinkedIn

Google

Yahoo!

Bing

RSS

Platforms

iTunes

Spreaker

Stitcher

Email

Customers

Prospects

Leads

Soundcloud

G+

Subscribers

Email Social Media Search

Video

Customers

Prospects

Leads

Twitter

Facebook

LinkedIn Google

Yahoo!

Bing

RSS

YouTube Vimeo

Email Social Media Search

Landing page

Customers

Prospects

Leads

Twitter

Facebook

LinkedIn

Google

Yahoo!

Bing

Blog post

Podcast

Video

Slideshare

Landing page

Found Friday episode

Email

Social

Search

Email

Social

Search

Platforms

Email

Social

Search

Email

Social

Search

eBook

Email

Social

Search

Email

Social

Search

Case study

Email

Social

Search

White paper

Email

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 erin@ginzametrics.com | @ginzametrics