Content Marketing on a Shoestring Budget
On July 10, 2013, Cyndie Shafstall (Founder and CEM of Spider Trainers) and I spoke at our second "Direct Marketing on a Shoestring Budget" webcast—this time we focused on the topic of Content Marketing. While you can still listen to the webcast, the event triggered many questions from participants, and I thought it might be helpful to address the most popular topics in this column.
Q: How do you keep regularly scheduled content fresh (and keep me, the marketing director, from burning out)?
A: Commitment to regularly publishing content can be a daunting assignment for any business—large or small. To be perceived as an expert, you need to publish expert content.
Sit in a room with three or four others in your company (ideally the sales folks), and stand at the whiteboard and ask for ideas on any relevant topic to your industry. To get the conversation going, ask the sales folks the top 5 questions they each get asked during the sales process. While each question may not be fodder for content, you'll quickly see a few themes emerging. I usually sit with clients and after a 30-minute discussion have over 100 topics on our whiteboard!
Then organize those topics into the most logical groupings: Topics that will have fairly short answers/discussion are probably most appropriate for a blog, while topics that require a lot of background, and supporting charts/graphs, are best used in a whitepaper. If your first meeting only yields 10 topics, hold the meeting every quarter and ask your team to keep their eye out on what topics interest them—and probe them for their areas of expertise. You'll quickly discover that there are many possible topics available; you just have to use your journalistic instincts to ferret them out of staffers.
Q: What's the difference (and how do you leverage) a blog vs. a whitepaper vs. other marketing content? And how should you decide which method to use when?
A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.