Content Marketing on a Shoestring Budget
A: This is probably the question I get asked the most. So let me try to address each channel:
- Blogs: Not every company needs (or should have) a blog; If you don't have an industry thought leader in your organization (or somebody you can position as a thought leader who will let you put words in their mouth), you may want to hold off creating a blog in the first place. If you do, post blog topics that are timely and relative to your industry. Read trade publications and identify the "hot topic" du jour, and blog thoughts about that topic. Attend industry conferences, gather information from other speakers' presentations and blog about what you liked and didn't like about what they were saying. If you run a travel company, you can certainly blog about "hot" travel destinations—but even better, blog about "how to" at the destination ... like "How to throw a wedding in Thailand" or "Best surfing vacations in Mexico." You need to think like a journalist who is writing a story that others will want to read.
- Whitepapers or Educational Primers: You can expand a blog topic into a more robust whitepaper or primer (a whitepaper provides a strategic point of view on a topic; a primer educates by taking the reader through the basics of a topic). Whitepapers should include quotes from outside sources to give it credibility and value. Primers can be simply "How to" guides that teach your audience the ABC's. But be careful NOT to chest pound within your content. A whitepaper is supposed to be just that—a document, written by a 3rd party, on a particular topic of interest to readers in your space. It is NOT an advertorial for your product or service.
I carry around a notebook, and when I see/read/think about an idea for my blog, I jot it down so, when the time comes to sit down and write, I have a number of ideas to stimulate my thinking. Since I'm committed to Target Marketing to write this blog every 2 weeks, I've already got a notebook full of ideas!
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.