Overcoming the Most Common Content Creatio Challenges
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Overcoming the Most
Common Content Creation
Challenges
Topic Generation1
2
Content Hacks3
Getting More Out of Existing Content
Today we’ll talk about…
TOPIC GENERATION.1
CREATING A BACKLOG1
• Source topics from Sales & Customer Service
• Weekly pitch meeting
• Submission requirements
• Editorial calendar
BUILD UP A BACKLOG OF TOPICS
GETTING MORE OUT OF EXISTING CONTENT.2
REVITALIZING CONTENT1
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!)
HOLY COW!
JUICE THOSE POSTS!
What do we do with that information?
Find the best posts for SEO on your blog.1
sort by page views & inbound links
500%A post on the HubSpot blog that has
at least 50 inbound links gets 500%
more views, on average.
#inbound12
Give old posts a helping hand.
• Update the copy, if
needed.
• Update the
image, if needed.
• Update the calls-
to-action.
REPURPOSING CONTENT
2
YOU’VE CREATED ALL THIS CONTENT.
Don’t let it fade into oblivion!
• 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
Lead generation content should work in tandem with blog content for the utmost efficiency.
REPROMOTING & RESURFACING CONTENT
3
Use a recommendation engine.1
2 Repromote your most successful blog posts on social media.
3 Test out lead generation offers on your blog.
CONTENT HACKS.3
WRITE NOW, EDIT LATER.
1
Braindump When Inspiration Strikes
CROWDSOURCE CONTENT.
2
• Sales
• Customer Service
• Marketing
• Guest Bloggers
• Interviews
CONTENT CAN COME FROM SUBJECT MATTER EXPERTS, NOT BLOGGERS
YOU CAN ALSO REQUIREEMPLOYEE CONTRIBUTIONS.
WHIP UP EASY CONTENT IN A PINCH.
3
• 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
STRIVE FOR CONTENT CREATION WITH A PURPOSE.
4
BUT.
Remarkable content
takes more time than
mediocre content.
WILL ANOTHER [X] HOURS HELP YOU ACHIEVE YOUR DESIRED RESULTS ANY BETTER?
ALWAYS PULL THE BIGGESTLEVER YOU CAN PULL.
Use your analytics!
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.
PURPOSE!
This is how you create content with a
JUST DO IT.5
USE THE LAPTOP TRICK.
YOU CAN DO IT!
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