This document provides tips for overcoming common content creation challenges. It discusses generating topic ideas from existing sources like sales and customer service data. It also recommends ways to get more value from existing content, such as revitalizing old posts by updating images, copy, and calls-to-action. Additional tips include repurposing existing content into new formats, crowdsourcing content from subject matter experts, and creating quick content like video transcripts or data lists in a pinch. The document stresses the importance of content creation with a specific purpose in mind.

1. Overcoming the Most
Common Content Creatio
Challenges

2. Topic Generation1
2
Content Hacks3
Getting More Out of Existing Content
Today we’ll talk about…

3. TOPIC GENERATION.1

4. CREATING A BACKLOG1

5. • Source topics from Sales & Customer Service
• Weekly pitch meeting
• Submission requirements
• Editorial calendar
BUILD UP A BACKLOG OF TOPICS

7. GETTING MORE OUT OF
EXISTING CONTENT.2

8. REVITALIZING CONTENT1

9. 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!)

10. HOLY COW!

11. JUICE THOSE POSTS!
What do we do with that information?

12. Find the best posts for SEO on your blog.1
sort by page views &
inbound links

13. 500%A post on the HubSpot blog that has
at least 50 inbound links gets 500%
more views, on average.

14. #inbound12
Give old posts a helping hand.

15. • Update the copy, if
needed.
• Update the
image, if needed.
• Update the calls-
to-action.

16. REPURPOSING
CONTENT
2

17. YOU’VE CREATED ALL
THIS CONTENT.
Don’t let it fade into oblivion!

18. • 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
PULL FROM CONTENT THAT ALREADY EXISTS

19. Lead generation content
should work in tandem
with blog content for the
utmost efficiency.

20. REPROMOTING &
RESURFACING
CONTENT
3

21. Use a recommendation engine.1

22. 2 Repromote your most successful blog posts on
social media.

23. 3 Test out lead generation offers on your blog.

24. CONTENT HACKS.3

25. WRITE NOW, EDIT
LATER.
1

26. Braindump When Inspiration Strikes

27. CROWDSOURCE
CONTENT.
2

28. • Sales
• Customer Service
• Marketing
• Guest Bloggers
• Interviews
CONTENT CAN COME FROM SUBJECT
MATTER EXPERTS, NOT BLOGGERS

29. YOU CAN ALSO
REQUIRE
EMPLOYEE
CONTRIBUTIONS.

30. WHIP UP EASY CONTENT
IN A PINCH.
3

31. • 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

32. STRIVE FOR CONTENT
CREATION WITH A
PURPOSE.
4

33. BUT.
Remarkable content
takes more time than
mediocre content.

34. WILL ANOTHER
[X] HOURS HELP
YOU ACHIEVE
YOUR DESIRED
RESULTS ANY
BETTER?

35. ALWAYS PULL THE BIGGEST
LEVER YOU CAN PULL.

36. Use your
analytics!

37. 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.

39. PURPOSE!
This is how you create content with a

40. JUST DO IT.5

41. USE THE LAPTOP TRICK.

42. YOU CAN DO IT!