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Webinar: How to Build a Content Machine When Resources Are Thin

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Producing content when you have a big budget is easy. Producing the right content for your social audiences on minimal budget is the tough part. In this webinar, we flipped things around to answer questions our audience sent our way.

Publié dans : Marketing
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Webinar: How to Build a Content Machine When Resources Are Thin

  1. 1. How to Build a Content Machine When Resources Are Thin.
  2. 2. Your Presenters
  3. 3. Practical Info. ● Everyone is muted to preserve audio quality. ● This session is being recorded, you will receive it and this deck via email. ● You can submit questions in the chat feature - there will be an open Q&A at the end.
  4. 4. Today’s Agenda. 1. Introduction. 2. Main Session: The Most Upvoted Questions From Slido. 3. Live Q&A.
  5. 5. Where do you get ideas for content?
  6. 6. Research Content Topics ❏ Relevant to my persona ❏ High search volume ❏ Trending ❏ Influencers ❏ Evergreen ❏ Existing distribution ❏ Aligns with our product/service Note! I’m not suggesting you create content ABOUT your product or service specifically!
  7. 7. There’s so much content I could create! Where do I start?
  8. 8. Identify the Friction FORCE FRICTION X% referring customers X% retention rate X NPS FORCE FRICTION X won opps X% op to close rate $X revenue $X LTV FORCE FRICTION X website visits X% CVR from Fb X signups X% avg CVR on LPs $X Fb ads CPA Positive trend this month Neutral trend this month Negative trend this month
  9. 9. How do I gather user-generated content?
  10. 10. User-Generated Content ● Run a competition ● Leverage the hashtag ● Use polling on social ● Use tools like Boast ● Make something people will want to talk about ● Create a community (e.g. Facebook group) ● Make your customer the hero ● Reviews
  11. 11. What are some free or cheap tools that help with content creation?
  12. 12. Content Creation Tools ● Canva ● iMovie ● HubSpot templates ● Your phone ● Speech to text ● Buzzsumo ● Venngage
  13. 13. Is blogging even worth it? How do I write relevant content people will engage with?
  14. 14. Companies that blog generate on average 55% more website visitors, 97% more inbound links and 434% more indexed pages.
  15. 15. ● Go niche to compete. Choose evergreen topics to increase traction and value. ● Anyone can do SEO. For tools we recommend Ahrefs, Buzzsumo and SEMRush. ● Choose long-tail keywords (check out LSIGraph.com, it’s free) ● Longer-form articles perform better (our top performers are 1500+ words on average). ● Focus on quality to earn backlinks and boost rankings. ● No time or headcount to write? Seek contributors. As your authority grows they’ll come knocking. How Do I Write Relevant Content?
  16. 16. I just don’t have time. How can I get more from the content I have?
  17. 17. 92% of HubSpot’s monthly blog leads come from "old" posts. AND we more than doubled the number of monthly leads generated by the old posts we've optimized.
  18. 18. Optimize the Past! ● Identify highest traffic blog posts ● Identify highest and LOWEST converting blog posts ● Optimize high traffic, low conversion posts with more relevant CTAs ● Optimize high conversion posts by sending more traffic via SEO ● Stop focusing only on brand new content, and try to get more traffic and leads out of the content you already have
  19. 19. How can you do social media video cheaply but credibly?
  20. 20. Got a Smartphone? Then You’re Set. ● People want authenticity from brands, so your videos don’t need to be that polished. ● But there are easy-to-use video editors like LightWorks, VideoShop, Adobe Premiere Clip and Mojo Stories that will give them a lift. ● Don’t crave the limelight? Use iMovie to create stop motion clips about your product. ● A gimbal will help you with the shakes. ● Always add subtitles/captions.
  21. 21. What are some of the lesser known tactics or formats available?
  22. 22. Some Ones Worth Trying: ● Instagram contests – these get 64x more comments and 3.5x more likes. ● Round-ups of opinions or news stories perform well and virtually create themselves. ● Case Studies – are a bit “dry”, but are economical as they function as TOFU content as well as help sales and upsell. ● Podcasts - more than half of you listen to podcasts, have you considered doing one for your company? ● Employee advocacy - how many of your workmates actually share your content? Push them, empower them.
  23. 23. What content is best for which channel?
  24. 24. Formats Goals Content Type Short Term Traffic Long Term Traffic Audience Quality Virality Thought Leadership X X How-to Posts X X Images/Gifs X X Video X X X Every piece of content should have a GOAL
  25. 25. Blog Facebook YouTube Google Twitter Linkedin Traffic/Leads Awareness/ engagement Awareness/ leads Traffic/Leads Awareness/ engagement Awareness /leads Long-term Short-term Long-term Long-term Short-term Medium- term Channel Goals Know your goal, know your channel
  26. 26. Is influencer marketing truly possible on a tight budget?
  27. 27. If You Can’t Afford a Kardashian... ● Influencer content marketing doesn’t have to carry a whopping price tag, but it does require a big investment in time and effort. ● Micro-influencers (with 10k-100k followers) get 4X the engagement of macro-influencers (with 10m+ followers). ● No budget for remuneration? Consider freebies or vouchers in exchange for reviews. ● No budget for that either? Leverage the platform of your brand and content to spread theirs. Start courting them by curating their content and tagging them. ● Ultimately, you to need to demonstrate the value of a relationship with your brand.
  28. 28. How do you create content for a B2B company with a generic service where you can't showcase a product?
  29. 29. Write for Humans ● You’re not writing for a company, you’re writing for a human. ● Content should be educational, inspirational and entertaining. ● Persona research is critical: what are their goals, their challenges, their interests and how can you help or entertain them outside of your products? ● Red Bull doesn’t sell sports products but their content is all about sports because their target audience is made up of teenagers and college students (13 to 21 years), and young adults ranging from 21 years to 35 years.
  30. 30. How do you create technical content (e.g. about IT software products), when you are “only” a marketer?
  31. 31. Address the problem your product solves first, but if you must get technical about it... ● Invite (or require) your product experts to write for you. ● However: there can be a disconnect between the technical presentation of your product and what your audience actually wants – try to find the overlap. Your customers are a great reference point. ● With software, screen capture videos help to simplify complex features. ● You should be involving your product experts from the beginning of any campaign anyway.
  32. 32. How can I create enough content for all my channels with no budget or designer?
  33. 33. How to Create More Content 1. Quality > Quantity 2. You don’t need to be on ALL the channels 3. Spend most of your time on one core piece of long-form content (text or video) 4. Then create many pieces of micro-content from that piece of content to promote it 5. If video, cut it up into shorter snippets for FB and YouTube using iMovie or similar (it’s easy, I promise) 6. If text, use quotes and create images in Canva for social 7. Pitch your content to other high traffic blogs or publications to write about it and link back 8. Work with influencers to record interviews via webcam
  34. 34. How do I measure what content is working/not working?
  35. 35. “Measuring content by placing a single monetary value on it will mean a lot of companies fail before they even get started.” - Kieran Flanagan, VP HubSpot
  36. 36. How to Measure Content 1. Know the goal of your content: engagement, traffic, leads, sales 2. KPIs (less is more!): Subscribers, traffic, leads, lead CVR, Op CVR, Close rate ← choose what’s relevant! 3. Reverse engineer goals from your revenue targets (calculations on next slide) 4. Assign a lead value for each of your channels to know where your money is best spent
  37. 37. Some Calculations 1. Traffic goal: leads needed / avg lead conversion rate 2. Conversion rate: leads generated / traffic *100 3. Leads goal: Desired revenue / average lead value 4. Average lead value: Average sales price * average conversion rate per channel RevenueOpsLeadsTraffic We’ll send you this deck :)
  38. 38. Questions?