Last week, the Content Marketing Institute presented a Marketo-sponsored webinar from the company’s own content marketing specialist and resident cat lady, Ellen Gomes. “What Not to Write: Makeover Your Content Creation” was jam-packed with awesome advice on how to think and rethink your content strategy, and in case you missed it, we’ve collected Gomes’ top tips here.
1. Stop creating content just for content’s sake. Every single piece of content you put out should deliver value to your audience, says Gomes. “Consumers should feel positive about your brand after connecting with its content, not ‘Wow, I just wasted five minutes of my time.’” Avoid that kind of reaction by always posting with purpose.
2. Set concrete goals and make sure your output helps meet them. How? Identify your audience and get to know who you’re talking to by mapping out your buyers’ journey and understanding their behavior. How are you addressing them at each stage of the process? Figure that out first, then start creating content that fits their needs and interests perfectly.
3. Experiment! These things don’t happen overnight. Gomes outlines lots of different kinds of content and encourages marketers to try them out and see what kind of mix fits your target best. In a fun analogy, she likens building a content plan to putting together a well-rounded diet.
Raisin bran: Everyday, quick and easily digestible content like on-brand blogs and relevant social sharing. This is the easiest starting point and offers the greatest flexibility in terms of content and reaching a variety of audiences.
Roast: The main dish, and the one that takes the most time and effort to make. It’s worth it though, especially when you make the leftovers last. Examples include educational and informative guides and e-books that, although require weeks and sometimes months of planning and work, tend to pay off big time.
Chocolate cake: Indulgent and delicious. Definitely exciting, but not to be relied on. Still, some folks like to eat dessert first. If they don’t feel like reading an entire guide, for instance, an infographic that outlines key points in a visually stimulating way makes for a very tasty treat.
Tabasco: Some people hate it, some people love it. Potentially risky, but most likely powerful. Use with caution. This can be anything from jumping on a trending Twitter hashtag to publishing a controversial post. Play it by ear and try to know when it’s appropriate to join in on a conversation or when it’s better to stay out.
4. Work smarter. Be efficient and don’t waste time. “Leverage your work to get more mileage out of it,” says Gomes. That’s what she means by using leftovers wisely, never wastefully. A 100-page guide can become a 20-page e-book, which can then become a cheat sheet of actionable how-tos and takeaways or a fun and enlightening visual. What’s definitive today might not be in three years. Instead of rewriting completely – and putting in hours and hours of work again – maybe a few tweaks and updates can get the job done.
5. Never stop learning. Only fools think they know everything. Gomes suggests following content marketers and brands on Twitter – the big kahunas and aspirational ones, too. We can all learn from each other, and remember that it’s always a good idea to track your competitors. When it comes to beefing up your content mix, Gomes says: “Identify subject matter experts to worth with. Ask yourself, who are the people who know most about this and how can we get them involved?” Then, don’t be afraid to reach out. “A lot of times, people are totally open to share their knowledge, so asking is the best way to go for it.”