Improving Velocity of Content
Content is a pain point for B2B marketers. Recent surveys indicate that marketers increasingly believe content is a powerful tool for acquiring new customers, and the average company will dedicate around 12% of their marketing budget to custom content in 2013. However, just 8% of marketers consider themselves able to truly understand the value of content. Natalie Zmuda of Adage writes that managing content—determining who will oversee the blog and which organization members will contribute—is among the most significant challenges facing marketers today.
And then there’s the issue of velocity. 64% of B2B marketers cite producing enough content as their biggest challenge. Few companies have the budget to bring a dedicated content creator on staff, which means marketers are struggling to adopt content creation into their workflow.. We can’t offer a cure to the growing pains of content marketing, but from experience we can suggest some ways that you can boost your content calendar:
1. Improve Culture of Employee Buy-In
Sorry, but you’ll be stuck spending your Saturday writing an entire week’s worth of blog content unless you can inspire buy-in at your organization. Rebecca Lieb, author of Content Marketing: Think Like a Publisher — How to Use Content to Market Online and in Social Media, writes that companies are increasingly realizing that content marketing duties need to be spread across departments, while marketers should decide what’s published and when.
It’s really a matter of creating a “content culture” at your company, where employees from multiple departments are excited to contribute to the company blog. Corey Eridon of HubSpot suggests actively welcoming different formats, including slideshows and video. If that fails, play into your colleagues’ competitive spirits by running contests and rewarding whoever generates the most social media shares or page views.
2. Repurpose Content
Use your blog posts to flesh out your next TOFU content offer. Use eBook or whitepaper excerpts as blog posts. Film webinars and post the videos on the blog, or embed a slideshow comprised of the PowerPoint your boss used at the last conference he spoke at. There’s a great deal of ways to repurpose content without being spammy, but we’ll leave you with these thoughts: It’s not plagiarism if you own the words. Unless Google has already indexed the words, you’ll likely be safe from negative SEO to repurpose and post again.
3. Post a Weekly Round-Up
Dedicate one post a week to linking outstanding content published by other companies. Feature 5, 10 or even more articles that could be interesting to your buyer personas. If you’re already dedicating time each week to staying current on blogs and news items in your industry, it’s as simple as hitting “Favorite” and maybe taking a few annotated notes every time you read something spectacular.
4. Think Like a Reporter
Reporters routinely spend around 75% of their time conducting research. Content creators can cut back on the time commitment without losing quality. They just need to think like Corey Murray, managing editor of TMG, who believes that content creators already have the raw material necessary to create more content. The key is effectively storing your research. If you find a statistic that’s strong enough to inspire a piece of blog content, but isn’t the perfect fit for what you’re currently working on, hold onto it.
5. Round-Up Social Media Insights
Screen cap some powerful insights from your Twitter feed about the latest changes or topics in your industry. Inform the featured social media users that they were quoted, and let them take care of the social sharing for you.
6. Kill Two Birds With One Stone
We all have a content creation problem, and for B2B marketers, the solution might be in their sales or customer service teams’ inbox. Darren Prowse of ProBlogger recommends using email exchanges as a source for blog content. Capture your client’s question and your answer, make a few edits, and hit “Publish.” According to Prowse, “I began to approach writing answers to emails differently, so that I could capture my responses.”
How Do You Create More Content Without Losing Sight of Quality?