If you are serious about inbound marketing, you know producing remarkable content requires a ton of time and effort. When you finally finish a post, it is extremely disappointing if it doesn’t get the kind of attention you think it deserves. I don’t know about you, but this kind of thing really takes the wind out of my sails.
At an enterprise level, something you’ve also seen is how the top performing websites in your niche tend to have a ridiculous amount of awesome eBooks, guides, webinars, and other stellar marketing material. You may be wondering how these people have the time to write such a ridiculous amount of high quality content.
If you are a smaller company or a single person-marketing department, you aren’t going to have the time and resources to produce the amount of material needed to execute a robust inbound marketing campaign. If you find yourself in this position, don’t worry. We have a tip that will solve all your problems.
Super Secret Solution to Content Predicament
Repurposing blog content is the secret experienced inbound marketers are using to produce such a wide range of different deliverables. While this is a simple answer, successfully executing this kind of strategy takes a considerable amount of forethought and attention to detail, which will be described in the four steps below: 1) Identify the Marketing Collateral, 2) Categorize Your Blogging Content, 3) Set Goals for Deliverables, 4) Execute.
Identify The Marketing Collateral
The first step to getting the most out of your content is to think about the different kinds of marketing collateral that would add the most value to your company. These aren’t pieces you are going to produce immediately. Instead, these are going to be deliverables to be produced three or four months later.
It is extremely important to take some time and think about your demographic, marketing resources, and industry. We want to create deliverables users will find interesting, and will be willing to give us their personal information in exchange for a download.
Below are a few of the different kinds of marketing collateral you will be able to create if your blogging campaign is structured with a purpose.
eBooks have proved to be an extremely powerful marketing tool. Don’t think of eBooks as having to be 30+ pages. Instead, think of them as a way for you to provide super high quality information about a particular topic in a condensed form.
A high quality eBook provides several different benefits to your company. This kind of content shows you are an absolute expert in your industry.
Demonstrating this level of expertise props you up as a trusted source in your niche. eBooks also work fantastic as tools for your sales department. Sending this kind of material to potential clients builds trust for your brand.
Guides are a great way to communicate value in a step-by-step format. You will usually only want the guide to be 4 to 6 pages long. This should function as a deliverable to solve a certain question or problem. Guides should be structured to read as instructions for doing a certain action.
We have seen this kind of deliverable work very well in more technical industries. This is a great opportunity for you to show your industry expertise.
Don’t view this as giving away trade secrets that makes your company superior in the niche. Many times, users will be looking for the answer to their question. After they gain the understanding, they still won’t have the bandwidth to fulfill. That’s when you will get the chance to make the sale.
Marketing Automation Collateral
Marketing automation or lead nurturing is one of the fastest growing tactics in the digital advertising community. There are a myriad of high quality software that assist with these kinds of efforts. Some of the port popular platforms include Marketo, Infusionsoft, and HubSpot. Each of these companies has developed a system where you can systematically deliver high quality content to a specific group of potential customers.
Marketing automation is based around an email delivery system. Depending on how the lead came in to your sales channel, they will receive a score. Having a certain score will put the lead into a sales funnel. This is where you will have pre-developed marketing collateral that will be sent to the user depending on the rules you configured in the software. Depending on how they interact with your material will change that user’s score. Obviously, the goal is to raise interest thus moving the lead along in the buying process.
Having a wide variety of targeted blog posts makes it extremely easy to build the needed marketing collateral in the sales funnel.
Paid Advertising Landing Pages
We have been seeing a big shift in online marketing. The smart inbound marketers are doing their best to create a custom value proposition that speaks directly to each buyer persona. The old days of pushing your paid traffic to a static home or product page is over for experienced marketers.
Building landing pages that back up your call to action with data and examples is the future of paid advertising. We have seen this strategy work especially well in Facebook and LinkedIn. Producing these kind of landing pages is extremely easy when you can pick interesting facts out of prior blog posts. Another option would be to link out to your blog post from the landing page. This would be a way to reaffirm your recommendation.
Categorize Your Blogging Content
Now that you’ve decided what kind of enhanced deliverables are going to be most effective for your campaign, its time to categorize your future blog posts. This is really the trick with being effective with this kind of tactic.
You’re going to be producing some really high quality material for your content marketing campaign. What you want to do, is produce posts that have a uniform theme or topic. This is going to be the content you use for the marketing material we talked about in the last section.
Below is an example of how we did this for Digital Flavor. You can see we list the kind of enhanced content we want to put together for the campaign. We list the time-frame it is going to take to get enough material together to build a quality doc. We also categorize the posts that are going to be used as the foundation of the deliverable.
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Set Goals for Deliverables
Don’t try to bite off more than you can chew. We’re all about setting realistic goals that have a high probability of success. We recommend setting the goal of one good, new blog post a week. Try to be consistent with the day you’re going to release the content.
Plan on creating one new marketing deliverable a month. It is a good idea to not get started on this kind of project till the 3rd or 4th month of your blogging campaign. At that point, you should have enough targeted content to produce some killer collateral.
There is no question inbound tactics are the future for online marketing. The old days of creating content just for the search engines are long gone. Now days, it is all about creating value that answers questions or solves problems.
Getting serious about your corporate blog is the fist step in executing a sustainable, successful campaign to increase your brand’s online visibility. There is no reason you can’t build an outstanding resources section on your company website. This is completely possible with a little bit of forethought and strategic thinking.
Digital Flavor is all about inbound marketing. Hopefully, this post has helped you come up with a few ideas on how you can take your marketing to the next level. If you are interested in this kind of strategy but don’t have time for execution, we would love to help. Sign up today for a free inbound analysis to see how we can get started today.