The Content Clone Wars: A Battle Strategy for Battling Crap with Format

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  1. 1. THE content clone wars A BATTLE STRATEGY FOR COMBATTING CRAP WITH FORMAT
  2. 2. By Anum Hussain @anum Growth marketer at HubSpot. Marketing director at MIST. Ravenclaw at Hogwarts.
  3. 3. When I think of 2013,
  4. 4. I remember it as the year content marketing skyrocketed. 2005 2007 2009 2011 2013
  5. 5. And how did marketers react? 2005 2007 2009 2011 2013
  6. 6. By launching a blog.
  7. 7. And re-packing that same content in every way possible.
  8. 8. But theres a core dierence between re-packaging content ...
  9. 9. And copy-pasting the same exact content onto dierent platforms.
  10. 10. This content cloning fuels quantity, not quality.
  11. 11. This results in content saturation.
  12. 12. This results in content clutter.
  13. 13. This results in content crap.
  14. 14. This results in content crap. Hats o to Doug Kessler here.
  15. 15. Heres my content philosophy:
  16. 16. You need to understand how to present content in dierent formats.
  17. 17. Im tired of repeating:
  18. 18. Thats not an ebook thats a blog post.
  19. 19. That would be better consumed on SlideShare than video.
  20. 20. That could be a social image instead of a whole graphic.
  21. 21. So lets explore 7 content formats you can employ in your marketing today.
  22. 22. And understand how to present that content ...
  23. 23. ... so its not cloning the same exact copy ...
  24. 24. ... but instead catering to each content platform.
  25. 25. Ebooks.
  26. 26. THE TOP GOAL for content marketing campaigns this year is lead generation. Source: eMarketer
  27. 27. THE TOP GOAL for content marketing campaigns this year is lead generation. Source: eMarketer EBOOKS ARE CREATED FOR THIS LEAD GEN PURPOSE.
  28. 28. Ebooks allow you to:
  29. 29. Ebooks allow you to: ! Provide in-depth expertise on a topic.
  30. 30. Ebooks allow you to: ! Provide in-depth expertise on a topic. ! Pair visual and text experiences.
  31. 31. Ebooks allow you to: ! Provide in-depth expertise on a topic. ! Pair visual and text experiences. ! Educate how to accomplish [TOPIC] eectively.
  32. 32. An ebook is not a blog po formatted into a PDF.
  33. 33. An ebook is not a SlideShare behind a form.
  34. 34. An ebook is not a a bunch of links to other content.
  35. 35. Example In-Action
  36. 36. Example In-Action This is a blog post.
  37. 37. Example In-Action This is a blog post. Adding extra visuals to this does not make it an ebook.
  38. 38. Example In-Action This is a blog post. But if you add a worksheet ...
  39. 39. Example In-Action This is a blog post. But if you add a worksheet ... And examples ...
  40. 40. Example In-Action This is a blog post. But if you add a worksheet. And examples. YOU HAVE AN EBOOK!
  41. 41. Start producing an ebook with any of these ve free templates. TRY THIS FORMAT NOW
  42. 42. Infographics.
  43. 43. PUBLISHERS who feature infographics grow trac 12% faster than those who dont. Source: AnsonAlex
  44. 44. Infographics allow you to:
  45. 45. Infographics allow you to: ! Visualize data.
  46. 46. Infographics allow you to: ! Visualize data. ! Present content in visual bullet form.
  47. 47. Infographics allow you to: ! Visualize data. ! Present content in visual bullet form. ! Package complex ideas in simple illustration.
  48. 48. An infographic is not a a blog po in visual form.
  49. 49. An infographic is not a few ats exaggerated with pictures.
  50. 50. An infographic is not a gated marketing oer.
  51. 51. Example In-Action
  52. 52. Example In-Action This is a blog post.
  53. 53. Example In-Action Pasting the text from all ve steps it into PhotoShop with pictures doesnt make it an infographic. This is a blog post.
  54. 54. Example In-Action This is a blog post. But if you condense each step to 1-3 sentences ...
  55. 55. Example In-Action This is a blog post. But if you condense each step to 1-3 sentences ... .. and add simple visuals ...
  56. 56. Example In-Action This is a blog post. But if you condense each step to 1-3 sentences ... .. and add simple visuals ... YOU HAVE AN INFOGRAPHIC! (It looks better when you embed in a blog post or upload to SlideShare).
  57. 57. Start crafting one today with any of these ve free templates. TRY THIS FORMAT NOW
  58. 58. Press Release.
  59. 59. PRESS RELEASES are viewed, on average, about 275 times during the week. Source: Dan Zarrella
  60. 60. Press releases allow you to:
  61. 61. Press releases allow you to: ! Discuss your product or service.
  62. 62. Press releases allow you to: ! Discuss your product or service. ! Share company news.
  63. 63. Press releases allow you to: ! Discuss your product or service. ! Share company news. ! Provide media outlets with necessary context.
  64. 64. A press release is not a laundry li of facts.
  65. 65. A press release is not a keyword-ued advertisement.
  66. 66. A press release is not a file of all the awesome things youve done.
  67. 67. Example In-Action
  68. 68. Example In-Action This is a product page.
  69. 69. Example In-Action This is a product page. Using the same in-depth copy in a document makes a product pitch, not a press release.
  70. 70. Example In-Action This is a product page. But write it with the value prop rst ...
  71. 71. Example In-Action This is a product page. But write it with the value prop rst ... ... and add an inuencer quote ...
  72. 72. Example In-Action This is a product page. But write it with the value prop rst ... ... and add an inuencer quote ... YOU HAVE A PRESS RELEASE!
  73. 73. Start writing one the right way with this free template. TRY THIS FORMAT NOW
  74. 74. Blog Posts.
  75. 75. COMPANIES THAT BLOG have 97% more inbound leads than those who dont. Source: Ignite Spot
  76. 76. Blog posts allow you to:
  77. 77. Blog posts allow you to: ! Curate lists of information.
  78. 78. Blog posts allow you to: ! Curate lists of information. ! Newsjack a story for quick trac.
  79. 79. Blog posts allow you to: ! Curate lists of information. ! Newsjack a story for quick trac. ! Embed other types of content for distribution.
  80. 80. A blog post is not a spamming of product information.
  81. 81. A blog post is not a rant of random thoughts.
  82. 82. A blog post is not a keyword-ued, link-building piece.
  83. 83. Example In-Action
  84. 84. Example In-Action This is a unique statistic.
  85. 85. Example In-Action Publishing this in a blog post as is provides limited value. This is a unique statistic.
  86. 86. Example In-Action But by adding context ... This is a unique statistic.
  87. 87. Example In-Action This is a unique statistic. But by adding context ... ... and visual examples ...
  88. 88. Example In-Action This is a unique statistic. But adding context ... And visual examples ... YOU HAVE A BLOG POST!
  89. 89. Start writing one today with any of these ve free templates. TRY THIS FORMAT NOW
  90. 90. SlideShare Presentations.
  91. 91. 60 MILLION unique visitors visit SlideShare every month. Source: SlideShare
  92. 92. 60 MILLION unique visitors visit SlideShare every month. Source: SlideShare YOURE LOOKING AT ONE RIGHT NOW.
  93. 93. SlideShares allow you to:
  94. 94. SlideShares allow you to: ! Tell visual, shareable stories.
  95. 95. SlideShares allow you to: ! Tell visual, shareable stories. ! Cut your thoughts into bite-size bits.
  96. 96. SlideShares allow you to: ! Tell visual, shareable stories. ! Cut your thoughts into bite-size bits. ! Adapt presentations into stories.
  97. 97. A SlideShare is not a platform for re-uploading ebooks.
  98. 98. A SlideShare is not a live presentation in slide form.
  99. 99. A SlideShare is not a sales pitch with no oryline.
  100. 100. Example In-Action
  101. 101. Example In-Action This is an ebook.
  102. 102. Example In-Action This is an ebook. Uploading it to SlideShare makes it hard to read and reduces the number of leads it can generate.
  103. 103. Example In-Action This is an ebook. But if you excerpt one section ...
  104. 104. Example In-Action This is an ebook. But if you excerpt one section ... And visualize the tips ...
  105. 105. Example In-Action This is an ebook. But if you excerpt one section ... And visualize the tips ... YOU HAVE A SLIDESHARE WITH A CTA FOR MORE.
  106. 106. Start creating one today with this free template. TRY THIS FORMAT NOW
  107. 107. Social Images.
  108. 108. PHOTOS generate 53% more likes than the average post on Facebook. Source: HubSpot
  109. 109. PHOTOS generate 53% more likes than the average post on Facebook. Source: HubSpot AND 55% MORE LEADS ON TWITTER.
  110. 110. Social images allow you to:
  111. 111. Social images allow you to: ! Promote components of a blog post or ebook in one bite.
  112. 112. Social images allow you to: ! Promote components of a blog post or ebook in one bite. ! Highlight a quick stat or concept in visual form.
  113. 113. Social images allow you to: ! Promote components of a blog post or ebook in one bite. ! Highlight a quick stat or concept in visual form. ! Entertain your audience.
  114. 114. A social image is not a lengthy quote that is hard to read.
  115. 115. A social image is not a meme that links to a landing page.