Live Chat: How to Do Content Marketing With Limited Resources Live
Summer means a lot of things to a lot of people, but if it has any one maxim, it's that people take vacations from work. However, the importance of effective content marketing doesn't vanish just because some of your staff does. So what's a brand or advertiser to do when staffing levels are at their lowest? ScribbleLive recently hosted a chat to address this topic. We were joined by Michele Linn, Content Development Director for the Content Marketing Institute; Jenna Hanington, Marketing Content Specialist at Pardot and and Sajeel Qureshi, Vice President of Operations for Computan. They shared how to get the most out of your content marketing campaigns while dealing with limited resources. We discussed best practices, strategies, mistakes to avoid and the importance of planning.
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We hope you enjoyed today's chat, here are some additional articles with some more excellent advice:
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Thanks for all the great suggestions. -
Be sure to follow Scribble Engage on Twitter to learn about more of our upcoming chats and how to make the most out of your content marketing efforts.
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Thanks, everyone! This was a lot of fun! -
Unfortunately, that's all the time we have today -- thanks to those of you who joined us and asked questions and an extra special thank you to our panel. Have a great day!
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Jenna - You are right about KISSmetrics. To stay in the SaaS realm I like Lincoln Murphy's Sixteen Ventures - http://www.sixteenventures.com. Very specific and tons of content related to a very niche topic (SaaS selling). A blog that speaks to something very specific and to a very specific audience.
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Here are a few content campaigns that caught our eye at Pardot (both B2B and B2C examples!):
6 Content Campaigns We Love - Pardot
PardotOne of the top ways to engage with your customers is through content, and the companies that we’re going to explore in this article are doing it right. From B2B to B2C, the companies below have taken an innovative approach to reaching their target audiences through content. Take a look, and see if you get any ideas for some cool content campaigns of your own!
4 B2B Content Campaigns
Since we have a soft spot for B2B companies, let’s start with some B2B content campaigns that have really caught our eye. A common theme to look for in each of these: don’t [...] -
Here is another interesting example:I like this because it's real info that addresses specific concerns for a specific audience (moms who are worried about their children in the Navy). It goes back to having a specific audience and mission.
Navy For Moms
This site is for mothers of kids in the U.S. Navy and for Moms who have questions about Navy life for their kids. -
There are so many! I'm a big fan of KISSmetrics' content on the more B2B side. They source ideas from their readers through surveys and end up creating a lot of really targeted content, like these marketing guides, which are normally tied to infographics and webinars as well:
Online Marketing Guides for SaaS and eCommerce Businesses
These free marketing guides will enlighten your team with cutting edge internet marketing strategies and techniques. Click here to download them! -
Friday Five: McDonald's Canada gets transparent with content marketing
D CustomDallas content marketing agency D Custom posts about McDonald's Canada's content marketing campaign to connect with their audience. -
Pink goop in Chicken McNuggets? McDonald's Canada answers
by Brennan Reid via YouTube 7/16/2014 3:58:41 PM -
I like the examples from McDonalds as well. It shows how brands can be very real and how much success they have when they answer customer's questions honestly.
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5 Lessons From the Best Example of Content Marketing Ever? | Convince and Convert: Social Media Strategy and Content Marketing Strategy
McDonald's Canada has answered more than 10,000 questions posed by their customers to create perhaps the greatest content marketing program ever. -
There are lots of great examples, but here is one: I am a huge fan of what Tourism Australia is doing, with a very small team, no less. They engage with their users to share images around Australia, and then they create content around that. www.facebook.com
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Finally, what examples come to mind when you think of good content marketing campaigns? What made them work -- and what lessons can smaller organizations take from those?
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I think there's definitely a time and place for reactionary content, as long as you can make it relevant to your audience. For example, if there's a new technology being introduced into a space (which it seems like there always is!), writing an article titled "here's what it means for you" can be a great way to turn it into both timely and relevant content for your audience.
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If you want to learn more about how to organize around real-time content, this is a great report from the Altimeter Group:
[Report] Real-Time Marketing: The Agility to Leverage 'Now' by Rebecc…
Digital channels are 'on' 24/7, a fact that's as true for brands as it is for traditional media. Organizations struggle to keep up, not to mention remain relev… -
I am not sure if this will help, but I love this explanation from Julie Fleischer from Kraft on how they create a mix of evergreen vs real-time content:
Kraft Foods: Tools to Create the Right Recipe for Your Content Marketing Plan
Content Marketing InstituteIf you're in content marketing, you probably struggle to strike a balance between making your content up-to-the-minute and topical but still relevant and true to your brand. Use these simple tools ... -
Newsjacking: Experts Share Strategies for Success, Tips and Tools
ScribbleLive Corporate MarketingBy Stephen M ZorioNewsjacking, in a certain sense, is akin to a dance craze: A lot of people do it, but not everybody does it well.So what is the difference ... -
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In our industry, we have the ability to tailor content based on events happening in the industry or the world as a whole. Has anyone used this reactionary strategy before?
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Agreed with both of you on that. Obviously if you know what you produce is going to be heavily engaged then go with it. If you're just starting out though you need to tell yourself to pay the price and try as much as possible.
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That's what I am such a fan of an editorial calendar. If you don't plan it, it likely won't happen (going back to my comment that you need a level of consistency).
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It is the great debate, Sajeel :) In an ideal world, I think you'd like to have a balance — preferably one where you have a high quantity of high-quality content!
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I actually think you need a mix of quality vs quantity. I think some types of content need to be consistent (blog posts) and others don't have that same expectation. Here is a chart:
A Guide to Creating Content in the Formats Your Audience Loves
Content Marketing InstituteIn the first two "Back to Basics" series posts, we tackled the essential elements of content marketing and how to build your content marketing strategy. This week, you can dive into the next step: ... -
Ouch...Michele and Jenna you're going to hate me. I prefer quantity over quality.
I think organizations (particularly time-strapped SMBs) try to be perfect instead of good and they get stuck with only 1 piece that may not get the engagement they like and then they stop. When you start out you have no idea what's going to stick and what isn't. Plus you have to find your voice and identity. You can't do that with just a few pieces. You need several. -
Great point, Michele. Recycling pieces that you already have, or reworking them into something new, is a great tip for content marketers working with limited resources. Ann Handley of MarketingProfs has some great how-to tips in this article:
Three Ways to Reimagine Your Existing Content for Lead Gen - Vocus Blog
Vocus BlogStruggling to produce enough marketing content? Start repackaging and reimagining your content to reach prospects again and again, says Ann Handley. -
To add to Jenna's point, you never know where / how someone will find you. If they land on a so-so piece of content, is that the first impression you want to present?
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I would definitely say quality over quantity! Focus on creating a few really great resources that will appeal to your target audience rather than a bunch of so-so pieces just to get your content out there. An important thing to keep in mind is that each piece of content you create is an investment. You don't want to publish it and see it disappear, you want to keep promoting it and getting use out of it over time.
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5 Tips for Quality Content Creation That Won't Bust Your Budget
Content Marketing InstituteIf your business is serious about attracting a larger audience and achieving higher rankings on search engines, producing cute or salesy content won't cut it. You need to focus on raising the quali... -
While I think you need a level of consistency, though, your focus should be on quality. But, don't try to overthink it and be afraid of starting. What can you use that you already have? Or what kinds of questions do your customers ask? Once you start thinking about what your audience needs to know, you'll likely come up with a lot of ideas. If not, I would hire someone to help you work through the process.
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Follow Chipotle's Lead and Create a Content Marketing Calendar
EntrepreneurThe Mexican food brand is great at developing content and pushing it to its customers. Here's what you should do to be more like it. -
As for surefire tips, like Sajeel said, you simply need to get into the habit of publishing. But, understand the WHY (which goes back to the three questions). An editorial calendar, is essential, in my opinion.
How to Put Together an Editorial Calendar for Content Marketing
Content Marketing InstituteAs a content marketer, you have no doubt heard that marketers need to “think like publishers,” but how exactly does that translate into action? (If you are asking yourself this question, read Jere... -
Are there any surefire tips that can make a content marketing campaign a success or is it wholly dependent on goals? Should you aim for quality or quantity?
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Yes to a blog! But, you need to have a plan to keep it updated consistently. This was the first thing we did at CMI.
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I'm a big proponent of starting with a company blog, as well. Very low budget, and can be as time-consuming as you want it to be. It's a great way to build thought leadership while gaining inbound links.
