Social media is now the most popular content marketing tactic, replacing articles in the number one spot, according to a recent 2013 B2B Content Marketing benchmarks, budgets, and trends by MarketingProfs. Whether you consider yourself a social media marketer or an online marketer, the bottom line is we are all content marketers in one way or another and struggle with the same three things:
- Producing enough content
- Producing content that is engaging
- Producing content with limited or no budget
Producing enough content
This year, B2B marketers are struggling with producing enough content, rather than producing engaging content. Content marketer, Barry Feldman recently gave a speech on how an eBook can be one of the best ways to create content. He says that an eBook can be broken into a series of articles or posts, tweets, presentations, webinars, podcasts, infographics and more. On top of that he says it’s a great way to engage readers who ultimately want to gather expertise in your expertise.
Other ways are: research reports, videos, webinars/webcasts, mobile content, case studies, and visual conferences.
Producing engaging content
This one is always a tough nut to crack because it’s dependent on the platforms you share your content on. On social media, people want to be asked what they think and they want easy things to do with a click of a mouse, such as “like” or “retweet” or “share.” But what draws these folks in to begin with is your content’s catchy headline.
Also visually appealing content draws people in, which is why videos and images are essential for capturing and engaging readers.
Producing content with limited or no budget
Repurposing content or slicing and dicing existing content into pieces is the cheapest way to create new content at little to zero cost. Take for example, newsletters. They contain a lot of content and can be viewed usually by a hosted URL on the email marketing server. Reposting your newsletter to Facebook or Twitter or LinkedIn where people can read it, is a great way of repurposing content.
What are your marketing challenges? What types of content have you repurposed with success?