"Content Marketing is turning your insight and advice into campaigns that change people's minds and incite action"
2009 was the year that marketers became publishers and the whole area of content marketing took off. Some of my team ran a workshop to share learning across our organisation as white papers are relatively cheap to produce if you know how and can be used effectively to generate marketing qualified leads.
Here are a few tips:
* Look what content you have so that you can repurpose content that already exists (articles, blog posts etc)
* The hotter the topic, the more popular the content will be
* Understand your personals so that the content is relevant and
engaging
* Rotate white paper content frequently to maintain credibility audience engagement
* Create a white paper template to speed up the creation process (a process that may have once taken months, can be reduced to days)
* Turn the white paper into other forms of content - webinar, case studies or vice versa - make our content 'work harder'. More about this
* Promote white papers via the usual channels - email, online, social media
* Make it easy for people to share (through social media) white paper landing pages
* Look into ways of letting people, who have downloaded a white paper, comment and rate them (this will give us an understanding on what topics are working)
* Build an asset library of all content
Useful resources
1 Content marketing
2 Content Marketing Playbook (examples & benefits of different types of content)
3 The B2B content Marketing Workbook
View this article by at http://blogs.rbi.co.uk/information-marketing/2010/03/practical-tips-on-making-conte.html
