Editor’s note: Steve Henke is president of Harpeth Marketing, a Franklin, Tenn., marketing firm providing consulting and outsourced marketing services in the market research industry. He can be reached at 615-415-3980 or at steve@harpethmarketing.com.
I received an e-mail the other day from a client who wanted to share some topic ideas for content marketing but was concerned he wouldn’t have enough for an ongoing program. And he was right. A content marketing program needs more than a dozen article ideas, which is why so few firms actually have a consistent and structured content initiative. (That and many people think they’re lousy writers – which is often true!)
How do you create a content program that will resonate in the marketplace and, more importantly, that you’ll be able to continue to deliver on? The answer is in how you think about content.
Types of content
First, understand that there are several kinds of content you can create. Content falls into three broad categories:
1. Educational content is the big stuff. Rich content with depth is very valuable – so valuable that an interested person must give up their contact information before they can access it.
2. Informational content is similar to educational content, only there is less of it. Think one-to-two -page content.
3. Personal content comprises everything else. Opinion pieces, vision pieces, general commentary or anything else you would like to write about.
Content packaging
Spread across these three categories, there are a variety of ways in which your content can be packaged. (E – Educational; I – Informational; P – Personal)
1. Blog: Your blog should be the cornerstone of your content program – the place you go most often to provide your readers with good information, insight and observations. Most importantly, you must be consistent with your blog posts, create a schedule and do whatever it takes to stick to it. Make sure that it’s easy to find your blog from your Web site’s home page. (I/P)
2. Articles: Think of these as really long blog posts that are not posted on your blog. With articles, you dig a little deeper into a particular subject or get a little broader. Longer articles can be posted in a resources section on your Web site and – where you have a good relationship – published in industry magazines and Web sites. (I)
3. White papers: These are clinical examinations of a particular topic and very fact-based. A white paper might have a title such as, “How online bulletin boards can save money and time vs. traditional focus groups.” White papers usually include charts and graphs that prove how and why the claim is true. (E)
4. Case studies: Case studies are reviews of a specific project for a specific client showing how working with your firm benefited that client. The four parts to a case study are:
- the client (describe and don’t name clients unless you have permission),
- the situation (or problem the client was facing),
- the recommendations (what you proposed and implemented to solve the problem), and
- the result (how your efforts solved the problem). (I)
5. E-books: A broader and deeper exploration of a particular topic, e-books are anywhere from eight to 50 pages, attractively designed and looked at as a legitimate resource for your clients and prospects. (E)
6. Live presentations: Stand in front of a room to deliver a presentation and the assumption of the attendees is that you are the expert. Leverage that assumption, deliver a presentation that genuinely helps to educate (not sell to) the attendees and you can reach a level of credibility and trust that money can’t buy. Presentations will generally happen as a result of being invited to speak at a conference or workshop for an industry association or trade group. Like writing for an industry publication, speaking there also comes with an implied endorsement. (E/I)
7. Webinars: Similar to a live presentation, Webinars provide a forum for sharing your expertise, only remotely. While the attendees don’t get to look you in the eye, there are several benefits to Webinars vs. live presentations:
- generally, there is no limit to the number of attendees;
- Webinars are convenient, as attendees can participate from virtually anywhere;
- the sessions can be recorded and re-used;
- there is less stress for those who don’t like public speaking; and
- there are no travel-related expenses. (E/I)
8. Podcasts: As the adoption of smart phones continues to increase at a dramatic clip, offering podcasts provides a way for your clients and prospects to take your message with them and listen to it when and where they want. (I/P)
9. Videos: Take advantage of our video-centric society and present your content in the way that most people like to process it. With outlets like YouTube and Vimeo, you can even create your own channel if you’ll be posting videos regularly. (E/I)
10. Engage in social media: Having a social media presence (LinkedIn, Twitter, etc.) is one thing but to disseminate content, you really need to participate in online conversations: post comments on top industry blogs, initiate or participate in discussions in popular LinkedIn groups, get involved in Twitter chats, etc. (I/P)
11. E-newsletters: While generally thought of as a way to promote good content and link readers back to your Web site, e-newsletters themselves can also contain quality content in the form of short articles, images and graphs. (I)
12. Infographics: A relatively new tool, infographics are attractively-designed, one-page, online documents used to present complex information in an easy-to-understand manner. (I)
13. Books: If you have enough knowledge to write a full-length book, it is an option that will provide you an enormous amount of credibility (and maybe even a little extra revenue). (E)
Sources
With three main categories and more than a dozen ways to package content, the final question is: Where does the information for all that content come from?
While much of it will come from you – based on your experience and knowledge – it’s doesn’t all have to come from you. There are a number of ways to find/create/capture information from which to create good content, including:
- Guest writers. Invite/coerce/bribe others to do a little writing for you. Ask for help from your employees, colleagues, clients, vendors or other industry contacts.
- At conferences. Don’t attend conferences just to learn and network, use the experience as a rich source of fodder for content. Take ideas from what people are talking about (in the hallways), what the hot sessions are and what’s new in the exhibits.
- Interview leaders from the industry. Develop a list of basic questions and ask them of clients, vendors and other well-known talking heads from the industry. This can be done via e-mail or in-person, even while at a conference. Where appropriate, record the interview for use on a video or podcast.
- Research a topic. It could be that you don’t know a lot about a particular topic, so doing a little research may be necessary. There are enough free and easily accessible resources to make this a fairly simple process.
- What you think. Your readers don’t just want facts – they value personal opinions, observations and perceptions. This kind of content is ideal for your blog. Write about your vision for the industry, observations you’ve made, your opinions on new trends, technologies, etc.
- Disagree. Pay attention to what others are posting on their blogs and social media sites. You might have a different view and responding to a post with your opinion is also good content.
- Real-world triggers. Many of my blog posts come from something that happened to me in the real world. It might be a unique experience I had at a restaurant or a conversation with a friend, which had nothing to do with my work but triggered an idea or a lesson to be learned. Keep your eyes open to the possibilities.
- Repurposing. This is the practice of taking a piece of content and using it more than once. For example, a collection of articles and blog posts could be put together to create an e-book. Content from your Webinar could become a series of blog posts or an infographic. There’s nothing wrong with using content more than once. People learn differently and not everyone will see your content the first time. Repurposing ensures you reach a broader audience.
While content marketing is a good fit for many industries, it’s a perfect fit for the market research industry. Why? Because of what you sell. Yes, you sell services, technology or the unique insights that you work so hard to uncover. But what your clients are really buying is your knowledge and expertise. And the only way to prove to prospective clients that you have the knowledge and expertise they need is by giving them a taste of it. Content marketing – in all its forms – provides a vehicle for you to do just that.
The key to successful content marketing is in frequency and consistency: deliver value to your readers (clients and prospects) again and again over a long period of time. These are just a few ideas to get you started. Get outside the box, try something new and be creative. Good luck.
For more ideas on how to enhance your content marketing efforts, download our recent e-book, Marketing & Sales for the Market Research Firm: A Content Marketing Guidebook.