When businesses start an inbound marketing program, there can be a wide gap between vision and reality. The main components of the inbound marketing dream include creating daily blog content, creating new lead generation offers on a weekly basis, social media image design, and being on the forefront of new content formats, ideas, and trends.
However, as many marketers are aware, the dream is not always reality. The reality is often:
- Publishing blog posts when someone has time to write one.
- Planning to create a new lead generation offer all month, but not actually creating one until right before the end of the quarter.
- Maintaining a largely image-free social media presence.
- Remaining behind on adoption of new content trends.
HubSpot’s ebook “Creating a Content Machine” provides several useful methods to help marketers turn dreams of becoming content creation machines into reality and how marketers can turn their companies into content creation machines from the ground up.
A key step for a content machine is making a culture in your business that promotes speedy and high-quality content production, by hiring experts qualified in content creation and inspiring all employees to want to create content.
But being able to produce content alone doesn’t make you a machine. Embracing multiple formats for content can help ensure you always have something good to write about.
The following are a few common content formats that are easy to do and can be understood by consumers and web visitors:
- How-To Guides
- Top Lists
- FAQs
- Excerpted Content
- Video Content
Equally as important, you need to source content both internally and externally. Being proactive about sourcing content beyond the marketing staff enables you to utilize your business to a better potential, as does being open to content from external sources.
Other helpful tips for creating a content machine at your company include:
- Repurpose your content
- Bundle your blogs
- Use your presentation slides as a source of content
- Visualize written content
- Distribute content through various channels
- Create an editorial calendar
- Refine, revise, and proofread
- Measure content performance
Performing the steps provided by HubSpot and putting in the necessary effort can help ensure you can have the efficient content creation machine you dream about.
Which of the tips above do you find the most helpful when trying to create new content?
If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.
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