overcoming the challenges of content marketing

Content Marketing

Common destinations for content: blogs, websites, e-newsletters, white papers, e-books, articles, case studies, testimonials, webinars, webcasts, videos, news releases, custom print magazines, print newsletters, digital magazines, podcasts, and mobile applications.

Content distribution channels: email newsletters, social networks, video channels, photo-sharing sites, online communities, and niche content sharing sites, and any special channels you have created to reach your audience.

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After many years as CEO of one of the nation’s leading high tech ad agencies I have decided to tighten my focus on helping today’s tech industry CEOs get their CMOs up to speed in the very complex world of content and integrating traditional marketing with digital and social media. In particular there is a need among SMBs, startups, and ITA members who are primarily growth oriented. The hot tips to content management begin with understanding your audience, a content strategy, creating a subscription model, and understanding what’s most effective.




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As a Content Marketing Enabler Keith can provide you with valuable assistance: research, curation, and copywriting.

Experience counts!

Years of software marketing experience and strong writing skills, Keith can quickly grasp what your customers want from you.
He will help you with your content strategy, making sure that your content marketing efforts meet your Return on Objective goals.
These may include consumption metrics, sharing metrics, lead generation metrics, and sales metrics.



Types of content that work

Trending/stat stories out in the market; well-written and provocative articles; how-to articles; case studies; referral stories; interviews with prominent users; etc.

Where to place that content

Blogs, websites, online trade pubs, online business sites, discussion groups, offline pubs, white papers, etc.

Best way to work with it

Turn it into pithy tweets. Take a single concept and develop it into a larger idea, associate success with that idea with your own company, and turn it into a blog article; a 5-slide presentation that you use as the click-through for an email campaign; white papers; etc.

A Tip on Multiplying Assets

Here’s one solution to the challenge of coming up short on content. Instead of the daunting task of constantly creating large pieces of content, take one large document and repurpose it into various sizes. This means extracting copy, images, videos, references, etc. and breaking it down into smaller chunks. Each piece should lead to the next piece. An excellent example of short-form feeds is RSS. Consider long-form, standard-form, and short-form as one strategy to get more mileage out of your content.





Managing the Process

As you plan an audit of your existing content inventory, you should accept the fact that hardly any company has a shortage of raw data from which to develop marketable content. What’s usually flawed is the formatting.

So gather all your content, regardless of the medium, and review with your content marketing team. Determine if it is customer-needs-focused or company-promo focused. If the latter, discard it. This will give you a good idea of what you have that’s workable, and the gaps that need to be filled.

Resources that top Chief Content Officers (CCOs) access and manage include: content, editorial, design, art, photos, web data, integration of content with marketing and social media, project budgeting, audience development, freelancers, research, and measurement.



Keith Bates & Associates, Inc. 4319 N. Lowell Ave., Chicago, IL 60641, 773.205.7992, keithbates@kbates.com.   www.kbates.com