Overcoming the Most

Common Content Creation

Challenges

Topic Generation1

2

Content Hacks3

Getting More Out of Existing Content

Today we’ll talk about…

TOPIC GENERATION.1

CREATING A BACKLOG1

• Source topics from Sales & Customer Service

• Weekly pitch meeting

• Submission requirements

• Editorial calendar

BUILD UP A BACKLOG OF TOPICS

GETTING MORE OUT OF EXISTING CONTENT.2

REVITALIZING CONTENT1

70%The percent of monthly leads from

HubSpot’s blog that come from posts

from a previous month.

(Because people keep finding ‘em

in search engines!)

HOLY COW!

JUICE THOSE POSTS!

What do we do with that information?

Find the best posts for SEO on your blog.1

sort by page views & inbound links

500%A post on the HubSpot blog that has

at least 50 inbound links gets 500%

more views, on average.

#inbound12

Give old posts a helping hand.

• Update the copy, if

needed.

• Update the

image, if needed.

• Update the calls-

to-action.

REPURPOSING CONTENT

2

YOU’VE CREATED ALL THIS CONTENT.

Don’t let it fade into oblivion!

• Pull from your company collaboration tool – Analogies to Help

You Explain Inbound Marketing

• Excerpt lead generation content – Unlock the ROI of Your

Marketing Analytics

• Reformat written and visual content – 7 Shameless Marketing

Tactics

• Transcribe videos – SEOmoz Whiteboard Fridays

• Turn presentations into SlideShares – Getting Past Writer’s

Block

• Compile compelling data – State of Inbound Marketing 2013

PULL FROM CONTENT THAT ALREADY EXISTS

Lead generation content should work in tandem with blog content for the utmost efficiency.

REPROMOTING & RESURFACING CONTENT

3

Use a recommendation engine.1

2 Repromote your most successful blog posts on social media.

3 Test out lead generation offers on your blog.

CONTENT HACKS.3

WRITE NOW, EDIT LATER.

1

Braindump When Inspiration Strikes

CROWDSOURCE CONTENT.

2

• Sales

• Customer Service

• Marketing

• Guest Bloggers

• Interviews

CONTENT CAN COME FROM SUBJECT MATTER EXPERTS, NOT BLOGGERS

YOU CAN ALSO REQUIREEMPLOYEE CONTRIBUTIONS.

WHIP UP EASY CONTENT IN A PINCH.

3

• Coverage of other people’s content

• Data lists

• Repurposed lead generation content

• Video transcripts

• Newsjacking

SOME TYPES OF CONTENT CAN BE CREATED MORE QUICKLY THAN OTHERS

STRIVE FOR CONTENT CREATION WITH A PURPOSE.

4

BUT.

Remarkable content

takes more time than

mediocre content.

WILL ANOTHER [X] HOURS HELP YOU ACHIEVE YOUR DESIRED RESULTS ANY BETTER?

ALWAYS PULL THE BIGGESTLEVER YOU CAN PULL.

Use your analytics!

Things we’ve learned from performing topic analyses:

• Readers are more likely to click on things that are negative.

• But readers are more likely to share things that are

inspirational.

• And if you’re being negative – or even sarcastic – readers

don’t like it if you don’t balance it with some education, so

the post is productive.

• And educational content helps with long-term traffic in

search.

PURPOSE!

This is how you create content with a

JUST DO IT.5

USE THE LAPTOP TRICK.

YOU CAN DO IT!