4 Steps for creating engaging content

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Creating engaging content is the #1 challenge facing content marketers today. If you’re currently part of the 41% below, you know how hard it is to create great content that engages your clients and prospects.Content Marketing Challenges 2012

So how do content marketers create great content without watering down their image and becoming spammy? Here are some tips.

1. Start with a solid piece of content

Do you have a significant piece of content that you’re working on this year? Perhaps it’s an ebook, report, or whitepaper that goes into a bit of depth on a topic. Our friends over at Convince and Convert refer to these solid pieces of content as bricks.

This piece of content should deliver significant value to your clients and prospects. In order to get traffic, links and shares, you need to put out high-quality, useful content. Deliver real value. Period.

2. Don’t make it a one-and-done campaign

Now that you have a great piece of valuable content, it’s time to leverage it. Most marketers would take this content and create a campaign around it. This campaign could include an email distribution, online advertising, a single blog post promoting it, etc. with links back to a landing page with the ebook. And after the campaign runs, they would analyze how well the campaign did and start over on a new campaign from scratch. This is where the idea of creating new content becomes a real challenge.

Having an integrated campaign is great, but if we stop here, we’re really not leveraging all of that great information we put together.

3. Re-purpose the content

Take the content from that ebook and re-purpose it into other mediums. This doesn’t mean promoting that ebook in different channels. It means creating new content based on that original piece of content.

With each medium, modify the content as needed to fit each channel. With the information in your ebook, you can now create:

  • White papers
  • Press releases
  • Research papers
  • A blog series
  • Videos
  • SlideShare presentations
  • Infographics
  • Newsletters
  • etc.

Since the majority of the effort was put into creating a single piece of great content at the beginning, re-purposing it means you don’t have to create new content from scratch. Also, by hitting many different channels you greatly increase the reach and share-ability of your content.

4. Don’t water down the content

Each piece of re-purposed content should still deliver real value to the client or prospect. Don’t cut out the most valuable pieces of information and direct people back to the full ebook to get the critical information. Give clients something that is valuable to them, in the channel that they are comfortable with, and they will share it in that channel.


Want to learn more about creating a killer content marketing strategy?

Laurie Mahoney and I are hosting a free Content Marketing webinar on Thursday, Jan. 31st 2013 @ 2:00ET.

About Brandon Andersen

Brandon is the Director of Marketing at Cision US. In his role, Brandon leads Cision’s US marketing team and develops strategies for engaging marketing and PR professionals. He is a host of the popular Cision Webinar series, and blogs about everything from inbound/content marketing tactics to future trends in communication and technology on Cision Blog. Find him on Twitter @brandonchicago

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