How do I Create a Content Marketing Strategy?

Shannon Lutz
Digital Marketing Manager, Design and Messaging
December 1, 2021

How many times a day does your marketing team discuss content? Whether you’re creating new content, or repurposing content that you already have, here are some key steps you can take to start increasing engagement and developing new leads.

How do I generate content?

Start with what you already have

Before sending out surveys to prospects and existing customers, work with the interactive content you already have. This may include ebooks, blogs, videos, webinars, virtual events and even social media posts. Analyze the topics that received the most attention in terms of downloads, comments, views and shares. Better yet, look at the individual questions and comments that were left by users on each piece of content - do any of these inspire a new webinar series or ebook subject?

You can discover common topics in your industry by asking other teams in your organization and conducting research.

  1. Loop in your sales team - what questions and concerns come up the most often with customers?
  2. What technology and data can you use to better understand the needs of your target audience?
  3. Conduct an internet search to view the terms that are being discussed the most in your industry (for example, search “popular terms for digital marketers”  if you need a place to start
  4. Utilize tools such as Google Adwords to listen in on related keywords that users on your website are already searching for
  5. Consider sharing an interactive poll on existing resources (for example, using polls on company Instagram or LinkedIn accounts to gather levels of interest on different topics)
  6. Send out a survey via email to your prospects to understand what their interests are. Better yet, utilize BrightTALK’s interactive polls to gather instant responses on your next webinar.
  7. Begin developing a framework to build your content around that focuses on a few major topic groups or pillars. For BrightTALK content, some of our major pillars are Virtual Events, Webinars and Videos, Demand Generation, and Content Marketing. Ensure that these topics are wide enough that they allow for flexibility and evolving over time. Learn more about this particular strategy in The Ultimate Webinar Workflow: Plan. Execute. Measure. Scale.
  8. Remember that there is a balance between building new content off of what your audience wants and what your team can produce
  9. Can you start with a lower production level such as blogs or ebooks and eventually expand it to a webinar or virtual event?

How can I leverage series content to generate more leads?

A key part of planning your series content begins with analyzing the ebooks, webinars, and blogs you’ve released in the past. Is there an area that can be broken down into multiple parts, or continued on as a series from that first piece of content?

If your organization isn’t already utilizing webinars, now is a great time to start! 86% of professionals dedicate at least 2 hours a week to industry-specific learning and growth, with video based content as the preferred format for engagement (see BrightTALK’s Benchmarks report to learn more). Webinars make a great series-based piece of digital content based on the needs of viewers in 2021.

"From 2020 to 2021 we’ve seen a 95% increase in content creation. We know that professionals are continuing to turn to webinar, video and virtual event content, and marketers are churning out these pieces of content in order to really connect with their audience authentically.” - Olivia Dassler / The Ultimate Webinar Workflow: Plan. Execute. Measure. Scale.

Consider that viewers love content that is somewhat familiar, and try to brand each part of your series with a similar appearance so that it’s easy to group together. This may include using a similar color palette or background design in your thumbnails to create a consistent theme. It’s generally important to include a main title of your series in the thumbnail, as well as an additional title that hints at the individual episode. It is typically not recommended to include dates on your thumbnails, to ensure that your content is still seen as relevant by future audiences.

Is there an optimal frequency of webinars as part of a series?

Don’t forget to space out webinars accordingly! Webinars don’t need to air back to back or even within the same week - the goal is to keep an ongoing engagement over time. It’s important to record your webinars and make them available on-demand, but especially when planning a series of webinars. This way, users can go back and view previously aired webinars if they watch a later episode in the series first.

Create a webinar schedule with your team to determine what is feasible based on any current tasks and goals. Remember to keep in mind the overlapping current events such as holidays or vacation that may interfere with future webinar premiere dates. Giving your team extra time between webinars within a series also enables you to reflect on how the previous webinar went, and what can be improved on for the next webinar in the series. Avoid sharing the dates ahead of time so your audience can focus on registering and attending one at a time. Allow for enough time to promote your upcoming webinar through your website, email, social media, and digital advertising outlets. Take advantage of your prospect data and re-target the viewers who attended a webinar to tune in for the next one in the series. Explore our Build a Better Webinar ebook for more solutions to common pain points marketers face when establishing and optimizing a webinar program.

Gated vs ungated content - how can I utilize both in my content marketing strategy?

What makes content gated vs ungated?

Ungated content can be found on social media, YouTube videos, and website assets that can be accessed without a login such as blogs or landing pages. On the other hand, gated content is often included in emails, webinars, ebooks, demos, etc. and typically requires an email, name, and other prospect data to access it.

Where does gated/ungated content fit in on your customer journey?

Utilizing gated and ungated content requires a balance between bringing in new prospects, while not giving too much away without gathering important information. Here are some important aspects to consider when using gated content:

  • What customer/prospect data is the most valuable to your organization? Industry, company size, goals, etc?
  • Gated content enables you to collect 1st party data (this is especially crucial in a world without 3rd party cookies)
  • Consider using a smart registration form that syncs automatically with your CRM to collect important data about prospects
  • Promoting a bite-sized piece of your content on social media, digital ads, youtube, and blogs that link to the entire gated piece can make it easier for new users to discover your content
  • Make sure your sales team is tuned in to the gated content you’re promoting, and how they fit in to the customer journey once a user engages with your gated content

How can I utilize gated content like webinars to gather leads?

Hosting your webinars on BrightTALK uses a simple, intuitive login form to easily collect prospect info that syncs directly with your CRM. Your webinar is automatically promoted to the 12 million+ professionals who join 100,000 free talks on BrightTALK. With this platform, generate high-quality intent leads as soon as someone directly engages with your content. See how it works for yourself – Request a demo with BrightTALK today.

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