Chat Wrap: Content Marketing With Few Resources Live


Is your content marketing effort limited by resource demands?

There’s no question that leveraging content marketing can reach targeted audience in a different way through a soft sell approach. But questions remain on just exactly how to pull that off with limited resources.

ScribbleLive hosted a live chat to explore those challenges with Michele Linn, Content Development Director for the
Content Marketing Institute; Jenna Hanington, Marketing Content Specialist at Pardot; and Sajeel
Qureshi, Vice President of Operations for Computan.

We have compiled some of the most compelling snippets of the conversation that dealt with these issues: The benefits of content marketing, getting started with content marketing, weighing frequency and quality of posting, measuring content marketing efforts, optimizing content so it gets found and great examples of content marketing.

1. Benefits of content marketing

Content marketing is a great long-term strategy. Content you publish now can—and often will be—found years later. At CMI, we have blog posts that we wrote in 2010 that are still generating a lot of email sign ups. It’s a great return on investment.Michele Linnat 11:01 AM

For SMBs and other groups on a shoestring budget the hardest part is waiting for the results. Content marketing is like exercise. You need to focus on doing it regularly and be patient for the results to come in. Yes, having your content syndicated helps, but if not then just hang in there and make it a point to get some content published in different formats (infographics, webinars, chats like this etc) each week or two.
Sajeel Qureshiat 11:08 AM

2. Getting started with content marketing

Great point Jenna. If content marketers focused on creating content that solved problems effecting their customers they'd increase the engagement of their content. Nobody wants to read a binder about your business anymore. They want to know how your business helps them make money or solve their problems.

To me, your time should be spent on creating content. Your money should be spent on syndicating your content. Be creative in how you syndicate though....perhaps try sources that may not be as picked over as others.Sajeel Qureshiat 11:35 AM

3. Weighing frequency and quality of posting

Michele Linn: "As for surefire tips, like Sajeel said, you simply need to get into the habit of publishing. But, understand the WHY (which goes back to the three questions). An editorial calendar, is essential, in my opinion."

See the Content Marketing Institute's story on how to put an editorial calendar together for content marketing.

While I think you need a level of consistency, though, your focus should be on quality. But, don't try to overthink it and be afraid of starting. What can you use that you already have? Or what kinds of questions do your customers ask? Once you start thinking about what your audience needs to know, you'll likely come up with a lot of ideas. If not, I would hire someone to help you work through the process.Michele Linnat 11:40 AM

I would definitely say quality over quantity! Focus on creating a few really great resources that will appeal to your target audience rather than a bunch of so-so pieces just to get your content out there. An important thing to keep in mind is that each piece of content you create is an investment. You don't want to publish it and see it disappear, you want to keep promoting it and getting use out of it over time.jhaningtonat 11:41 AM

Ouch...Michele and Jenna you're going to hate me. I prefer quantity over quality.

I think organizations (particularly time-strapped SMBs) try to be perfect instead of good and they get stuck with only 1 piece that may not get the engagement they like and then they stop. When you start out you have no idea what's going to stick and what isn't. Plus you have to find your voice and identity. You can't do that with just a few pieces. You need several.Sajeel Qureshiat 11:43 AM

See the Content Marketing Institute's Guide to Creating Content  in the Form Your Audience Loves.

Michele Linn: "I actually think you need a mix of quality vs quantity. I think some types of content need to be consistent (blog posts) and others don't have that same expectation. Here is a chart:"

4. M
easuring content marketing efforts

Once you know what your goals are, you need to deliberately measure against them to see if and how your content marketing is making an impact.Michele Linnat 11:12 AM

See the Content Marketing Institute's Plan for Measuring the Marketing Effectiveness of Content.

Good point Jenna. It also helps to be able to point to several pieces of content to prove your knowledge to potential customers. Your potential customers Google you before they talk to you. They'll be impressed when they see a boat load of content pieces that you've done centering all around your area of expertise. You don't have to prove you're an expert at that point. Your content does that for you.Sajeel Qureshiat 11:15 AM

Adding onto that, I think there are also short-term KPIs you can keep an eye on, and long-term KPIs. Michele is right that it's tough to measure content success short-term, especially if you're hoping to see impact on sales, revenue, or opportunities, but you CAN track metrics like page views, content downloads, shares, interactions, conversion rates, followers, etc (you get the idea). While these won't say how your content is impacting the bottom line, they can be used to show growth and increases over time.jhaningtonat 11:27 AM

5. Optimizing content so it gets found

Michele Linn: "Great question. You need to write for your readers before search engines, but it's good to practice the basics. Here is some info on that:"

See the story Basics of SEO for Content Marketing from the Content Marketing Institute.


Your Essential SEO Checklist - Pardot

PardotUse our SEO checklist to stay on top of your search engine optimization efforts, even with changes to the search landscape like Google's Hummingbird update.

Good points Michele...paid search will get the traffic to at least get some results right away. Michael you should also try to figure out what your content will make you look like before you start going full steam into it. Then, make a content calendar or list of pieces you want to put out there that should add to your persona in some capacity.Sajeel Qureshiat 11:28 AM

6. Great content marketing examples

There are lots of great examples, but here is one: I am a huge fan of what Tourism Australia is doing, with a very small team, no less. They engage with their users to share images around Australia, and then they create content around that. www.facebook.comMichele Linnat 11:56 AM

Today has been cancelled...go back to bed!

(Photo: Wayne Sorensen Photography on the Great Ocean Road)
by Australia via Facebook

Jenna Hanington: "Here are a few content campaigns that caught our eye at Pardo (both B2B and B2C examples): 6 Content Campaigns We Love”.

Be sure to follow Scribble Engage on Twitter to learn about more of our upcoming chats and how to make the most out of your content marketing efforts. See how ScribbleLive can help you use content to meet your goals -- even with a small team.

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