So Much Content, So Little Time: Mix and Match for Maximum Results

by: KMartin

Last month I got the opportunity to attend the annual Inbound Marketing Summit held in Boston, MA. It was a whirlwind of a trip during which I was able to catch two full days of expert speakers, chat with other inbound marketing professionals, and see all that the lovely city of Boston had to offer during my downtime (ha).

But who do I think I am, keeping all this great stuff to myself? 

Here's a topic that is near and dear to us at Outlier and one that we KNOW our clients care about, too. In a world where content rules (some might argue with an iron fist) how do you know which content is right for your company? How do you balance content you create yourself and content that is created by others? Is curation cheating? Great news, all. Turns out, curation is an important part of any good content strategy.

Wha-wha-whaaaaat?! You say curation is legit? What about re-using content? Surely that can't be right.

At the Inbound Marketing Summit, I caught an excellent session led by Allen Bonde from the Pulse Network that proved an excellent review for those wondering just what all this content is about, and how we can all use it to our benefit. And it's got me thinking...

But First: What types of content are out there?

  1. Expert: This is content created by the experts, i.e. you and me, in our respective fields. This type of content can be used to build credibility with our audiences. Expert content should be helpful for our readers, but try to stay away from being overly "salesy".
  2. Curated: This is content created by others. This can include other industry experts content, articles, videos and in general anything that your readers will find helpful. This type of content is used in order to engage with your audience, to keep the conversation an ongoing one (and of use to your audience).
  3. User-generated: This is content created by the audience. It can include reviews, testimonials, questions or rants. User-generated content can translate into word of mouth advertising, a major boon for  both B2C and B2B marketers.

The types of content you choose to invest in may be different depending on your market and your product. User generated content may be less helpful for a B2B company selling large capital equipment than, say, a company selling a consumer product that costs less than $100. In this case, it may be wiser to invest more heavily in "expert" content created and/or curated by yourself. The opinion of the Everyman may not be what buyers are looking for to help them make a decision.

So once you understand who you are selling to,  you can more easily decide on which type of content will work best for you. But how can you make the most out of the available content? Does it mean you have to create it yourself?

Good news. There is plenty of content you can create that can be incorporated into a greater content strategy with the use of other tools. Like corporate video. Or infographics. In fact, one white paper created by you and your team can easily be turned into blog posts, a new instructional video, or a helpful infographic. It's important to remember that YOU ARE NOT ALONE. You have the tools, or access to the tools, that can help you overcome the feeling of frustration that comes from believing you can't possibly keep up with the demand for new content. The key here is to find a blend--both how it's created and what type--that will help you build credibility and engage with your audiences.

-Written by Kathleen Martin





Video, Web, and Design Agency