As an Executive you own the responsibility to drive attractive content for inbound marketing. This content is different in nature as it target an audience pulling insights from you. Not just pushing out your company’s information priorities.
The characteristics of content for inbound versus outbound marketing is;
- The audience search for you, rather than you searching for them.
- Your marketing need to help the audience with their problems, more than getting a sales pitch across.
- Your audience interact with you through mobile devices, and less so through a web browser on a desktop/laptop.
- The audience search for both information and entertaining stories, boring help is not good enough.
Creating a powerful platform for story creation is a major structural effort. It is the foundation for the future productivity of your content creators. Your platform should define the formats of your stories. It should be flexible enable to enable different story building blocks to be re-used and tied to each other. I have found that the following 4 formats to make sense to consider in the digital domain
- WHITE-BOARD – Where most stories are born. If it doesn’t fit in a quick whiteboard sketching format it might be too complex or too long for social media channels. Great starting point for story creation. You can also see the whiteboard as a starting point for sales meetings in real life triggered by one of your social content pieces.
- BLOG-POSTS – Well written blog-posts are a great way to communicate your thought leadership ideas. Support your writers with finding a suitable writing format, to streamline their writing process in later stages. Benchmark your content towards great blogs. Quality is essential to build trust.
- VISUALS with Numbers – Classic slides from a presentation do not fit well in social media channels. But visuals are a great for social channels. Aim to develop visuals as stand-alone pictures with data-points rather than text telling the story. Exploit Infographics for larger stories. Visuals will generate more impressions than your blog-posts.
- VIDEOS – Short (6-90 seconds) videos are our new slides. Our kids abandon Wikipedia for YouTube when searching for information. Your customers are doing the same for insights. Whatever you had on a slide yesterday, you should put on a video with your best speaker tomorrow.
I have found the following questions useful to help you in establishing a framework for content designed for inbound marketing:
- What is the primary target screen for your audience, Mobile-app or Laptop/Desktop-Browser? – If not mobile centric yet it is time to consider making the shift.
- What are the vital areas we want to position our thought leadership around – Focus on a few areas where you can add new content often.
- What are the Key-words already established and the ones we want to contribute with? – Existing keywords make you show up in searches and new ones make you stand out.
- Which of the content types do we want to focus on? – Doing all is cost a lot and consistent publication is vital to build/maintain momentum.
- Do we need to customize our content for different audiences? – Anything is possible with digital platforms ant fractions of the cost from the past.
Here a few links to additional reading in this area;
- The inbound marketing process [INFOGRAPHIC] – by Impactbnd
- Social media trends (Part 9): Digital team structure changes [BLOG] – Adam Wincenzi, The Kamber Blog
- 7 Tips for managing and maximizing content in Social media [BLOG] – by Angie Pascale
- The anatomy of a highly shareable infographic [INFOGRAPHIC] – by Ginny Soskey
- What makes a YouTube video go viral? [ARTICLE] – By ScienceBlog
- Impact on social network structure on content propagation [RESEARCH PAPER] – Hema Yoganarasinham
With this development area I hope you are inspired to create a better structure for your content creation.