Content Marketing: Rapid Content Creation

Eight steps to unlock the secret of creating quality content quickly.

OK, maybe not really a secret and I’m sure there are other methods but this works for me. It is simple. Start by fleshing out the idea for a blog post. Turn that blog post into a presentation. Look for an event that gives you a reason to feel pressured to create that presentation. Host a webinar and record the presentation. Extrapolate that presentation out in written form for a white paper or eBook. Interview customers about the concept discussed in the presentation. Create a blog series that offers up insight into some of the concepts discussed in the presentation. Repeat.

1. Blog: Make it the creative center of your content marketing universe. The key is to commit to a frequent blogging schedule with 3 things in mind. The search engine equity that you hope to achieve from the post. How your overall narrative is reinforced with the position of the post. Ideas that offer up some perspective or recommendation of action.
   
2. Presentation: A blog post that is more that 250 words can easily be turned into a 10 to 20 slide presentation, give or take. In order to do this consider some secondary source of data that can be used to underscore why the perspective of the post and developing presentation matters. Is there some economic factor that influences the position? Is there industry movement that underscores the reality of the position that you are taking in the presentation? Are there statistics that your company can share that help illustrate the ‘why should it matter’ to the eventual consumer of the content? If you can find something likes these that becomes the front end of the presentation. The back half is the perspective that you are offering to these readers/viewers. Turn to the blog post and turn each step in the post or each paragraph into a slide.
   
3. Schedule a Deadline: Schedule a webcast that you invite people to, and if you have even a single registrant you’ll feel more compelled to get the presentation created. Why is this a step? Because content is best developed when there is a deadline attached.
   
4. Record it: When you deliver the presentation be sure that it is recorded.
   
5. Write an eBook: The great thing about slides is that if you are one who likes to write and present then it becomes ridiculously easy to take to the key board and bang out say 250 to 500 words per slide. The way this works for me is I sort of recite the presentation in my head as if I were delivering it and then turn that narrative into the written word. The talk track of the slides are a little more casual, writing them down brings some natural structure to the thoughts. And because they are following an already developed presentation the story is immediately laid out which minimizes the editing. This format also allows for an opportunity to share more detail.
   
6. Run with it: At this point there is plenty of perspective that you have developed form that initial blog post. So start to give that perspective legs by interviewing your colleagues and customers to get their feedback. To do this effectively you can take one of four approaches to such interviews. (1) Ask for anecdotal confirmation. (2) Invite interviewee to share their experience. (3) Identify through the interview what the biggest obstacles are to the offered perspective. (4) Lead the interviewee to share the impact of industry or economic conditions will have on the perspective. Ideally you will record these sessions to share the audio.
   
7. Dive into the Details: This should bring you right back to the blog. If the eBook you’ve penned includes suggested steps to take, surely there are details behind those steps. Or perhaps the practioners of the steps will have varying perspectives of their own given their position in the suggested process. Here lies the opportunity to hit more of your audience with such details. The best outlet for this? Create a blog series of posts that focus in on one of these elements.
   
8. Repeat: Chances are that this series of blog posts will avail themselves to the very same process. If that is the case, don’t hesitate but jump in with both feet and let the content creation flow.

Again this works for me and has resulted in some great content and a steady and reliable production line of new ideas. There are some hidden land minds of course. You need to be a writer to get it started and the visual appeal of the presentation and eBook aspect needs some creative ability. But these obstacles are minimal. If you follow these steps I promise you that from a single 250 to 500 word blog post you can quickly have at least three to four new and fresh pieces of content. Let me know if you do try it and if it works for you. And more importantly if you have other ideas that work for you please share them.

Photo Credit: Arjan Richter