What if you could help create ready-made content for your social media sharing teams while simultaneously boosting the size of your targeted email marketing lists without dramatically increasing the work done by your content marketing team? It’s what every business wants, and it’s surprisingly possible with just a little bit of tweaking to your current strategy.
The History of Mega Content
According to the Content Marketing Institute, 70% of B2B marketers and 69% of B2C marketers say they are creating more content this year than they were last year. Add in the need to serve up a steady stream of both original and curated content across various social media platforms and we sometimes find ourselves drowning under a never ending barrage of content requests.
Why so much content, and what are we trying to accomplish with it? This is what marketers really need to be asking. Study after study has shown increases in indexed pages, traffic volume, leads and sales for websites that have regularly updated blogs. But, the challenge comes in balancing the need to create strong brand building and lead generating blog posts with a slew of other social media postings that are more engaging for audiences.
This can make it difficult for businesses both large and small to balance the knowledge that content marketing produces long term leads with the very real demand for producing trackable data and results on a more immediate timeline. The key to good online marketing is figuring out how to reach both goals, but the jackpot of online marketing is achieving both goals with one set of deliverables.
Thus, the idea of mega content was born.
It started out almost by accident. One of our clients is a prodigious writer. She regularly churns out volumes of outstanding content and has a very strong blog following. This traffic has great carry-over to her e-commerce site and is consistently one of her strongest sources of converting traffic. While this has provided a wonderful bedrock on which to build a solid online marketing business, the need to increase sales and conversions still exists.
Despite strong blog marketing and social media marketing, this client had not done much in the way of targeting or segmented email marketing. As the client prepared to launch a newer version of their e-commerce site with a more flexible backend management system, we decided to prep for more aggressive email marketing in the coming year. Of course, the biggest challenge in email marketing is building out a strong list with good targeting to allow for proper segmentation.
When the client delivered a blog post that clocked in at over 4,000 words, we knew we had a decision to make. We could break the post up into 3-4 posts that were more digestible, or we could beef it up further and consider its potential as an e-book or whitepaper. Since we had already started building out an infographic on the same topic, we decided to move forward with an e-book approach that could be used to draw a list of email addresses that were clearly interested in this specific topic and its corresponding product line.
As our design team worked out the details of the 24 page e-book, we decided to take a more visual approach to the design. Because the topic was targeted at women, we developed a PDF more in line with a pull-out guide from a women’s magazine instead of taking the standard text heavy whitepaper or e-book approach. We included our infographic as well as visual call-outs, quotes and other snippets of information aimed at creating a highly informative piece of content.
The Possibilities of Mega Content
Once our e-book was designed, we then took the time to break the content down into individual pieces of content that could be used on the client’s blog and/or for social media outreach. Two 500 word blog posts were pieced together from the content and paired with the infographic to serve as three separate posts on the client’s blog. Also, a series of images were created showcasing tips and facts about the e-book, which were then optimized for Pinterest, Facebook and Twitter.
Next, we knew we needed to build out a traditional style landing page aimed at trading the e-book for an email address. We paired it up with the style, theme and information provided in our content package. We added testimonials from happy customers, and a few sound bites of information from the content piece. Overall, we ended up with more than a dozen “bite-size” pieces of content that could be shared on social media as standalone pieces of content, yet we still had enough meat to them to lead people back to the landing page to download the e-book.
At this point, some of you may be wondering how this process differs at all from traditional e-book or whitepaper marketing. It’s a fair question with a very nuanced answer. E-books and whitepapers are traditionally written for the express purpose of creating a “prepped” buyer. Sometimes it’s about sharing research and data that draws in the exact type of lead you can feed to your sales team so they can pick up the phone and try to close the deal. Sometimes, it’s about sharing a case study or writing a story that leads people down a path to the right decision, right meaning your product or service, of course. And generally speaking, whitepapers and e-books are viewed as leading people into a fairly deep position in your conversion funnel.
Mega content, on the other hand, is about building a launch point for your conversion funnel. It’s about gathering a lead that can be fed into different parts of your marketing machine over time. It earns you an email address and a topic of interest, just enough to start reaching out. In other words, you have to accept that you are getting a lead with less immediate value than you might gather using traditional whitepaper marketing.
Why Mega Content Works
The appeal to mega content is that the lead isn’t your only value. Your social media team also receives a nice package of content that can be released across social media channels over the coming weeks or even months. This not only reduces the amount of time spent curating third party content for sharing and increases your ability to share a wider range of original content that can stand on its own, but it also has the potential to drive people to your landing page.
What’s more, this leads to the amazing potential for both traffic increases and lead increases, but you’ll have to tune into our blog again to find out how that works. For the next post in this series, we’ll map out the value of compound growth when it comes to long term lead generation and explain exactly how mega content fits into that process.