Paul was asked what he thinks are the three most interesting trends or issues for marketers to follow. He selected these:ROI, metrics and measurementSocial MediaThe Content FactoryYou can go read the interview for the first two trends - Paul makes some terrific points - but the one that trumps all of them in my opinion is the Content Factory.
"We do interviews like this. We do transcriptions. We make whitepapers. There are things that hit the floor there. We need a betterway of being able to take a Q&A that's happening like this live, aQ&A that gets transcribed, a white paper that gets fashioned,landing page content that needs to be fashioned in order to post all ofthe above. Then there's a blog post about it, the list of key wordsthat go on the landing page as meta tags, an email, a 150-word emailversion that can be emailed out."What's really important about all of this is that companies are starting to see and work on the integration of those content pieces in a way that shapes the story they're telling online across a variety of channels and formats.
They're learning to spread their content far and wide and use it to attract prospects back to their websites for additional information they want. And, they're recasting the ideas they're developing to fit different industries, geographies and media. It's not just posting the same content all over the place, but taking what you're creating and tuning the focus for specific audiences.
Additionally, a blog post is better received in a more conversational style where a technical white paper may be more academic in tone. All of these considerations are important, but what's key in Paul's interview is the way the content pieces work together with a common goal by pulling the same threads of the story and distributing them in places where the people they want to connect with hang out.What it boils down to is thought leadership.
And Paul puts it very succinctly when he says, "...the day of thought leadership beingjust the white paper is over." Boy, isn't that the truth! Go read the interview. There are some really meaty insights that you shouldn't miss.Then tell me what your company is doing to create your Content Factory.
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