Summary
Content production is the biggest challenge for 44% of marketers, according to LookBookHQ, and it gets harder the more regularly a brand publishes. Running dry is a reason to change method rather than stop. The tactic recommended here is the expert interview, which splits into several blogs, quotes for social channels, a guide, a podcast and a training video.
Around this time every year the clocks go forward, officially marking the first day of Spring and signifying that we’re almost one quarter of the way through the year!
I’m sure, like us, you’re wondering, where does the time go?
It seems as though, while your to do list keeps growing there’s even less time to tick tasks off of it. This often results in the more laborious tasks getting put on the back burner, or even worse… disregarded!
However, there are steps you can take to speed up some of those time-consuming, but necessary, jobs…
One ‘to do’ our clients often struggle to find the time to fit in to their hectic schedules is content creation.
In fact, “Content production is the biggest challenge for 44% of marketers” according to a 2014 LookBookHQ survey.
This is likely because the more regularly a brand publishes content, the harder it becomes to come up with new ideas.
But when you temporarily run out of new content ideas, it’s important not to get discouraged and stop creating content altogether – a creative pause can be a good thing! Use it as an opportunity to explore new methods of content creation. You might find that different tactics welcome a whole new kind of audience.
One of our favourite content creation tactics is conducting expert interviews. Sharing insights from thought-leaders in your industry is an effective way of communicating with your audience and providing them with valuable information and social proof.
The content you get from interviews with industry frontrunners can also be repurposed in a multitude of ways.
You can:
- Split them up into multiple blogs
- Use quotes for social channels
- Create a guide based on the advice or opinions provided by the interviewee
- Create a podcast on the topics discussed
- Record the interview and create a training video
People love to read useful ‘top tips’ and ‘how to-s’, but they’re also interested in hearing from the leaders of your industry. Adding variety by giving them both will increase your reach and appeal, positioning your company as a source of valuable and interesting information.
Ashley is a senior digital marketing specialist at JTN Group in London where she plans and executes high-ROI digital media and PR campaigns for B2B clients in high-growth industries including Fintech, Commercial Property, and Manufacturing. Read more about JTN Group.
