Well actually it's not the New Year yet if you go strictly by the calendar. But Labor Day marks the traditional end of summer and a kick off to new beginnings. Back to school for some and a resumption of regular work schedules for others. It's a time for getting back up to speed, refocusing your energy, and taking on new projects.
The used printing press we purchased had just been delivered and sat forlornly in the middle of our shop floor. Fred Hudson, our plant engineer, just stared at it, one hand on his hip, the other rubbing his bald head. The riggers who shipped the press deployed a unique method when disassembling the machine. Instead of properly disconnecting the wiring, they simply hacked all the wires off at the power source. So as Fred examined the carnage of tangled wiring, he was trying to figure out how to make all the proper connections. And of course no wiring diagrams or user manuals came with the old, used machine.
Luckily for us, Fred was a genius. He walked around the press for a few days and then pounced. Within a day, he connected all the wires and power was surging through our now running printing press.
Electronics wasn't the only thing in which Fred was expert. He knew everything about mechanical equipment, building construction, auto mechanics, HVAC, and safety. He was our resident subject matter expert (SME).
Regardless of your type of business - technology, software, analytics, marketing, healthcare, manufacturing - chances are you have a Fred or two on staff. They are often quiet, unassuming women and men who harbor a vast source of knowledge of your industry and company. That makes them an invaluable resource when it comes to creating content to help market your business. Whether you need a white paper, eBook, case study, blog post, or sell sheet, your SME's can provide the knowledge and insight to make your content pieces relevant and compelling.
Here are four ways to get the most out of your SME's when it comes to content creation.
Tap into their passion
Regardless of how quiet and reserved your SME's may be, they will open up if you can get them talking about something in the business they are passionate about. They carry around a ton of knowledge they rarely get a chance to share. Showing genuine interest and tapping into that passion often results in a treasure trove of valuable and compelling information that will interest your customers and prospects.
Be thorough in your interview
To get really good information from your SME's, be fully prepared for your discussion. Ask open ended questions and listen closely. Follow up and probe to get them to dig deeper. If the subject is particularly complicated, try to strip away the jargon and get them to explain in plan English. Oftentimes, SME's are so well versed in a topic, they forget that we mere mortals may not have any idea what they are talking about. Fred used to start most discussions with "As you know..." before going on to talk about something about which I was totally clueless. Don't be embarrassed to say "I don't understand. Can you please explain?" Have your SME use analogies to further clarify the subject to make it easier to convert your conversation into meaningful content.
Record the discussion
Before you begin, ask for permission to record the conversation. Even if you are master at shorthand - something very few people are these days - you'll never capture all the content gold your SME will share. They may be intimidated at first, but once you get them talking they will usually forget they are being recorded. Having a digital record of the conversation will be invaluable later when you parse the discussion into various pieces of content.
Keep them in the loop
As you convert their words of wisdom into blog posts, ebooks, or white papers, make sure you keep them involved. Let them review anything you write before publishing. This will not only reinforce that you appreciate what they had to say, it will also ensure that you haven't misinterpreted something or simply made some errors of fact. Keeping them involved will demonstrate that you truly care about what they had to say and will also make it easier if you decide to go back to them for more interesting content later.
As you put your content schedule together and scramble to do research, don't look past your internal resources. Engage your SME's and enjoy a bountiful content reward.
How do you use the knowledge of your SME's? What forms of content have you been able to put together with their help?
This is a question I get asked often. Clients who know they want a content piece longer than a blog post are familiar with both white papers and eBooks, but have trouble understanding the difference between the two. Here's an analogy that might help. Think of an eBook as a friendly conversation with a family member or friend at an informal gathering. Consider a white paper, on the other hand, as a seminar given by a noted expert in the field. That doesn't mean an eBook isn't informative or a white paper has to be stern and stuffy.
Let's say the topic is the stock market. If you're chatting with a cousin who's a financial guru, chances are you're going to get some solid insight. And if you're seminar leader is good, she's likely going to work hard to make her presentation entertaining and enjoyable.
The topic can be the same and you'll likely gain knowledge from both an eBook or a white paper, but there are significant differences between the two.
You probably didn't plan on hearing about the stock market until you started talking to your cousin. But he caught your interest immediately so you quickly became engaged. Something similar happens with an eBook. You may have gotten a link in an email, the subject sounded interesting, so you checked it out. EBooks act as an effective introduction piece and tend to be used early in the customer journey. You're trying to spark a prospect's interest by discussing the general topic area involving your product or service.
The seminar is different. You probably sought it out, signed up for it for a specific day because you wanted to learn more about the topic from an expert. Like a seminar, you usually seek out the white paper and normally "pay" for it with your email address. It's this proactive nature that makes white papers more appropriate for buyers when they are further along in the customer journey - normally in the decision phase.
Like the party discussion, an eBook is more of a one on one conversation. Your cousin will most likely be talking directly about what "you" should be considering when it comes to the stock market, and how recent fluctuations or events in Washington will affect "you" and "your" investments. EBooks are similar in that they are written directly to "you." It's you and the author, face to face discussing the topic.
At a seminar, however, leaders may speak in more third person terms. They'll try to engage everyone in the room, but they're more likely to discuss how the latest drop in the Dow Jones affects "investors." Or they'll point out strategies "people" should be following. White papers take on this formal tone and are normally written in the third person.
Your cousin won't likely be wearing a suit and tie at the party. He'll be comfortably attired in a sweater or golf shirt. EBooks present that informal look as well. They're usually filled with colorful illustrations and graphics meant to attract attention. As I said, you didn't necessarily expect to be reading this piece so something needs to grab and hold your attention.
Seminar leaders will likely be wearing semi-formal attire like a suit. They understand people are coming to them for in-depth knowledge, so they want to begin earning your respect with the way they dress. White papers also take on a formal look. They are primarily text with some charts but very few illustration or graphics. This may not sound exciting, but remember, buyers are already in the decision stage. They don't need whistles and bells - they want hard information and data so they can make a choice that could have a major impact on their company.
EBooks and white papers both have a place in your inbound marketing plan. Just understand the difference so you can employ them appropriately.
The hectic run-up to the holiday season is usually a time of finishing up projects before the end of year lull. Once through the festivities, activity ramps up again and the new year can sometimes present a blank slate - perhaps even a clean desk - and offers a perfect opportunity to start a few new projects. One of the more productive things you might consider is taking a look at your content. Start by reviewing what you have and then determine what you might need in the coming months. Here are five ideas to get you started.
1. Take advantage of untapped resources
Coming up with content ideas can sometimes be a struggle, especially with a bulging to-do list of other priorities. The solution may not be as difficult as you think. domain owner . You're likely surrounded by several fertile sources that you may not have considered - your resident subject matter experts.
Most companies, especially those in the technology space, have SME's who are carrying around valuable knowledge about your industry, business, and customers. Unfortunately they probably lack the time to get that information down on paper where you can share it with current and prospective clients. Why not arrange to tap that extensive knowledge and put together an eBook or white paper on a topic relevant to your business?
Not only will this provide you with an outstanding content piece for lead generation or thought leadership, but it'll also allow the SME to share his or her valuable insight - something they may be eager to do.
2. Document a customer success story
The end of the year is always a good time to look back to last year to find situations where your product or service helped one of your clients. Crafting several compelling case studies fills two needs: It provides your customer with some always welcome publicity and it also gives you an effective proof of concept piece.
One of the biggest influencers with potential clients is evidence that your product or service does what you say it will. Demonstrating it with a real world example from an existing customer is one of the most powerful sales tools.
3. Refresh your blog
Spend a minute going through your list of blog posts. If the most recent one is three or four months old, you're sending a message that either you have nothing new to say or you've abandoned the blog section entirely. This could be the right time to reach out to customers and prospects with a series of posts to refresh that area of your site.
You don't need to commit to a daily blog blitz, but presenting one post a week for the next few months will show that you're making an effort to communicate with your audience.
4. Update your web site
While you're on the site, take a look at other copy that may need updating. Is your bio page still relevant? Does it include new hires and has it been edited to delete those no longer with the company? How long has it been since you posted a new entry in your press release section? Does the main message on your home page still accurately reflect the company's direction?
I'm not suggesting you invest heavily in an all-new design. Sometimes revisiting and updating some of your key content elements is all you need to breath some life into your site.
5. Get published
One of the best - and most cost effective - ways to get publicity for your company is to publish an article in an industry magazine or newsletter. Those publications are always looking for content so they'll likely welcome your reaching out to offer your expertise. This is an excellent way to share your thoughts on a hot industry topic and get some props for your organization at the same time.
After the article is published, you then have a solid marketing piece you can share with prospects and customers to reinforce your thought leadership profile.
Lots of resolutions are made at this time of year and many of them wither and die before too long. Reviewing and upgrading your content program doesn't have to be one of them. By taking a few simple steps now, you can establish a year long program that can yield significant benefits.
What are your content plans for 2015?
Summer is over and you’re back from vacation. Remember all those things you told yourself you’d get to after Labor Day? Welcome to “after Labor Day.” Some of those tasks growling on your desk involve creating content – an eBook, white paper, or series of blog posts. If you and your staff are buried with other priorities, you may decide to contract with a freelance copywriter to help break the logjam of work you’re facing.
Probably a smart choice, but only if you get the result you want. Here are nine tips to get maximum value with minimum management time.
1. Clearly define what you need
Be precise on what you want in a final product. Determine the topic, content vehicle, target audience, and focus of the piece. If you need help defining some of these points, reach out to your writer for assistance. An experienced professional can help crystallize your need.
2. Get the right stakeholders involved
If someone else in the organization is going to approve the copy, make sure he or she is involved before you and your copywriter begin working on the project. I once had a case where my client and I were totally in concert on what he wanted. We went from concept to outline to first draft and were both happy with the result. Unfortunately the CEO who had final say didn't share our feeling. It wasn’t what HE wanted. We were striving for an objective thought leadership piece and the CEO wanted a sales brochure. We needed to know that up front. Instead, my contact looked bad to his boss and my credibility took a hit as well - even though I delivered precisely what was requested.
To avoid that costly disconnect, make sure you’ve circulated the concept and outline to everyone who might have a say in the piece. Know your relevant stakeholders and engage them from the start.
3. Get off on the right foot
Once you have consensus from your stakeholders on what you're trying to accomplish, communicate the basics of the project to your copywriter in a kickoff call. Agree on the voice, tone, and style of the piece. Will it be an informal second person approach where you address the reader directly or a more formal style using the third person objective case? Do you prefer footnotes, endnotes, or links? Discuss the scheduling requirements as well. Nailing down these issues early saves a lot of confusion, delays, and time-consuming back-and-forth communication later.
4. Agree on source material
Let your writer know what you'll be providing for source material and what he or she will need to research separately. In most cases, this will need to be discussed before your writer can provide pricing on the project. Identify any SME’s your writer might have to contact and do a virtual email introduction. Communicate any source materials you DO NOT want used.
5. Approve an outline
Review and approve an outline before your writer begins the first draft. This will ensure the piece is going in the direction you want. If it’s a short piece – a blog post for instance – you may only need to see a title and a few bullet points. For a longer piece like an eBook or white paper, reviewing a detailed outline before writing begins is a must.
6. Get a Sneak Preview
Especially on longer pieces, request an early look before your writer gets too far along. Reviewing the opening and perhaps a slice of the first section will confirm that your writer is following the agreed upon tone and style. That isn't something you can determine from the outline alone.
7. Be Available to Communicate
Although the point of outsourcing the piece is to free you up for other tasks, there are times when your writer will need you for clarification or direction. If you've hired an experienced professional, it won't happen often, but when you are contacted, make an effort to answer promptly. It may take you only a couple of minutes, but your writer could be at a standstill until you respond.
8. Review and Revise
If you’ve followed the process to this point, you'll likely receive a first draft that will be close to a final version. There may be a quote or fact that needs to be revised, or a paragraph or two you want reworded, but there shouldn't be a need for any major revisions. Usually a brief review call with your writer and one revision cycle should be all that’s needed to get you the final product.
9. Provide Feedback
Once the project is complete, let your writer know how you feel it went. Whether you have some comments about the process or the writing itself, communicate that to your writer so he or she can incorporate the feedback into the next project you do together. Developing an ongoing relationship with a reliable, seasoned copywriter can streamline the process considerably. The more your writer knows about you, your audience, and your product or service, the better he or she is able to deliver the desired final product - the first time - with minimal intervention from you.
How do you manage your outsourced writing projects? What process have you found most effective?
Only a few weeks ago I sat looking out my window at a yard covered with several feet of snow. The white blanket has finally melted away but it's revealed a lawn beaten by a long, hard winter. It's not very appealing right now, but after a few weekends of cleaning, raking, and feeding, it'll be back to its familiar, green self. Unfortunately, you won't get a similar stark wake-up call when it comes to your content. But if you take a close enough look, you'll likely find things aren't quite as lush there either. Time to get to work on that too.
Spring is a time for growth - an appropriate time to re-evaluate your business and make some positive changes. While you're getting ready to landscape your yard, plan to do some content-scaping as well. Both tasks can seem overwhelming, but they don't have to be. Take small steps now to make a big impact later.
Here are three things you can do to get started.
1. Evaluate your tools - Start with your basic tools. Thankfully I found my rake buried behind the snow blower. Good start.
How about your content marketing tools? Determine what you have for eBooks, white papers, case studies, and other engaging content that can attract leads and new clients. Begin with a simple inventory of what you have and what you think still works.
2. Do a cleanup - The next step is a good cleanup. I need to pick up the leaves I missed last November and rake the dead grass that's stifling new growth. No worries. I'll just get the leaves this first weekend.
Same thing for your content. When was the last time you did a thorough clean up on your web site? Are you still showing that case study from four years ago for a product you don't carry anymore? Is your most recent blog post dated last August? None of that will help promote growth or be of interest to visitors to your site. Start small. Get rid of anything that's out of date, irrelevant, or would lead a visitor to think you haven't been paying attention.
3. Start planting - You reap what you sow and this is the season to seed and feed that lawn. That'll be the biggest payoff when it comes back to life in a few weeks.
Time to plant some new content as well. The cleanup was good, but if you don't replenish your site with fresh material, it's going to look pretty barren. Generate new content by posting a recent customer success story, a white paper on a hot topic in your industry, or an eBook that provides valuable information that your prospects can use in their businesses.
Landscaping and content marketing can be hard work, but the rewards are well worth it. I'll be enjoying my lush, green lawn this summer and hopefully you'll be proud of a healthy crop of new prospects and customers.
So what are you doing to promote your growth? Could your content use a good spring cleaning?