This document discusses strategies for leveraging lean content creation for marketing success on a budget. It recommends starting with an existing company blog and repurposing blog posts into other formats like ebooks. Other tips include using guest bloggers, internal subject matter experts, and vetted writers. Content should be repurposed and repackaged across formats like webinars, slides, infographics and more. Promoting content on the website, via email, social media and influencers is also advised. Visual content performs best socially. Content should also be leveraged in lead nurturing programs tailored for different buying stages, personas, interests and industries.

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Got Budget? How to Leverage
Lean Content Creation for
Success
Dayna Rothman
Content Marketing Manager, Marketo

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Content isn’t Just
Whitepapers.• Blog posts
• Videos
• Podcasts
• SlideShare Presentations
• Infographics
• Moving Infographics
• Activity Books/Worksheets
• Articles

10. Getting started. Look to
your Blog.

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Why your blog?
• Most companies have a blog
• Short-form content
• Blogs are easier to create when you don’t have
time, resources, budget
Blogs are a wealth of content at your fingertips to
get started…

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Repurpose Blogs
Blog to Ebook

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Guest Bloggers
• Diversify your voice and bring additional expertise
• Be picky
• Create guest blogging guidelines
• Connect with bloggers through social channels
• Set clear guest blogging goals

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Guest Blog to ebook!

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Internal Blogging
How do you get the thought leaders in your company to create
content?
• Stakeholder /executive support
• Grass roots evangelism
• Training
• Incentive programs
• Create a splash!

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Internal Blogs to ebook!

17. Create a big rock. Slice
and dice.

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Repurpose Content

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Repurpose “Big Rock” Content
Definitive Guide to MA:
Webinars:
Ebooks:
Infographics:

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Videos:
Blogs:

21. Always repurpose.

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Webinar to an Ebook.

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Webinar to a Slide Deck

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Infographic to Slide Deck

25. Redesign is the new black.

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Old Resources Look New Again
Before After

27. Getting it done.

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Leverage Internal Subject Matter
Experts
• Your SMEs hold the key to thought leadership
• They don’t always have time or the skills to write
• Set up time for a brain dump
• Record, take notes, write

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Don’t be Afraid to Work with Vetted
Writers
• Copywriters
• Contract writers
• Agencies
• Services such as scripted.com and contently.com

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Partners are Awesome
• Valued partners provide expertise
• Co-branding
• Co-promotion
• Solidify and improve partner relations

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And so are Influencers
• Influencers know your space
• Helps build and maintain relationships
• Get more link juice and social promotion

32. Visual is better.

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Visual Content Rules on Social

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Print vs. Visual Asset
VS.
13,000 Views 339,000 Views

35. Promotion is critical.

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The Asset
The Definitive Guide to Social Marketing: 111,000
Views

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Webinars
• Webinar 1: The Definitive Guide to Social Marketing
– Registrants: 2,775 Attendees: 588
– Recorded Asset: 14,000 Views
• Webinar 2: The ROI of Social Marketing
– Registrants: 2,289 Attendees: 568
– Recorded Asset: 3,000 Views

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Be Everywhere

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On Your Website

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On Your Blog

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Email Promotions
• Rolling Launch: 4 Email Blasts to Database

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Social Promotions
• Facebook Tab: 10,854 Views, 2,680 Form Fill-outs
• Facebook Ads: 2620 Downloads
• Twitter Ads: 1,430 views, 31 Form Fill-outs
• SlideShare: 7,641 views, 312 Downloads

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Visual Content for Social

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Social Referral Campaign

45. Always leverage content
in lead nurturing.

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Lead Nurturing Relevance
1. Buying Stages
2. Persona
3. Interest/Industry/Location
4. Dynamic Content

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Lead Nurture Example 1: Buying
Stage Track
• Email 1: Tactical Social Media Plan (educational)
• Email 2: Creating Content that Sells (educational)
• Email 3: Definitive Guide to Marketing Automation (soft promotion)
• Email 4: Definitive Guide to Lead Nurturing (soft promotion)
• Email 5: Marketing Automation Buyers Guide (soft promotion)
• Email 6: Case Study 1 (hard promotion)
• Email 7: Case Study 2 (hard promotion)
• Email 8: Demo Offer (hard promotion)

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Lead Nurture Example 2: Interest
Based (Email Marketing)
• Email 1: 10 Tips for Successful Email Marketing (educational)
• Email 2: Beyond B2B Email Marketing (educational)
• Email 3: Graduating from Email Marketing to Marketing Automation (soft
promotion)
• Email 4: The Definitive Guide to Marketing Automation (soft promotion)
• Email 5: Internal Selling PPT Template for Marketing Automation (soft
promotion)
• Email 6: Email Marketing Case Study (hard promotion)
• Email 7: Demo Offer (hard promotion)

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51. Q&A
Dayna Rothman: drothman@marketo.com
@dayroth