Overview: Content Creation & Marketing
At the end of the day, you’ll need content.
It’s not enough to have a content strategy – you also need content, and you need to get it out there if you want it read. News articles, interviews, blog posts, in-depth explainers, web pages, press releases... all have their own specific form and goals, and all need to be promoted differently.
But it’s not just a question of text: you’ll need an array of content to explain your message and get it out there. A news article for your website, for example, needs not only an illustration for the article itself, but additional images and even short audiovisual to get traction on social media. And it will need to be accompanied by a variety of texts, which can be tested, refined and boosted in real-time.
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Relevant resources
mathewlowry.myhub.ai
A tl;dr version of “From One Spokesperson To Millions” the brilliant 45-minute longread by @jessedee on taking one of the most successful campaigns of all time - Paul Hogan’s 1980s Tourism Australia campaign - and updating it for the age of user-generated content. Some key quotes:
mathewlowry.myhub.ai
Here's a conundrum for you. And a probably quite dangerous post for me.
blogs.hbr.org
"Thinking of the people you are reaching as multipliers and your content as “spreadable” rather than “viral” will help you avoid several all-too-common pitfalls" OK, so I've been building projects around multipliers and avoiding the v-word like - well - the plague, for years, but these insights are worth repeating nevertheless. - 4 Mistakes Mark…
stevefarnsworth.wordpress.com
"She was presenting on Blogger Relations – Why and How to Get Started. A perfect topic for her since she knows the issue from both sides. I asked her what was an important takeaway from her talk. Here is what she shared." - from the @Steveology blog