When content is king and you can barely spell the product that you are marketing, how do you create killer content? In this session we will cover creating content when you aren’t the subject matter expert (SME), ways to re-purpose the content that you already have, and tools that you can use to create content that people will love.

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I Know Marketing, Not Rocket Science. How Do I Create Technical Content?
Luke Probasco
Marketing Manager, Townsend Security

2. FUN FACT: As a concert photographer, I have photographed everyone from Pearl Jam to KanyeWest.
@geetarluke
LukeProbasco

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Inbound marketing & Townsend Security
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Getting others in your company to create content
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Creating content when you aren’t the SME

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Inbound Marketing & Townsend Security

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Website Visits Since HubSpot

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Website Visits
2012:61,172
2013:125, 160
Leads Generated
2012:1,120
2013:2,171
Opportunities Generated
2012:155
2013:505
Year Over Year Growth

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Content is Still King
1 White Papers
6Videos
2Webinars
7Infographics
3Podcasts
8Resource Kits
4eBooks
9Newsletters
5Blogs
10Social

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64% of B2B content marketers say their biggest challenge is producing enough content.
*Content Marketing Institute (2012)

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Getting Other People In Your Company To Create Content

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Get buy-in from company leaders
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Offer incentives
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Make friends with Support
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Interview technical people
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Sit in on sales calls
Everyone Is In Sales & Marketing

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Show company leaders how inbound marketing is responsible for lead generation and sales
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Once they see a direct influence, there will be an alignment from the top down
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Interview your company leaders
Get Buy-In From Company Leaders

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Budget: Offer money per blog
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Limited Budget: Enter authors into a drawing and choose a winner
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No Budget: Earn extra time off
Offer Incentives

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Hi Everyone!
We love it when other people in the company write blogs. For each blog you write we will award you $50!
Ideas for blog topics:
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A problem ticket -a common problem and how we help our customers solve it
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Common question(s) that arises in a walk through, sales or support call
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"How-To” do something
THANK YOU!
P.S. Part of the writing process is editing for grammar, spelling, and clarification. I may ask you to make small edits or clarifications for readability or ask you to expand on certain points if the blog is too short. I won't make any edits without your approval, and you will always have final approval before publication.
Write Two Blogs, Get $100

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Convince the Support team to write blogs
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“Hey, that stupid question you always get, write a blog on it. Let Google answer it for you.”
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Asked to be CC’don Support emails
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Any live chat transcripts?
Make Friends With Support
I
SUPPORT

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Have technical people demonstrate something for you
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What do the technical people think is important?
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Have technical people dumb it down
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“So what your saying is…”
Interview Technical People

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Listen to what customers are saying
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What are their questions/concerns?
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No one needs to know you are there
Sit In On Sales Calls

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3
Creating Content When You Aren’t the SME

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The hardest piece of content to create when you aren’t the SME
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Largely technical
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Find someone to write it for you!
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Use the white paper as foundation for all other related content
Tools: Adobe InDesign or Microsoft Word
1] White Papers

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The second hardest piece of content to create when you aren’t the SME
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Create webinar based on topics covered in the white paper
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Webinars are great middle/bottom of the funnel resources
Tools: GoToWebinaror WebEx
2] Webinars

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Find co-workers to be a guest on your podcast
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Presents multiple industry thought leaders within your company
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Another platform to get your message out
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Podcasts make great interview style blogs
Tools: Apple GarageBand, Blue Yettimicrophone, AuralexMud Guard, headphones (BeyerdynamicDT 770 Pro)
3] Podcasts

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High perceived value
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Compile your most read/informative blogs into an eBook
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Great opportunity to associate industry thought leaders with your brand
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Crowd source content
Tools: Adobe InDesign, Microsoft Word or PowerPoint
4] eBooks

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Interview the technical people in your company
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Have support team turn customer interactions/emails into blogs
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Townsend Security pays employees to write blogs
5] Blogs
Companies with an active blog report 97% more leads.
*Content+ (2013)

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Interview technical people in your company
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Start a “Whiteboard Friday” now that you are intimate with the content you have been re-purposing
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Record web presentations
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Make videos consistently
Tools: iMovie, ScreenFlow, VideoScribe, Prezi
6] Videos

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Fire up Google, look for statistics
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Are there any industry reports you can pull from?
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Visually communicate your message
Tools: Piktochart, Venngage
7] Infographics
40% of people will respond better to visual information than plain text.
*Zabisco(2011)

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You’ve already done the work, repackage it!
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Another chance to present your content to people who may have not read your previous emails
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Great CTA for Blogs, White Papers, & eBooks
8] Resource Kits
80% of decision makers prefer to get info in a series of articles, not an ad.
*Content Marketing Institute (2013)

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A “Readers Digest” of all the content you have created for the month
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Excellent way to help promote your partners, guest contributors, etc.
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Guest contributors will often share your newsletter since they are affiliated with it –expanding reach
Tools: HubSpot, MailChimp, Constant Contact
9] Newsletters

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Let your subscribers, fans, and followers know when you have new content
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Post links to industry news
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What are people saying about you?
Tools: HubSpot, Social Networks
10] Social Media
80% of users prefer to connect with brands through Facebook.
*Huffington Post (2013)

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QUESTIONS ?

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