As businesses struggle to stay top-of-mind with their audience in easy, cost-effective ways, the need for compelling, relevant content grows. Surveying and polling audiences is an excellent way to create content for your website and blog that captures press attention and generates conversations across social media channels. Additionally, through the creation of infographics and visualizations around the data that has been collected, organizations are finding useful ways of repurposing those results. This was a webinar we did with PR Newswire and Zoomerang and over 1,600 registrants! We discussed how organizations are generating compelling data using surveys and polls and getting creative with content generation.

1. 12 Paths to
Creative
Content
Generation
Douglas Karr @douglaskarr
Text MKTG to 71813 to
Subscribe to our Newsletter

2. 1. Understand Visitor Intent
Not everyone visits your site to make a purchase, so there needs to be multiple
strategies deployed that are developed based on the intent of the visitor.

3. 2. Stop Selling
• Provide Value
• Capture
Attention
• Build Authority
Content should provide the information, trust and authority someone
needs to lead them to a sale… but shouldn’t be selling.

4. 3. Find Out What THEY Want!
While you were working on a …they just wanted an email
new site… or a deal!
http://mkt.gs/zoomerangworldsurvey2011
Don’t guess about what your customers or prospects want in the way of content or how
you present it… ask. Create a Zoomerang Poll or Survey!

5. 4. Feed their Senses
• Text
• Audio
• Video
• Kinesthetic
Many people don’t read. Is your messaging
paralleled in audio? Video? Are you
providing some interactive tools?

6. 5. Make Surveys a Content Strategy
Aside from providing you with ideas with content, surveys and polls are interactive AND
provide you with content when you start and after you analyze the results.

7. 6. Same Message, New Mediums
Don’t reinvent the wheel! Turn
• Survey results into a whitepaper
• Whitepaper into an Infographic
• Whitepaper into a presentation
• Presentation into a blog post
• Blog posts into a webinar
• Webinar into a survey
• Start over…
Different mediums provide different opportunities to
explain yourself.

8. 7. Cross-Promote the Mediums
Same content: Whitepaper, presentation, press
release, infographic, webinar… all started with a Survey!

9. 8. Start a Content Fire!
Infographics are HOT!
• Aesthetically Pleasing
• Informational
• Unique
• Resources
• Easy to Share
Example: http://www.marketingtechblog.com/infographics
Infographics provide a unique medium to
easily share information. Use them and
watch the fire take off!

10. 9. Enable and Encourage Sharing
And offsite sharing is HUGE when it comes to
driving traffic... second only to search (while
impacting search).
Use social sharing buttons!

11. 10. Be Vigilante: Hunt New Audiences!
Promote, Promote, Promote:
• Press Releases
• Social Monitoring
• Landing Page
• Tracking and Analytics
• Pitch Influencers
It doesn’t stop when you click Publish! You
must be vigilant and spread the word.

12. 11. Measure Results and Use What Works!
You may not use some of the tools, but others do. Measure which ones
work with your audience!

13. 12. Re-Use Content!
New Time, New Audience
• Press Releases
• Social Monitoring
• Landing Page
• Tracking and Analytics
• Pitch Influencers
Most content doesn’t have a shelf-life. Are
you killing your old content or finding new
ways to promote it? Avoid “dating” content
that is timeless.

14. Thanks! Our Sponsors:
doug@dknewmedia.com
@douglaskarr @dknewmedia
@corpblogging @mktgtechblog
http://www.dknewmedia.com
http://www.marketingtechblog.com
http://www.corporatebloggingtips.com
http://www.facebook.com/dknewmedia.indy
http://www.facebook.com/corporateblogging
http://www.facebook.com/marketingtech
We help companies reach their marketing potential.
Text MKTG to 71813 to Subscribe to our Newsletter