Test Your Content Creation and Marketing Knowledge

Everything is Content: Tips for Creating Effective B2B and Social Media Content

• Nora Ephron's quote "everything is copied" inspired the presentation about the importance of content in today's world.

• The presentation covers B2B content, inbound content, social media content, and what to do with the content once created.

• Content can take different forms such as newsletters, emails, blogs, webinars, videos, infographics, and more.

• All content should follow the same rules such as having a clear outline, using headings and subheadings, being concise and engaging, and telling a story.

• It is important to write for the audience and personalize the content to make it engaging and relatable.

• David Oberley's guide to writing emphasizes that writing is a talent and requires effort, short sentences, and short paragraphs.

• The guide also recommends checking quotations, editing after writing, and making the point clear to the reader.

• Email subject lines should be short and attention-grabbing, and personalization should focus on benefits rather than features.

• Creating a content strategy is important because most buying decisions happen after consuming content.

• Tofu (top of the funnel) content used to be for people not ready to buy, but now all content should be ready for everyone at any stage of the buying cycle.

• Competitive research and analysis can be helpful, but every organization's content strategy is unique to their goals and offerings.

• Content is personal and an art form that requires effort, but it can lead to action and engagement from the audience.Tips for Creating a Successful Content Strategy

• Keyword research is important for competing in the market and getting content to the right audience.

• Content calendars should be planned in quarterly chunks to remain agile and adaptable to changes in the industry and audience interests.

• Addressing pain points in content creation can increase engagement and provide value to the audience.

• Social media is crucial for content distribution and connecting with potential customers.

• Social media can be used to showcase industry expertise and thought leadership for B2B companies.

• Social media content should be created to be helpful, fun, engaging, and on-trend.

• Using social media only as a distribution channel is a wasted opportunity.

• Being relevant and timely is more important than brand promotion on social media.

• Content resources such as Answer the Public, Canva, and Grammarly can enhance content creation and quality.

• Google's "People Also Ask" section can provide valuable social media content inspiration.

• SEMrush can be used for competitor analysis and identifying gaps in keyword ranking.

• Measuring the ROI of content can be difficult, but engagement metrics can provide insight into the success of content strategies.Insights on Inbound and Outbound Content Marketing, AI Tools, and Creating Vulnerable Content

• Inbound content refers to when a potential customer finds a business, while outbound content refers to businesses seeking potential customers.

• AI tools can be a powerful resource for inspiration and taking a lot of information and turning it into something more digestible or actionable.

• AI tools like Chat GPT are accessible and affordable and can be used for prototyping, developing campaign concepts, and supercharging creativity.

• AI tools can be a skill to learn, and marketers who refuse to learn how to use these tools will see massive job loss.

• Marketing ethics programs are being developed to create a North Star for marketing folks with regards to AI usage.

• There are hundreds, if not thousands, of AI tools, and they all do a wide variety of different things, including generating images, video, and audio.

• Marketers are not going to face massive job loss because of AI, but specifically marketers that refuse to learn how to use these tools.

• AI tools can be used as a resource, but when it turns into the go-to, it can be worrisome for marketing shifting from being robotic.

• Creating vulnerable content is a personal decision, and it's up to individuals to find a balance between personal branding and brand guidelines.

• Personal content should be curated and calculated, and some things are off-limits, such as using kids for content.

• None of us have the choice anymore about being fully offline, and we either dictate the conversation or somebody else does about us.

• Being in control of the narrative and telling the most honest raw truth from personal perspective is better than leaving it up to chance.