During the past few days I have geared up for a keynote presentation I will deliver at the Inbound Marketing Summit in Boston this month. I’ll share best practices about how to align content marketing and social/digital promotion with measurable sales metrics.
My preparations led me to engage a few of my colleagues for their thoughts on the editorial that drive their client programs. Jenna Sindle, a senior member of Strategic Communications Group’s (Strategic) team, shared some particularly relevant insight about the five types of content we typically create for a client:
1. Rapid Response
The rapid response post is a quick-turnaround piece to establish perspective on a key issue. It is typically built off a piece of already published content that has appeared in a respected media or industry publication.
2. News Roundup
The news roundup uses curated content to gain the attention of specific prospects. Strategic gathers four to six pieces of content on a theme that mentions sales targets, partners, etc. and brings them together in a single article.
3. Repurposed Content
This is content that has appeared on another site that we link back to in order to highlight a subject matter expert’s work on another publication and to foster their reputation as an industry thought leader. To respect copyright, we always link to the original site.
4. Subject Matter Expert Interview
This is exclusive content created from an interview with a subject matter expert for their perspective on a timely topic. Content can be formatted in several ways: a written Q&A, a one-on-one podcast, a panel discussion podcast, video interview, etc.
5. Re-engineered Video
It is often possible to repurpose existing video content to extend its use and influence. Keep the newly cut video length between two and three minutes, and, if appropriate, add new insight, commentary, etc.