Posted to Volacci's blog on March 27th, 2013

Creating "quick content" and automating your marketing (instead of living life lead to lead)

Instead of scrambling to put together white papers, webinars, podcasts and videos one at a time, what if you took a step back, made a plan and distributed these digital assets strategically?

Instead of living your marketing/sales life lead to lead, what if you were able to build up a long list of qualified leads using nothing but a few pieces of content, a schedule and an automated system?

You can probably guess what I’m going to say next: YOU CAN!

In my years of digital marketing, I’ve seen company after company fight the uphill battle of creating a content schedule, assigning content to busy employees and failing miserably.

I have a few tips that will help you take your content strategy by the horns and make a giant, juicy, lead-generating ribeye steak out of it (sorry, vegetarians).

1. Compile past blog posts, articles and newsletters into an informative white paper about whatever it is you do. There is no need to spend months crafting the perfect white paper, sinking thousands of dollars worth of time into generating content that you already have in hand. Take old content, update it, compile it and put it into an aesthetically pleasing PDF white paper.

2. Build your makeshift video and audio studio so you can walk in and create a video or podcast in 10 minutes or less. iPhone + decent microphone + whiteboard = quick video or podcast. Don’t spend your time setting up, breaking down, writing scripts, wishing you were dead. Simply walk in, hit record and start talking. Here’s a quick video we did about quick videos, ironically enough.

3. Turn one piece of content into three. So you’ve written a post for your blog. In your current world, that would be the end of it. But I’m telling you to turn it into several pieces of content. Make a quick video and podcast that reiterates what your blog post says. No prep time needed because you already have the information you need to get it done. You now have three pieces of content to distribute.

4. Automate the distribution of your digital content. Instead of putting content on your website for download and waiting for Joe Schmoe to come to you and download it, start an automated marketing campaign. When someone fills out a webform, program your platform to add them to an email list and send a download link to the quick content you’ve created to inform and educate. A day, week, month later (depending on the length of your sales process), have your platform auto-send another piece of content. Keep them engaged and coming back until their lead scoring reflects that they’re ready to be approached by your sales team.

All you have to do is set it up and watch it rake in the leads.

Look, Mom, no hands!

Do you have a marketing automation platform? Which one? How do you like it? We would love to hear your thoughts.