the content clone wars: a battle strategy for battling crap with format

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THE content clone wars A BATTLE STRATEGY FOR COMBATTING CRAP WITH FORMAT

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Page 1: The Content Clone Wars: A Battle Strategy for Battling Crap with Format

THE content

clone wars A BATTLE STRATEGY FOR

COMBATTING CRAP WITH FORMAT

Page 2: The Content Clone Wars: A Battle Strategy for Battling Crap with Format

By Anum Hu!ain @anum

Growth marketer at HubSpot.

Marketing director at MIST.

Ravenclaw at Hogwarts.

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When I think of 2013,

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I remember it as the year “content marketing” skyrocketed.

2005 2007 2009 2011 2013

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And how did marketers react?

2005 2007 2009 2011 2013

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By launching a blog.

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And re-packing that same content in every way possible.

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But there’s a core difference between re-packaging content ...

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And copy-pasting the same exact content onto different platforms.

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This content cloning fuels quantity, not quality.

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This results in content saturation.

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This results in content clu"er.

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This results in content crap.

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Here’s my content philosophy:

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You need to understand how to

present

content in different formats.

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I’m tired of repeating:

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That’s not an ebook – that’s a

blog post.

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That would be better consumed

on SlideShare than video.

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That could be a social image

instead of a whole graphic.

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So let’s explore 7 content formats you can employ in your marketing today.

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And understand how to

present

that content ...

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... so it’s not cloning the same exact copy ...

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... but instead catering to each content platform.

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1 Ebooks.

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THE TOP GOAL for content marketing campaigns this year is lead generation. Source: eMarketer

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THE TOP GOAL for content marketing campaigns this year is lead generation. Source: eMarketer

EBOOKS ARE CREATED FOR

THIS LEAD GEN PURPOSE.

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Ebooks allow you to:

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Ebooks allow you to:

!   Provide in-depth expertise on a topic.

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Ebooks allow you to:

!   Provide in-depth expertise on a topic.

!   Pair visual and text experiences.

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Ebooks allow you to:

!   Provide in-depth expertise on a topic.

!   Pair visual and text experiences.

!   Educate how to accomplish [TOPIC] effectively.

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An ebook is not a blog post forma"ed into a PDF.

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An ebook is not a SlideShare behind a form.

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An ebook is not a a bunch of links to other content.

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Example In-Action

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Example In-Action

This is a blog post.

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Example In-Action

This is a blog post.

Adding extra visuals to this does not make it an ebook.

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Example In-Action

This is a blog post. But if you add a worksheet ...

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Example In-Action

This is a blog post. But if you add a worksheet ...

And examples ...

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Example In-Action

This is a blog post. But if you add a worksheet.

And examples.

YOU HAVE AN EBOOK!

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Start producing an ebook with any of these five free templates.

TRY THIS FORMAT NOW

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2Infographics.

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PUBLISHERS who feature infographics grow traffic 12% faster than those who don’t. Source: AnsonAlex

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Infographics allow you to:

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Infographics allow you to:

!   Visualize data.

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Infographics allow you to:

!   Visualize data.

!   Present content in “visual bullet” form.

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Infographics allow you to:

!   Visualize data.

!   Present content in “visual bullet” form.

!   Package complex ideas in simple illustration.

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An infographic is not a a blog post in visual form.

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An infographic is not a few stats exa)erated with pictures.

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An infographic is not a gated marketing offer.

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Example In-Action

Page 53: The Content Clone Wars: A Battle Strategy for Battling Crap with Format

Example In-Action

This is a blog post.

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Example In-Action

Pasting the text from all five steps it into PhotoShop with pictures doesn’t make it an infographic.

This is a blog post.

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Example In-Action

This is a blog post.

But if you condense each step to 1-3 sentences ...

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Example In-Action

This is a blog post.

But if you condense each step to 1-3 sentences ...

.. and add simple visuals ...

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Example In-Action

This is a blog post.

But if you condense each step to 1-3 sentences ...

.. and add simple visuals ...

YOU HAVE AN INFOGRAPHIC!

(It looks better

when you embed in a blog post or

upload to SlideShare).

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Start crafting one today with any of these five free templates.

TRY THIS FORMAT NOW

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3Press Release.

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PRESS RELEASES are viewed, on average, about 275 times during the week. Source: Dan Zarrella

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Press releases allow you to:

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Press releases allow you to:

!   Discuss your product or service.

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Press releases allow you to:

!   Discuss your product or service.

!   Share company news.

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Press releases allow you to:

!   Discuss your product or service.

!   Share company news.

!   Provide media outlets with necessary context.

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A press release is not a laundry list of facts.

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A press release is not a keyword-stuffed advertisement.

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A press release is not a file of a+ the awesome things you’ve done.

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Example In-Action

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Example In-Action

This is a product page.

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Example In-Action

This is a product page.

Using the same in-depth copy in a document makes a product pitch, not a press release.

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Example In-Action

This is a product page.

But write it with the value prop first ...

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Example In-Action

This is a product page.

But write it with the value prop first ...

... and add an influencer quote ...

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Example In-Action

This is a product page.

But write it with the value prop first ...

... and add an influencer quote ...

YOU HAVE A PRESS RELEASE!

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Start writing one the right way with this free template.

TRY THIS FORMAT NOW

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4 Blog Posts.

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COMPANIES THAT BLOG have 97% more inbound leads than those who don’t. Source: Ignite Spot

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Blog posts allow you to:

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Blog posts allow you to:

!   Curate lists of information.

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Blog posts allow you to:

!   Curate lists of information.

! Newsjack a story for quick traffic.

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Blog posts allow you to:

!   Curate lists of information.

! Newsjack a story for quick traffic.

!   Embed other types of content for distribution.

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A blog post is not a spamming of product information.

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A blog post is not a rant of random thoughts.

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A blog post is not a keyword-stuffed, link-building piece.

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Example In-Action

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Example In-Action

This is a unique statistic.

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Example In-Action

Publishing this in a blog post as is provides limited value.

This is a unique statistic.

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Example In-Action

But by adding context ...

This is a unique statistic.

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Example In-Action

This is a unique statistic.

But by adding context ... ... and visual examples ...

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Example In-Action

This is a unique statistic.

But adding context ... And visual examples ...

YOU HAVE A BLOG POST!

Page 90: The Content Clone Wars: A Battle Strategy for Battling Crap with Format

Start writing one today with any of these five free templates.

TRY THIS FORMAT NOW

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5 SlideShare Presentations.

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60 MILLION unique visitors visit SlideShare every month. Source: SlideShare

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60 MILLION unique visitors visit SlideShare every month. Source: SlideShare

YOU’RE LOOKING AT ONE RIGHT

NOW.

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SlideShares allow you to:

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SlideShares allow you to:

!   Tell visual, shareable stories.

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SlideShares allow you to:

!   Tell visual, shareable stories.

!   Cut your thoughts into bite-size bits.

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SlideShares allow you to:

!   Tell visual, shareable stories.

!   Cut your thoughts into bite-size bits.

!   Adapt presentations into stories.

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A SlideShare is not a platform for re-uploading eb,ks.

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A SlideShare is not a live presentation in slide form.

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A SlideShare is not a sales pitch with no storyline.

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Example In-Action

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Example In-Action

This is an ebook.

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Example In-Action

This is an ebook.

Uploading it to SlideShare makes it hard to read and reduces the number of leads it can generate.

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Example In-Action

This is an ebook.

But if you excerpt one section ...

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Example In-Action

This is an ebook.

But if you excerpt one section ...

And visualize the tips ...

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Example In-Action

This is an ebook.

But if you excerpt one section ...

And visualize the tips ...

YOU HAVE A SLIDESHARE WITH A CTA FOR MORE.

Page 107: The Content Clone Wars: A Battle Strategy for Battling Crap with Format

Start creating one today with this free template.

TRY THIS FORMAT NOW

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6Social Images.

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PHOTOS generate 53% more likes than the average post on Facebook. Source: HubSpot

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PHOTOS generate 53% more likes than the average post on Facebook. Source: HubSpot

AND 55% MORE LEADS ON TWITTER.

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Social images allow you to:

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Social images allow you to:

!   Promote components of a blog post or ebook in one bite.

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Social images allow you to:

!   Promote components of a blog post or ebook in one bite.

!   Highlight a quick stat or concept in visual form.

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Social images allow you to:

!   Promote components of a blog post or ebook in one bite.

!   Highlight a quick stat or concept in visual form.

!   Entertain your audience.

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A social image is not a lengthy quote that is hard to read.

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A social image is not a meme that links to a landing page.

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A social image is not a whole infographic stuffed into a tw-t.

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Example In-Action

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Example In-Action

This is an image on a landing page.

Posting it as is to social media falsely implies you can download

by clicking the image.

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Example In-Action

This is an image on a landing page.

But provide a short URL destination ...

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Example In-Action

This is an image on a landing page.

But provide a short URL destination ... ... and add a

unique visual ...

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Example In-Action

This is an image on a landing page.

But provide a short URL destination ... ... and add a

unique visual ...

YOU HAVE A SOCIAL IMAGE!

Page 123: The Content Clone Wars: A Battle Strategy for Battling Crap with Format

Start creating social images with any of these 17 free templates.

TRY THIS FORMAT NOW

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7 Video.

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POSTS WITH VIDEOS attract three times more inbound links than plain text posts. Source: MOZ

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Videos allow you to:

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Videos allow you to: !   Entertain your audience.

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Videos allow you to: !   Entertain your audience.

!   Walk through examples with voiceover screencasts.

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A video is not a way to go viral on YouTube.

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A video is not a way to market with your quirky cat.

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A video is not an o.ortunity to talk endle!ly.

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Example In-Action

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Example In-Action

This is a step-by-step blog post.

Recording the text word-for-word over images doesn’t produce a helpful video.

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Example In-Action

This is a step-by-step blog post.

But if you screen record the entire process ...

Page 135: The Content Clone Wars: A Battle Strategy for Battling Crap with Format

Example In-Action

This is a step-by-step blog post.

But if you screen record the entire process ...

... and voice record a conversational step-by-step tutorial to pair with the screen

recording ...

Page 136: The Content Clone Wars: A Battle Strategy for Battling Crap with Format

Example In-Action

This is a step-by-step blog post.

But if you screen record the entire process ...

... and voice record a conversational step-by-step tutorial to pair with the screen

recording ...

YOU HAVE A MARKETING VIDEO!

Page 137: The Content Clone Wars: A Battle Strategy for Battling Crap with Format

Start scripting your video with this free template.

TRY THIS FORMAT NOW

Page 138: The Content Clone Wars: A Battle Strategy for Battling Crap with Format

So, to all content creators cloning their

content for exposure ...

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Cut it out.

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Dive/ify your content library.

EBOOK

BLOG

SOCIAL

VIDEO

SLIDES

GRAPHIC

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Please.

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May the resources be with you.

TRY ANY OF THESE 35 TEMPLATES

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Thank you.