Yo! Welcome to the next episode of The Content Strategy Reeder where 2,3013 subscribers spend five minutes every week getting better at content creation and strategy.
It was a busy year for the Content team at Gong.
Along with doubling the team, we executed and supported over 100 campaigns.
My team owns organic channels like email, social, podcast, SEO, plus we support digital, ABM, product marketing, and customer marketing in numerous ways.
When you create that much content across multiple channels for varying audiences, you A LOT about what works and what doesn’t.
That’s why today I’m going to share 10 learnings from those 100+ campaigns — so you can fast track your success and sprint towards your 2022 goals.
You'll notice these are also posts from CSR. That's because I'm constantly sharing my playbook as it evolves.
Ok, here we go:
- If you want to break through the noice, create content that’s insightful, relevant, and actionable. This is how you ensure your content is engaging and shareable.
- Tactical content is highly underrated — but wildly effective. While people are busy worrying about “strategic thought leadership”, steal the show by teaching your audience how to do something they care about (like making their job easier).
- If you want to consistently create high quality content, learn how to get into your “zone.” It’s important to understand how to spark new ideas and identify what gets your creative juices flowing so you have a process you can rely on to create. Walking, intense exercising, focus music, are all helpful.
- There’s no such thing as personalization at scale. There’s no short cut for winning over your audience. If you’re in sales, take the time to understand your prospect before reaching out. If you’re in marketing, take the time to understand your audience before creating content. Insanely similar, I know!
- When promoting your content, give value. Remember, when promoting your content, don’t create movie posters – create movie trailers. Giving away value upfront will entice your reader to click to consume more.
- Examples sell. And the best examples are simple truths that use simple words. You don't need to brag or exaggerate to convey value. Instead, use plain language that taps into your reader's emotions and desired outcomes.
- The best content strategies are cohesive. That starts with understanding the difference between strategies and tactics. To get tactical for a second, that means your messaging is clear, your brand tone is consistent, and every decision you make brings you closer to your strategic goals.
- Prioritize high impact, short term projects when getting started. As you make your 2022 goals and plans, keep this in mind, and split your quarterly projects 75/25, short term vs long term wins.
- You subject line has to grab attention Your email is useless if it’s not read. That means priority #1 is your subject line. Two tips for unignorable subject lines: Use the “mystery” or “tactical” approach.
- Your audience is the most important thing. If you only remember one thing from this entire newsletter, let it be this: your reader always comes first. Always give value and put the reader first and you’ll rapidly build trust (and that will build your audience).
Alright, that’s a wrap!
I genuinely hope these insights will help guide you as you continue on your content journey.
And more importantly, I hope that during the holiday season you give yourself the chance to rest, decompress, and reflect on all the progress you've made up until this moment.
It's tempting to get caught up in attaining your goals and get consumed by the destination.
But building is the truly the best part, and the ride itself is the real reward.
To quote J. Cole, "Don't rob yourself of the journey."
Holler at you next year*,
*Cheesy dad joke, I know. Couldn't resist.
Did you get value from this post? If so, you’d make me shout “Give me the hot sauce, Zach Levine!” if you shared it with your friends or on LinkedIn (it's a good thing, I promise). Here’s an example from AJ Alonzo for inspiration.