BTS
4 min read

BTS

Yo! Welcome to the next episode of The Content Strategy Reeder where 6,443 creators get better at content strategy and creation in 5 minutes or less.

The Content Strategy Reeder is sponsored by Alyce. 

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That’s why Alyce created the Outbound Love Playbook.

Warning! You should only read it if you want to…

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  • Build customer relationships stronger than Hulk Hogan in his prime
    Ready to turn your marketing efforts into meaningful relationships (and revenue)? Grab your free copy here.

Yo! Welcome to the next episode of The Content Strategy Reeder where 6,446 creators get better at content strategy and creation in 5 minutes or less.


Behind-the-scenes content is my all-time favorite.

It’s irresistible because it provides access to details that we couldn't get otherwise.

We love the unscripted, impromptu, candid moments and conversations. It makes us feel like insiders.

I plan on bringing this concept into my work in the future, and thought today would be the perfect opportunity to take you behind the scenes of a recent conversation.

Last week I was invited to do a casual Q/A-style session with the senior marketing leadership team at Bazaarvoice from a client and friend who leads their demand gen team.

She sent me her favorite takeaways afterwards, so thought you might enjoy them too. I wrote brief summaries of each for brevity because who has time for wordiness on Saturday morning?

Let’s ride.

How did you go about building an audience?

We picked LinkedIn simply because that's where sales people spend their time, and our goal was simple: Become the most valuable resource for sales people on the internet.

As a marketer, I know that this strategy will directly and indirectly grow revenue.

But I knew that winning over an audience requires building trust at scale. That’s why our goal was really more like a mission.

We decided to make follower count our north star, but that’s a metric, not a goal.

When you prioritize your Reader, your decisions lean towards quality because they’re your “client”.

When you prioritize a dashboard, your decisions lean away from quality and towards volume.

In the hunt for hitting numbers, marketers often forget the people on the other side doing the clicking.

What are your thoughts on gating content?

In my opinion, too many people spend time arguing if you should gate it or not, and not enough time asking, Is this content good enough to pay for?

That’s the standard you should be striving for — not just is it good enough to earn an email address, but would people think “Wow I would’ve paid for this” after reading it.

Of course, your audience doesn’t have to actually pay for your content financially, but it’s a solid operating principle to guide your decision making.

And put simply, I gate content because email addresses are extremely valuable — if you treat them right and know how to convert them. They can fuel your content strategy and create a ton of pipeline.

I use gated content in two ways:

  1. Included as a CTA in an ungated blog post
  2. “Premium” top of funnel & thought leadership content that lives on our website

My rule of thumb is NEVER gate product marketing or content explaining what your product does. We’d be so lucky as to have someone care enough to spend time learning about our solution — don’t add a barrier by gating it.

How do you go about repurposing content?

I have a couple content waterfalls I use to take long form content and get more mileage from it.

When building a waterfall, you have two options for reusing content:

Repurposing is when you transfer to a new format, like taking a podcast and turning it into a written blog.

Rule of thumb: if you said it, write it; if you wrote it, say it.

Recycling is when you transform content to create something new, like taking a keynote snippet and using it to inspire a LinkedIn post.

(FWIW, these terms are used interchangeably all the time, which is totally fine. I do it too. I defining here so you can better “see” your options.)

Your goal is to increase the ROI of your effort to get the maximum result. Use content waterfalls as a means to scale.


I hope you enjoyed this little BTS action (behind-the scenes, that is, not BTS the Korean boy band.)

As I'm wrapping this up, it seems like the next logical step is to break down a content waterfall framework as our next topic... what do you think?

Reply "yes" and I'll cover that in next week's episode.

Holler at you next Saturday,
Devin

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Digital resources for creating prolific content

  1. You can catch up on previous newsletters here (scroll down to ‘Here’s what you missed’)
  2. Follow me on LinkedIn & Twitter for edu-taining content on writing, sales, and marketing tacticsCheck out my video course
  3. Content Strategy for LinkedIn if you want to elevate your LinkedIn personal brand. Be sure to use discount code “CSR” for 22% off