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The following article was published in our article directory on January 7, 2013.
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The best ways to Produce a Total Material System: Duct Tape Marketing

Article Category: Marketing

Author Name: Justin Harris

As content becomes increasingly essential in the marketing mix, it must handle a raised location in your approach and planning. Using high quality, education based content has actually become an important ingredient in developing understanding, constructing count on, transforming leads, serving consumers and generating recommendations.
I've said this many times over the last few years, however online marketers nowadays have a whole lot in common with publishers and it's time to accept this reality completely.
Today I wish to outline a complete organized technique to developing and executing a content strategy that obtains heavily from the editorial outlook of a publisher while acknowledging the marketing objectives facing most companies.
Material creation and production is possibly the greatest difficulty facing online marketers today and you should take a really prepared and practical technique to getting it all done. Getting up every early morning and choosing exactly what you are visiting compose on your blog does not scale.
A Total Content SystemTM method allows you to prepare, delegate, curate, create, work together, repurpose and typically get far more out of every piece of content you produce. When your system is in place it will construct energy with each passing month and begin to multiply in value to your company.
The Total Content System goes like this:.
Produce a listing of month-to-month Foundational Content Themes.
Establish your Content Delivery Platform.
Incorporate your content with Core Business Objectives.
(You could additionally hear a 13 min audio overview of this topic above).
Foundational Content Themes.
Either with your very own understanding or using a keyword device like Google Keyword Tool or Wordtracker, establish a list of core content topics and designate one to each month for the next 12 months.
Each style should be a considerable subject associated with your company or market and represent a vital keyword search term. It might be valuable to consider it like a publication. Each month might represent a chapter in what will ultimately comprise an important body of work by the end of this year.
You can additionally designate terms that you know you would like to rank greater for, however presently have little or no material that leads individuals online or off to you.
I'll utilize my company as an example to help illustrate this point. My business and design might be considerably different than yours, however examples constantly appear to help fill in the blanks for people.
My editorial themes for 2013:.
January-- Referral Marketing.
February-- Coaching and Consulting.
March-- Sales and Lead Conversion.
April-- Online Integration.
May-- Writing.
June-- Strategic Partners.
July-- Customer Experience.
Aug-- Content Marketing.
Sept-- High Tech, High Touch.
Oct-- Growth Strategies.
Nov-- Analytics and Conversion.
Dec-- Personal Growth.
These are all subjects that I think my area is interested in finding out even more about and that I personally have an interest in developing more content around. (I'm dealing with a sales book and will be heavy into everyday writing on that task in March-- all material has a purpose!).
Develop your Content Delivery Platform.
Now that I have my listing of foundational styles I could arrange my Content Delivery Platform components appropriately. Again, this is my design, however many of these aspects work for any kind of business and ought to be thought about in your company.
Newsletter-- I put out a weekly e-mail newsletter. I will include themed material to each issue either through a few of my own writing or by discovering other individuals's content connected to the style and highlighting it.
Post-- I write a day-to-day article and could set up a post related to the style on a regular basis. This still offers me lots of room on topics but helps me focus both from a material and SEO standpoint.
Guest posts-- We currently run one guest post a week and utilize our monthly style to recommend topics to possible guests. (If you would like to send a visitor post see the themes above for support and send your idea here.).
Podcast visitors-- I produce a regular audio podcast and the month-to-month theme truly offers me guidance in lining up topic specialists well in advance.
PR Pitches-- We utilize our themes to promote pitches and tales to the media.
Sponsored pitches-- We receive invites to compose recruited content and conduct sponsored webinars and utilize our style to guide these pitches. We also communicate to organizations that may have an unique interest in a certain month's theme with sponsor possibilities.
Webinars-- Since we are producing all this rich, topic specific content we host regular monthly online seminars to deliver the material in a new type.
eBook-- People truly seem to enjoy eBooks and they are an essential element in our list building efforts. The majority of themes lend themselves nicely to an eBook compilation.
Curate a Scoop. it subject-- As we are doing the research and preparing all the concepts for our own content, we bookmark loads of other individuals's content, books, specialists, tools and so forth related to our theme and save the whole collection as a curated topic on Scoop. it. This permits us to attract much more readers and develops a good collection to draw from.
Develop a content bundle-- The final action is to take all of this content from each month and create a membership or neighborhood offering that would permit individuals curious about the regular monthly subject to access the entire bundle in one neat resource. Among the things I've uncovered over the years is that while a lot content is available and free of cost, people will pay for content that is packaged and provided in the method they want it. Figure that piece out and you'll truly make your content efforts pay straight.
Integrate your material with Core Business Objectives.
Okay, so now you've got your styles plotted out and you've got a plan for creating, aggregating all way and filtering system and form of content into your dispatch system. It's time map your content strategy to your center company goals.
This step permits you to better comprehend the best ways to get return on your content investment and the amount of you must really invest in producing a particular type or package deal of content.
For example, if among your stated yearly objectives is to dramatically enhance the sale of information items, you would produce material with item production in mind. Or, if one of your specified objectives for the year is to substantially increase your customer listing, you would concentrate on producing, sharing and providing material that attracts e-mail capture, links and strategic partnering.
Among the most important elements of a Total Content System strategy is that it alters the lens you utilize to view all the information that comes at you all day. When you know exactly what you style is this month and next month all of a sudden books, conversations, posts and tools take on new meaning and seem to somehow organize themselves for the advantage of your continuous, long-term approach.

Each style ought to be a considerable subject related to your company or industry and represent a crucial keyword search term. This allows us to bring in even more readers and produces a nice library to draw from.
Create a content package deal-- The final step is to take all of this content from each month and produce a membership or area providing that would enable people interested in the month-to-month subject to access the whole package in one tidy resource. One of the things I've found over the years is that while so much material is offered and free of cost, people will pay for content that is packaged and delivered in the way they desire it. Figure that piece out and you'll really make your content efforts pay straight.

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