How To Make Scrappy Marketing a Habit for Success

This post is the latest in our series on scrappy marketing – an approach can help you achieve better results in less time.

Over the past few weeks, we’ve covered a number of posts on how to put scrappy marketing into place – from brainstorming for ideas through to promoting your webinar after it’s finished.

However, like all good habits, the long-term benefits only come from a consistent approach. So how can you make sure your efforts stick and last over time?

Here are a few ideas you can put into practice to keep results high.

Make Every Webinar Always-On

There are a lot of ways to get the most of your after it’s gone live.

While old webinars can be passed off as brand new, before even doing this you can simply make sure that each webinar you produce is available to access as an always-on session.

The latest stats from ON24’s Webinar Benchmarks Report show that more than one-third (36 percent) of attendees only watch always-on sessions, with the majority of this group signing up a week after the webinar ends.

With many people working either non-standard hours or across time zones, the timing of a live webinar will never work for absolutely everyone. By making sure that each webinar is available as an always-on session, you can encourage both viewers to binge-watch your webinars and provide a place to experiment with scrappy approaches to driving always-on sign-ups.

Build in Reminders and Routines

Previously we covered how you can make your marketing team more agile, getting them to buy into the scrappy mindset. Following those steps will help remove barriers to productivity, get them to experiment and work at speed.

However, keeping this up requires habits and processes. Productivity guru James Clear mentions that habits (whether good or bad) typically follow the same process – a cue triggers a desire to take action, which leads to a response and a reward.

As such, you should look at what cues and reminders you can set up as triggers for routines. As an example:

  • On a certain day of the week, you publish content covering a particular theme.
  • When a blog article is published, your team members promote it on social media.
  • When a webinar is scheduled, your sales team gets notified so they can send it to prospects.

The reward in each case should be tied to your goals – but you may also wish to incentivize your team to drive further success.

Take Advantage of Reusable, Repeatable Formats

There will inevitably be days when members of your team aren’t feeling as productive as they would like or have a lot of other priorities depleting their mental energy.

Trying to reinvent the wheel each time will simply lead to reduced performance. Instead, you should look at what reusable and repeatable formats you can run that follow a given formula. The formula should be structured enough that it requires minimal effort to put things into place.

Furthermore, if you schedule these reusable formats, it makes planning your demand generation and marketing activity (and predicting results) far easier, leaving you with more time to experiment on different approaches.

While running webinars initially may take more time than other marketing approaches such as sending out an email newsletter or posting something on social media, there are also webinar formats that are quick to run – such as panel sessions, demos and interviews.

But an important point – make sure to experiment within these regular formats. Always be looking for interesting ways to liven them up or novel approaches to generate better results.

Make Scrappy Marketing Part of Your Identity

Once you are doing scrappy marketing regularly, it should become part of the way you generate results for your business. But there’s always the risk that outside pressures might make you revert to old ways.

As marketing is always evolving, failing to experiment and try things out – particularly with limited resources – will eventually make you less effective.

Being proud to be a scrappy marketer will help you maintain that curious and energetic edge that will give you a lead over others. When things inevitably change, your scrappy mindset will help you make the most of the situation, reaping rewards when others fail.

How ON24 Does Webinar Registration Without the Forms

This past month, we tested a new registration process for our Webinar Best Practices Series. Instead of filling out a cumbersome form, users simply click a button to add the webinar to their calendar, and voilà, they are registered. This simplified process lowers the barrier to registration and, so far, has led to an uplift in our numbers. After a few requests for an explanation of how it works we decided it was time to share it with our fellow webinerds!

How it works

The mechanics are simple. Note that, while we are using Marketo to accomplish this, it should also be possible with other automation platforms.

The first thing we did was create a simple landing page with buttons to add the webinar to the user’s calendar. We marked the page with both noidex and nofollow so search engines can’t find it. We’ll explain why soon.

ON24’s integration with Marketo means we can use any action to trigger a webinar registration flow. Generally we wait for a form-fill, but, in this case, what we’re looking for is a click on either of two particular landing page links.

The information in the calendar invites is stored as query strings at the end of the links, so make sure you strip everything after (and including) the question mark off of the end of the link.

After we set up the trigger, all we have to do is add our standard registration flow steps to the smart campaign. Once that’s done, we’re ready for the races.

Things to consider

This process does have two major limitations to consider:

  1. This only works for people who have your Marketo cookie. To combat this, we only included in email sends from Marketo and we made sure that page was not findable on Google.
  2. The process doesn’t work if people forward the email. Depending on your audience, this could be a big problem. So far, it hasn’t been for us, but we are still in the testing phase.

Next Week On Webinar Best Practices Series: How to Drive On-Demand Results

Appointments are a pain. You gotta find a date, time and location and make your way to the appointed place at the appointed time — and pray traffic cooperates. Fortunately, today, we can make on-demand appointments, making it easier for audiences to attend.

But what if we could make an appointment or meeting take place at any time, anywhere? Well, with an on-demand webinar program, you can. On-demand webinars — or always-on webinars as we like to call them — allow attendees to consume webinar content on their own time and to whatever capacity they wish. It’s “Netflix-style” approach to webinars and we’re going to show you how you can make your own program next week on May 14 during our next Webinar Best Practice Series event.

Discover the on-demand webinar basics with these links:

Always-on webinars are a critical element in any webinar program. In fact, according to the ON24 Webinar Benchmarks Report for 2019, more than a third of all attendees did so as on-demand attendees. For demand generation marketers, that alone should be a clear signal that their always-on house needs to be in order.

But always-on webinars demand a different approach to their live counterparts. Polls need configuring, clips need to be made and the webinars themselves need to be easy to find and access. So can you manage it all?

Well, first, you should register for next Tuesday’s event, “On-Demand Strategies.” Why? Well, Mark Bornstein, Chief Webinerd at ON24, will discuss the elements of always-on — including hubs, always-on promotion and how to integrate with demand generation — at length. But in the meantime, there are three tips you should know:

Tip 1: Have a post-webinar plan in place

Every great webinar has a plan. There’s a speaker (or speakers), a promotional strategy and talking points. But the always-on aspect always seems to be forgotten. Don’t forget it. Write out your current webinar process as accurately as you can, right up to when the event goes live. Then, jot down how you’d execute a post-live event strategy — from promotion to updated polls and more.

With the basics of an always-on strategy in place, you can quickly modify and iterate on your webinar process until the on-demand aspect becomes a natural part of your webinar workflow.

Tip 2: Centralize your content

Always-on webinars should be easy to find and easy to navigate. Often, this means having an on-demand hub. Hubs bring all of your webinars into a central location and allow your audience to binge on the webinars that interest them for as long as they want.

Keep in mind that different audiences need to find content relevant to them. Sometimes, having a targeted page can help expedite their search, boost your content and make quality engagements happen faster.  ON24 Target, for example, lets you create personalized webinar hubs that are highly-relevant to an industry or, even, an account.

Tip 3: Analyze On-Demand Results Regularly

Now for the fun part: analysis. On-demand webinars can provide you with a wealth of data that can you refine your program, boost engaging content and create even more engagement opportunities. Build out some time, maybe once a month or quarter, to go through your always-on results to see where your audiences are engaging and why.

Doing so can also help you understand who’s interacting with your on-demand program — giving you the data you need to refine and re-target as needed. For example, Twilio found its on-demand webinars are a top driver for Marketing Qualified Leads, allowing them to use MQLs as a benchmark for always-on webinar effectiveness and engagement.

There’s a lot to learn about always-on webinars. Tune in next Tuesday, May 14, at 11 a.m. PDT (2 p.m. EDT) as Mark Bornstein teaches you how to build, analyze and promote an on-demand webinar program from scratch.

How to Market Your Webinar After It’s Finished

This post is the latest in our series on scrappy marketing – an approach can help you achieve better results in less time.

Let’s say you just ran a webinar, and it was great. Your speakers knocked it out of the park, the discussion was lively and informative, and your audience asked some inspired questions. What now? Do you just shelve the project and move on? After all that work?

The lifecycle of a webinar doesn’t have to end with its broadcast date. In this post, we’ll suggest scrappy ways of extending the life of your latest webinar by six months and beyond by making it into an on-demand webinar.

Up to 48 hours

After the stream is stopped, the panel has been thanked, and the mics are packed away, the first thing you need to do is send out a link to the recording of the webinar – not just to those who attended, but to anyone who registered who may not have shown.

Don’t worry about those streaming your webinar having a lesser experience – most interactive tools, such as chat, polls and CTAs – will still work on an on-demand webinar. Your on-demand viewers will still get answers to their questions, they just won’t be in real time.

One week

Even though the webinar is over, it’s important to keep promoting it, and social is a great way to keep the momentum going. Post links to your webinar with the call to action ‘Watch now’ along with some eye-catching imagery on Facebook, LinkedIn and Twitter. It’s fine to keep it informal – that’s what we expect on social media.

Change up the message by drawing out different topics of the webinar and giving these their own social campaigns – say, SEO this week, paid search next week – so it doesn’t go stale, and that you can capture different audiences.

Six months… and beyond

Even when the webinar is well and truly in its long tail stage of popularity, you can continue to put it to work by making sure it’s always on. In fact, you can continue to promote the webinar by creating the following pieces of content that can point back to the on-demand webinar. Some ideas include:

  • Tweets: Was there an interesting poll result during the webinar? Tweet it out with a link to the webinar page.
  • Blogs: Write a blog post, perhaps a round-up of what was discussed in the webinar, or a series of blogs, each based around one of the webinar’s themes. Drop a link to the webinar in the sidebar.
  • Slides: If you have permission, post the webinar slides on SlideShare to reach a larger audience.
  • White paper: A longer piece of content, this could draw and expand on the themes raised in the webinar. Keep it relatively short.
  • Infographic: This could sum up everything that the webinar covered on a single screen. If you don’t have a design team, hire a freelancer to create this for you.
  • Put it in other webinars: Use the resources section of your webinar platform to link back to previous sessions. By doing so, you can encourage the type of ‘webinar bingeing’ that makes it easier for your audience to further their buyer journey.
  • Syndicate on other sites: To get new leads from a new audience, try syndicating your webinars on third-party sites and publishers. One bonus is that if you’re using a performance-based model for syndication, you’ll only pay for the leads that sign up.

Finally, as the original air date of the webinar draws further away, you might start to consider running it again as a simulive event, say, after about six months. This will allow you to reach a different audience and build on the insights offered by the webinar on its first airing.

To find out more about how you can make your webinars deliver results for longer, check out our guide on the Keys to Building an On-Demand Webinar Strategy.

How To Build an Improvised Webinar Studio

This post is the latest in our series on scrappy marketing – an approach can help you achieve better results in less time.

Webinars can be run using potentially very little equipment, potentially with no more than a computer with a microphone or even just a phone dial-in for guests.

If you’re new to using webinars, there’s plenty of information on how to host webinars on our Webinar Best Practices series which will help you get started.

But if you’re looking to ramp up the number of webinars you hold, want to lift the experience for attendees, or want to save yourself time when it comes to setting them up, building an improvised webinar studio can help you become more effective even with a scrappy marketing budget.

Such an approach has been taken by car sales site AutoTrader, as the team looked to replace in-person meetings with live webinars. As described by AutoTrader’s insight director (which you can hear about on-demand), their path to running webinars took an incremental approach, starting by adding just a cheap webcam to their sessions, before eventually investing in a dedicated studio with top-notch hardware.

So what are the steps to help putting a basic studio in place? Below are a few suggestions that you can action.

Find a quiet room to commandeer

To help set up an improvised studio, look around to see if there is a spare room you can set up to help run these sessions. This will allow you to leave any decorations or equipment you have in one place, saving you valuable time as you prepare each session. For wherever you choose, make sure it’s quiet enough that your attendees won’t have to hear any background noise.

If you can’t get exclusive use of such a room, look at ways you can store any hardware or decorations in there. Get a small cabinet (ideally with a lock and key) so you can quickly bring out what you need.

Get a wired connection in place

In busy offices, wifi can frequently drop out, leaving your audience with a potentially sub-par experience.

Look to ensure there is a wired connection available in any room you choose. If there are any ports free on the wall, check that they work, as you may have to ask IT or building services to activate them.

A wired connection will give you the fastest and most stable speeds, minimizing the risk of any mishaps that could happen during a session.

Make a ‘Do Not Disturb’ sign

Whether or not you’ve repurposed a room, you don’t want anyone walking in while you’re running a session.

Make sure you have a sign that you can put on the front of your door to make sure no one walks in unannounced. It doesn’t need to be fancy – even a simple piece of paper will do the job.

Get a dedicated camera – or at least raise your laptop

The latest Webinar Benchmarks Report showed that the use of video is up among marketers. It’s proven to increase engagement and help you form a stronger connection with your audience.

Getting a separate camera can help you deliver video that is better than that of a laptop’s webcam. Even with a cheap model, a camera can be set at a level that means you’re not hunched over and looking down at a screen, which might be the case if you’re relying on a laptop.

If you can’t get a webcam, try putting the laptop you’re using on a stand to bring it closer to eye level. At the very least, it will avoid the likelihood of making it look like you have a double chin.

Decorate on the cheap

If you’re going to appear on camera, it makes sense for where you present to look as good as it can. But it doesn’t need to be expensive.

If you have any pop-up banners that you use at tradeshows, these can act as a good looking backdrop to any session. Likewise, any other subtle decorations such as pot plants or side tables can liven up what otherwise might be meeting room that isn’t the most photogenic.

If you have a television screen on the wall, this can also help improve visuals. You don’t even need to put any slides on it – just a logo might help lift the visuals in your session.

Improve the lighting

Once you’ve got a basic set up in place, you may wish to improve the lighting to further lift the quality of your sessions.

There are a wide range of lighting solutions now available that are surprisingly low cost. LEDs and softboxes range from the basic to professional levels.

If you are looking for an even scrappier approach, try adding greaseproof paper to desklamps to add diffuse lighting.

Get better sound with dedicated microphones

Almost any microphone – even those on most laptops – will sound better than using a low bitrate phone line. But if you’re not very close, it can pay dividends to get a dedicated microphone.

Many types are available at a wide range of price points. From USB microphones used for podcasting, to lavalier mics that you can wear, to boom mics that are either standalone or attached to a camera, all can help improve the sound quality and lead to a more engaging session.

Experiment and improve

Whatever you start with when building an improvised webinar studio, don’t worry about starting small. Running webinars frequently will help you figure out what works and what doesn’t, and allow you to make gradual improvements that lead to becoming a webimaster.

For more ideas, check out our on-demand session on How to Engage Your Webinars With Video.

4 Quick and Easy Webinar Formats You Can Use Right Now

This post is the latest in our series on scrappy marketing – an approach can help you achieve better results in less time.

The webinar’s primary purpose is to convey useful information to the viewer. If done well, it’s a format that can do wonders for engaging customers, but stick with the same formula and you run the risk of switching them off completely.

However, some types of webinar can take a lot of time to produce – particularly if you’re still learning the best practices. But if you’re looking to take a scrappy approach to your marketing, you want to drive results quickly. So what formats work well and require less effort than others?

Here are four webinar formats you can quickly pull together to start getting results quickly.

Run a panel discussion

What it is: A discussion among about three subject experts, moderated by the presenter.

How to do it: Find a few favorite contacts who are reliable, knowledgeable and great at communicating. They might be clients of the company or industry experts. The presenter, although moderating the discussion, should also be well-versed in discussion topics so that they can guide discussion, and think of different angles on the fly.

The discussion will be more lively and could yield more interesting insights, including offering several different approaches to a single problem, if the panelists have differing opinions. A diverse panel will make for a greater depth of discussion and have broader appeal.

Before going live, create a list of discussion topics to keep things moving and on track. Let the panel know in advance so they can prepare for the questions you’ll be asking.

For more information, read our tips for running better panel webinars.

Schedule a product demo

What it is: A look at how certain features of your product work, presented by an expert.

If your customers have a common problem that can be solved by your product, a product demo could show them how to solve that problem, while showcasing your product to a clutch of new potential customers.

How to do it: Base the webinar around a particular, concrete, problem that the solution can help users solve, rather than giving a whistlestop tour of the product, which might come off as a pitch. This approach will also help the webinar sell itself, as offer of how to solve a problem is a far more compelling proposition than a generic tour. The approach may also alert potential customers to problems they might not even know they had.

Find someone on your team who knows the product back to front, can clearly communicate complicated concepts and who won’t be thrown by unexpected questions from the audience.

ON24’s Mark Bornstein terms these sessions ‘The Deminar‘. Taking this approach allows you to have a conversation as you present, and therefore act as great bottom-of-funnel webinars.

Webinars like these have great simulive potential – that is, you can run them again and again as live ensuring that new customers also get to see them. And by putting your sales team on Q&A duty, you can have them engage in real-time even when you aren’t actually presenting. For accounting firm Sage, their daily “Coffee Break Demo” sees more than 20 sign-ups a day on average – meaning they generate as many opportunities from this automated session as all their other webinars combined.

Interview Your Boss, a Co-Worker or a Client

What it is: A chat with one of the company’s highest-ranking personnel, such as the CEO or Chief Product Officer, or with one of the company’s clients. Remember, this can be recorded in advance.

How to do it: Recruit a member of your team who is comfortable in front of the camera and may have some interviewing experience.

Draft a set of about 10 questions to put to your interviewee – you won’t need to ask all of these, in fact, you’ll probably only have time to ask more than in 45 minutes, but 10 gives you some room for maneuver. You might talk to a client about how they’ve used your product or service, or a member of your C-suite about upcoming opportunities, threats and trends in the industry. Make sure to engage the audience too, and field their questions as much as possible.

Share these with the interviewee in advance so that they can prepare, and make any suggestions – as they’re experts, they may have great ideas for discussion you may have missed. Read our article on interview webinar tips for more guidance.

Do a Content recap / revisit

What it is: A new look at an old subject which may have been rendered relevant with recent events, such as a change in legislation.

How to do it: Bring together all the material from the old webinar, including slides, audience data and ad creative. Update anything that has gone out of date.

You’ve got a headstart on promotion here – target all those who watched the webinar last time, and refresh the ad creative that worked best if you decide to take the paid social route.

Our webinar on “Bring Your Webinars Back From The Dead” provides more guidance on how to do this effectively.

Give Your Webinars a Great Lead Gen Reputation

This post was originally published on which-50.com.

Webinars are given a bad reputation because if at first they don’t succeed for lead generation, marketers give up rather than trying again.

However, Sara Gonzalez, General Manager — Digital Events at Redback Connect, says if they are considered an extension to a marketing strategy and treated as more than just simple ‘add-ons’ then people might have a different approach.

Redback Connect and ON24 have worked together to write the State of Webinar Marketing 2019 report which will be released during Webinar World in May.

Gonzales says, “My gut feel was right about how people are measuring the success of their programs. Twenty-four percent of respondents are running webinars as part of their lead generation campaigns, yet only 13 percent said their webinar programs were successful.

“A huge part of this is due to the fact that the majority of respondents measure the success of their webinars by number of registrations (68 percent) and number of attendees (74 percent). There seems to be more of a focus on platform features rather than nurturing leads through the funnel and using the amazing data that is available.”

What The Market Gets Wrong

The majority of webinar users do not consider the format or style of the event, with 63 percent of people still using basic audio and slides to present, according to Gonzalez.

“No wonder average attendance rates are dropping and people aren’t seeing success.

“I think we are wasting amazing speakers, content and opportunities and need to lift our game,” she says.

Gonzalez suggests marketers should be using the platform to host panel discussions and broadcast quality events that encourage conversations rather than one-way presentations.

“The webinar market is becoming quite saturated, so I think people really need to think about how they can stand out from the crowd,” she adds.

Why Webinars Excel

Webinars need to compliment other marketing tools, according to Gonzalez. Whatever is written can be converted to digital and vice versa.

For the report the researchers asked respondents what they love about webinars, and the consistent theme is around saving time and money and increasing accessibility.

“Think about the reach — what other tool allows you to remove geographical barriers like a webinar?

“People are working differently now and think that is why webinars are excelling — they accommodate the modern marketer and, if done properly, can be the most effective lead generation tool available,” she says.

Maximising Returns

Gonzalez says the best webinars are those that are consistent.

She explains that this requires webinars to be “planned around strategic initiatives and become an extension of a content plan.”

She says, “Organisations also need to resource more effectively. We found that it takes three to four weeks on average to plan a webinar and get it to market, and that can take anywhere from two to eight people involved in the planning and delivery process – creating the marketing material, assets, campaign, delivering the event. That’s because successful webinar organisers know that they can’t plan in silos.”

Why Webinar Marketing Fuels Demand Generation in 2019

B2B marketers are in a strange place. There’s more money going into marketing than ever before, but marketers are more uncertain than they’ve ever been. Marketing budgets, according to a recent report by Demand Gen Report, are going up by 20 percent or more. But a joint ON24, Heinz Marketing report found that 67 percent of marketers consider their content strategy somewhat or not at all effective.

So what is effective? Demand Gen Report examines what works in “What’s Working in Demand Generation In 2019?” The report found that marketers can effectively balance their approach to new strategies, like account-based management and peer-to-peer review sites, with traditional tactics like direct mail and webinars.

Webinars, in particular, are an effective way to connect with prospects across all stages of the marketing funnel. According to Demand Gen Report’s “2019 Demand Generation Benchmark Report,” 58 percent of demand gen marketers say webinars are the most successful tactic for top-of-funnel engagement. Nearly half, 48 percent, say webinars move prospects through the rest of the marketing funnel — from mid to bottom and closed — effectively.

How Webinar Marketing Empowers Digital Results

Why are webinars an effective digital approach? It may be because marketers are using webinars in more conversational and personalized formats. Jon Russo, CMO and Founder of B2B Fusion, says webinars are becoming a “must do” channel.

Our own Mark Bornstein offers his own theory as to why webinars are a useful tool:

One of the biggest changes we have seen in webinar marketing is the move to more conversational formats, such as panel discussions. [Buyers] don’t want to be lectured to; they want to participate in conversations where panelists are talking to each other but also including the audience in the discussion. This type of conversational marketing increases audience participation and content retention. It’s for your audience but also good for you as the more you interact with your prospects, the more you learn about them.

With engaging, conversational content, marketers can gather the data they need to refine messaging for targeted audiences and accounts, enabling popular strategies like account-based marketing.

Learn more about webinars

Webinars Formats That Drive Conversations

Panels

A panel of knowledgeable experts provides an excellent opportunity for attendees to interact and learn from industry thought leaders. Depending on the audience, panels can be as casual or as formal as necessary. Just know what panel webinars entail — they can require a lot of organization.

Presentation webinars

Presentation webinars may seem like a one-sided affair, but modern webinar suites offer a range of interactive tools like polls, surveys, Q&As and chat rooms. It’s very easy to put an in-house expert, or spokesperson, on a webinar to showcase updates, introduce new products and answer questions from attendees.

Interviews

Some attendees want to learn from experts. So, conduct an interview. Interviews are a great format allowing organizations to sit down with an industry leader and draw out a better understanding of an industry trend. Audiences, too, can ask questions through the chat tool or collectively decide on a theme with polls.

Live Case Study

Case studies allow prospects to fully evaluate product and solutions based on how other organizations use a given service. Webinars provide an excellent medium to share case studies, especially when a satisfied customer shares their experience and interacts with an audience.

Webinars provide a range of opportunities for marketers to engage with prospects (and customers) at every stage of the funnel.

5 Tips to Inspire Quick Marketing Campaigns

This post is the latest in our series on scrappy marketing – an approach can help you achieve better results in less time.

Creating content campaigns with serious impact doesn’t have to be the preserve of larger companies. But creating content that’s both fast to produce and effective in driving results requires inspiration.

This blog looks at scrappy ways you can use free digital tools to conceive, build and launch winning content campaigns fast.

Zero-in on the right content titles with Google Autocomplete

Even though you may have buyer journey maps and positioning documents that define what your target customers might be looking for, there may be specific terms buyers are using that you have missed.

Google Autocomplete makes its search predictions based on what other people have searched for. By reviewing what phrases or questions are associated with your keyword, you can discover what people want to know about your product and create content that they’ll want to engage with.

You can also use Autocomplete to find out what terms your keywords are related to, and place these into your content to help improve its relevance.

While taking this approach alone is unlikely to result in winning lots of organic traffic, it can provide both a useful tool for gathering ideas and a place to make sure you’re creating content that people are actually looking for.

Plan your next webinar campaign with Google Trends

In addition to Autocomplete, check out Google Trends to see how the popularity of a particular search term, and its related queries, have varied with time. Which industry topics are most relevant to your potential customers, and what’s falling out of favor? Are there any seasonal patterns?

There’s also an option to view ‘rising’ search terms, which shows you which topics and queries related to your industry have increased most rapidly in popularity over the last year. Are there search queries that imply emerging pain points for your customers? Insights like these could inform what emerging subject your next webinar could be about.

Discover existing content to repurpose with social data

Which of your social posts have had the most shares? Are there any themes that have worked well for other companies? Go back through your timelines to find out. If you go back far enough, you may find a piece of content that still has legs, or for which a recent theme has given it new relevance.

Discuss what it might be about the popular post that worked so well. Does it solve a problem that your potential customers might have? If so, it may be possible to repurpose the content.

For example, a popular how-to video could be spun into a longer guide that goes into greater detail than the video. Make the guide available to only those who have filled out a form, and you can start generating leads.

Make the most of upcoming events

Events are a great opportunity to generate content, even those you’re not holding.

If there’s an industry event on the horizon, find out what main themes will be discussed and use these as inspiration for your own content. Keep an eye on social activity during the event, making note of the topics that are firing up the most discussion among your potential customers.

Even for events that aren’t your own, producers will often release delegate lists to show what companies are attending or presenting. This can provide you with a list of targets that could form part of an account-based marketing campaign.

Create your next breakout blog with ego bait

Content that boosts the egos of influencers or industry leaders, or ego bait, can prove a major traffic driver if done well. Ego bait usually takes the form of an interview or listicle, and tends to perform well as the subjects featured are – unsurprisingly – keen to share any content that praises their work.

The key is to keep it authentic. Put aside your metrics head while your building the campaign and focus on engaging the person you’d like to feature in your content. If they’re a good fit, the content is informative and your customers find it helpful, all those shares and links back to the site will follow.