Content pieces

Debarked logs of beech wood were used as test fuel. The test fuel fulfil requirements regarding water content, piece size and number of pieces in accordance with the specification of ISO/DIS 13336. 

Hypertext Markup Language (HTML) is a document description language that was designed to create formatted, structured documents using hypertext technique (where links are associated to content pieces of the document so that these links can be easily applied as references to other related documents). 

Hypertext technique (allowing navigation through a multitude of otherwise separate websites by following the links associated to web page content pieces)... 

This therefore constitutes a maximum limit to water content in the body. If, instead, we use bodies with a below-standard water content piece con-... 

Email mcirketing often uses leads already in your database or leads from a list. By creating emails to promote content pieces, events, new product launches, and so on, you can create additional buzz and demand for your company. Email marketing attracts leads to your website, blog, social channels, events, and webinars, making it a fantastic channel to move leads through your sales funnel. 

Visit WWW. dummies. com/extras/leadgeneration for more on howto create a big content piece from start to finish. 

The first step to creating a robust content library is thinking about your big rock content piece. Your big rock content piece is a large piece of content (ideally 20 or more pages) that maps to each content arc. Your big rock is the big kahuna — the fire that ignites many of your lead generation campaigns. 

Your big rock content piece fulfills the following goals ... 

Your big rock piece is the basis for many additional content pieces such as ebooks, videos, webinars, and so on, so make sure that you keep this in mind during your planning phase, and think creatively about what to include in the piece to bring additional value. 

Don t be afraid to make your big rock content piece long. Remember, you want to be recognized as a publisher, so the more value you add, the more your audience views you as a true authority. Be authentic, and people will notice. 

Follow this ten-step plan to organize your big rock content piece creation process ... 

This is a crucicd step to creating any content piece. A solid outline helps you flesh out details and align with stakeholders. 

Here comes the fun part slicing and dicing your content pieces. Think of slicing and dicing like a turkey dinner. This concept was introduced by content marketing expert and Altimeter Group analyst, Rebecca Lieb, and it s a fantastic way to explain what you are going to do next. 

Now that you are thinking of your content as a tasty delicious Thcinksgiving meal, what will your leftovers look like Remember all of the content types 1 discussed in the beginning of this chapter Think about which ones you might be able to create from your big rock piece. Here is tm example of what 1 mean. From your big rock content piece (50 pages of content), you could create... 

These examples alone constitute at least 15 additional pieces of lead generation fodder for you to use in email, social, paid progreims, content syndication, and so much more. Basically, from that one effort, you can create so many valuable pieces, and that is why 1 love the tactic of creating the big rock content piece first. It can be easier and more streamlined than focusing your efforts on five different ebooks when you cire first steirting out. 

To illustrate this even further, Figure 6-6 shows slicing and dicing in action with real content pieces. 

Read through each content piece that is more than a yeeir old. Note If you cire in technology, this time frcime may be more like six months if your space is rapidly changing. 

Based on your read-through, you can determine whether you should keep or toss each piece. There are two good rules of thumb here. If your content piece is about an event in the past, toss it. If your content piece is a report from a previous year, toss it as well. 

Consider a redesign One of the best ways for a content piece to look fresh enough to perform well in lead generation campaigns is for it to look modern. A simple redesign works wonders. 

Email is a great way to promote your content to your databcise. Consider creating email campaigns whenever you write an important new piece of content. Depending on your content cadence (how often you create cmd publish content), you may not want to send cui email out for each piece of new content you develop, but you want to mcike sure you create dedicated campaigns to all of your leu-ger pieces, particularly your big rock content pieces. 

Your website is the home base for all content pieces. Consider hosting all of your content in a resource section (1 dive more into that in Chapter 7). Also, make sure you add new content pieces to your home page and on all applicable product or service pages. For home page promotion ideas, refer to Figure 6-12, which shows how new content can be merchandised for optimal conversion. 

Each content piece should have at least one blog post created for lead generation purposes. Don t be afraid to take content directly out of the ebook and include a few links and calls-to-action (CTAs) within the body of the blog. Also include a few images that reflect the content piece design. Figure 6-13 shows how a blog can be used to promote downloads for a new content piece. The CTA at the end asks the reader to download the content cisset. 

After a new content piece is created, always consider a webinar, particularly for your big rock content pieces. Have a thought leader in your organization speak to the key points and create a deck. Often people who haven t downloaded your asset will sign up for your webinar. From the webinar, you can get some nice qualified leads and promote additional downloads of your asset. Figure 6-14 shows an example of a larger content piece that was turned into a webinar and has done nicely as an additional asset. 

Marketo s site also uses secondary CTAs, eis illustrated in Figure 7-10, which are slightly below the fold and showcase key content assets. However, the home pc e CTAs cire reserved for pure lead-generation content pieces, so all content that is advertised on the home page links to a form to capture lead information. 

Include an offer Grab your lead s attention by giving him a special offer of some kind — entry into a contest, a follow-up download of a content piece, cm invitation to cmother event, a discount on your product, and so on. 

Single opt-in A lead enters his email address and other information into a form. He is immediately subscribed to your emails. Implicit opt-in is when your lead fills out a form to receive a content piece or offer, cmd explicit opt-in is when a lead signs up for your email marketing through a form on your website. 

Make a list People love lists in blogs and content pieces, so why not try a list subject line in your emails Top 3, 5 tips, and so on do wonders for your open rates. 

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