I previously mentioned the danger in underestimating the time required to put good marketing content together. Whether you’re doing it yourself or outsourcing it there are several issues to be considered.
Let’s say for example you have decided to launch a new product, let’s assume that all product specs or technical information has been completed and will be available on your website but you need to concentrate on the marketing communications aspects of the campaign to help promote the product. You’ve decided one of the main aspects of the launch will be to help differentiate your offering through a thought leadership stance and the main marketing tool for this will be an eBook explaining the benefits of your solution in general. Further, you intend to create empathy with your audience by explaining how you understand* and have identified their main pain points and how you can provide a solution to that pain. In return for downloading the eBook you expect the prospect to exchange their contact details e.g. name, company, email address etc
Firstly, you need to storyboard the process. One way to do this is suggested by Copyblogger, in their article Why You Should Always Write Your Headline First as the headline can have a major impact on the conversion rate. Then build the story around the title. Or alternatively you can identify the Value Add which your new product addresses and build the story that way. Either way, it all takes time and probably input from other people.
There will inevitably be numerous iterations before you are happy with the final content. Anchor text to relevant external documents e.g. Blog articles or web pages should be included. It will have to be proof read by someone else (who?) and the content will probably have to go through a sign off process. The layout of the eBook will need to be agreed and may be contracted out to a design house. Budgetary issues will need to be resolved. A brief will be required, designs agreed, regular progress meetings held, graphics or images will need to be sourced. The pdf template will need to be optimized for search, share icons may need to be added. All of this takes time and effort.
When you are happy with the finished article you will want to promote it on your website and you will probably promote it through various other means e.g. email, external web banners, PPC advertising, social media etc. Best practice is to build a dedicated landing page, optimized for conversion, that you can drive all of your traffic towards and monitor the results. Again all of this takes time.
When you understand all of these issues and plan for it, it’s all very do-able and the results of a successful launch can help you forget all of the headaches you encountered along the way. It also helps to have a “high level sponsor” within the company who can resolve resourcing issues when you need to rely on help from outside of your team.
Been in a similar situation? Need any help or advice? Let me know on 01803 413481.
*Important note. The eBook should not focus on your product or service, it should focus on your understanding of the issues and how you will resolve them.