The struggle for agencies (and B2B brands) to create more thought leadership content with little time usually ends in 2 undesirable outcomes:
1) You produce content in fits & starts and damage your reputation with your audience.
2) You produce bland content that doesn’t add real value or deliver a message your customers couldn’t find anywhere else.
Instead of struggling to produce new content year-round, Drew recommends starting with a piece of cornerstone content, then slicing & dicing it to create more than 50 pieces of new content throughout the year.
At AMI, Drews team does this by starting with a research project that creates the foundation for all kinds of content from there: podcast episodes, webinar series, articles for other publications, video series, blog posts, social posts, infographics and lead magnets–just to name a few.
This approach also helps you create content to get featured on other people’s channels, like being able to deliver a keynote at an industry conference or being featured as a guest on other podcasts.
Check out Drew’s previous episode on the show:
B2B Growth 298: 5 Reasons Agency Owners Should Start a Podcast
James Carbary is the founder of Sweet Fish Media, a podcast agency for B2B brands. He’s a contributor for the Huffington Post & Business Insider, and he also co-hosts a top-ranked podcast according to Forbes: B2B Growth. When James isn’t interviewing the smartest minds in B2B marketing, he’s drinking Cherry Coke Zero, eating Swedish Fish, and hanging out with the most incredible woman on the planet (who he somehow talked into marrying him).