With the rise of content marketing has come the need for content diversity. Learn seven different formats to present your content in, how to best do so, and what resources are available to speed up your process.

1. THE
content
clone wars
A BATTLE STRATEGY FOR
COMBATTING CRAP WITH FORMAT

2. By Anum Hussain
@anum
Growth marketer at HubSpot.
Marketing director at MIST.
Ravenclaw at Hogwarts.

3. When I think
of 2013,

4. I remember it as the year “content
marketing” skyrocketed.
2005 2007 2009 2011 2013

5. And how did marketers react?
2005 2007 2009 2011 2013

6. By launching a blog.

7. And re-packing that same content
in every way possible.

8. But there’s a core difference between
re-packaging content ...

9. And copy-pasting the same exact
content onto different platforms.

10. This content cloning fuels
quantity, not quality.

11. This results in
content saturation.

12. This results in
content clutter.

13. This results in
content crap.

14. This results in
content crap.
Hats off to Doug Kessler here.

15. Here’s my content
philosophy:

17. You need to understand
how to
present
content in different formats.

18. I’m tired of repeating:

19. That’s not an
ebook – that’s a
blog post.

20. That would be
better consumed
on SlideShare
than video.

21. That could be
a social image
instead of a
whole graphic.

22. So let’s explore 7 content
formats you can employ in
your marketing today.

23. And understand how to
present
that content ...

24. ... so it’s not cloning the
same exact copy ...

25. ... but instead catering to
each content platform.

26. Ebooks.

27. THE TOP GOAL
for content marketing campaigns
this year is lead generation.
Source: eMarketer

28. THE TOP GOAL
for content marketing campaigns
this year is lead generation.
Source: eMarketer
EBOOKS ARE
CREATED FOR
THIS LEAD
GEN PURPOSE.

29. Ebooks allow you to:

30. Ebooks allow you to:
! Provide in-depth expertise on a topic.

31. Ebooks allow you to:
! Provide in-depth expertise on a topic.
! Pair visual and text experiences.

32. Ebooks allow you to:
! Provide in-depth expertise on a topic.
! Pair visual and text experiences.
! Educate how to accomplish [TOPIC] effectively.

33. An ebook is not a
blog post formatted into a PDF.

34. An ebook is not a
SlideShare behind a form.

35. An ebook is not a
a bunch of links to other content.

36. Example In-Action

37. Example In-Action
This is a blog post.

38. Example In-Action
This is a blog post.
Adding extra visuals to this
does not make it an ebook.

39. Example In-Action
This is a blog post. But if you add a
worksheet ...

40. Example In-Action
This is a blog post. But if you add a
worksheet ...
And examples ...

41. Example In-Action
This is a blog post. But if you add a
worksheet.
And examples.
YOU HAVE AN EBOOK!

42. Start producing an ebook with
any of these five free templates.
TRY THIS FORMAT NOW

43. Infographics.

44. PUBLISHERS
who feature infographics grow traffic
12% faster than those who don’t.
Source: AnsonAlex

45. Infographics allow you to:

46. Infographics allow you to:
! Visualize data.

47. Infographics allow you to:
! Visualize data.
! Present content in “visual bullet” form.

48. Infographics allow you to:
! Visualize data.
! Present content in “visual bullet” form.
! Package complex ideas in simple illustration.

49. An infographic is not a
a blog post in visual form.

50. An infographic is not a
few stats exaggerated with pictures.

51. An infographic is not a
gated marketing offer.

52. Example In-Action

53. Example In-Action
This is a blog post.

54. Example In-Action
Pasting the text from all five
steps it into PhotoShop with
pictures doesn’t make it an
infographic.
This is a blog post.

55. Example In-Action
This is a blog post.
But if you condense each step to 1-3 sentences ...

56. Example In-Action
This is a blog post.
But if you condense each step to 1-3 sentences ...
.. and add simple visuals ...

57. Example In-Action
This is a blog post.
But if you condense each step to 1-3 sentences ...
.. and add simple visuals ...
YOU HAVE AN
INFOGRAPHIC!
(It looks better
when you embed in
a blog post or
upload to
SlideShare).

58. Start crafting one today with any
of these five free templates.
TRY THIS FORMAT NOW

59. Press Release.

60. PRESS RELEASES
are viewed, on average, about 275
times during the week.
Source: Dan Zarrella

61. Press releases allow you to:

62. Press releases allow you to:
! Discuss your product or service.

63. Press releases allow you to:
! Discuss your product or service.
! Share company news.

64. Press releases allow you to:
! Discuss your product or service.
! Share company news.
! Provide media outlets with necessary context.

65. A press release is not a
laundry list of facts.

66. A press release is not a
keyword-stuffed advertisement.

67. A press release is not a
file of all the awesome things you’ve done.

68. Example In-Action

69. Example In-Action
This is a product page.

70. Example In-Action
This is a product page.
Using the same in-depth
copy in a document
makes a product pitch,
not a press release.

71. Example In-Action
This is a product page.
But write it with the value prop first ...

72. Example In-Action
This is a product page.
But write it with the value prop first ...
... and add an influencer quote ...

73. Example In-Action
This is a product page.
But write it with the value prop first ...
... and add an influencer quote ...
YOU HAVE A PRESS RELEASE!

74. Start writing one the right way
with this free template.
TRY THIS FORMAT NOW

75. Blog Posts.

76. COMPANIES THAT BLOG
have 97% more inbound leads than
those who don’t.
Source: Ignite Spot

77. Blog posts allow you to:

78. Blog posts allow you to:
! Curate lists of information.

79. Blog posts allow you to:
! Curate lists of information.
! Newsjack a story for quick traffic.

80. Blog posts allow you to:
! Curate lists of information.
! Newsjack a story for quick traffic.
! Embed other types of content for distribution.

81. A blog post is not a
spamming of product information.

82. A blog post is not a
rant of random thoughts.

83. A blog post is not a
keyword-stuffed, link-building piece.

84. Example In-Action

85. Example In-Action
This is a unique statistic.

86. Example In-Action
Publishing this in a blog post
as is provides limited value.
This is a unique statistic.

87. Example In-Action
But by adding context ...
This is a unique statistic.

88. Example In-Action
This is a unique statistic.
But by adding context ... ... and visual examples ...

89. Example In-Action
This is a unique statistic.
But adding context ... And visual examples ...
YOU HAVE A BLOG POST!

90. Start writing one today with any
of these five free templates.
TRY THIS FORMAT NOW

91. SlideShare
Presentations.

92. 60 MILLION
unique visitors visit SlideShare
every month.
Source: SlideShare

93. 60 MILLION
unique visitors visit SlideShare
every month.
Source: SlideShare
YOU’RE
LOOKING AT
ONE RIGHT
NOW.

94. SlideShares allow you to:

95. SlideShares allow you to:
! Tell visual, shareable stories.

96. SlideShares allow you to:
! Tell visual, shareable stories.
! Cut your thoughts into bite-size bits.

97. SlideShares allow you to:
! Tell visual, shareable stories.
! Cut your thoughts into bite-size bits.
! Adapt presentations into stories.

98. A SlideShare is not a
platform for re-uploading ebooks.

99. A SlideShare is not a
live presentation in slide form.

100. A SlideShare is not a
sales pitch with no storyline.

101. Example In-Action

102. Example In-Action
This is an ebook.

103. Example In-Action
This is an ebook.
Uploading it to SlideShare
makes it hard to read and
reduces the number of
leads it can generate.

104. Example In-Action
This is an ebook.
But if you excerpt one section ...

105. Example In-Action
This is an ebook.
But if you excerpt one section ...
And visualize the tips ...

106. Example In-Action
This is an ebook.
But if you excerpt one section ...
And visualize the tips ...
YOU HAVE A SLIDESHARE
WITH A CTA FOR MORE.

107. Start creating one today with this
free template.
TRY THIS FORMAT NOW

108. Social Images.

109. PHOTOS
generate 53% more likes than the
average post on Facebook.
Source: HubSpot

110. PHOTOS
generate 53% more likes than the
average post on Facebook.
Source: HubSpot
AND 55%
MORE LEADS
ON TWITTER.

111. Social images allow you to:

112. Social images allow you to:
! Promote components of a blog post or ebook
in one bite.

113. Social images allow you to:
! Promote components of a blog post or ebook
in one bite.
! Highlight a quick stat or concept in visual
form.

114. Social images allow you to:
! Promote components of a blog post or ebook
in one bite.
! Highlight a quick stat or concept in visual
form.
! Entertain your audience.

115. A social image is not a
lengthy quote that is hard to read.

116. A social image is not a
meme that links to a landing page.

117. A social image is not a
whole infographic stuffed into a tweet.

118. Example In-Action

119. Example In-Action
This is an image on a landing page.
Posting it as is to social media
falsely implies you can download
by clicking the image.

120. Example In-Action
This is an image on a landing page.
But provide a short URL destination ...

121. Example In-Action
This is an image on a landing page.
But provide a short URL destination ...
... and add a
unique visual ...

122. Example In-Action
This is an image on a landing page.
But provide a short URL destination ...
... and add a
unique visual ...
YOU HAVE A SOCIAL IMAGE!

123. Start creating social images with
any of these 17 free templates.
TRY THIS FORMAT NOW

124. Video.

125. POSTS WITH VIDEOS
attract three times more inbound
links than plain text posts.
Source: MOZ

126. Videos allow you to:

127. Videos allow you to:
! Entertain your audience.

128. Videos allow you to:
! Entertain your audience.
! Walk through examples with voiceover
screencasts.

129. A video is not
a way to go viral on YouTube.

130. A video is not
a way to market with your quirky cat.

131. A video is not
an opportunity to talk endlessly.

132. Example In-Action

133. Example In-Action
This is a step-by-step blog post.
Recording the text word-
for-word over images
doesn’t produce a
helpful video.

134. Example In-Action
This is a step-by-step blog post.
But if you screen record the entire process ...

135. Example In-Action
This is a step-by-step blog post.
But if you screen record the entire process ...
... and voice record a conversational step-by-
step tutorial to pair with the screen
recording ...

136. Example In-Action
This is a step-by-step blog post.
But if you screen record the entire process ...
... and voice record a conversational step-by-
step tutorial to pair with the screen
recording ...
YOU HAVE A MARKETING VIDEO!

137. Start scripting your video with this
free template.
TRY THIS FORMAT NOW

138. So, to all content
creators cloning their
content for exposure ...

139. Cut it out.

140. Diversify your content library.
EBOOK
BLOG
SOCIAL
VIDEO
SLIDES
GRAPHIC

141. Please.

142. May the resources be with you.
TRY ANY OF THESE 35 TEMPLATES

143. Thank you.