With 2021 just around the corner, it’s time to start planning your content strategy for Q1. But you’re likely overwhelmed with this year’s tasks such as generating leads, driving thought leadership, and managing a myriad of other marketing activities. Who has time to sit down and create a thoughtful, well-designed plan to kick off the new year?
I’ve been reaching out to my clients to offer help in creating their Q1 content strategy. Here are some of the ideas we’ve discussed to give them the biggest ROI by creating lots of fresh content that will easily carry them through Q1.
Idea #1: 2021 Trends eBook
One of my recommendations is to create a “keystone” piece, like an eBook or white paper, that can be the jumping-off point for creating other supporting content such as videos, webinars, infographics, and more.
Given that we’re on the cusp of a new year, this is the perfect time to create a trends eBook that outlines your company’s predictions for 2021. My clients who have done this often update their trends report annually and republish it. One shared with me that it’s their best lead generation asset.
This doesn’t have to be a challenging piece to create. Start by picking 4-5 developments that you think will play an important role in your industry in 2021. If you’re stuck, read analyst and industry publications to get ideas. The key is to make your predictions relevant to your buyers. Here’s an example of a 2020 trends eBook that I wrote for a client.
Idea #2: Original Research
The other idea I’ve been discussing with clients is original research which is an outstanding way to create content. This is a bit different than traditional market research in that it is survey-based research that elicits interesting themes and storylines specifically for the purpose of creating news-worthy content.
I recently completed an original research project for my client Comcast Business including writing a 32-page eBook that detailed the findings (the “keystone” piece). It was astounding how many ways we could break the research results down and create more assets. There were lots of potential webinars to be dug out of the content, infographics, articles, blog posts, social media posts, and more.
The biggest benefit of original research, though, is not just the sheer number of assets that can be created but the fact that the content is truly unique and news worthy. Your competitors can’t claim it (although they can quote it and give you credit for it). Since the research is custom designed to specifically address your buyers’ concerns and top-of-mind issues, the content is tailor-made for them. It’s probably some of the highest ROI content you can create, and it will easily fuel your content plan for Q1 and beyond.
The Time to Start is Now
So don’t wait ̶ set aside some time to start planning for Q1 or engage the services of a content marketing expert who can help you. With the holidays coming up, it’s even more important to get started now. You won’t regret it.
By the way…whenever you’re ready, here are some ways I can help you stand out in the noisy tech market:
- Grab a copy of my report on original research, which includes all the details on how to use original research to capture prospects’ mindshare.
You’ll learn why marketers are getting so much value out of their original research, the steps in conducting an original research study, and the 9×14 content grid that gives you 14 content ideas to fulfill nine different marketing strategies. Get it here
2. Work directly with me to create a 120-day roadmap for Q1.
Kickoff 2021 by working with me to create a content strategy for the first 120-days of the new year. We’ll brainstorm ideas, and I’ll capture them in a custom roadmap plan that outlines your content goals, strategies, and tactics. Contact me, and I’ll get back to you with more details.