How to Win with Content in 2023

I had the opportunity to travel to Makati, Philippines to attend and speak at #doxacon22 .

This was an incredible event filled with meaningful connection and content.

Special thanks to the amazing David Nilssen ,? Edward Lim , and? Michael Gonzalez Ross for including me in what was one of my favorite events of the year.

Can't wait for 2023!

Given we are 20 days from kicking off 2023, I wanted to share some of the critical takeaways around "How to Win with Content in 2023!"

If you want a copy of the entire presentation with all the extra sizzle, let me know in the comments.

10 key actions to win the content game:

1. It’s all about the flywheel

Having content just to have content isn’t very tasty or useful for your digital audience. You know your audience. You know (or have a strong idea) of the buyer's journey. That’s why, before you do anything, you need to map out a content strategy for all stages

2. Be the answer resource

People search Google to ask questions. Figure out what your audience is asking at all stages and ANSWER THEIR QUESTIONS! (Tip: all too often companies are sharing information that is relevant to the business and NOT their audience which is low in value).

3. Use what you have

Open up a blank spreadsheet and write out everything and everyone that comes to mind that knows or relates to your business. Start connecting the dots to what and who could easily answer some of the questions from #2. Keep it simple and sooner than you know it you’ll have a clear list of resources that can help you!

4. Create a plan and stick to it

Consistency wins the content game. Don’t expect to rank 1st after a single blog post or tweet. You’re looking to build authority with your audience and Google. That takes time, patience, and repetition on themes and topics that relate to your audience.

5. Be authentic

Remember that gap you saw that inspired you to start your business? I sure do. Share that knowledge. Call out what no one else is saying to stand out. Have a point of view and stick with it. You’ll never make everyone happy so don’t get trapped in bland!

6. Use channels that work for you ?

You don’t have to be everywhere all at once. Don’t ride the wave of trends. See what your competitors are doing. Find a few similar industry professionals that you admire and see where they spend their time. If it isn’t TikTok, that’s ok!

7. Tie your other marketing efforts into your content strategy ?

Everything is a source for content. Did your CEO just do a guest spot on a podcast? Are some of your SMEs spending time in a private social group? Did you just hold a webinar? Are you planning on attending live events this year? All of this is content. Even something as simple as writing out recaps and summaries can add value.

8. Repurpose

Take a look at what you’ve done in the past. This could be webinars, podcasts, campaigns, blogs, promotions, or other assets. Rather than reinventing the wheel, leverage what you have already and update/refresh that content to map to your current plan. That’s a lot less work and an easy win! Videos become blogs, Podcasts become social posts, and Blogs become content for email nurture campaigns. 1 piece of content = 10+++

9. Measure and Refine

Before you create any sort of dashboard, set a baseline of where you are at today and then set?benchmarks of where you want to be. Small incremental wins add up fast!

10. Just Do It

“Perfect is the enemy of done” . If you’re writing a blog, launching a website, pushing out an ad campaign, or hosting some sort of informational event… there’s always room for learning, tweaking, changing, and updating for the next round.?

This was a moving and powerful experience to be surrounded by so many motivated individuals (including ContentBacon’s very own, Joana Marie Esciete, CLSSYB )

Ok. Get your ass off of LinkedIn and take action with your content!