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Content Creation Needs A Framework: Here’s Ours!

By Sander Biehn | Feb 1, 2016

The most amazing things happen when your back is up against the wall. For us it was the development of a framework for creating original blog content lightning fast and budget friendly.

We never intended to become blog writers, but we found our clients needed us to write them in order to support the social selling and employee advocacy programs we were working on.

At first we found it took an extraordinary amount of time to create each blog. There was no way we were going to be able to keep up with the demand at a reasonable price.

We needed to figure out how to scale our content engine, fast.

As we searched for a process to achieve the desired efficiencies, something unexpected happened. People told us it couldn’t be done. Over and over industry professionals told us that many had tried to scale (high-quality) content creation, but it had always resulted in failure.

Well… if you know the Thought Horizon story, then you already know that we refused to accept that as fact. And we found the experts were wrong.

Stop Brainstorming Blog Ideas

Don’t waste time getting your team together to ideate blog ideas. Here’s a better way.

First, start curating content. We go straight to Twitter to find out what others are talking about in real time. We search a set of strategic hashtags that align to target industries, and we pull out the credible content that is worth sharing.

The Secret Sauce

Don’t tell anyone else, but blog topic ideas are just a by-product of curating content. As we’re searching for content to curate, we identify industry trends and the problems our buyers face.  We write it on a template we created.

Next, we decide what role we want to target (technical buyer, approver or executive, etc). and the position along the buyer’s journey.   For example we may decide to write for an executive who is still evaluating a lot of options.  It can be an inexact science and sometimes you just have to guess.

Another key ingredient is to include a key stat.  It needs to be something that both grabs attention and our target reader will agree with.  For example, “Forrester reports that 9 out of 10 CMO’s don’t know why the blogs they write for their b2b audience fall on deaf ears.” These stats are everywhere in the content we curate.

Finally, we use all of that information to form a solution statement that frames the buyer’s problem in terms of our solution. Ka-boom!

We now have a completed template that makes it easy to quickly write a great blog.

From idea to finished product in a short amount of time (we’re not going to tell you how quickly we do it, but it is minutes, not hours)

If you’d like to have the template, here it is. Click Here to Download the PDF!

Let us know what you think!