12 Paths to Creative Content Generation

Douglas KarrLast Updated: Mar 07, 2023

1 minute read

We had an amazing webinar yesterday with PR Newswire and SurveyMonkey, over 1,600 people registered!!! The webinar was a joint webinar with John O’Connell, a PR and Communications consultant from HNTB.

I’ve modified my presentation into a format friendly for distribution here:

</p><div class="stream-item stream-item-in-post stream-item-inline-post aligncenter"><div class="stream-item-size" style=""> <div id='div-gpt-ad-1703678894794-0' style='min-width: 680px; min-height: 15px;'> <script> googletag.cmd.push(function() { googletag.display('div-gpt-ad-1703678894794-0'); }); </script> </div></div></div> <p>The 12 Paths to Creative Content Generation:</p> <ol class="wp-block-list"> <li>Understand the <strong>intent</strong> of your visitors.</li> <li>Stop selling and <strong>provide value</strong> to your readers instead.</li> <li>Find out what your customers and prospects want!</li> <li><strong>Feed the senses</strong>: text, audio, video, and interactive media.</li> <li>Make surveys and polls a core content strategy.</li> <li>Deliver the same message in different ways through each <strong>new medium</strong>.</li> <li><strong>Cross-promote</strong> each of the mediums to one another.</li> <li>Start a content fire! Start using <a href="https://martech.zone/infographics">Infographics</a>.</li> <li>Enable and <strong>encourage social sharing</strong>… add social buttons!</li> <li>Be vigilant and hunt down <strong>new audiences</strong> by promoting your content.</li> <li><strong>Measure</strong> the results and use what works best.</li> <li>Resurrect <strong>old content</strong> and re-use and re-promote it!</li> </ol> <p>It was a fantastic webinar with a great turnout. It seems that content is on everyone’s mind nowadays! I hope the takeaways from the presentation were that utilizing polls and surveys effectively, as well as promoting your content via tools like <a href="https://martech.zone/acronym/pr/" data-type="URL" data-id="https://martech.zone/acronym/pr/">PR</a> and re-using your content in mediums such as infographics are key to a great content strategy!</p> <div class=" mailpoet_form_popup_overlay "></div> <div id="mp_form_below_posts2" class=" mailpoet_form mailpoet_form_below_posts mailpoet_form_position_ mailpoet_form_animation_ " > <style type="text/css"> #mp_form_below_posts2 .mailpoet_form { } #mp_form_below_posts2 form { margin-bottom: 0; } #mp_form_below_posts2 p.mailpoet_form_paragraph { margin-bottom: 10px; } #mp_form_below_posts2 .mailpoet_column_with_background { padding: 10px; } #mp_form_below_posts2 .mailpoet_form_column:not(:first-child) { margin-left: 20px; } #mp_form_below_posts2 .mailpoet_paragraph { line-height: 20px; margin-bottom: 20px; } #mp_form_below_posts2 .mailpoet_segment_label, #mp_form_below_posts2 .mailpoet_text_label, #mp_form_below_posts2 .mailpoet_textarea_label, #mp_form_below_posts2 .mailpoet_select_label, #mp_form_below_posts2 .mailpoet_radio_label, #mp_form_below_posts2 .mailpoet_checkbox_label, #mp_form_below_posts2 .mailpoet_list_label, #mp_form_below_posts2 .mailpoet_date_label { display: block; font-weight: normal; } #mp_form_below_posts2 .mailpoet_text, #mp_form_below_posts2 .mailpoet_textarea, #mp_form_below_posts2 .mailpoet_select, #mp_form_below_posts2 .mailpoet_date_month, #mp_form_below_posts2 .mailpoet_date_day, #mp_form_below_posts2 .mailpoet_date_year, #mp_form_below_posts2 .mailpoet_date { display: block; } #mp_form_below_posts2 .mailpoet_text, #mp_form_below_posts2 .mailpoet_textarea { width: 200px; } #mp_form_below_posts2 .mailpoet_checkbox { } #mp_form_below_posts2 .mailpoet_submit { } #mp_form_below_posts2 .mailpoet_divider { } #mp_form_below_posts2 .mailpoet_message { } #mp_form_below_posts2 .mailpoet_form_loading { width: 30px; text-align: center; line-height: normal; } #mp_form_below_posts2 .mailpoet_form_loading > span { width: 5px; height: 5px; background-color: #5b5b5b; }#mp_form_below_posts2{border: 1px solid #195f9d;border-radius: 10px;background: #ffffff;text-align: center;}#mp_form_below_posts2 form.mailpoet_form {padding: 20px;}#mp_form_below_posts2{width: 100%;}#mp_form_below_posts2 .mailpoet_message {margin: 0; padding: 0 20px;} #mp_form_below_posts2 .mailpoet_validate_success {color: #00d084} #mp_form_below_posts2 input.parsley-success {color: #00d084} #mp_form_below_posts2 select.parsley-success {color: #00d084} #mp_form_below_posts2 textarea.parsley-success {color: #00d084} #mp_form_below_posts2 .mailpoet_validate_error {color: #cf2e2e} #mp_form_below_posts2 input.parsley-error {color: #cf2e2e} #mp_form_below_posts2 select.parsley-error {color: #cf2e2e} #mp_form_below_posts2 textarea.textarea.parsley-error {color: #cf2e2e} #mp_form_below_posts2 .parsley-errors-list {color: #cf2e2e} #mp_form_below_posts2 .parsley-required {color: #cf2e2e} #mp_form_below_posts2 .parsley-custom-error-message {color: #cf2e2e} #mp_form_below_posts2 .mailpoet_paragraph.last {margin-bottom: 0} @media (max-width: 500px) {#mp_form_below_posts2 {background: #ffffff;}} @media (min-width: 500px) {#mp_form_below_posts2 .last .mailpoet_paragraph:last-child {margin-bottom: 0}} @media (max-width: 500px) {#mp_form_below_posts2 .mailpoet_form_column:last-child .mailpoet_paragraph:last-child {margin-bottom: 0}} </style> <form target="_self" method="post" action="https://martech.zone/wp-admin/admin-post.php?action=mailpoet_subscription_form" class="mailpoet_form mailpoet_form_form mailpoet_form_below_posts" novalidate data-delay="0" data-exit-intent-enabled="" data-font-family="Montserrat" data-cookie-expiration-time="7" > <input type="hidden" name="data[form_id]" value="2" /> <input type="hidden" name="token" value="2fc8ea97e7" /> <input type="hidden" name="api_version" value="v1" /> <input type="hidden" name="endpoint" value="subscribers" /> <input type="hidden" name="mailpoet_method" value="subscribe" /> <label class="mailpoet_hp_email_label" style="display: none !important;">Please leave this field empty<input type="email" name="data[email]"/></label><h2 class="mailpoet-heading " style="text-align: center; color: #195f9d">Appreciate this content?</h2> <div class='mailpoet_form_columns_container'><div class="mailpoet_form_columns mailpoet_paragraph mailpoet_vertically_align_center mailpoet_stack_on_mobile"><div class="mailpoet_form_column mailpoet_vertically_align_center" style="flex-basis:60%;"><p class="mailpoet_form_paragraph mailpoet-has-font-size" style="text-align: left; color: #000000; font-size: 18px; line-height: 1.5"><strong>Sign up for our weekly newsletter, which delivers our latest posts every Monday morning.</strong></p> <p class="mailpoet_form_paragraph " style="text-align: left"><em>We don’t spam! 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The webinar was a joint webinar with John O'Connell, a PR and Communications consultant from HNTB","copyrightYear":"2011","articleSection":"Content Marketing","articleBody":"\nWe had an amazing webinar yesterday with PR Newswire and SurveyMonkey, over 1,600 people registered!!! The webinar was a joint webinar with John O'Connell, a PR and Communications consultant from HNTB.\n\n\n\nI've modified my presentation into a format friendly for distribution here:\n\n\n\n\n\n\n\nThe 12 Paths to Creative Content Generation:\n\n\n\n\nUnderstand the intent of your visitors.\n\n\n\nStop selling and provide value to your readers instead.\n\n\n\nFind out what your customers and prospects want!\n\n\n\nFeed the senses: text, audio, video, and interactive media.\n\n\n\nMake surveys and polls a core content strategy.\n\n\n\nDeliver the same message in different ways through each new medium.\n\n\n\nCross-promote each of the mediums to one another.\n\n\n\nStart a content fire! Start using Infographics.\n\n\n\nEnable and encourage social sharing... add social buttons!\n\n\n\nBe vigilant and hunt down new audiences by promoting your content.\n\n\n\nMeasure the results and use what works best.\n\n\n\nResurrect old content and re-use and re-promote it!\n\n\n\n\nIt was a fantastic webinar with a great turnout. It seems that content is on everyone's mind nowadays! I hope the takeaways from the presentation were that utilizing polls and surveys effectively, as well as promoting your content via tools like PR and re-using your content in mediums such as infographics are key to a great content strategy!\n","publisher":{"@id":"#Publisher","@type":"Organization","name":"Martech Zone","logo":{"@type":"ImageObject","url":"https:\/\/cdn.martech.zone\/wp-content\/themes\/mtz-23\/images\/mtz_logo.svg"},"sameAs":["https:\/\/feed.martech.zone","https:\/\/martech.zone\/refer\/twitter\/","https:\/\/martech.zone\/refer\/linkedin\/","https:\/\/martech.zone\/refer\/youtube\/","https:\/\/martech.zone\/refer\/apple\/news\/","https:\/\/martech.zone\/refer\/instagram\/","https:\/\/martech.zone\/refer\/paypal\/","https:\/\/martech.zone\/refer\/spotify\/","https:\/\/martech.zone\/refer\/google\/play\/","https:\/\/martech.zone\/refer\/tiktok\/","https:\/\/martech.zone\/refer\/buymeacoffee\/"]},"sourceOrganization":{"@id":"#Publisher"},"copyrightHolder":{"@id":"#Publisher"},"mainEntityOfPage":{"@type":"WebPage","@id":"https:\/\/martech.zone\/creative-content-generation\/","breadcrumb":{"@id":"#Breadcrumb"}},"author":{"@type":"Person","name":"Douglas Karr","url":"https:\/\/martech.zone\/author\/douglaskarr\/"},"image":{"@type":"ImageObject","url":"https:\/\/cdn.martech.zone\/wp-content\/uploads\/2011\/10\/paths-to-content-creation.png","width":1200,"height":675}}</script> </footer> </article> <div class="stream-item stream-item-below-post"><div class="stream-item-size" style=""> <div id='div-gpt-ad-1703678964889-0' style='min-width: 680px; min-height: 15px;'> <script> googletag.cmd.push(function() { googletag.display('div-gpt-ad-1703678964889-0'); }); </script> </div></div></div> <div class="post-components"> <div class="about-author container-wrapper about-author-117"> <div class="author-avatar"> <a href="https://martech.zone/author/douglaskarr/"> <img src="https://cdn.martech.zone/wp-content/uploads/2023/12/1.jpeg" width="144" height="180" srcset="https://cdn.martech.zone/wp-content/uploads/2023/12/1.jpeg 2x" alt="Douglas Karr" class="avatar avatar-180 wp-user-avatar wp-user-avatar-180 alignnone photo" /> </a> </div> <div class="author-info"> <h3 class="author-name"><a href="https://martech.zone/author/douglaskarr/">Douglas Karr</a></h3> <div class="author-bio"> Douglas Karr is CMO of <a href="https://martech.zone/partner/openinsights/">OpenINSIGHTS</a> and the founder of the Martech Zone. 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loading="lazy" srcset="https://cdn.martech.zone/wp-content/uploads/2020/05/martech-zone-social.png 1200w, https://cdn.martech.zone/wp-content/uploads/2020/05/martech-zone-social-640x336.png 640w, https://cdn.martech.zone/wp-content/uploads/2020/05/martech-zone-social-200x105.png 200w, https://cdn.martech.zone/wp-content/uploads/2020/05/martech-zone-social-1000x525.png 1000w, https://cdn.martech.zone/wp-content/uploads/2020/05/martech-zone-social-400x210.png 400w, https://cdn.martech.zone/wp-content/uploads/2020/05/martech-zone-social-800x420.png 800w" sizes="auto, (max-width: 1200px) 100vw, 1200px" /><div class="clearfix"></div></div><div id="text-2" class="container-wrapper widget widget_text"> <div class="textwidget"><p>It all started as a book club.</p> <p>Yes, I’m serious. I started my work on the web more than two decades ago. My first site was Helping Hand, which curated the best sites from around the web to help people with their computers and navigate resources on the Internet. Years later, I sold the domain to a company that helped folks quit smoking, one of my first <em>big</em> contracts.</p> <p>I began blogging on Blogger and waxed poetic about everything from politics to Internet tools. I was all over the place and mostly wrote for myself – without much of an audience. I belonged to a Marketing Book club in Indianapolis that quickly grew out of control. Over time, I discovered that more and more of the group were coming to me for technology advice. The combination of my technology background and my business and marketing acumen was in high demand as the Internet rapidly changed the industry.</p> <p>After reading <a href="http://amzn.to/1QijK8X" target="_blank" rel="noopener">Naked Conversations</a>, I was motivated to better brand and control the content on the site. I also wanted more control over the look and feel of my blog, so I moved to my domain in 2006 and built my first WordPress site. Since I was focused on marketing technology, I didn’t want the domain with my name to get in the way, so I moved the site (painfully) to its new domain in 2008 where it’s grown ever since.</p> <figure class="wp-block-image alignright"></figure> <p>The Martech Zone is owned and operated by DK New Media, LLC, a company I started in 2009. After working with virtually every major online marketing department in my tenure at ExactTarget and launching Compendium, I knew there was a great demand for my expertise and guidance within such a complex industry.</p> <p><a href="https://martech.zone/partner/dknewmedia/">DK New Media</a> oversees my consulting, publications, podcasts, workshops, webinars, and speaking opportunities. Highbridge, my agency with two other partners, helps companies maximize their investment in sales, marketing, and related products. We offer integration, migration, training, strategic consulting, and custom development.</p> <p>Thank you so much for your support over the years!</p> <p>Douglas Karr<br /> CEO, <a href="https://linkedin.com/company/dknewmedia">DK New Media</a></p> </div> <div class="clearfix"></div></div> </div> </div> </aside> </div> </div> <script> document.addEventListener('DOMContentLoaded', function () { setTimeout(function(){ if( document.querySelectorAll('[name^=ct_checkjs]').length > 0 ) { if (typeof apbct_public_sendREST === 'function' && typeof apbct_js_keys__set_input_value === 'function') { apbct_public_sendREST( 'js_keys__get', { callback: apbct_js_keys__set_input_value }) } } },0) }) </script><link rel='preload' href='https://martech.zone/wp-content/cache/flying-press/9e4e4dc46879.helpers.min.css' as='style' onload='this.onload=null;this.rel="stylesheet"' /> <noscript><link rel='stylesheet' id='tie-css-helpers-css' 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