Creative Ideas for Content Marketing

07 May Creative Ideas for Content Marketing

Though content marketing has been around for a long time, Selina McPherson, marketing lead at Hatch Apps, shared some fresh ideas on the topic at the recent Mid-Atlantic Marketing Summit.

One of her points that resonated with me is the suggestion to focus on “big content.” According to Selina, big content is:

  • Thoughtful
  • Research-backed
  • In-depth
  • High quality
  • Educational/valuable
  • Well-produced
  • So good that it can be launched like a product (!)


In other words, this is a major piece of high-quality content that could be the centerpiece of a marketing campaign. I love the idea that this type of content should be conceived, launched and measured like a product. In the big content case studies she shared, the marketers expended significant effort to produce these pieces.

Marketing team members researched appropriate topics, invested in quality design and editorial, promoted the finished piece, optimized the content over time, and measured the results and the revenue that could be attributed to the piece. The marketers also used the insights from the original big content deliverable to inspire complementary pieces that built on the campaign’s momentum.

Effective amplification of content is an area where many marketers fall short. Selina shared some creative ideas and also reminded the audience not to forget the basics (promotional blog posts, microsites, email marketing, guest blog posts, social media, etc.).

Here are a few of Selina’s best ideas:

  • Consider reaching out to influencers to ask for feedback or quotes on your content piece when it is in draft form. Then, the influencers may help promote your content when it’s complete.
  • Cut through the clutter by seeking out unusual channels to promote your content. Consider creating an Alexa skill like Ask Purina, create a sticky mobile app like BarkCam, or a content-rich microsite like Adobe’s
  • Consider virtual reality (VR) for immersive story telling. VR is a great option for industries like retail, travel/tourism, hospitality, automotive, social impact, and journalism – just to name a few. Organizations like Ikea and Walmart have created good VR apps, and Expedia created a virtual travel experience for patients at St. Jude’s Hospital.
  • Give live video a try. Lots of marketers have dabbled in video but may not have tried live video. Here’s a few data points that Selina shared:
    • Facebook live video sees an average of 135 percent more organic reach than images
    • People comment 10 times more on Facebook live videos than on regular videos
    • Live video is great for: Q&A or “Ask Me Anything” sessions, games and contests, live polls, viewer-driven content (where the audience is choosing the outcome) or a series


Take a look at Selina’s best practices for live video below:

Finally be authentic with your content. Create content that speaks to the needs of your customers using information that your company has. If you can aggregate customer or industry data, poll your community or answer popular customer questions – do so. That type of content is very valuable because only your organization can provide it.

Thanks for following our blog series from the Mid-Atlantic Marketing Summit. Check out our other posts here.


Katie Hanusik
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