Good content is the backbone of most marketing activities and is especially important in a demand generation model. But content for content’s sake doesn’t have the same impact.
And what is ‘good content’, anyway?
Todd Clouser and Obaid Durrani believe they’ve found the answer to our content strategy prayers in the form of their ‘Easy Mode Framework’.
The framework defines types of good content, gives content a purpose and provides an action plan for producing content that makes a difference to business objectives.
Interested to hear more about how these two masterminds are helping Cognism to reinvent content? Just keep reading!
Why did we want to reinvent our content?
2022 for Cognism was all about number indonesia our switch from lead gen to demand gen. But the most important aspect of this change for us was our renewed focus on our content and building our ‘media machine’.
Fran Langham, Global Head of Demand Generation at Cognism, says:
“We wanted to produce value-led content using subject matter experts - and we got into a groove of doing this regularly.”
“However, we didn’t want our content process to become a subconscious churn.”
“Instead, we want to make sure we are purposeful in creating content that works for each channel. Really thinking about how we would deliver our content.”
For context, our old content process looked a little like this:
Writers were primarily focused on blog content. Producing articles once or twice a week using subject matter experts and reacting to the team’s immediate needs. Siloed from the activity carried out in the demand gen team.
We realised we needed to find an approach that would allow us to:
Solve our content scalability problems.
Break free of restrictive content formats.
Develop a strategic narrative and points of view to direct our content.
And that’s where Easy Mode came in.
What makes good content?
When Todd and Obaid conceptualised the Easy Mode framework, they thought long and hard about what makes good content.
Obaid said:
“I analysed hundreds and hundreds of high-performing content assets. Things like Dollar Shave Club’s viral video from back in the day, to Super Bowl ads, to Ryan Reynolds Aviation Gin commercials to good blog posts.”
“I wanted to know the common variables in these quality content pieces.”
After conducting thorough research, Obaid boiled his findings down to three main variables of idea-driven content.