You know that you need lots of assets to support your demand generation efforts, but now you are facing the challenge of creating those assets with limited time, budget and staff.  This task can seem daunting, but a few basic principals will help you accelerate your production of new assets such as white papers, webinars, videos and case studies to support your lead generation and nurturing plans.

First, viewing the content (i.e., headline, key messages, detail) as separate from the format (e.g., white paper, webinar) will help you create two distinct workstreams that can feed each other.  Subject matter experts are needed to create the content.  But once the content is created and approved, publishing the content in a variety of formats and channels should be under the complete control of the marketing team.  Creative teams, agencies and contractors can be used to manage the formatting and publishing.

Second, one piece of content can and should be published in a variety of formats.  No need to look at one whitepaper or one webinar as its own distinct project.  One piece of content should be the scope of the project, with many assets that come out of that.  Re-purpose that whitepaper into a webinar, podcast, blog postings and newsletter article.

Finally, don’t constrain yourself to a single workstream managed by a single team.  Hire dedicated or contract writers to help create a constant stream of content.  Use your own creative team as well as agencies and contractors to create the assets.  You should have one person or small team managing the strategy for the assets, but many people can be involved in the creation to help you accelerate your results.

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