If you're a marketer, you've probably been on the receiving end of an email offering content creation services like blog writing at a ridiculously cheap price. However, the days of "pile 'em high and sell 'em cheap" when it comes to content creation are long gone. And good riddance, too.
One of the biggest content marketing sins is creating content for the sake of content. Someone will hear that video is great for conversion, and start working to get a video done ASAP. Channel choice comes later; first you need to have a message, then you need to choose the best channel through which to convey that message.
It can be easy to get carried away with content creation - and at the ideation stage, crazy ideas should be encouraged! But there's a reason you need a strategy before starting to plan content: this allows you to make informed decisions based on your target audience's needs and behaviours.
Your personas should be front and centre when you are brainstorming ideas, making decisions about formats and channels, and researching and creating content.
Different content has different purposes, and it's important to keep an eye on that. Some content, like a blog post responding to a popular trend, can be very effective but quickly out-of-date. You wouldn't spend lots of resource on these pieces as while they may have a big impact now, this is short-lived. Instead, “evergreen” pieces have long-term relevance and are likely to be worth the higher associated costs.
It's all about what you're trying to achieve, and being very clear about this goal.
Repurposing is the name of the smart content marketer's game. Always think how you're going to get the most from each piece of content. Conducting original research? Don't only publish a white paper, also create an infographic summarising the main findings! Can your blog post be turned into a Slideshare? Is there a video highlight that can be turned into a gif and used on social media?