How to Make the Best Content in the World - Matt Siltala

Summary

Matt Siltala, founder of Avalaunch Media, shares insights on creating impactful visual content in a Stukent Expert Session. He emphasizes maximizing content usage by repurposing elements like infographics for various platforms and formats. Siltala advises involving teams early, setting clear content objectives, and leveraging visual content for brand storytelling. He showcases Avalaunch's 'visual snack pack' process and highlights the importance of a content calendar for strategic planning. Siltala also encourages reusing popular content and creating evergreen visuals that can drive long-term engagement and revenue.

Takeaways

• 📸 Matt Siltala, an online search industry leader, emphasizes the power of visual content in digital marketing, leveraging his own photography in his work.
• 🔗 Networking and industry engagement are vital for success, as Matt's speaking engagements at conferences and universities demonstrate.
• 🚀 Matt's approach to content creation involves thinking beyond the initial format, such as transforming an infographic into various social media-friendly visuals.
• 💡 The concept of a 'visual snack pack' is introduced, which involves repurposing a single piece of content into multiple formats for different platforms.
• 📊 Infographics should be designed with modularity in mind, allowing sections to be extracted and used as standalone content for various social media channels.
• 🛠️ Content creation should be purpose-driven, with clear objectives like lead generation, SEO, or brand awareness, rather than just aiming for likes and shares.
• 👥 Collaboration across teams is crucial for content success, ensuring legal compliance and maximizing the potential of each content piece.
• 🗓️ A content calendar is essential for planning and executing a strategic content rollout, helping预见 trends and prepare timely campaigns.
• 📈 Reuse and repurpose popular content to extend its reach and impact, as illustrated by the enduring popularity of the 'Social Media Explained by Kittens' infographic.
• 🌟 Creating evergreen content that remains relevant and shareable over time is key to long-term digital marketing success.

Q & A

Who is the guest speaker in the Expert Session by Stuken?

The guest speaker is Matt Siltala, an online search industry leader and founding launcher of Avalaunch Media.

What types of companies has Matt Siltala worked with?

Matt's clients have included companies like Salesforce, Work Front, Home Depot, and GoDaddy.

What is Matt Siltala's stance on creating visual content?

Matt Siltala believes that the best content in the world is on the visual side of things, and he emphasizes the importance of creating visual content that can be used in multiple ways.

What is the term used by Avalaunch Media for their process of maximizing the use of visual content?

Avalaunch Media uses the term 'visual snack pack' to describe their process of maximizing the use of visual content.

How does Matt Siltala suggest getting the most out of an infographic?

Matt suggests creating an infographic in a way that allows you to take sections of it and use them for different purposes, such as Instagram posts, Pinterest shares, blog posts, and more.

What is an 'infogram' as mentioned in the script?

An 'infogram' is a term used by Avalaunch Media for a version of an infographic that is specifically designed for platforms like Instagram.

Why is it important to involve various teams in the content creation process according to Matt Siltala?

Involving various teams such as PPC, SEO, and outreach in the content creation process ensures that the content serves multiple purposes and avoids potential shutdowns due to lack of alignment or approval from different departments.

What is the significance of having a content calendar according to Matt Siltala?

Having a content calendar is significant as it helps in planning and strategizing content in advance, ensuring that the brand is prepared for various events and can foresee trends better.

What example does Matt Siltala give to illustrate the longevity and shareability of good content?

Matt Siltala gives the example of the 'Social Media Explained by Kittens' infographic, which has been shared extensively and continues to be shared even after eight years, demonstrating the power of creating evergreen content.

How does Matt Siltala recommend leveraging content for maximum capacity?

Matt recommends leveraging content for maximum capacity by repurposing it into different formats such as blog posts, social ads, paid ads, and by planning specific campaign strategies around the content.

What is the role of a content calendar in Matt Siltala's content strategy?

A content calendar plays a crucial role in Matt Siltala's content strategy by providing a structured plan for content creation and distribution, ensuring that the team is always prepared and can align their efforts with specific goals and timelines.