This post is Part 1 of a 3-part series on Campaign Execution.

We’ve all seen it: Content that’s informative, that you can really learn from, but bores you to the point of tears.

In a perfect world, all content would be engaging and fun. But for now, content marketers who want to see more fun content must be the change they want to see in the world.

Informative content is only half of the recipe. There has to be some fun sprinkled in, or people are going to learn from your content but never share it. And, as we all know, shareability is a big component of content marketing. Without sharing, your content is left to wither on your company’s blog page, forgotten.

Creating informative content, with an element of fun and humor, was our goal as we were crafting an ongoing campaign called Monsters of Funnel. Monsters of Funnel is to be a rotating “supergroup” of marketing rock stars that speak in depth on each stage of the sales funnel.

Read on to find out how we put our campaign together in the initial stages, and get some actionable tips you can use in your next campaign.

The Idea

When we came up with the Monsters of Funnel idea, we wanted it to be based around large piece of cornerstone content that people would want to download. We decided to produce an eBook alongside a series of videos, and have the campaign itself combine elements of lead generation with digital awareness and brand building.

Rather than just relate insights from thought leaders on the stages of the sales funnel, we decided to inject a little bit of rock ‘n’ roll attitude. Monsters of Funnel is a play on “Monsters of Rock.” The entire website has the classic, bold rock ‘n’ roll look. We also created some fun illustrations of the involved thought leaders as rock stars. All of the copy and blog posts are replete with rock ‘n’ roll references and wordplay.

The key here was to take a known topic and put a fun spin on it. Don’t be afraid to think outside of the box and tie two seemingly unrelated things together.

Getting the Band together

In planning past campaigns, we found that you can get much more mileage when you bring other people into your content creation efforts. This is called influence marketing, and it’s a big deal right now. We’re fully aware that we don’t have hundreds of buyers swarming our site, waiting for us to pass down content from a mountaintop, so it pays to partner with people who have established followings that can amplify the message.

Think of Where your Buyer Lives

Most of our buyers are engaging with content on LinkedIn and other places, and exist in a sort of ecosystem that is based around marketing automation. So, we had to figure out how to engage with those folks, and to a greater extent figure out how to stand out in the sea of content that is being published hourly.

Finding the Right People is Key

For us, with our focus on the sales funnel, it was a little tricky. We had to find people who were willing and able to speak on each particular stage of the funnel. That’s because most people focus more on “big picture” items that are at the top of the funnel. As you go further down, there are fewer and fewer people to speak on those topics. It’s rare to find a thought leader who is laser-focused on an aspect of the funnel.

So, what we learned is to always try to find people who are versatile and have done enough to have credibility, and speak to tactics. It legitimizes the entire campaign when people see that there’s just not one person working on it.

Gathering the Initial Content

The unifying factor for Monsters of Funnel was video. Video was our starting point because it is an asset that allows you to go on to write bigger assets around it, like blog posts and eBooks, but the initial ‘data dump’ itself becomes an asset. If we had relied on sending out questionnaires, they would have been thrown away after we finished putting the book together. But with video, you get the chance to re-purpose the content, and have it live on, sometimes longer than the campaign itself. It’s an asset that stands on its own. It’s also an efficient way to produce content too, especially in smaller operations that need to have a big reach.

In the coming weeks, we’ll be sharing more about what we’ve learned along the way from the Monsters of Funnel campaign, including more about content gathering and distribution. Stay tuned!

Justin Gray