PRSA Silicon Valley put on a professional development class this week titled "Social Media Realities...What They Don't Tell You" taught by David Spark from Spark Media.

One of the key things that I learned in this session was that marketers should produce multiple marketing pieces from one piece of content. For example, if you do a customer case study interview, be sure to record it, shoot a video and take photos. With just a little more effort you can create a video, audio podcast, blog, RSS feed and an online case study. Small amounts of planning before the customer interview can really expand the reach of your message.

Of course, before you decide where you want to publish, you need to decide what you are going to say. When deciding on what content to produce, an easy way to get a quick handful of content is to ask your sales team "What is causing you to lose sales?" Answering those quick questions and publishing it can quickly produce leads and add rich content to your site.

At the end of the seminar, David shot reactions from the attendees in this Takeaways video