Tips to breathe fresh air into your content marketing
It might not be breaking news that content marketing is one of the most effective ways to attract and engage clients and prospective customers. But knowing that top notch content is key to success is one thing. Creating a constant flow of original, quality content is entirely another. Everyone from Shakespeare to Kim Kardashian has complained about writer’s block. So when we’re stuck hemming and hawing at the keyboard, the trick we like to keep in our back pockets is a list of ways to tackle content creation in a way that stays fresh and interesting to our clients.
A Few Content Ideas For You to Try
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Question and Answer
Roll up your sleeves, get into the trenches, and talk to your customers. There’s no better way to understand what they really want to know. In a pinch, you can fall back on surveys, but one-on-one conversations are what truly turn the idea light bulb on. Engaging customers in a conversational way will often reveal topics and lead to insights that cut and dry surveys just can’t access.
After you’ve accessed your customers’ perspective, make a list of questions that they have and do your best to answer every single one of them in detail. And low and behold! There you have a handy-dandy blog post (or even several). Take those answers and arrange them into an attractive visual that simplifies a complex issue and boom: you’ve got a totally shareable infographic.
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Study and Teach
So you’ve listened to your customers, heard their questions and now you can ask yourself: what do your clients or customers really need? Even if their needs don’t appear to be directly related to your products or services, find some way to meet that need and tie it back in. For example, this could be healthy snacks to keep by your desk for small business people, a financial firm creating an infographic on simple ways to save money, or an sporting goods store could put out a map of local places to hike. Better yet, respond to your customers’ needs even more directly with eCourses, eBooks, tutorial videos, or even just inspirational collections.
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Observe and Absorb
Social media, YouTube, pod casts, other blogs—the realm of user-generated internet content is a veritable treasure trove of relevant ideas! Instead of telling the world why your company is special, try turning the table and letting your customers tell you. How are they using your advice or what are they doing with your products? Take inspiration from social media to fuel a content piece that will resonate deeply with your clients since it originated from them.
Along the same lines, try poking around YouTube for ideas. Watch videos related to your company or clientele until something sparks an idea and take a minute to read the comments on the videos you watch for more inspiration. We also recommend reading at least 3 or 4 posts on major blogs in your industry every day.
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Stockpile and Have Fun
We like to keep a running list of ideas for different topics and content marketing projects and constantly update it whenever we come across a new idea or inspiration. Include plenty of links to what inspired you so if you come back to it a few weeks later you’re not scratching your head blankly in front of a vague title. And when all else fails (or you are desperate to procrastinate) check out Portent’s Content Idea Generator. But let us warn you, any site that comes up with titles like “What The World Would Be Like if Ugly Sweat Pants Didn’t Exist,” “Homer Simpson’s Guide to Star Wars,” and “How Holiday Weight Gain Made Me a Better Person,” might lead you down a temporary rabbit hole of delightful guffaws.
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Be Nosey and Collaborate
Nosing around the competition’s website and marketing content is never a bad idea. Access their webinars, download their eBooks, and sign up for their newsletters. It’s a great way to stay on your toes and ahead of the curve when it comes to content creation.
On the flip side, with the “good will spirit” of the New Year, consider joining forces rather than trying to fight competitors. Seek out partnerships in your industry. Share the load of gathering resources and research to develop an eBook, report, or other large content project. If you have a blog, give it a fresh feel and broader audiences by inviting guest posts from other well-known bloggers and companies.
Want some more customized content ideas just for you? Drop us a line; we’re more than happy to help out.